The way that brands use, and approach influencer marketing has changed in recent years, moving away from celebrity endorsements and “big name” influencers, and embracing the power of more targeted and niche influencers who appeal to the target demographic.

The right message, presented by the right influencer, has the power to take a small-time and unknown brand and elevate it to new heights in the social marketing sphere. You need only look at the incredible success of the clothing brands worn by Prince’s George and Louis, and by Princess Charlotte, to see what a single post can do for brand awareness when showcased by the right influencer model.

But without the royal family behind you, how can everyday brands benefit from and utilise that same marketing prowess for their own gain? In this blog post, we consider the power of influencer marketing and how to make it work for you.

What is influencer marketing and how does it work?

Influencer marketing is an interesting branch of social media marketing, not only because of how it is used but in how it has changed over the years. Some of the most entertaining memes you will see online are shared by small businesses that receive “invitations” from “influencers” - that is, users who claim to be influencers, and who flippantly ask for free products in return for a post or two.

This form of sponsored post is founded in the early and most traditional forms of influencer marketing, which would see celebrity users and high profile individuals receive free goods and complimentary services in return for a favourable review and spotlight post on their own social media.

Nowadays, influencer marketing is as good for product discovery as it is for garnering a high reputation online - especially for small brands that are struggling to grow and expand their audience. With the right influencer on side, brands can unlock the valuable benefits of “word of mouth marketing” and recommendations - with the added benefit of those recommendations coming from someone they admire further increasing the likelihood that they will buy.

The benefits of working with influencers

When it comes to boosting brand awareness, there is no easier way to get your brand name in the eye-line of a captive audience than through the profile of a celebrity or influencer.

Not only is influencer marketing a good way to boost brand exposure, but it also solidifies your brand as reputable and trustworthy. People buy from brands that they think they can trust, with influencer endorsements - especially paired with videos and images of the product in use - creating that underlying trust effortlessly.

Finally, influencer marketing can and often does translate to a rise in sales, as consumers are more inclined to take the plunge and buy something that someone who they admire has recommended.

So, how can you make it work for you?

How to make influencer marketing work for your brand or business

While previously it was enough to simply have a famous name, regardless of the influencer’s demographic or personal interests, today influencer marketing is far more in tune with creating valuable and tangible connections between brands and influencers.

By that we mean that influencer marketing today is built on the idea of brands partnering with influencers who customers can relate to. It’s more important than ever to use influencer marketing to reach social users who are genuinely interested in your product, and who are considered a core part of your target market.

That doesn’t have to meant that influencers are A-listers or even particularly famous on a national or international scale. Many brands see incredible success through niche partnerships with influential names in their specific field or industry - tapping into the value of an individuals presence and notoriety in your market.

If you want to make influencer marketing work for you in 2024 and beyond, then here are a few tips to follow…

• Select influencers who appeal to and relate to members of your target audience. It is no use reaching thousands of teenagers through a Gen-Z influencer, if your product is an anti-ageing face cream.
• Consider the different types of influencer marketing that they can offer and select the one which best reflects your brand values. It could be a direct recommendation, a user review, or a subtle mention.
• Ensure that your social pages complete the sale - especially if your influencer marketing is tailored to drive visitors to your website. It’s all very well pushing users towards your profile, but if you page isn’t optimised for conversion then it’s a waste of time.
• Be transparent about how you work with influencers and ensure that users are clear on any paid or sponsored partnerships. This is a core part of modern advertising standards, with full transparency required to avoid your brand being penalised.

Here at Social Loop, influencer marketing is just one area of marketing that we can support your brand with. Get in touch for more information on this and other services that we offer.