Influencer marketing is expected to grow bigger this year, and it has many brands scrambling to find a way to tap into. An infographic I found takes a look at the growth of influencer marketing from last year to ascertain how influencer marketing will look in 2018.
Influencer marketing 2018: Use it more
The infographic reveals that 63% of marketers have increased the amount allocated to influencer marketing in their marketing budgets. Meanwhile, 67% have said that the strategy has helped them reach their target audiences better.
Check out the infographic below, and then keep reading for even more detailed analysis of the benefits of influencing marketing:
Infographic created by Market Inspector
Here are the key points on influencer marketing which you should look at:
- Helps build credibility and trust
- Increases brand authority
- Boosts brand image on search engines
- Generates high-quality leads
These benefits have pushed many more marketers into adopting the strategy, making influencer marketing one of the major digital marketing trends of 2018. Let’s see what this infographic teaches us about building an effective influencer marketing campaign.
Influencer marketing 2018: Create your campaign
The infographic recommends that you put anywhere from 1% to 25% of your digital marketing budget into attracting influencers. If you plan to work with an agency for the campaign, this translates roughly to a $20,000 starting budget.
Being on the right social media channels will ensure that your budget will be spent right. The infographic notes that Instagram is set to become one of the major platforms for influencer marketing, with it reaching a 47% audience penetration by 2020. This makes Instagram celebs like Laura Lee very in demand.
Influencer marketing 2018: Attracting influencers
When creating a shortlist of influencers that you want joining your campaigns, assess each candidate based on the following criteria.
- Reach: Influencers with a huge reach are great, and they get a lot of attention, but it is more important to make sure that they reach your target audience.
- Reputation: Analyze how the audience response to your chosen influencers. You want to see high engagement.
- Frequency: Influencers who post often will make your marketing content more visible to your audience. You have to balance this against the fact that it could bury your personal message.
Following this criteria will ensure that you get the right influencers for your campaign. Influencer marketing is all about targeting. Take the steps to be sure that you’re targeting the right influencers, who in turn target the right audience.
Zoella is an example of an influencer who meets the above criteria well for fashion and beauty brands, allowing her to generate a lot of interest in the brands she promotes.
— Zoella (@Zoella) February 22, 2016
Influencer marketing 2018: Mobilizing your influencers
You can help your influencers be more effective by providing them with great content. You also need to create a publishing calendar to plan out the type of content that you will release and when. This will allow you and your influencer to release your content at the same time. This sort of collaboration will help greatly with your exposure and brand recall.
Once the influencers start promoting your brand, be ready to support their efforts. Here are a few ways to do this:
- Retweet their messages from your brand’s account
- Create posts of your own which push users to their account
- Feature their posts on your website by embedding them
- Respond to their post with text replies or comments
These boosts in your content’s prominence will help it spread out to more of the influencers’ audience and attract more interest.
Having influencers endorse your brand will help push the popularity of your accounts, your brand, and bring back great ROI. Be ready for 2018 with a comprehensive influencer marketing campaign that will make these prominent online personalities really work for you.