The digital revolution and rise of social media has changed the world of advertising beyond recognition. Modern day celebrities are not necessarily pop stars, actors or footballers, but those cultivating millions of followers on YouTube, Instagram, Snapchat and Twitter. These influencers are extremely valuable to companies and brands. Recent research shows that 90% of customers trust peer recommendations, whereas only 33% trust advertisements.
Singer Selena Gomez has 91.6 million followers on photo-sharing platform Instagram – more than anyone else in the world – and holds the record for the most liked picture on the app, which received 5m likes and thousands of comments. The prize photo is of her sipping on a bottle of Coca-Cola, labelled with her own lyrics: “you’re the spark” and the caption: “when your lyrics are on the bottle”. It’s perhaps no surprise that the post has been revealed as part of Coke’s latest “share a coke and a song” campaign.
Gomez reportedly charges up to $550,000 per post and is able to command such sums because of her reach online. Her feed is carefully curated (no sign of a diet tea or waist trainer) to promote products that fit her personal brand. She’s selective, and as a result receives high engagement.
While small businesses are unlikely to have the budget to command such an A-lister, there are emerging YouTube, Twitter and Instagram stars who will be happy to discuss a more manageable commercial arrangement. Here’s how to find and work with them:
Authenticity
When it comes to making your selection, ask yourself, whether they appear to work with every brand who asks, or if there is a clear theme to their sponsored posts. If it’s the former, your posts with them are likely to be dismissed as spam and will lose their effectiveness. Working with an influencer is only worth doing if they have the power to inspire trust among their audience. Find an influencer who is genuinely interested in your sector, product or service. If for instance, you run a fleet service, reach out to an influencer with a passion for motoring and cars.
Followers
It’s not just about the number of followers that an influencer has but also how engaged that audience are. Think about their reach – how many likes or shares/retweets does one of their posts receive? Does it vary between the sponsored posts and those that are more spontaneous? Look across their different platforms – are they more popular on one than another? Which conversations are they, and other influencers, driving online?
Relevance
Consider whether your nominated influencer’s audience is relevant to your sector. A vegetarian food blogger’s million followers won’t be useful if you sell Spanish cured meat. Making sure their audience and your target audience have similar profiles will help the former grow the latter. Think beyond standard product placement posts and consider how you could produce content that means more. Could you provide tips or advice? Or could you invite the influencer along to a cocktail making course, for example, if you’re trying to promote your brand of rum?
Investment
Influencer marketing can increase brand awareness at a lower price than traditional advertising but you need to be realistic about the results you will get. Some low-level influencers will only feature brands in their posts if they get a press trip or other goodies out of it. Others will want cash – and how much can vary wildly. Manage your expectations and know that an immediate uplift in sales is unlikely. Influencers increase brand awareness of products, which can lead to sales in time. Ask for examples of how they have helped other brands with campaigns, and make sure you have agreed, in writing, what their role will cover.
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
