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Influencer marketing – A simple introduction

Posted on 8th November, 2018 by Gavin OCallaghan

Social Media

Are you interested in influencer marketing but not sure where to start? Do you think that only big brands are able to attract influencers? Or, are you convinced that influencer marketing is only for beauty or lifestyle brands? In this article, we’ll take a look at why you should be using influencer marketing as well as how to find the right influencers for your business. So sit back, grab yourself a nice hot drink and let’s dive into the world of influencer marketing.

Who are influencers?

The simplest explanation is they are similar to a celebrity in that they have influence over their audience. The classic example would be a celebrity endorsement of a brand by using their products and being featured in their advertising campaigns. Of course, modern-day influencers aren’t necessarily celebrities in the traditional sense but they are people who have a large audience who religiously follow them.

Today’s bloggers, Instagram stars and vloggers are more relatable than big-name celebrities simply because their lifestyles are more similar to our own. This is one of the reasons why influencer marketing works so well for businesses, regardless of what niche you are in. Find the right influencer and you can connect with your audience in a way that other channels simply can’t offer.

How do you find influencers?

One of the first steps of the process is to start researching influencers based on your target audience. A common mistake businesses make when looking for an influencer is assuming that their target audience follows influencers in their own sector; this may not be the case. Try asking your customers who they follow on Instagram, what videos they watch on YouTube and who they connect with on Twitter to try and gain an understanding of who their influencers are.

As well as asking customers you can also use social listening tools to help you find the right influencers. Some of the tools that you can use include: Tweetdeck, Crowdfire and Buzzsumo to name just a few. There are many social listening tools out there so take a look at a few and see which one has the features you’re looking for.

Influencer evaluation

Following your research, you should now have a list of potential influencers with vastly different follower numbers. Remember that just because an influencer has a lot of followers, it doesn’t mean that these followers are real. It’s important to look beyond the numbers and look at the actual engagement that they get from their posts. If they have a lot of followers and yet their posts only get a small number of likes, comments and engagement then you need to look elsewhere.

Campaign goals

Another thing to consider when vetting potential influencers is the main objectives of your campaign. If you are looking to get the maximum exposure for a one-off event such as a product launch then you may want to focus on influencers with a large audience. For those with a smaller budget or anyone who wants to focus on longer-term exposure then micro influencers may be the better choice for your business.

Working with influencers

There are many different ways to work with influencers from paying them to create and share content about your products and services to offering them free products in return for them sharing content about these on their social media platforms, YouTube channel or blogs. Once you’ve decided on who you want to work with it is best to treat your influencer as if they were a freelancer doing some work for your business. This means that you should give them a brief, outline what you are looking to achieve and what sort of content you would like.

Again you need to think about your objectives for your campaign and openly discuss these with your influencer to agree the best way to help you achieve your goals. Remember to agree on deadlines, payments and what will be delivered in writing to ensure you get what you need.


Using these tips you should have the confidence you need to start working with influencers and promoting your business to new audiences and potential customers. Just remember that in order to be successful your influencer marketing needs to focus on the right audience and help you achieve the right goals at the right price.

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