Community is the name of the game in Influencer Marketing

Make sure that the SMI* you choose is really focused on building a community. Community is the name of the game in #InfluencerMarketing

Related:

Source: Why build #community?

And more from my friend Ted:

A Network Gives You Reach… But A Community Gives You Power! Relationships are like muscle tissue… the more they are engaged, the stronger and more valuable they become. So if you are only focused on the Money… You risk completely overlooking the People.

Ted Rubin

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?

Don’t ask influencers to spend their time creating content in exchange for a cheap product. It’s disrespectful.

Don’t expect Influencers to create content for you in exchange for products. Creating that content, building an audience, and marketing it creates time and talent. Reward that.

Don’t ask influencers to spend their time creating content in exchange for a cheap product. It’s disrespectful.

It doesn’t make sense to ask influencers to spend their time creating content for free, or in exchange for a sample of your product. It’s disrespectful. Most influencers have day jobs, kids or loans to pay, and are professionals. They work hard to create content and build their following. They value their time. You should too.

Should I pay SMI (Social Media Influencer)?
Should I pay SMI (Social Media Influencer)?

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?

Where Affiliate Marketing might work with Influencers, and where not?

‪If you use Affiliate Marketing with Influencers, use it wisely

Post updated 11/9/2020. Scroll to the bottom for the updated content.

YES:

YouTube
TikTok
Twitter
Linkedin
Twitch
Text Messages
Reddit
YouTube
Flipboard
Instagram stories
WhatsApp
WeChat
Quora
Slack
Meetup.com
Evite

Continue reading Where Affiliate Marketing might work with Influencers, and where not?

My “Chase The Hashtags” formula for finding Influencers for your brand on Instagram, no favors asked!

Ok so I’m getting a lot of questions from brands that are confused, such as:

I feel super dumb asking this question, but here goes… How would I go about finding SMI (social media influencers) (micro and/or macro) on IG to grow a social media following for a specific shoe service company? I don’t even know where to start.

Ok, so the bad news – Influencer tools can’t help you 

Continue reading My “Chase The Hashtags” formula for finding Influencers for your brand on Instagram, no favors asked!

To Succeed with Influencer Marketing, Don’t Forget that it’s Marketing

It’s called Influencer Marketing — so why don’t marketers approach it like marketing?

Influencer Marketing is – no doubt – here to stay for the foreseeable future. It also may be the hottest, most trendy topic in marketing: in a recent survey 74% of marketing decision makers state that they have allocated a budget for influencer marketing (source: OnBrand). Yet time and again I hear people — even very good marketing professionals — confuse marketing and sales when it comes to SMI* (and make serious mistakes as a result). That is because they have not thought clearly about their influencer marketing strategy.

Continue reading To Succeed with Influencer Marketing, Don’t Forget that it’s Marketing

Today’s Micro-influencers – How to Define Them and Why They are So Important for Brands.

Since 2018 we’ve been hearing a lot about “Micro-influencers.”
Micro what? And… why?? Who are these micro-influencers anyway?

Types of Influencers

There are 3 types of SMI (social media influencers):

Types of social media Influencers
Types of social media SMI: Nano, Micro, Macro and Mega

Type 1: Mega-influencers, also called “celebs”… We’ve all seen them. They have over million followers and usually look like this:

an influencer does NOT need to b a celeb
The Mega-influencer look.

Next:

Type 2: Macro-influencers: they have up to 100k followers. They have a lot of strengths, but are lacking some of the best qualities of micro influencers.

Type 3: Micro-influencers… According to current definitions, they have fewer than 100k followers, and – to simplify things – they are “small size” SMI.

P. S. There’s a sub-category of micro-influencers, for even smaller size SMI, with fewer than 10k followers. They’re often called “nano-influencers” but it’s fine to refer to them as micro-influencers — let’s just keep it simple.

Now there was a time when micro-influencers were ignored… people only considered mega- and macro-influencers with over a hundred thousand followers to have value to offer.

But more recently they’ve become hot… they’re in demand (at least the good ones). Let me explain why:

Why Micro-Influencers are HOT:

Microinfluencers are hot and in high demand to serve B2C and B2B brands – they bring real influence, they create super original content and, on top of that, they are cost-effective!

There are three main reasons that micro-influencers and nano-influencers are suddenly hot.

1. Micro-influencers INFLUENCE

  1. Because they run a small shop (i.e. a community of several hundred or thousand followers), they can make those followers feel like home. They are deeply connected, answering their followers’ questions and comments, one by one (almost), giving them a feeling of belonging.
  2. Because they build their communities around a very, very specific niche topic, on which they are experts and which they are passionate about.
  3. Because they picked a job (social media) that they really good at.

And because of all that…

…they have influence, they can change behavior, they can introduce new conversations about the your brand or product. And that – my friends – is called influence!

And mind you, having tons of followers (or having great ‘reach’), while hard to achieve, is NOT influence.

Why engagement is important​
Examples of an SMI’s engagement with followers. As you can see, it’s intense. Followers often want an SMI your close attention and smaller SMI can provide that — in fact they enjoy providing that.
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers

2. Micro-influencers Bring Impactful Content

Hiring micro-influencers is as much about the content they deliver as it is about the influence! The content provided by micro-influencers can be wonderful. Why? Because it’s native, non-intrusive, with a great point-of-view and un-ordinary attention to detail!

Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!
Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!

They’re experts in their trade/passion, and provide deep, intriguing, and super interesting content!

the kind of a content that we shld expect from an influencer to deliver
Original, native, non-intrusive, not superficial, impactful, with a great point-of-view, attention to detail, and interesting – that’s the content micro-influencers can provide. Why? Because they focus on a particular niche, and engage with it days and nights!

Tip: The best way to benefit from working with micro-influencers is to reuse, re-purpose, re-post the content they create for you. Post it everywhere: on social media, your website, your storefront, TV ads, conferences, stickers, and what not. It has huge potential value.

3. Micro-influencers are Cost Effective

The amount of money spent micro-influencers is, on average, less than $500 per campaign. That’s much more cost-effective than ads…

If you make sure you do the SMI campaign right.

Just because Kim has 1M followers, or John gets 1,000 likes, it doesn’t mean they’ll be helpful for you. #Microinfluencers

Examples of Micro-influencers

Related:

What Influencers Bring to the Table: dialogue, attention, community building, category leading, positive bias, high level story-telling, etc.
What young Influencers Bring to the Table…

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?