The term influencer may just seem like a nickname for someone who posts on social media a lot, but as a business, you should know what they really are and how they can help you boost your digital marketing efforts. Keep reading to learn more about influencer marketing, and what to look for when you're researching potential influencers to partner with. 

What is Influencer Marketing?

An influencer can be defined as someone who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. A person doesn’t need to have “influencer” in their bio to actually be one. It’s someone online who has a strong trusting audience who may be persuaded to follow their purchasing decisions. Influencers can be anyone from coffee enthusiasts, fashion bloggers, photographers, world travelers, or even web developers. What matters most to a business looking to work with an influencer is if the influencer’s audience would be interested in their product or service. 

Word-of-Mouth, but Make it Digital 

According to Nielson, 92% of consumers trust family and friends for recommendations over any other type of advertising. If your friend is a tech mastermind and swears by Apple products over Windows, you’ll probably be more inclined to purchase an Apple product because of their knowledge on the topic.

Today, we don’t always have friends who are tech masterminds, but if you follow someone on social media who has proven their knowledge and they happen to swear by certain products, you’re more likely to take their word for truth. Influencer marketing is effective because:

• They’re already in conversation with your target audience - working with the right influencer can give you access to a plethora of potential customers that just haven’t been able to find you yet
• Consumers can be overwhelmed by ads, a familiar face sharing insight on a product is less intrusive
• It can be cost effective when used strategically - according to a report published by Influencer Marketing Hub in 2019, an average of smaller companies were making at least $5.20 back on every dollar spent

What to Look for When Working with an Influencer

If you think your business could benefit from working with an influencer, you’ll want to plan out a strategy. It’s important to recognize that not every influencer is the same, and you’ll need to find the right fit to make sure you’re working with the right people. Here’s some things to consider:

• Who is your target audience, and does the influencer have access to them? If your target audience includes new moms for your baby clothing company, working with a men's fashion blogger may not be your best fit, even if they have a lot of followers. 
• Is the influencer legitimate? Just because someone has a lot of followers doesn’t mean they were naturally received. Ask the influencer you’re looking to work with to share some of their social media insights so you can be sure they’re the right fit. 
• Would your business benefit from an influencer just yet? If you’re selling a niche service, or only providing business to a small area of the world, maybe it’s better to work with someone local and trusted within the community, rather than a large influencer with global reach.

In the end, working with an influencer can be super beneficial for your business! Just make sure you find the right influencer for your business goals.

Looking for more social media trends that can help boost your business? Check out Social Media Trends You Should be Following in 2022 to grow your social media presence!