Influencer marketing is getting more and more popular these days.
An “influencer” is someone with a large following and a considerable amount of klout on social media.
These figures exist in tons of different niches, from IT to fashion and beauty.
They’re highly respected by their audiences, and so if you can get them to promote your product, a good word from the right influencer can go a long way toward boosting sales and brand awareness.
Influencers can span a pretty wide range of follower counts.
Some of them have hundreds of thousands of fans, while others have a smaller following.
In general, something like 10,000 followers on Instagram is considered the starting point at which someone could be considered an influencer.
More is better, right? Not necessarily.
It can be all too tempting to focus on whichever influencers have the largest, most impressive follower counts.
But not only could this mean they’re out of budget for a smaller brand, but the numbers don’t tell the whole story.
How engaged are their followers, really?
An influencer with a small but fervent fan base might actually be a more effective choice than someone with a six-figure follower count, but not as much relevance to your industry.
In a recent article from Entrepreneur, the author explains why bigger isn’t always better.
Here are my thoughts on why many big brands are failing at influencer marketing, despite large budgets and dedicated professionals overseeing their campaigns:
They ignore niche influencers.
Big brands often fall into believing that “bigger is always better.”
This isn’t true with influencer marketing.
It’s often the niche influencers that have the biggest impact on reach, engagement and the bottom line.
Through the growth of Agent Beta, I’ve learned quite a bit about what does and doesn’t work in the world of influencer marketing.
Spending all your time chasing top influencers is a waste.
Focus on connecting with niche influencers who have a hyper targeted following.
You can learn more about influencer marketing over at Entrepreneur.