How to Find the Right Influencer — and See Big Benefits


Influencer marketing is all the rage, but is it worth it for your brand? Find out.

Influencer marketing is a type of marketing where influencers provide endorsements and product placement to their followers on social media.

Because influencers usually have expert knowledge or social influence in their field, they can effectively reach customers and prospects. They also provide an entertaining and informative way for consumers to become aware of a brand’s products or services.

This article will discuss influencer marketing, how brands find influencers and the challenges that influencer marketing presents.

Why Would Influencers Appeal to Brands?

Influencer marketing is effective because of the high level of trust social influencers have with their followers. When they recommend products or services, it comes across to a brand’s customers or leads as a type of social validation.

Chandler Redding, publicist and brand strategist at Otter PR, told CMSWire that one of the reasons brands are interested in working with influencers is because they produce results.

“Influencer product reviews are highly effective,” said Redding. “Think of them as top-tier testimonials for your brand. When influencers promote your brand, they use their own style that your branding guidelines may not usually allow.”

Because the influencer’s personality and style will represent the brand, it’s important to ensure the influencer is a match for the company and its products and services.

“It’s as if a serious corporate brand like Dior, which traditionally promotes itself with high-end, classy ads, were to ask Jimmy Fallon to share their new cologne on his Instagram,” Redding explained. “You can imagine how that ad may not turn out to be as refined as they would typically have it.”

Brands are often interested in working with influencers because they provide a high return on investment (ROI) compared to other marketing efforts. Dara Busch, co-CEO of 5WPR, said in 2021, the value of influencer marketing grew to $13.8 billion and that a brand, on average, makes $5.78 for every $1 spent on this type of marketing.

She added that, over the past few years, influencer marketing has gained a lot of traction. “An influencer can be anyone. They can be makeup artists, video game streamers, bloggers or even marketing executives.”

Plus, Busch said, influencers don’t have to have a massive following if they produce content in a niche a brand is interested in. “That is, they should be influential within their industry.”

Related Article: Is Influencer Marketing a Fit for B2B Marketing Plans?

How Are Influencers Classified or Categorized?

Influencers are categorized based on the number of followers they have on any given social media platform. Influencers include celebrities from music, television, movies and other media, along with niche content creators who have amassed a large following through TikTok, YouTube, Instagram, Facebook, Pinterest, Twitter, Twitch, etc.

Some influencers have thousands of followers, while others may have millions. They typically fall into tiers, including:

  • Mega-influencers: more than 1 million followers
  • Macro-influencers: 500K to 1 million followers
  • Midtier-influencers: 50K to 500K followers
  • Micro-influencers: 10K to 50K followers
  • Nano-influencers: 1K to 10K followers

Julie Solomon, a public relations lead at Next PR, told CMSWire that if a brand’s budget is limited, it should approach micro-influencers.

“A micro-influencer is likely to have a lower fee and be open to working out a collaboration that benefits both them and your brand,” she explained. “Their fee is typically based on their engagement rate, follower count and assets you want them to create (like a review video or a static product post).”

Solomon suggested that sometimes working with smaller influencers is more beneficial, adding that every influencer has a unique following. “Even someone with less than 5K followers on social media can be just as impactful when it comes to ROI for a brand than an influencer with 1M+. It’s all about their target audience and engagement rate.”

She recommended working with a few smaller influencers before investing the effort and money into larger-scale influencers.

Regulations for Influencer Content

Social media influencers are not devoid of regulations. Instagram and Facebook have their own branded content policies for influencer marketing campaigns and endorsements.

Their rules state that branded content is only allowed to be posted with their branded content tool, and they require that business relationships between influencers and endorsers must be tagged when promoting this content.

Meta provides influencers with a tool called Brand Collabs Manager that allows influencers to connect with brands for branded content creation.



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