“67.6% of marketers consider finding relevant influencers their largest influencer marketing challenge”
– Source: influencermarketinghub
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.
An influencer is someone who carries influence over others. A social media influencer is someone who wields that influence through social media. The form of influence can vary and no two influencers are the same.
Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Most influencer campaigns have some sort of social-media component, whereby influencers are expected to spread the word through their personal social channels. Many influencer campaigns also carry a content element in which either you create content for the influencers, or they create the content themselves. Though social-media and content marketing often fit inside influencer campaigns, they are not synonymous with influencer marketing.
Problems with Influencer Marketing
1. Too Many Generic Influencers present online.
You are a Chinese restaurant brand but you all you can find are generic Food Bloggers, some of them who normally don’t post much about chinese cuisine. Some have a large following of north Indian food lovers who do not like chinese but you do not know that.
2. Unable to determine actual influence metrics due to fake followers and fake post likes
Common Scenario: 70K following, demanding 15k per post! but no engagement. Influencers promote posts to get huge number of likes and buy followers through bots. Collaborating with such people is just pure waste of money since they are fake and do not contribute to actual marketing awareness.