From the center to the forefront of the marketing industry, influencer marketing is currently a hot topic. But like many buzzwords and trendy ideas, influencer marketing is mentioned to a degree beyond people’s understanding.
What is influencer marketing?
The most basic online celebrity marketing is classic celebrity endorsement, but it is placed in content-oriented contemporary marketing activities.
We don’t need to define the term “marketing”, but the concept of “net celebrity” may seem more vague and novel at first. In short, Internet celebrities are people with exquisite personal brands that have won trust and enthusiastic audiences. They can be traditional celebrities or relatively ordinary people, and they have managed to accumulate a large number of loyal fans on social media.
Therefore, the marketing activities of influencers are the process of identifying, researching and attracting influencers, who will have high-impact conversations with your customers and potential customers about your brand.
We know the purpose of marketing, and we know that the ROI of any marketing plan is measured by the actions of the target audience-whether it’s business leads, sales, event attendance or email registration. Although the online celebrity marketing strategy does not deviate from the ultimate goal, it is completely different from its starting point.
The relationship between internet celebrities and being internet celebrities
Excellent Internet celebrities intend to establish and position their own personal brands to win the trust of market audiences. Where most marketing strategies must take time to attract attention, Internet celebrities maintain this level of attention and awareness with audiences through regular digital interactions, and continue to provide real interactions in their professional fields.
Influencer marketers can unify marketing, public relations, digital marketing and social media through strong and relevant relationship-based communication.
Further reading: Influence marketing on Instagram
What makes an internet celebrity an internet celebrity?
Perhaps for you, the mention of Internet celebrities will immediately remind you of the image of reality stars and fitness teas. Maybe it will inspire millennials and their handicrafts coffee, selfies and skin care, shoes and satin images.
However, influencer marketing is more than just likes and forwards. More than just a fan and accompanying digital game. The real power of influencers is two things: trust and credibility.
Just like the classic celebrities you imagine (the people in your imagination are your friends, people you trust and trust), Internet celebrities establish a foundation of truth between themselves and specific audiences. This is not easy to translate in traditional advertising strategies. Internet celebrities are not sold out. They are the friends you want you to have, someone who sells you products because you believe in them.
Incomplete number of fans
A major misconception about influencers is that they are always people with large and exponentially growing social media fans. Becoming an Internet celebrity is not just a popular game.
Considering that fans are not equal to fans. The masses may be watching every move of a celebrity, but this does not mean that they trust, like or respect that person. The number of fans is difficult to ensure that everyone is listening. Check your own social media accounts and count the opinions of the people you follow that you will never value, and product and service recommendations that you won’t even consider.
About the right fans
If ostensibly influential fans are not the audience your brand needs to attract, then their number is a point of contention, no matter how many likes they generate. An internet celebrity is a person who has the right to truly change the opinions of others.
Further reading: Your Instagram influencer marketing guide
Don’t mistake celebrities for influence
The difference between fans and real fans, the difference between popularity and respect, is the difference between celebrity endorsements and online celebrity marketing.
In the marketing industry, the celebrity endorsement model is to be attached to the name of the celebrity. In this way, in the case of no control over whose scope, a larger network was cast. It is guaranteed to cover many people, no matter if they are your goal.
At the same time, online celebrity marketers are based on honest and true experience, and revolve around experts with less trust and reputation.
With celebrity endorsements, the price becomes famous. Build relationships with Internet celebrities.
How does influencer influence?
In most cases, influencers play a role in specific networks and communities. They have social influence in the community, usually acquired through strategic and intentional behaviors, aimed at establishing a foundation.
But this did not happen overnight. The rise from users to Internet celebrities is one of climbing and updating. There are many prototypes in the title of “Internet Celebrity”, each with its own characteristics.
Further reading: When to use influencers in your e-commerce marketing strategy?
