What Is Influencer Marketing?

We love helping our clients grow their brand, and we often suggest the strategy of Influencer Marketing. So, what is Influencer Marketing, and how can it work for you and your brand?

Influencer Marketing is a trade strategy with Instagram Influencers to promote your brand, product, or business through their audience reach. If you're considering working with Influencers to grow your business, but aren't sure where to start, we've created a list below for some things you should know. 

Micro or Macro - Which is Best For Me?


When you decide to work with an influencer, you'll need to determine which type of influencer is best for you. A Micro influencer has a lower number of followers (usually less than 10,000) and therefore a more niche audience. A Macro influencer has over 100,000 followers and a wider range of followers in their audience. There are different pros and cons to both, though, that will define which one you choose to work with. 

Micro influencers are typically cheaper to work with, and more accessible to your brand or business. However, they have a lower visibility to more people, and sometimes, brands have less control over a micro influencer's output. Macro influencers may have a larger number of followers, but sometimes you take the risk of fake followers. They're typically a household name and known to many people, but some consumers don't trust macro influencers since they can be seen as unauthentic when they promote a product. While they may cost more and be more expensive, but you could have a higher reach for your product's visibility. 

Return on Investment + Seeing Results:

With Influencer Marketing, ROI is often hard to prove. Influencer posts are a great way to drive awareness of your brand or product, but their posts don't always mean immediate sales. You can see their posts getting that beloved double-tap, but you may not feel the effects of those likes through product sales for a long time! However, the brand authority that Influencer Marketing provides for your brand is well worth the investment!

Free Trade is Never Free:

While there are many ways to work with Influencers, trade is the most obvious choice for small business and brands trying to grow in a short amount of time. Always remember: free trade is never free! If you're providing free products for influencers to promote, that's not free trade! You're giving something valuable to them for a (hopefully) valuable return! You should focus on the benefits the influencer can bring you, and how your brand can support them doing just that. "No fee" should never mean "No contract." Always put guidelines in place for promoting your brand. (When we create your Influencer Marketing Strategy, we create a Brand Influencers Identity Guide for your selected influencers to follow your key words, mission, and social media strategies).

Tracking Influencer Work:

Make sure both sides hold up their end of the agreement. Communication is key, here! You should provide your business agreement to them early, and make sure their posting dates, times, and content are all clearly defined. When they post, make sure to thank them for their work, and that you've held up your end of the bargain! 

If you're looking for a specific, authentic reach for your brand, Micro Influencers are the way to go. If you're hoping for more visibility of your brand and are willing to pay a little more, Macro Influencers are a better fit for you!

Want help working with Influencers for your brand? Contact us here to start finding the perfect influencers for you today!


The PR Dolls