The Ups & Downs of Using Social Media Influencers in Marketing

Author embtel

Published July 24, 2019

Reading Time 6


And Also The Tale of the Dream Wedding That Never Was

Unless you have been caught beneath a rock or a World Cup spell-like many people, you’ve probably seen the walls crumbling around Social Media Influencers Marissa Fuchs and Gabriel Grossman’s. Similar to a train wreck, it’s impossible to look away. After a journey and luxury gift-filled six-day scavenger hunt ended in a “surprise” wedding between the influencers had everyone glued into their pills like the finale of Game of Thrones, it had been discovered that the entire thing was a premeditated scam. In actuality, an elaborate pitch deck — that boldly comprised engagement metrics for all those listening in the back — was sent to brands and media in advance. Naturally, what this means is that it was surely not a surprise for Fuchs, she was almost surely in on the whole charade. If you took at a look at Fuchs’s snotty, tear-filled “performance”, you might wonder how anyone purchased into this in the first place. That’s what’s kind of interesting though, isn’t it? It is the ability of these social media influencers.

The reality is, however, it is not hard to comprehend how social media influencers may get taken away, as those with one thousand followers or even more can command a whopping $50,000 to get one sponsored post. Do you require a paper bag yet? Because we do. And while a few folks fall into the world of social media influencing after stints on shows such as The Bachelor and The Bachelorette others arrive there by real hustle, elbow grease, and a foolish quantity of selfies.

As entrepreneurs, do folks enjoy Fuchs and Grossman scare us off the usage of social media influencers? Absolutely not. Their positive effect on marketing campaigns has been proven time and time again. And if they genuinely earn it, it’s tough to begrudge them (occasionally admittedly steep) fees.

The Social Media Influencers 4-1-1

Social media influencers are those who have power over their followers when it comes to buying decisions due to their authority — whether real or perceived — and comprehension, relationship, and electricity. They are essentially the celebs of this digital landscape, and a few are actual celebs. If this concept was embraced, it was possible for marketers to simply reach out to several of these social media influencers, participate in a convo, and get the ball rolling, however, there is a more formal process for these days.

influencer marketing

If you saw season three of Black Mirror, your belly surely turned as Bryce Dallas Howard attempted to up her personal social media score with every single life interaction. It was agonizing to see it perform on the display since it hits far too close to home for many of us. And for better or worse, this is a rather similar idea to the way this functions, as social media influencers are awarded scores for how much influence they have and these are reported through Influencer Marketing Platforms.

Even though this may sound shallow to you, these scores are all essential when marketing agencies are choosing who might do the best job for a specific client.

The influencer advertising platform is a database and electronic dash employed by brands and agencies to locate the perfect individual for their customer’s needs. Generally, they operate with an agency to submit a product or campaign thought they have to market. Once this is submitted, social media influencers in this stage bid on the project, essentially offering ideas for how they can positively influence the customer’s bottom line. On top of filtering by social media influencers score, the manufacturer may use most platforms to filter from subject matter, class, and geography. Do not empathize with this particular analogy, but it is basically a mixture of online dating and outsourcing.

The elite influencers on YouTube, Instagram, and other social media outlets choose to be represented by ability agencies or influencer marketing agencies instead of using these programs, so that’s something to take into account. Nonetheless, social media influencers generally come with a higher price tag.

Establish a Network of Influencers

As discussed, there are a plethora of Influencer Marketing Platforms which you could use to find social media influencers, and agencies to boot up. But there are techniques to go old school and simply attempt to engage these people on your own when you have a marketing need in a specific niche.

Everything you would like from social media influencers is really a story rather than a fast and dull mention. In order to have this, you will need to find creative in integrating your brand into the influencer’s lifestyle in a manner that interests not only them but also their audience. As soon as you earn the trust of different social media influencers in this respect, you begin to build a network you can go to when handling advertising campaigns and product launches.

There is nary a much better example of a mutually beneficial “you scratch my back, and I will scratch yours” relationship than the one involving the social media influencers and the marketing bureau. There are Loads of Strategies to enlist the help of a Social Media Influencers, such as:

  • Enlisting These to use your client’s product for an Occasion
  • Coordinating an on Site Occasion to have influencers attend
  • Run a promotional giveaway
  • Give social media influencers something they Could use Throughout an event, Job, or even on Holiday
  • Many influencers are early adopters, so you can send them a sneak Glimpse of an Item

It goes without saying that you wish to make certain that any products you’re sending influencers are new, working, and photo-worthy. With social media influencers, you can potentially achieve access to target audiences that you might normally struggle to strike.

Never Neglect Your Influencers

Just because you’re not now in need of the services does not signify that you vanish, because you will need to tend to the connection. Call it brownnosing in the event you want, but you need to keep them happy, especially if they’ve made a significant monetary impact for your clients. Reach them out around once a month regardless of project status, and promptly return any communication from them. Getting back to this mutually valuable part, you want to share their content on your own societal channels so they will put your blog posts and other forms of media within their website. Encourage them to interact with your social channels.

You also wish to keep them in the know, since they will love this. Keep them abreast of product and other brand updates. You can even ask their views on projects that are coming down the pipe, even as social media influencers surely flourish on being, well, influential.

And last but not the least, it never hurts to send thank you cards, gift cards, gift cards, and swag out of the own brand and customer brands to keep them curious.

The Proof is in the Influencer Pudding

Much like everything in marketing, it all comes down to molds. You need to be certain your social media influencers are, indeed, making a monetary difference, which means you want to monitor and examine. When it’s traffic gained from posts to the website, comments on articles, societal shares of earned articles traffic back to the site, and conversions, then you have to make sure your brand is becoming something out of the relationship.

The Downside of Using Social Media Influencers in Marketing

What many who genuinely understand the intricate world of social media influencers will tell you is that numbers don’t tell the whole story. As we mentioned previously, there are cases when those with more than a million Insta followers could control 50K for a single sponsored article. What some will point out, however, is that a person may have plenty of followers without the true connection, and with no connection, the actual buying influence is bogged down. In other words, you can find cases where quality is much better than quantity, which makes paying $50,000 for a single-pole a risky proposition.

We still wholeheartedly believe in the power of social media influencers in marketing but it’s ideal to proceed with care once the numbers begin getting that big. Want to learn more? Reach out to our Digital Marketing team today.


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