{"id":184,"date":"2020-07-07T10:04:00","date_gmt":"2020-07-07T10:04:00","guid":{"rendered":"https:\/\/zorka.agency\/?p=184"},"modified":"2021-05-11T11:59:40","modified_gmt":"2021-05-11T11:59:40","slug":"who-is-who-or-what-you-need-to-know-about-influencer-marketing","status":"publish","type":"post","link":"https:\/\/zorka.agency\/blog\/who-is-who-or-what-you-need-to-know-about-influencer-marketing\/","title":{"rendered":"Who is who or what you need to know about Influencer Marketing"},"content":{"rendered":"\n
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Why has influencer marketing become one of the main trends over a few last years?<\/h3>\r\n <\/div>\r\n
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Influencer marketing is an\u00a0<\/span>instrument of online marketing that involves brands collaborating with influencers to sell one\u2019s product or services. Over time influencers build up a high level of trust among their followers so that the messages and recommendations they publish become some sort of social proof.<\/p>\n

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\u201cI believe it started to be trendy from the beginning of 2018 when most businesses understood that influencer marketing can gain an impressive return of investment. It\u2019s up to 18% for each dollar spent.\u201d \u2014\u00a0<\/em>Kristina Nikeenko, Head of Influencer Marketing<\/p>\n<\/blockquote>\n <\/div>\r\n<\/div>\r\n\n\n

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What tasks does influencer marketing solve?<\/h3>\r\n <\/div>\r\n
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By choosing the right influencer, you get to your target audience. So you don\u2019t need to look for it by yourself. Most of the creators cover specific topics, thus the potential clients and customers are focused and don\u2019t feel overwhelmed by the product or service their trusted influencer shares. It also facilitates brand-customer communication.<\/p>\n

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\u201cIt\u2019s easier to bring brand philosophy to people through the right influencers that people already trust\u201d \u2014\u00a0<\/em>Pauline\u00a0<\/em>Koltunova, IM Manager<\/p>\n<\/blockquote>\n <\/div>\r\n<\/div>\r\n\n\n

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For what purposes influencer marketing is a perfect fit?<\/h3>\r\n <\/div>\r\n
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Before starting an influencer marketing campaign you should ask yourself whether your product will get attention from enough people.<\/p>\n

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\u201cFor example, if you have a niche product, influencer marketing might not be suitable. Products that are more generic or games tend to get more success with influencer marketing\u201d \u2014\u00a0<\/em>Valerya Panasovskaya, Partnership Development Director<\/p>\n<\/blockquote>\n

Influencer marketing is an effective way to increase brand awareness and sales. Moreover, it can expand your customer base with younger demographics or a new user group.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Who are mega-, macro-, micro- and nano-influencers?<\/h3>\r\n <\/div>\r\n
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There is a common misperception that only celebrities and public figures are influencers. But the truth is that it can be anyone. A certain number of engaging followers in social media and on the web \u2014 that\u2019s what makes a person an influencer. There are several types of influencers by followers:<\/p>\n

Celebrities or Mega-influencers\u00a0<\/strong>have a massive audience \u21921M followers. Usually, such influencers can offer brand awareness and reach, but probably cooperation with celebrities won\u2019t lead to the purchase.<\/p>\n

Macro-influencers\u00a0<\/strong>have 100K up to 1M followers. Mostly, these are self-made celebrities, who gain their popularity based on their online activity. Usually, they have a more targeted audience than celebrities.<\/p>\n

Micro-influencers\u00a0<\/strong>have from 10K to 100K followers. In most cases, they are experts in their particular sphere. So that they have a very focused audience.<\/p>\n

Nano-influencers\u00a0<\/strong>are opinion leaders who have fewer than 10K followers. To hire a nano-influencer is rather inexpensive. But what really makes them relevant is a close connection to their audience that tends to show higher engagement rates and ROI.<\/p>\n

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unsplash.com<\/p><\/div>\n <\/div>\r\n<\/div>\r\n\n\n

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Do people really trust influencers more than brands? Why?<\/h3>\r\n <\/div>\r\n
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Nielsen\u2019s Consumer Trust Index reports that\u00a092% of consumers trust influencer marketing<\/a>\u00a0over traditional advertising. Influencer marketing is based on a trustful relationship that has built between customers and influencers. People tend to find information shared by an opinion leader, aka \u201cperson like me\u201d more credible.<\/p>\n