Usually, LinkedIn’s professional users have won praise for their career development trajectory. They provide professional insights through LinkedIn updates (also known as “careers”) and career-focused content. People in their field will take notice, take action, and comment, and promise, disagree, support, and ultimately participate in it. Soon, these LinkedIn insights were upgraded to TED talks, and the name of LinkedIn VIP appeared in industry-specific conference manuals. Can bring more participants than free lunch. These days, we are becoming more and more accustomed to viral internet celebrities. Those who have reached the level of social influence through a one-off event.
Even YouTube stars have to build their own platform and build trust. Think of Karina Garcia, affectionately referred to as the “Queen Slime,” who saw success almost overnight in her YouTube DIY slime tutorials and experimental videos. Since then, Karina has gained more than 860 million views on her channel and has continued to increase followers among more than 6 million fans. Her creative credibility and slime fanatic influence have established partnerships with well-known brands such as Disney and Coca-Cola. She even branded her slime bag for Target, proving that the influencers themselves are a brand, no matter how they reach the stage.
Generally, fashionistas wear cool clothes and have a unique appearance. Of course, please note that in today’s world, people are more likely to believe in unique and authentic models than models that look too perfect to be truly reflected. In most cases, Instagram celebrities are people who have their own unique style and long-standing brand. They know the best tags, can connect with the community and increase their attention every day.
Like the Instagram model mentioned above, many Snapchat influencers are frank and real people. They gain influence by being different rather than positioning themselves as celebrities.
In most cases, stay away from others. Twitter is a good example of fans and fans in action. Many interactions on Twitter are driven by anger and politics, and brutality takes people into a day.
No matter what their influence is particularly rising, and what social media platform they choose, Internet celebrities are people who have influence, credibility, and can sell their personal brands and brands they work with.
Of course, the question now is not how do I become an influencer? Or, if so, you have come to the wrong place.
The real question is: how does your brand find the right influencer?
How do we find influencers for influencer marketing activities?
The decision you have to make is to use tools or to find influencers on your own. Although there are many tools and services that can help you find Internet celebrities, your own organic research may have greater impact and reliable results.
Further reading: How to increase Instagram engagement in 2021?
The following is an overview of finding the right influencer:
Create a spreadsheet to track the reach of your influencer, including a) social media platform b) niche c) number of fans d) typical engagement e) contact information
Look for influencers who are already familiar with your brand. The best case is that someone already likes your brand, or it’s easy to see its appeal.
Do your best not to contact influencers who have already cooperated with competitors, because this may waste your time and theirs.
Contact via DM or email to assess their interests. Have a dialogue and negotiate with partners.
From there, of course, it is important to have some measure of success and effectiveness.
How do we measure influencer marketing?
Is your influencer marketing campaign profitable? Have you reached your goal? Working with internet celebrities sounds exciting and sexy, but without results, there is no meaning.
Several methods to measure influencer marketing:
Based on your own experience with analysis platforms and tracking tools, this may be where you need help from analysts or SEO enthusiasts. In short, you should assign specific parameters to the URLs shared by all influencers to track the attribution and behavior of visitors brought by influencers.
Providing unique promotional codes for influencers is a great way to track attribution. Every time a customer uses a code provided by a particular influencer, you can directly and accurately attribute the income to its source.
Create hashtags specific to influencers and suggest that they introduce them to social media. From there, you can track how the hashtag attracts its followers. Even if you can’t relate it specifically to sales, you can still observe the spread of your influence on social media.
Of course, in any case, your choice to track influencer marketing is acceptable. It is important that you establish some kind of KPI, because any good marketing campaign needs a kind of indicator that can be used to judge.
Remember, the cornerstone of influence is trust
Brands like internet celebrity marketing for a reason: effective. But, like any type of marketing, it only works if it is done correctly. There is no quick victory, no promise, and no guarantee.
If you want to succeed through the online celebrity campaign, please take the time to get it right. Find Internet celebrities who have real fans and audiences who really care about their comments. Cooperate with relevant internet celebrities.
Remember, influencers want you to work with them, but only if it’s good for everyone: brands, influencers and influencers.