Influencer marketing has never been more popular, and, as such, there are a multitude of questions that remain unaddressed. These questions have fueled several misconceptions around the topic, including influencer selection, FTC guidelines and measurement. It’s a buzz term for a reason. They produce content, broadcast key messages, and connect brands to new audiences. But for every benefit, there are equal and opposite misconceptions that cloud the subject. So, let’s clear the air and debunk some of the most common.
1. Reach: How big is their audience? Reach is part of the equation, sure, but reach and engagement is where the magic happens. As you search for potential influencers in your industry, be sure to explore how well they mobilize their network to take action. Capitalizing on impressions is one thing, but an authority in your vertical who can inspire their followers to dive deeper with your brand, creative campaign, landing page or beyond is much better.
2. Relevance: How relevant is their content to my product or service? the key to a successful influencer marketing campaign doesn’t lie with throwing wads of cash at online superstars. It lies in finding well respected, industry – relevant online influencers with smaller, highly engaged audience. To be a relevant influencer, one has to have expertise and subject- matter credibility, as well as well developed, solid relationships, with the majority of one’s followers.
3. Engagement: Is their audience highly engaged with their content? What is the likelihood the audience will engage with whatever they post? One of the biggest draws of influencer marketing is the authenticity of the content. When content seems authentic and relatable, audiences are more likely to engage. It’s hard for brands to generate this under their own name; meanwhile, influencers are already creating regular authentic content with millions of engagements.
4. ROI: Should advertisers expect influencer marketing to deliver ROI? The real appeal of influencer marketing and the reason for its rapid rise in adoption among brands, is its authenticity and the number of ways in which campaigns can be created and utilized to
fulfill a variety of projects with varying objectives. This breadth of opportunity within influencer marketing is huge for brands;across sales and lead generation, brand awareness, amplification and alignment, as well as content creation – ensuring that it is impractical to solely measure success based on one measurement across the board.