Influencer Marketing—Is This Another Game of Telephone?

by Caitlin Curry | Jan 6, 2023 | Fundraising, Marketing, Social Media

Have you ever played the game of telephone?

To begin, participants line up in a row. The first person in the line comes up with a sentence and whispers it into the ear of the person next to them.

That person would then internalize what they heard, turn to the person next to them and whisper what they think they heard into the next person’s ear. The sentence travels from person to person—until the whispering ceases and the final person shares what was told to them.

The object of the game is essentially trust! You trust that the person whispering in your ear knows what they are talking about so much, so you are willing to pass that information on to your neighbor.

You might think it sounds a little outside of the box to pay someone not directly affiliated with your organization to talk about your products or cause on platforms such as Instagram or TikTok, but the truth is, influencer marketing is growing at an exponential rate! According to Influencermarketinghub.com, influencer marketing is expected to hit an industry high of $16.4 billion this year.

So, what is an influencer?

An influencer is an individual with a loyal following on social media that has the power to sway their audience’s purchase decisions and general support of a company because of their expertise in a particular niche.

There are several categories of influencers based on the size of their following that you can tap into. Keep in mind that each influencer determines their pricing; typically, you will find that they will charge per post or offer tiered options.

Below are the categories of influencers:

  • Nano influencers: between 1000 and 5,000 followers

  • Micro influencers: between 5,000 and 20,000 followers

  • Power or mid-tier influencers: between 20,000 and 100,000 followers

  • Mega influencers: between 100,000 and 1 million followers

  • Celebrities: more than 1 million followers

How can utilizing an influencer have an impact on your marketing strategy?

We can thank the global pandemic for the rise in this type of marketing strategy. With people forced to isolate at home and unable to peruse the aisle at their local store or attend events to learn about causes dear to them, the population headed to the Internet to get their information from well-known names and people they trust!

There are some key items to consider when you start to search for an influencer, the most important of those being that you need to select an influencer whose niche attracts your specific audience base. When you find the right match, you will be able to create an incredible launch pad for your organization.

Influencers already have a loyal following and by utilizing their assets, you have just tapped into an entirely new market for your organization.

The methods by which we consume information are changing. Don’t miss your chance to be a part of this rapidly growing market!

If your business or organization is interested in an outside-of-the-box marketing strategy, CLICK HERE or call us today at 724-733-1200.

Caitlin Curry

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