Influencer marketing is one of the key drivers on the social media today. It is also seen as one of the most cost-effective ways to start of off your marketing process.

Entrepreneur columnist Joel Contartese has shared five things that marketers should know about the influencer marketing.

Contartese says, “I’ve worked with countless clients on influencer marketing programs, in the process managing over $10 million. Along the way, I’ve learned that the most successful influencer marketing campaigns have elements in common. Here is my advice to brands and to marketers as they consider implementing an influencer marketing campaign.

1. Quantity does not always mean quality.

When evaluating the potential impact of an influencer, it is tempting to go with the one who has more social media followers. More followers should mean more reach, and more reach will mean more visitors and ultimately more customers. Right?

It turns out, though, that it’s better to choose a social media influencer who has a smaller but more dedicated audience than to go with numbers alone. As the co-founder of Airbnb, Brian Chesky, was told by his mentor, “It is better to have 100 customers who love you than a million customers who sort of like you.” A smaller influencer who is focused on your niche and has passionate followers will have more impact than a blockbuster influencer who couldn’t care less about your brand.

The content created by the influencer should subtly promote your product or service. That means it is best to work with an influencer who might naturally use your product or service. This will make it much easier for him or her to create compelling content”.

What I’ve Learned From Spending $10 Million on Influencer Marketing

Entrepreneur

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