At BRITE we are recommending Influencer marketing to our B2C clients. It’s been a learning curve
To begin, what is an Influencer?
According to Marketing Hub An influencer is an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.
An individual who has a following in a particular niche,which they actively engage with. The size of the following depends on the sizeof the niche. They serve as brand ambassadors.
How do you Influencer Marketing measure success?
Our rule is cost per engagement but it can also be measured by website clicks, re-tweets, re-pins, video views, direct sales or shares.
How do you select an Influencer?
We have software that helps us find Influencers within industry categories and we recommend that you select someone that if the total number of likes plus followers, divided by number of followers is greater than 1% then they are influential.
We consider micro Influencers those with under 10,000 Influencers.
How do you know that the Influencer is Credible?
We utilize software that helps us find individuals within our category and then we cross check their followers to determine if they are bought or authentic. We look at geography, engagement, language, and actual profiles.
What is the best way to utilize an Influencer?
There are so many ways to maximize an Influencer. Your influencer could be a blogger, have a large Twitter presence or even a solid podcast or ICTV channel. Here are some ideas:
- Smartspeakers – ask them to be a brand advocate, twitter chat, Instagram takeover, Facebook live or ask them to be on your panel.
- Livevideo– 80% of users prefer live video over blog reading, 82% prefer
livevideo over social posts. We recommend using Instagram stories and YouTubeVlogs. Twitterchats – use hashtags, host panelists, demonstrate knowledge, develop one on one relationships 380 million users- ICTV –this is Instagram TV and sessions can be up to an hour long people. We recommend using 3-5 minutes of TV, create a series, work with an Influencer, and re-purpose video content. For instance do a cooking
show, or a talk show format. Today brands are starting to have their own TV networks. - Podcasts –send product service to influencer do interview on
podcast .
Social Media Take Overs are also effective at promoting your brand. Mercedes Benz partnered with Loki the wolf-dog and his owner Kelly Lund. Using a 360 degree camera it shows the owner and Loki traveling through the mountains of Colorado. Its story telling that posted to Loki’s page and Mercedes Benz page. Loki even made cheeky comments.