Influencer Partnerships: Why Brands Need Them
Influencers are everywhere, yet social media influencers can be great for brands.
What is An Influencer?
To be an influencer, you simply have to have influence, or “the capacity of power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc. of others (Bentwood, 2008, p.5).” Just about everyone has some influence.
Social media influencers are “passionate and skilled professionals who know how to communicate, engage, and create dialogue for all the right reasons (Solis & Breakenridge, 2009, p. 94).” They can also be thought of as someone who has “the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience (Influencer Marketing Hub, 2021).” Ultimately, they have the power and knowledge to affect your perceptions and thinking.
When brands are partnering with influencers, this becomes influencer marketing. This kind of marketing is becoming very popular, simply because it works. Social media influencers can be very helpful to brands.
How Influencers Can Help Brands
It takes time and hard work for influencers to build a following, as well as gain their trust. If followers trust these influencers, who then recommend products from certain brands, then they are more likely to trust that brand also.
Social Media Today explains that, “peer recommendations carry a lot of weight. People are more likely to buy a product or service when recommended by those they trust, such as influencers they follow (Barker, 2019).” Word of mouth can have an impact on any brand or organization!
Not only are influencers sharing their trust in this particular brand, they are also building awareness. These partnerships allow brands to extend their reach with the help of influencers. A new audience can be reached and a connection built between the brand and influencers followers. Simply, the influencer acts as a connector.
Lastly, influencer marketing also “provides a better Return on Investment (ROI) than other marketing methods (Petrina, n.d.).”
What to Consider When Looking For The Right Influencer
First, you want to find an influencer who has a similar niche or has a relevant message. For instance, if you are a makeup brand, then you want to find an influencer who is knowledgeable in makeup. Travel agency, look for influencers who love to travel or are knowledgeable about traveling hacks and tips.
Another thing to look at is the influencer’s engagement. They may have a high follower count, but what are the average likes or comments on their posts? If the follower count is in the thousands but they’re barely reaching 100 likes, their engagement is doing poorly. “How much readers engage with a publisher and how often they return are indications of how meaningful those relationships are (Hamman, n.d.).” Back to the example of only getting 100 likes, that could mean their is a poor relationship between the influencer and their audience. They can also be considered fake influencers.
Although there are many things to watch for before partnering with an influencer, one key point is to see that they are authentic. Authenticity sets them apart from many other influencers, but it also tends to lead to higher amounts of trust.
Influencers can be very important and helpful to brands. It’s important to know who and how to find the right influencer to represent your brand. One last note, be careful of fake influencers and make sure they can provide some benefit or ROI.
Sources and Additional Resources
https://www.thedrum.com/industryinsights/2020/05/06/the-key-elements-influencer-marketing-strategy
https://www.thedrum.com/industryinsights/2020/05/06/the-key-elements-influencer-marketing-strategy
Bentwood, J. (2008). Distributed influence: Quantifying the impact of social media. Edelman white paper.
Solis, B., & Breakenridge, D. (2009). Putting the public back in public relations: How social media is reinventing the aging business of PR. Upper Saddle River, NJ: Financial Times Press
https://medium.com/practical-leadership/everyone-has-influence-ddafb3381b6b
