You might think that influencer marketing only emerged in the last few years, but people have actually been ‘influenced’ as early as the 18th century! While the power to influence may once have been reserved for the likes of royalty and celebs, fast forward to today’s social media landscape, and everybody now has the opportunity to become an influencer (although it actually takes a lot of work and consistency; it’s not all just free meals and luxury living!).
From nano and micro to macro influencers, the world of influencers is ever-evolving, but one thing’s for sure: Brands should definitely be seriously considering influencer campaigns if they want to increase awareness, build a community and boost bookings. Don’t just take our word for it – 86% of consumers make a purchase inspired by an influencer at least once per year*, with many people tending to now trust influencers more than brands.
Whether you’re a restaurant unveiling a seasonal menu, a hotel opening, or a lifestyle and leisure brand launching in a new city, influencer marketing can be a gamechanger for raising visibility for your business. The question is, with so many social media platforms and so many influencers, how do you make sure you’re picking the right ones who will deliver the best content that resonates with your desired audiences?
As a PR agency that regularly handles influencer management for a range of brands in Manchester and beyond, we’ve put together this handy guide to help you connect with the right people.
1. Know what you’re actually trying to achieve
First things first: Influencer marketing is much more than simply sliding into a few DMs! An effective influencer campaign should start with clear objectives, so ask yourself what you want to achieve, whether that’s to raise awareness, build a community or boost bookings.
2. Follower count is not all that counts!
We know, we know… It’s tempting to be dazzled by a big following, but bear in mind that huge followings don’t always equal huge impact. Here’s the lowdown on follower counts:
- Nano influencers (1-10k followers): Usually have a trusted but small community of followers. Great for local and niche campaigns.
- Micro influencers (10-100k followers): Usually have great engagement levels. Usually, our go-to choice for most campaigns. Some will accept gifted campaigns but many tend to charge, especially at the higher range of following)
- Macro influencers (100k+ followers): A huge audience. Best for big campaigns with a big budget.
3. Check the quality of engagement
Engagement is arguably far more important than follower count, and by this, we don’t just mean likes but meaningful interaction. For instance, are people commenting in an engaging way and sharing the content? Are they leaving thoughtful comments, asking questions or sharing personal experiences? Look for signs that content is resonating with the influencer’s audience and be suspicious if the comment section is flooded with identical comments and rows of emojis.
4. Decide your budget
Different campaigns call for different approaches:
- Gifted: Works really well for hospitality, leisure and e-commerce brands. Think reviews and launch events. While you can ask an influencer to share a post and stories, the nature of gifted means you cannot always control exactly what gets posted.
- Paid: Ideal when you want guaranteed deliverables like scripted content, set posting dates and content formats. Paid also usually allows you to track results better as you can ask for analytics. Content creators usually fall into the paid bracket, as you can choose to use their content on your own page.
We have worked with brands on both, with a variety of budgets, and can advise on what should work best for you.
5. And finally… pick a PR agency that makes all of this easier!
Let’s face it, influencer management can eat up your time faster than you’d think – from finding creators and checking analytics to organising visits, chasing content and handling follow ups. A PR agency (hello 👋) can:
- Identify the right influencers for your goals.
- Handle all communication and logistics, including bookings and contracts.
- Ensure deliverables are agreed and met.
- Utilise a network of trusted influencers.
In short, we save you time, maximise upon results and help you avoid classic influencer pitfalls.
If you’d like help building an influencer strategy, we’re a Manchester PR agency and we’d love to chat. Find out more about our influencer agency service.
*https://sproutsocial.com/insights/influencer-marketing-statistics/
