ARE INFLUENCER NETWORKS RULING THE MARKETING GAME?
he term “influencer marketing” is the main buzzword these days, and although some might think that this is just a current trend in marketing and that it will be replaced by some other marketing strategy in the future, experts beg to differ and claim that influencer marketing is here to stay.
Partnering up with influencers has quickly become one of the best ways for brands to get more recognition, reach out to better-targeted audiences, and thus acquire more leads and eventually convert them into long-term loyal customers.
As the number of influencers keeps on growing, it has become a challenge for companies to find the appropriate individuals that would help them grow their business through influencer marketing campaigns. Luckily, there already exists a number of influencer networks or influencer marketing platforms designed to help brands connect with these social media celebrities and to facilitate their collaboration.
In this post, we will be focusing on the importance of influencer networks in today’s marketing world, as well as the best ways to find the right influencer for your niche through the influencer marketing platforms.
Why Brands are Turning to Influencer Networks
As we all know, there are plenty of marketing strategies, both traditional and innovative, that keep on evolving, ranging from lesser to more effective ones. However, increasing brand engagement with influencer marketing is guaranteed to work every time.
Not only is partnering up with the right influencers the quickest way to acquire more customers online, but it also brings a ROI that is 11 times higher when compared to other types of marketing.
In addition, 49 percent of consumers trust social media influencers’ recommendations rather than traditional ads designed by brands, when making their purchase decisions. When these facts are taken into consideration, it becomes clear why influencers are the next big thing in the world of marketing.
Influencers’ opinions are highly valued by their followers for two main reasons – first, because people consider them experts in their niche, and second, because their personal and seemingly unbiased stories are much more trustworthy than the products or services that their followers see and hear in commercials and advertisements. So, when a certain influencer shares their positive personal experience with a brand with their audience, it’s needless to say that most of these people will rush to buy it.
That’s why more and more businesses of all sizes and from all kinds of different industries, who are trying to earn more credibility, create engaging content and gain more exposure by using influencers. Most of these companies find and connect with these influencers through influencer networks.
Companies use influencer networks because most influencers don’t want to be approached by brands directly via social media platforms, but rather they prefer to interact with them through influencer networks as they feel more comfortable and risk-free. These influencer marketing networks or platforms are based on the blockchain technology and are designed to help brands easily connect with the influencers who they can benefit from.
The best platforms, such as Gumbay, take more than 50 relevant criteria into consideration to make sure they have found the best possible content creator for a particular business, and they go the extra mile to ensure that influencer marketing is affordable and completely safe by using CR8 tokens. Timely payments are guaranteed as soon as the content is approved.
In addition, these platforms will give companies different valuable metrics, sentiment analysis, and actionable insights, which will help them monitor the success of their marketing campaign more clearly and some of these platforms even use artificial intelligence and machine learning to review the content automatically.
How to Identify Influencers Through Influencer Networks
When trying to find the right influencers for your brand through these powerful networks, there are three main metrics that need to be taken into consideration, known as the 3 R’s: reach, resonance and relevance.
Reach – This metric refers to the number of followers that a specific influencer has on their social media profile. However, you shouldn’t rush to simply partner up with whoever has the largest audience, since the bigger the number of followers, the lower the engagement rate.
Instead, you should make sure that the influencer you choose can really be relevant to your business, and that their audience aligns with your target audience.
Resonance – Since resonance refers to engagement, it’s the most essential metric for identifying which particular influencer would be the best fit for your niche. This metric can provide you with the information based on which you can determine if the influencer you are considering truly knows how to establish strong relationships with their followers and to engage them in specific topics.
Relevance – This term is pretty self-explanatory, and it means that you have to find out if the content a certain influencer offers on their social media profile is actually relevant for your brand, and, of course, if their followers match your target audience.
Apart from these three crucial metrics, there are some additional ways to identify the right and relevant influencers. These include identifying relevant hashtags and trends, familiarizing yourself with an influencer’s posting strategies, identifying their target demographics, and finding out how they engage with their followers.
To get an insight into these important aspects, you should create a list of influencers that might be beneficial for your business, and then monitor them to see whether they will be suitable for your business.
To sum up, according to various statistics as well as the real-life examples, it’s easy to conclude that the influencer networks are a game changer in today’s marketing world. If your business needs more recognition and more satisfied customers, turning to these networks is a guaranteed way to make your marketing efforts more effective than ever before.