Resources
Working with influencers
Working with influencers online can offer several benefits for both businesses and brands alike. Influencers are known for having dedicated and engaged followers who trust their recommendations. By collaborating with influencers we get to tap into their audience and increase awareness right where we want it, particularly useful when targeting a specific niche or demographic.
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Influencers are strong content creators, often build strong relationships with their followers based on trust and authenticity, and can provide a social proof to encourage trust.
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Influencer deals can be cost effective for smaller scale campaigns, but the success of influencer marketing depends on factors such as choosing the right influencers.
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If you’re looking for maximum engagement, we would suggest going for a mid-sized influencer with a following of around 150k. These individuals tend to bring the most amount of comments, likes and shares compared to bigger and smaller accounts. We know that engagement is key on instagram, the more engagement your content receives, the higher the chances are that the algorithm will favour it and increase the reach.
However, If you are looking to drive sales rather than engagement, we would recommend you go for a micro influencer of around 10-100k. This is because micro-influencers can be perceived as more authentic, and their advice more trustworthy than their larger counterparts. As a result we like and relate to their content more and are more likely to take their advice on making a purchase.
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The level of engagement and amount of followers an influencer has are beneficial up to a certain point. After which and interesting switch occurs where the increase in followers creates reduced engagement. Why do we think this is? Perhaps because we assume that a smaller influencer will be more likely to engage back, whereas those with more followers are less likely to reply to or even see every comment, making us less inclined to interact.
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If your goal is to maximise reach and engagement, look for influencers with a following between 100-500k.
If your goal is purely sales, work with someone with a smaller audience who are more likely to consider the influencer as a friend, and take up their recommendations.
