Over the last decade, we have seen social media grow rapidly in importance. According to the January 2019 We Are Social report, 3.484 billion people actively use social media – that is 45% of the world’s population. It is only natural these people look up to influencers in social media to guide them with their decision making.
Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts and create original content about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Brands love social media influencers because they can create trends and encourage their followers to buy the products they promote.
Micro Influencer (1k-40k followers) are ordinary everyday people who have become known for their knowledge about some specialist niche. It is not just the number of followers that indicates a level of influence; it is the relationship and interaction that a micro-influencer has with his or her followers.
Macro-influencers are more accessible as influencer marketers. You would consider people with followers in the range between 40,000 and 1 million followers on a social network to be macro-influencers.
Know your brand and measure your current success.
The first step to understanding your digital presence is ensuring your brand is being correctly communicated. It is important to understand what your brand or niche is? How is this communicated by your content and which content can help communicate this in future.
Eg You are a beauty influencer who is vegan.
- Is your content educating people about vegan/clean beauty products? How to identify them and what makes them vegan/clean products?
- Are you creating content and introducing your audience to new vegan/clean beauty products?
- Which platforms will you be using to share your content with your audience? Tik Tok, Instagram and Youtube to name a few.
- Are you easy to find across these platforms? Are you usernames the same so your audience can better interact across platforms.
Secondly it is important to identify measurables to stay on track with your goals and celebrate successes. It is important to ensure all your accounts are set up to view analytics as it allows you to analyze your content, activity in terms of engagement, and audience. These are the demographics that engage in your content ( women or men, which age group and location). These analytics are important as they are what brands use to measure the success of your campaigns or sponsored content. If you would like to upskill yourself and learn more about content marketing follow this link, https://thedigitalmarketinginstitute.org/courses/14/. The Content Marketing Course is perfect to learn how to position your brand in the market for the highest returns and best marketing practice
Identify your goals
- Short Term Goal ( 3-6 months ): Grow your audience and attract brand partnerships
- Long Term Goal (12-18 months): Continue to have steady brand partnerships which create a stable income
Achieving your goals and maintaining Success as an Influencer:
- Own your niche : If you’re going to become an authority in your industry, you need to own your niche. It is not enough to know a great deal about a few subjects – you need to zero in on one hyper-specific area of focus and make it yours. Create content and interact with brands who represent this niche, you will then become an authority figure to your audience.
- Know your audience: It is important to know exactly which content works and which content does not perform well, this will give you an indication of what your audience enjoys and will become a guide to creating content for your audience in the future. This can be monitored by insights on your social media app.
Eg how many likes, comments, and posts reshared received on instagram.
- Influence the influencers: Often people think becoming a respected influencer means reaching as many people as possible however reaching the correct people is so important. Building the lucrative partnerships based on respect with other influencers will give you the opportunity to grow your audience and allow more brands to see you.
- Monitor analytics and create a rate card/media kit: A rate card is simply a summary of your audience demographics and analytics (highest like per post, average like per post etc) It typically includes details about the rate for each product or service you are offering the brand, and even potential packages or bundles. It is the resume influencers use to effectively communicate with brands and explain the rate they are charging.
- Be authentic and engage with your audience: Today customers are extremely educated and before shopping make informed decisions based on information presented to them. Stay true to brand partnerships that are aligned with your brand. Therefore, it is very important to be authentic, if you are not enjoying a product state why (e.g. This foundation works better for oily skin and I have dry skin so I would recommend it to people with oily skin – for girls with dry skin maybe look into another product by the brand). Your audience will trust you once they see this and once your brand becomes trusted the closer you are to becoming the authority within the space. This is an important aspect of influencing constantly overlooked. Engage with your audience, reply to comments and direct messages, repost stories. This will ensure the success of future promoted content and highlight your influence is a service to the community.
- Schedule your content: Create a schedule posting rhythm to stay consistent and ensure your audience remains engaged. This will also help when you are juggling deadlines and different content for different accounts. Use correct hashtags to promote your work.
- Be Patient: Success rarely happens overnight, this definitely applies to influencer marketing. In many ways, becoming an influencer in your field is like content marketing as a discipline. Many would-be influencers give up out of frustration, having shared the very best content they could, for a long time, with little or no tangible results. If you want to become an influencer in your field, you have to be willing to put in the hours (and days, weeks, months, maybe even years) it takes to establish a name for yourself. This will be hard, and you will be tempted to throw in the towel at some point, but you must persevere if you are going to succeed.
Becoming a Social Media Influencer relies heavily on brand awareness, content creation and strategy. If you are able to create the correct balance between these three, you are bound for success. It is important to always be upskilling yourself about the new industry trends and utilize that your benefit.
Written By Chloe Turner