\u201cAnd the most clients who tried influencer marketing are generally positive about it and agree that it helps to attract new customers and brings great value\u201d \u2014\u00a0<\/em>Kristina Nikeenko, Head of Influencer Marketing<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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What is the peculiarity of influencer marketing as a promotion tool?<\/h3>\r\n <\/div>\r\n
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\u201cYou can easily track and forecast the results that you\u2019ll get at the end of the promotion campaign. And the best part of it is that you can easily catch the right audience at the right moment\u201d \u2014\u00a0<\/em>Pauline Koltunova, IM Manager<\/p>\n<\/blockquote>\n

But like any marketing strategy, influencer marketing requires research, deliberate targeting, planning, and tests. Most probably you\u2019ll need to run a few campaigns with different approaches, platforms, creatives, and even influencers to find your audience and sale effectively.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Why does influencer marketing develop faster than other digital marketing channels?<\/h3>\r\n <\/div>\r\n
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There are several reasons for that. Let\u2019s start with ad blockers that people use to decrease the enormous amount of online ads. That leads us to the next point, over the years the inherent mistrust that costumers feel for more traditional ad formats. So, for the great majority of people content produced by influencers is more diverse, genuine, and trustworthy. Also, influencers usually pitch a product with more details so that followers actually want their suggestions.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Why influencers could be beneficial for your marketing campaigns?<\/h3>\r\n <\/div>\r\n
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As we already mentioned, brands looking for influencers with the aim of boosting their brand image and sales.<\/p>\n

It took time for influencers to build trust with their relevant target audience. So finding and collaborating with the right influencer means reaching your target audience that trusts the influencer they follow.<\/p>\n

On the other hand, if you choose the wrong influencer to promote your brand, it might damage your reputation.<\/p>\n

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\u201cInfluencers\u2019 content is highly personalized even when they\u2019re promoting brands. In fact, influencer-created content tends to be more engaging than the content created by brands.\u201d \u2014\u00a0<\/em>Valerya Panasovskaya, Partnership Development Director<\/p>\n<\/blockquote>\n

If you plan an influencer marketing campaign for offline products, you should have a very clear strategy of how you are going to measure the money, because in this case, it\u2019s challenging to measure the results. For example, customers can mention a \u201cpassword\u201d or blogger\u2019s name to get a discount or simply leave their contact information on your website.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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What are the best services to search for bloggers?<\/h3>\r\n <\/div>\r\n
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Nowadays, there are plenty of services and agencies that work with influencers. Zorka.Mobi uses its internal platform to search for influencers. It provides our managers with bloggers for both Instagram and YouTube. But if we need some specific data, we usually go to Social Data Service. Also, some of the bloggers work with the managers who you can contact directly.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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What is the average price of influencer services?<\/h3>\r\n <\/div>\r\n
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Obviously, it depends on the market itself and the type of influencer you collaborate with.<\/p>\n

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\u201cIf we\u2019re talking about the Russian market, the average CPM is around $7 or $10. Tier 1 countries which means the US, UK, and Australia \u2014 here the CPM can go up to $20. So, $20 per 1,000 views. Europe is a bit more expensive. France and Germany channels \u2014 their CPM is around $25. And the most expensive market is Asia, especially Japan. Here, we can find channels with up to $50 CPM which is extremely high.\u201d \u2014\u00a0<\/em>Anna Marchuk, IM Team Lead<\/p>\n<\/blockquote>\n

Subscribe and watch the full Zorka.Comments episodes now:
\nMost Asked Questions | Part 1
\n<\/a>Most Asked Questions | Part 2<\/a><\/p>\n <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"

Be social they said. Be authentic they said. Be creative they said. Be an influencer.<\/p>\n","protected":false},"author":1,"featured_media":185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"influencer marketing","_yoast_wpseo_metadesc":"Be social they said. Be authentic they said. Be creative they said. Be an influencer.","intro":"Last year,\u00a0Zorka.Agency<\/a> \u2014 an Influencer and Performance Marketing Agency \u2014 launched a new project Zorka.Comments. The video series captures emerging insights into the question \u201cWhat is Influencer Marking and how does it work?\u201d. 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