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For companies, collaboration with brand influencers become a practise for digital marketing.

Anyone plans an influencer marketing campaign, ask some questions, such as ”what is a brand influencer?”. In this article we will discuss the advantages on collaborating with a brand influencer and how one can find the best influencers for brands.

For an organisation, working with brand influencers to advertise their products or services online will allow the brand to generate interest among new potential customers.

Who is the brand influencer?

A brand influencer is a person who influences consumers within a specific industry circle through in-brand content and promotions. Influencers typically have a large online audience that is interested in their industry circle and actively interact with the content generated by the influencer. Users of social media platforms rely on brand influencers because they are trendsetters and see collaborations between influencers and companies as certifications of the quality of a brand’s products or services.

The 7 advantages of working with brand influencers

Are:

1 Influencers’ content is engaging: People do not look at ads with pop-up blocks. Therefore, the right method to attract a new audience is through influencers sharing interesting content in their target community.

2 Building real connections: influencers are able to produce real content and spread the story of a brand in a way that generates interest in new potential customers. 

3 Credibility and trust: people generally trust their influencer rather than a brand message, especially if it comes from a company unknown to most. Influencers, with their expertise in a specific field are able to lend credibility and trust to brand messages.

4 Visibility: Social media algorithms are difficult to understand. Moreover, the sheer volume of content online hardly allows brands to stand out. Working with brand influencers could help brands increase awareness among users of social platforms.

5 Increased ROI: For companies, collaborating with brand influencers can lead to a large number of interactions, clicks and conversions. 

6 Long-term rewards: Collaborating with brand influencers means investing in long-lasting partnerships that could provide excellent results in the future. Content generated by influencers can also be republished after online marketing campaigns on different marketing channels to generate further value.

7 More customers=More influencers: For companies, increasing their customer base through partnerships with influencers could increase the number of potential influencers and brand advocates for online marketing campaigns.

What one looks for in a brand influencer

Companies need to pay attention to several aspects when choosing an influencer for their online influencer marketing campaign:

1 The audience: A company needs to be sure that the influencers’ audience matches its brand’s target customers. Demographics such as location, language and age need to be analysed to ensure that influencers’ followers are right for their brand and possibly purchase a company’s products or services.

2 Brand and industry alignment: A brand influencer already has an interest in a company’s industry, niche and products. They have been posting interesting topics in their feed for some time and their audience will be inclined to want to know about a company’s brand.

3 Content’s quality: Companies should take the time to examine the influencers’ feed to see the quality of their content. Companies have the opportunity to reuse influencers’ content in other online marketing campaigns. Therefore, they should be sure to work with experienced influencers.

4 Performance and engagement rate: For companies, seeing the level of engagement of influencers allows them to determine how likely their audience interact with the content they publish on various social channels. 

5 Fake followers: An organisation, before working with influencers, should look at the real number of people following them. It allows you to see what percentage of their audience are real people and what percentage are bots or fake followers. Typically, a brand influencer has around 90% real followers.

How brands find influencers

Brands can find influencers through different strategies:

1 Searching for influencers via search engines: Using search engines can be a good way to search for top influencers and to take inspiration from them for online marketing campaigns. 

2 Influencer marketing platforms: Using Upfluence software has a large database of influencers and this allows companies to target their search and not waste time. Filters can be used to generate a list of the right influencers in less time.

3 Influencer Marketing Agencies: Sometimes it might happen that a company does not have the necessary resources to carry out an influencer search. Give this task to external agencies such as Upfluence could be profitable. Upfluence knows how to manage influencer campaigns. 

4 Converting customers into influencers: Generally, the best brand advocates are the customers of companies. They know their products, so it makes sense for companies to activate their customers as influencers of their brand. Upfluence software allows influencer matching to analyse customers and find the people who orbit around brands, whose reach makes them ideal candidates for online marketing campaigns.

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