Key Takeaways :
- To understand what influencer marketing means.
- Building a Strong Brand Image in Consumers’ Minds.
- Creating Consumer Awareness Through Strategic Positioning.
Introduction :
Influencer Marketing can be defined as a marketing approach that uses endorsement and products to get the attention of customers using influencers. Such influencers have a particular audience which they have earned through their content, then by promoting the company’s product via the influencer helps the company to attract more customers using the trust of the influencer as well as the fan following the creator/influencer holds.
The Thought Process Behind Influencer Marketing :
Now, the question arises how does influencer marketing help the company to create a brand image in front of the people?
Influencer Marketing makes people more friendly and comfortable with their preferences. Companies use various techniques such as creating authentic connections with their target audience, the influencer hired for the job will have a certain number of loyal people who would use their products on the influencer’s recommendations. Also once people start buying the products and using them word of mouth plays an important role in creating an image. Further on, product perception is also used to create or change the image of a company. For example – a positive association can create a good image of the company, but a negative image also creates hype in the market. For e.g – the allegation drawn on the actress Deepika Padukone for the costume used in the song ‘Besharam Rang’ did create a negative image of the movie, but at the same time, they did draw the attention of people to their product.
When it comes to choosing the right influencer, influencer marketing is divided into 4 parts namely :
- Nano Influencers – These influencers have a following ranging from 1k to 10k.
- Micro influencers – These are influencers who have followers between 10K to 100K.
- Macro Influencers – These are the influencers who have followers between 100K to 500K.
- Mega Influencers – These are the influencers who have followers more than 500K.
The Selection Process Of Influencers For Content Quality :
- Audience Alignment: Ensure the influencer’s audience matches your target demographic in terms of age, gender, interests, and geographic location. This alignment optimizes the influencer’s content’s effect and relevancy.
- Engagement Rate: Look beyond the number of followers and focus on the engagement rate. High engagement often indicates a more active and interested audience, which can lead to better results.
- Content Style and Quality: Assess the influencer’s content style and quality. The influencer’s style and tone should complement the messaging and image of your company.
- Authenticity and Credibility: Choose influencers who have a genuine connection with their audience and are perceived as authentic. Their recommendations should feel natural and credible.
- Reputation and Values: Research the influencer’s past behavior and values to ensure they align with your company’s values and reputation. You want to avoid potential controversies or mismatches that could negatively impact your company’s perspective or image.
- Content Reach and Frequency: Evaluate how frequently the influencer posts and the reach of their content. Consistent, high-quality content with a broad reach can enhance product visibility.
Conclusion :
So here we complete a short guide on what is the meaning of Influencer marketing and how companies use Influencer marketing which leads to the creation of the brand image in the minds of their customers. Apart from that, we also got to know about the types of Influencers used by companies, also a brief list of factors through which companies decide which creator they have to go with. The times have changed now, companies are more focused on User Content and technological advancements in the field of AI to help the companies in their respective marketing.
External Link : http://bit.ly/41WdGme
Hem Pasad
Content writer
Manav Ruparel
Graphic designer
Yashi Jaiswal
Content Editor