We all either have subscribed to them or followed them knowingly or unknowingly for the content and posts they share on social media. As a follower, it is the information or knowledge that we gain from the influencers, is what attracts us to them and also we sometimes like to belong to a certain kind of people or tribe.
The digital influencers are precisely what they are - “Influencers”
For example there are many popular youtubers who give high quality information and insights about new mobile phones and give their opinion about the product and their features.Similarly there are instagram influencers for travel,photography and personal grooming kind of subjects.
There are facebook influencers who work on subjects like cooking,lifestyle coaches,fitness expertise etc.
So there are lakhs of influencers with crores of followers.
Now, how does this help us as a business owner and someone who likes to use it for branding or even driving sales?
And how can we start using these digital influencers for our businesses?
1.Each digital influencer has a few lakh followers, some have few thousand. Now this figure is relatively important based on what kind of influencer and followers we are looking at. If we are looking at book lovers and their influencers and followers, both are small in number but they are very closely connected and if the product or branding idea is relevant to them they might give you a better conversion ratio than say some bollywood gossip influencer but they have the numbers and the younger followership which may take your branding idea to levels of becoming viral, if curated in that way.
So no influencers or their followers are good or bad. It's just that what we are looking for and why we are selecting a particular influencer for a particular campaign or purpose.
2.Second important thing is, it doesn't work like TV or newspaper, it's not worth paying them money to put your logo somewhere in their content, it's a big wastage of opportunity.There are many techniques and methods of using influencers to market or brand or drive sales.These techniques are to be applied in such a way that it should feel very authentic and attractive to the followers rather than into their face and irritating.
3.Third, it works wonderfully well, if the influencer and you are connected on the level of “why we are doing,what we are doing” and if your basic philosophy matches with that of the influencer,then the influencer feels genuinely about you and your idea to be marketed, he can really drive your idea in his sphere of influence to an unbelievable level of impact.
This was a short introduction to the influencer marketing. Let's dive deep into how and what, in the subsequent blogs.Till then try to find a few influencers that you feel are relevant to your business and have the quality of followers that actually are, what you were looking for.
Advit Dixit
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