Influencer marketing is here—and according to the stats, it’s here to stay.
If you own a business, big or small, you’ve probably thought about adding an influencer to your marketing mix to increase brand awareness and boost sales.
But before taking that step, you need to consider several factors to ensure you’re making the right choice.
In today’s article, we’ll break down everything you need to know so you can feel confident taking the next step.
Let’s start with the basics: What is an Influencer?
An influencer is someone who has an impact on an audience—not necessarily a celebrity actor, singer, or athlete. Today, influencers are mostly found on social media platforms.
Influencers are categorized based on the size of their audience:
- Mega Influencers: 500,000+ followers (according to European data)
- Micro Influencers: 1,000–10,000 followers
How do you connect with an Influencer?
- Direct, personal contact
You can reach out to an influencer directly via phone or email. However, the downside of this approach is that your message might never be seen—especially if they have a large following and receive countless messages daily. - Through specialized tools
There are specific platforms and applications that help you find the right influencer based on your business needs.
What should you consider before choosing the right influencer?
It’s crucial to invest in the right person to achieve your desired results. Many businesses make the mistake of choosing influencers based solely on audience size—without checking whether their style aligns with the company’s brand identity.
To avoid this, conduct research that’s aligned with your business goals and values to identify the right person.
Keep in mind: never underestimate the power of smaller influencers. They often have high engagement rates and greater audience trust since they’re not constantly bombarding followers with sponsored posts and stories.
At this stage, do thorough research on how the influencer communicates with their audience, who their audience is, and what level of engagement they achieve.
Using this criteria, you’ll find someone who aligns with your values and brand identity—ensuring that the content they create feels organic across all your communication channels.
Once you’ve found the right influencer, follow these steps:
- Ask the influencer to tag you as a sponsor in the post, so you can monitor performance and assess your partnership at any time.
- Give the influencer creative freedom.
What makes influencer marketing successful is the authenticity of real people who have the ability to connect and influence others. So, any content they create should seamlessly fit into both their profile and your brand’s image.
To make that happen, let them create content in the way they know best—the way that’s made them influential.
If you’d like to learn more about influencer marketing and one of our favorite case studies, you can read our article [here].
At our advertising agency, Pylarinos Advertising in Thessaloniki, we can help you take the next step into influencer marketing.
Fill out the contact form here.
