The concept of a celebrity takes on a new meaning. Today, it's not just actors or singers. There is a group of people who are gaining enormous popularity and influence through social media, and not, through the television or newspapers of old. It is the influencers, the characters who not only attract the attention of their fans, but also shape their tastes, beliefs and choices.
Influencers engage in creating and sharing content on platforms such as YouTube, Instagram or TikTok. Their activities cover various areas, from fashion and beauty, through travel, cooking, to technology or psychology. They are not only content creators, but also opinion leaders who build relationships with their viewers through authenticity and personal involvement, direct contact with them.
What makes influencers the new celebrities? It is a matter of their impact on the audience (hence the name). Their followers, likes and shares are high, which highlights their potential to reach a wide range of people. What sets them apart from traditional celebrities is two-way communication. Fans can comment on materials, ask questions or express their opinion, which builds closeness and relations between both parties.
One of the important aspects of influencers' activity is their cooperation with brands. High reach and impact make them attractive partners for companies that want to reach a specific target group.
Such cooperation can take various forms, from promoting products or services to participating in social campaigns. It is this commercial side of influencers' business that builds their status as new celebrities who not only attract fans, but also influence consumer choices.
Influencer marketing is a fairly new promotion strategy. It's a form of collaboration between brands and social media influencers who use their image to reach the recipient with their message.
The idea of influencer marketing is based on the use of popularity and influence of people who have gained a significant number of followers in their virtual space, e.g. on a social media account.
The subject of this strategy is not only numbers, but, above all, trust and authenticity of the content creator. Brands work with influencers to make their products or services reach their target audience in a more personal and persuasive way.
Influencer marketing is about creating a campaign that integrates brand values with the influencer's narrative. It's not just about promoting a product, it's about creating a story around it that engages your audience and makes the product a part of their lives. Cooperation can range from reviews and guides to participation in events and competitions.
Examples of influencer marketing campaigns are varied and adapted to the specifics of a given brand. You may see with fashion influencers presenting clothes of specific brands in everyday situations, travelers sharing their experiences from trips with a given airline, as well as experts in the fields of technology, cuisine or beauty presenting products in action.
Influencer marketing is still in the development stage, but several well-known campaigns can already be distinguished. One of them is the "#ShareACoke" campaign from Coca-Cola, in which customers were encouraged to share photos with bottles of the drink. Another example is the "Daniel Wellington" campaign with the participation of influencers related to fashion (but not only), which helped build a watch brand on the international market. Do you want to learn more about advertising, marketing or maybe graphics? Check out what Webinar Universe offers, a platform where online training is available. The training platform offers materials in the form of webinars that can be viewed via the Internet.
The product and the influencer
Choosing the right influencer for a given product is a complex process that requires several key aspects to be taken into account. Of course, numbers are important – audience reach and engagement are indicators of your campaign's potential effectiveness. But that's not all. The price for cooperation is also important, although it’s not the biggest factor.
The subject matter of the content published by a given person is a key element. Content created by an influencer must be consistent with the nature of the product and brand values. The form and theme of the message, the style of communication and the tone must perfectly harmonize with the company's message and what it wants to represent.
When introducing a product into a campaign, it is also worth considering whether it fits the lifestyle of the influencer, otherwise the action may seem artificial to the recipient.
The authenticity of the influencer is very important. Fans expect their favorite creators to promote products that they themselves consider valuable. When choosing an influencer, it is necessary to determine whether a given product actually matches the life choices and beliefs of a person or not. The influencer's past also matters. It's important to investigate whether they’ve previously been involved in controversial campaigns or expressed problematic opinions that could negatively impact your brand image. An influencer's creativity is often evident in their content. It is worth taking a close look at what forms of content a person creates – whether they are photos, vlogs, reviews or maybe something completely different. This can help you understand how the product will be presented.
Influencer collaboration with competing brands is another factor to consider. If the creator was recently involved in a campaign for a similar product, this may affect the effectiveness of the new action.
Product and ranges
The issue of coverage and price for the service are matters that are definitely worth considering. In the case of a campaign with the main goal of gaining a large reach, it is worth considering cooperation with an influencer with a wide and active base of followers.
Higher reach can translate into more visibility and potentially more interactions. Of course, influencers with large accounts often have higher prices for cooperation, but the added value is the potential to reach more customers.
However, it should be remembered that large reaches do not always translate directly into better sales results. It is important that the influencer's reach is authentic and that the community is created by recipients who are actually interested in the product or service. Therefore, it is worth carefully examining whether the profile and demographics of followers of a given influencer match the target group of customers, as well as whether fans are real and engaged – and aren’t just bought likes numbers. If your campaign budget doesn't allow you to work with a creator with a huge reach, you might want to consider a microinfluencer strategy. These are people with a smaller, but sometimes highly engaged group of followers. Although their reach may be smaller, the relationship with the community can be more intimate, and this will potentially translate into greater effectiveness in conversions.
The final price for the influencer's service depends on many factors, including reach, engagement, specificity of the content and the reputation of the creator. It's a good idea to negotiate the price based on the expected results of the campaign and estimate the potential return on investment. To sum up, an influencer for an advertising campaign should be chosen carefully, analyze the campaign goals, budget, product characteristics and the specificity of the person. It's a good idea to consider both the reach and authenticity of their relationship with the audience to achieve the best results in your promotional campaign.
The process of selecting an influencer, analyzing their reach and price for the service is an important element of an effective marketing strategy. Properly balanced decisions in this area can contribute to achieving the desired results and increasing brand visibility. These days social and consumer relations are moving to online platforms, so cooperation with influencers is becoming not only a trend, but an effective tool in business.