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What is influencer marketing?

Who would have thought fifteen years ago that millions of people would have careers based on social media? Whether it is to promote a product, sell a service or raise awareness of a brand, influencers are at the heart of today’s marketing strategies. But who are they and what is their job? 

Influencer Marketing

What is an influencer?

A social media user is referred to as an “influencer” when they use their platforms to share their opinions to Internet users and are able to influence them by changing their consumption patterns. The influencer will be approached by a brand who will ask them to produce exclusive content on one of their products in exchange for the product itself or money. This content will be posted on the influencer’s page and possibly reposted on the brand’s page. 

 

Influencers are often also called content creators. Each one finds its trademark, its image, its colors and adapts it to each of its publications. For example, Lucie Rhéaume is a well-known influencer and content creator in Quebec. Thanks to his quality publications and his community of almost 250k subscribers, several companies approach her in order to make partnerships. In this case, she is seen wearing a Daniel Wellington watch. This post, in addition to earning him a DW watch, probably also earned him some money, given the addition of the “AD” in the description. 

influencer-marketing-how-to-choose

With this profession comes a certain responsibility. Influencers have the power to literally influence an entire community and they act as inspiration for it. Many of them take advantage of this platform to discuss important topics, such as health, eco-responsibility or to give visibility to a movement that inspires them. 

 

For example, influencer and content creator Audrey Rivest uses her platform to express herself on the Black Lives Matter movement. She publishes quotes, shocking facts and gives visibility to black artists.

Influencer types

There are different types of influencers that are classified according to their number of followersvisibility, engagement rate and cost. 

Number of followers Visibility Engagement rate Cost
Nano influencers 1 000 – 10 000 Low Very high Low
Micro influencers 10 000 – 50 000 Rather weak High Rather weak
Mid-tier influencers 50 000 – 500 000 Rather high Rather high Rather high
Macro influencers 500 000 – 1 000 000 High Rather weak High
Mega influencers 1 000 000 and more Very high Low Very high

There are also celebrity influencers who have become influencers. They were first known as actors, athletes, singers, etc. and now use their platforms to promote certain brands in exchange for products or money.

How to choose your influencer?

As a brand or as a business, several points must be taken into consideration when it comes to choosing an influencer. First, it is important to know your main business objective. If you want to gain notoriety, iwould be interesting to reach out to a wide and varied audience, with a macro-influencer, for example. If your goal is to convert future customers to purchase, it would be more interesting to partner with a nano or micro-influencer in order to properly target your audience and benefit from a good engagement rate. 

 

One of the goals of an influencer marketing campaign is to build a relationship of trust with someone who has an audience that interests you. Make sure you choose someone whose work you enjoy and whose style of content matches your image. Some companies choose to collaborate with influencers as brand ambassadorswhich means an exclusive contract over a longer period. 

 

The important thing is to target your campaign objectives and understand the benefits of each influencer groups. 

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    Questions to ask yourself:

    • How much am I prepared to invest for an influencer marketing campaign?
    • What is my campaign goal?
    • What type of community am I going to address?

    Bibliography

    Godin, C. (2021, June 10). How to Choose the Best Ambassador for Your Brand? Online

    e-marketing. (2021, July 5). Influenceurs – Définition du glossaire. Online

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    Caroline Godin

    Billy.Social Présidente et fondatrice

    info@billy.social

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    2021-10-27T13:36:26-04:00

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