As a content creator who has collaborated with Rockstar Energy, Tiger Mist, Manscaped, and other outstanding brands to learn behind the scenes about influencer marketing, I have a deeper understanding of how brands utilize influencers for their overall marketing campaign and social media performance.
In the influencer side of my life, I’ve utilized TikTok, Facebook, and Instagram for sponsored collaborations. These platforms help with boosting brand awareness and generating affiliate income. Many businesses are looking for content creators that align with their brand and have the following of their target audience. There are different influencer marketing tools to spot fake followers and see influencers’ statistics: HypeAuditor, GRIN, upluence, and many more.
Which Is More Effective: Macro-Influencer or Micro-Influencer?
When searching for potential influencers for your marketing campaigns, it’s important to make sure you’re choosing the right influencers. Micro-influencers are those between 10,000 – 100,000 followers, and macro-influencers are those with 100,000 followers or more. By collaborating with micro-influencers, brands find this to be more effective due to the nature of their posts curated to suit their social network niche. Brands are more dependent on engagement rate as a method of measurement and comparison when choosing influencers. Although working with micro-influencers is more cost-effective and more focused on their niche markets, macro-influencers take a viral effect, increasing the exposure drastically. Working with a macro-influencer generates much better results and higher values if your brand is driven by influencer ROI.
Choosing the Right Influencers
People are looking for authentic content more than ever, which means choosing authentic influencers is crucial to your business. I used to find macro-Instagram influencers that were small influencers on TikTok to collaborate with them on videos to be potentially posted on their Instagram reels. It’s all about finding a strategy that works for you. When brands reach out to influencers with their collaboration details, sponsored video instructions can be very detailed and specific, or they can be very broad. Take control of the outcome that you are looking for by choosing the right content creator.
Related: 2023 Social Media Image Guidelines
How is influencer marketing evolving?
When I first started influencer marketing, it started off with collaborating in exchange for a sponsored post, video, or story on Instagram. Brands were finding influencers based on hashtags, popularity, and influencer-finding websites. With TikTok’s popularity came Instagram reels, causing influencers to produce more authentic, catchy, and trendy video content. Instagram marketing is continuously evolving to help creators showcase their value to brands.
Instagram feature updates for content creators
The platform is currently developing a new media kit option so brands can discover and collaborate with brands in the app. Creators will be able to create a pitch to brands by showcasing their top posts and past collaborations. This specific update is like Meta’s Creator Marketplace platform, which enabled advertisers to search for potential influencers and relevant creators to partner with on campaigns.
Instagram is currently testing the ‘Add Topics’ option for the Instagram reels upload process. This feature allows Instagram users to reach other users who share the same interests. Influencers can take advantage of this update by showcasing their content to a more engaged, interested audience to boost their Instagram reel performance.
The biggest update this past year is videos under 15 minutes being automatically turned into Instagram reels. Why did they make this update? To make the videos more fun, engaging, and authentic!
Whether you’re a brand looking for an Instagram influencer or an influencer looking to collaborate with brands, it is essential to have the right target audience on both parts WITH engaging content. The messaging strategy to reach out to influencers should include authenticity and allow the creators to have creative freedom. Authenticity should also be included in the content produced by influencers. People are resonating more with content that is engaging and authentic.
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