Influencer Marketing: Examples and Strategies for 2021:
You’ve probably used the term “influencer” for the past few years. Generate mental images of YouTube stars promoting energy drinks and Instagram stars releasing weight loss supplements.
This is called influencer marketing and it can be a very successful strategy if you manage your campaign well. Let’s see if you can try this strategy yourself.
What is influencer marketing?
Influence marketing is the process by which brands use well-known figures who influence their target markets to promote their brands.
That doesn’t mean you have to pay Michael Jordan to promote his new sportswear line.
In fact, many of the most successful marketers are not that well known.
See, for example, Murad and Nataly Osmann. You probably recognize the style of the photos:
Describe the goals of your influencer marketing campaign
You are using someone else’s platform for your own gain.
However, before you create the content, before you find an influencer, and before you do anything else, you need to define the goals of your influencer campaign.
It’s simple: every decision you make is based on your goal.
The platform you choose, the influencer you work with, the type of content they create; all these factors play a role.
Let’s work with an example to make it easier to illustrate.
Let’s say we work with a client (let’s call him client A) in the gambling industry, specifically in the smartphone industry.
Mobile games are a very competitive industry. iTunes offers 18 game categories and hundreds of popular puzzle games.
Company A has been around for five years and has a solid portfolio of mid-level games, including an extremely popular game that has been downloaded 25 million times.
A new puzzle game is coming and they want to use influencer marketing influencers to get many downloads and make the new version. Ideally, this popularity will boost your brand and give your entire game portfolio a big boost.
How can you help them get the most out of influencer marketing?
Let’s set the goal first.
The goal should contain three parts:
• discover the demographics of influencers
• determine what the influencer will help you with
• plan how the influencer will help you with this
Example of an industry marketing campaign goal:
There are different formats to describe your goals. In this example, Company A wrote the campaign objectives in one paragraph:
As a partner, this campaign will have the presence of a young influencer strongly linked to joining the Millennium Technology Group. Ideally, they like technology and use an iPhone because Apple Store downloads are more than Android downloads.
With this campaign, we outpace the latest game downloads by 45% in the first 30 days.
The campaign will feature a minimum of 1 30 second video showing how the game is played, plus two or three social posts on Instagram and Snapchat where our demographics are most active.
How to find effective influencers for your brand
Choosing the right influencer is critical to the success of a high-influencer marketing campaign, but it is far from easy. Ryan Schneider, general manager of Insomniac Games, says:
The [very] difficult task is to find the right influencer… If I were a PR guy who wanted to find the right reporter for the Wall Street Journal, I could do it… probably with a Google search or two mouse clicks. Targeting the right influencers can be much more complicated.
This method requires you to perform individual searches, find information on web pages, and then add the information to a spreadsheet. It takes a long time and is not very effective.
Start by creating a spreadsheet in Google Docs or Excel, then create a column for each information you want to affect for each individual.
Search Google and relevant social platforms for related keywords, brands, and hashtags.
In a highly competitive industry like mobile games, you have to follow influential motivators at the highest level to achieve the best. Make a list of these people.
The next step is to find the most popular platform for our target audience. In that case, I go to YouTube.
The most effective strategy is to watch more engaging videos, be it my brand or my competitors, and then see who has shared or participated in these posts.
From there I found the best influencers.