Influencer marketing

I'm sharing my insights and experience in the fascinating realm of influencer marketing this week.

We can't apply a one-size-fits-all approach. Every business is unique and requires a custom-tailored marketing strategy.

Over the years, I've noticed that companies worldwide are losing millions annually due to ill-suited marketing strategies. And it's no different with influencer marketing.

Micro-influencers. They might not have the fame of a Kardashian, but their influence is powerful. These smaller influencers – experts in their industry, local personalities, or even dedicated employees – genuinely care about the brands they advocate for. This sincerity adds a layer of trust, making their endorsements more effective.

However, this path isn't without pitfalls. Take, for instance, the infamous Pepsi ad featuring Kendall Jenner, which received widespread backlash. Contrast that with Jack Wills' ski trip influencer campaign, which yielded relatable and captivating content. It’s evident that the alignment between your brand and your influencers can make or break your campaign.

A perfect illustration of the potential impact of an authentic influencer campaign can be seen in the TikTok couple, Poppy and her partner. Their ability to engage and captivate their audience is impressive and proves that influencer marketing, when executed correctly, can have substantial benefits.

So, how do you find these influencers??

Your search begins on social media platforms, like Instagram and TikTok. Here, you can use specific hashtags and topics related to your business to identify content creators in your sphere.

But remember, the more focused your search, the better. Don't just type in 'energy drink'; refine your search to the specific benefits your product or service offers. Not only will you save time, but you'll also find a more targeted list of potential influencers.

Additionally, make use of influencer marketing platforms. These platforms allow you to set your budget and can be instrumental in helping you find influencers who align with your brand.

In a nutshell, the keys to successful influencer marketing are a niche focus, brand alignment, and smart, specific searching.

A smaller following doesn't mean less influence.