It’s very well known that it’s much easier to make it online if Kyle Jenner posts your product on her Instagram feed. Well not a lot of people can pull up the funds to get an endorsements like this. However I agree with a lot of big people in marketing that reaching and properly using social media influencers can and should be one of your advertising channels. If you break down the amount of people you can realistically reach by choosing the right influencers, you will go insane.
Let’s define what is a real social media influencer. You should focus on a few things:
- How many actual followers the X Influencer has
- How much engagement their fan/follower base has with their posts
- Is that person good for your particular product
Everyone can go online and purchase followers. That is why I would say that it’s more important how many REAL and ENGAGED their follower base is. It’s not about the big number of followers.
Your job is to pick your message and deliver it in the right context. The influencers are just delivering it to your potential buyers and this is the biggest thing you need to understand before you go ahead and spend 500 dollars on some random girl with 20,000 followers. Before you go ahead start blowing money, make some research. See what type of posts she posted in the past. How many people actually responded, commented or asked questions. This is super important.
Let’s say your product is handmade chokers and necklaces. Your audience is broad but at the same time is a common sense that every girl between 13 and 28 would wear your product with pleasure. So there you go! Go on Instagram and find someone who has a beautiful feed with a lot of likes and comments. If you see that she has pictures wearing chokers or necklaces similar to yours, even better. Depending on your budget you can target anyone, but let me tell you something. Basically EVERY GIRL with less than 10,000 followers will agree to post a picture of your product just to get some free merchandize.
If you do your homework, you will be able to deliver your message at nearly no cost. Trust me, there are A LOT OF people who would agree to this, just because this is a great deal. Money is not everything, even with the social media influencers. Maybe if you had the budget to do a huge campaign with a lot of super famous people, you MIGHT (not guaranteed) get some better results, but this strategy is teaching you about how important is to do slow and steady growth vs just blowing all of your money one shot. It’s a mistake a lot of people make.
I constantly hear people complaining about not having the budget for an advertising when all these things are simple and basic. In a way this is how it’s supposed to be. You get to advertise your products for free and the same time have more people try them and give you a useful feedback. In the end of the day it’s all about – winning with the customer.