The idea of being internet famous isn’t new. But maintaining a public persona with the intent to monetize online? That’s something the modern influencer phenomenon has turned into fine art.
Even as recently as 2018, more than 70% of marketers said they had no intention of including influencer marketing. But, as an email marketer, being familiar with online influencers is an important addition to your toolkit. Some may even go as far as to say that knowing how to work with influencers is now an essential marketing skill.
Read on to learn exactly what influencer marketing is and how it can benefit your email campaigns.
How does influencer marketing work?
Out-of-touch digital strategists may equate influencer marketing with social media marketing. While related, they’re very different. With current social media marketing, the focus is on content and advertising on online channels (think YouTube, Facebook, or Instagram).
Influencer marketing is all about identifying people with huge followings on one or more of these social media platforms. Effective influencers have closely cultivated connections with their audience base.
Some build their following by focusing on creating content for popular topics, such as fashion or parenthood, and others share their day-to-day routines and bank on aspirational qualities to propel them to fame. And some influencers amass significant follower numbers without intentionally attracting them.
Here’s where the magic happens. When influencers work with brands, their marketers are actually reaching out to the influencers’ followers.
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It’s a way to advertise products and services in a relatable and, ideally, organic way. Instead of paying for ads to run on TV or appear on social media feeds, for example, a brand can tap influencers. These Afghanistan WhatsApp Number List online celebrities can talk about products on their own YouTube channels or Instagram accounts. Sometimes, brands create content featuring influencers outside of their typical social channels too.
Influencers are often not their followers’ peers, but this is a role that they inhabit comfortably. Influencer marketing sits on the premise of relatability. No matter how different an influencer’s lifestyle is from their followers, they find ways to connect on some level with their followers.
What are the types of influencers and how are they different from each other?
There are three basic types of influencers, differentiated by follower count:
- Micro influencers: these are the “people like me” types with less than 10,000 followers. Many influencers of this kind are either just starting or have built a following without initially aiming to monetize.
- Power middle influencers: they’ve between 10,000 to 250,000 followers. Although these influencers aren’t household names, they have dedicated fans and an engaged audience.
- Macro influencers: often already thought of as celebrities, these people easily command a following of over 250,000. Influencers in this bracket have the best reach, but the marketing they involve themselves in is the least likely to come off as genuine or organic.
Another way to categorize influencers is through what makes them popular in the first place.
For example, Nikkie De Jager is a top Instagram influencer with more than 13 million followers. However, she started as and is best known for being a makeup tutorial content creator on YouTube.
Will learning how to work with influencers improve your email marketing campaigns?
Yes. In fact, you may have already experienced better email campaign performance due to influencer marketing.
Have you ever included customer reviews or user-generated content in your marketing emails? Even if the content in question didn’t come from influencers, the tactic should’ve clearly illustrated the power of social proof.
It’s more than an advertising gimmick. People typically value outside opinions, especially when they come from unaffiliated third parties. If social proof weren’t real, companies like Yelp or TripAdvisor wouldn’t find much success in what they do.