Influencer Marketing in 2021, Is It Still an Effective Strategy? – By Henry Okorafor

Nicki Minaj posted a picture of herself on her Instagram page earlier last May 2021, wearing pink crocs with the caption “F R I D A Y” and a fingers-crossed emoji. The post went rival increasing the demand for ‘Pink Crocs’ by a HUGE 4,900% in a matter of hours in the U.S.

One post, one caption but a huge increase in business revenueThis is the power of influencer marketing.

Narrowing it down to the Nigeria online marketing space, it is extremely hard to scroll through social media lately, (either twitter or Instagram) without coming across at least one influencer sponsorship post either in form of video skits or giveaway, encouraging people to follow a brand, buy a product or get a service from a brand.

So, what is Influencer Marketing?

A social media marketing tactic that uses endorsements and product mentions from influencers (celebrities or individuals) who have a dedicated social following and are viewed as experts within their niche leveraging the trust that such social influencers have built up with their following, and recommendations from them as a form of social proof to your brand’s potential customers.

Why Influencer Marketing?

Influencer marketing has been and is still an amazingly popular marketing tool and for good reason. According to Forbes, it is an effective tool that has been in existence since the 1930s and can be traced back to the ancient Rome when gladiators endorsed products for businesses.

Though, in influencer marketing, there is no guarantee of quick results, but the same kind of slow-and-steady approach as social media and content marketing, where your campaign is not just about selling your products or services but about building connection, trust, and relationship with your potential customers. It is also about demonstrating your authority, credibility, and thought leadership within your industry but through a third-party endorsement who already have a connection with your target demography. If done the right way, it is a marketing strategy that is quite effective.

Getting Influencer Marketing Strategy Right

Like any marketing strategy, influencer marketing requires deliberate planning and budgeting to get the most results. There is no guaranteed success by just sending free things to influencers and asking them for a mention and endorsement without having a defined strategy on the best way to implement.

So, how do you get influencer marketing right?

Choose the platform for your influencer campaign – Like any marketing strategy to embark on, research is usually the first step to take. Research on the best platform where your target audience spend more time on. This gives you the ability to choose the platform you should focus on first.

Decide on your influencer marketing goal – The two most common reasons for using influencer marketing are to boost brand visibility and increase customer acquisition which in turn increase sales. But it is advisable to choose one main goal for your strategy based on your business need to get effective result, instead of choosing more than one goal. Your goal may be to reach a younger demographic or reach new target group using an influencer. Determine what your goal is and write it down.

Decide on your key message – Your message is particularly important as your goal. Though the aim is not to suppress an influencer’s creativity and uniqueness, but to keep them in line with your brand values so they do not post about something unrelated to your campaign. It is advisable to have a structure for your influencer marketing campaign and a key message to focus on.

Choose your choice of influencer When deciding on the choice of Influencer for your campaign, there are lots of questions to ask yourself. Questions like:

Does the influencer already post about similar things to your service?

Is the influencer legit and authentic?

Does the influencer have good engagement to follower count rate?

Has the influencer worked with similar brands before?

Do they have any media crisis that may affect your campaign?

All these questions will guide you on deciding whether you are going with the best option of influencer for your campaign.

Tracking your Influencer Marketing Campaign – There are few ways of measuring and tracking the success of your influencer marketing campaign. It is usually advisable to create a specific hashtag (#TrackingYourCampaign) peculiar to your campaign for easy tracking on social media and to track what your influencer is doing. You can also use a media monitoring tool to track how many people see your campaign and what people are saying about your brand using the hashtag.

The Influencer Marketing landscape is growing and will expand more in years to come which means it is going to be here for a while. Hence, brands need to jump on this strategy if they want to increase their reach to a new target market, increase visibility and revenue.

To get the most out of your marketing budget and time, getting an influencer marketing agency who will do the research and execution for you is the best way to go and Stephanie John is just a call away.

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