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Brand & Advertising March 02, 2018

Influencer Marketing is here to stay

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Influencer marketing a thingy? Well, believe us: it’s a lot more than that. Over the last few years, this way of reaching people has turned into an important part of marketing mixes across all different branches. We want to help companies with getting the most out of their influencer efforts, and that’s why we started our own dedicated influencer marketing team, consisting of Marco Wallenburg and me, Leroy van Limbeek. And to give you a head start, let’s take walk you through the most important things you need to know about this hot topic.

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Different types of influencers

Before we dive into what’s to come, let’s take a little look at where we are now. Starting with the different influencers. You’ve probably heard of people like Enzo Knol. But there are a lot more influencers like him. They maybe aren’t as big, but that doesn’t matter. Anyone can be an influencer, you just need a loyal and fair amount of followers. But how can we divide them?

  • Micro-influencers: between 5000 and 50.000 followers
  • Macro-influencers: between 50.000–250.000 followers
  • Mega-influencers: more than 250.000 followers

 

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Why does it work?

It’s not strange that influencer marketing has become so popular. 92% of consumers are more likely to trust the opinion of the people they look up to or like. And 74% of consumers refer to social media before making a purchase decision. If someone like Enzo Knol is wearing a certain t-shirt, the chances are really high that his followers will buy that shirt too. Or if another influencer is wearing a new watch, his or her fans will want to have that watch as well.

Types of content

Influencer marketing can be used in all sorts of markets. Here’s a short list of subjects you can think about:

  • Lifestyle
  • Fashion
  • Beauty
  • Fitness
  • Food
  • Travel
  • Parents
  • Music
  • Entertainment
  • Photography

Types of campaigns

Influencers can be great, but only if used for the right campaign. In general, there are six types of campaigns in which you can work with influencers:

  1. Creating brand awareness
  2. Launching a new product
  3. Promoting an event
  4. Driving traffic to your app or website
  5. Grow your social following
  6. Generating leads/sales

What to expect in 2018

We think 2018 will be the year in which brands stop looking for one hit-wonders and start looking for brand ambassadors. Brands will want to work with influencers for a longer period of time, in order to make their campaigns more authentic.

We are doing just that. At the moment, we’re running a year-long brand ambassador campaign for Honig. We found a real influencer family that accepted the challenge to cook with Honig products every day of the year. The family films it themselves and fans can follow their adventures on the Honig Facebook page.

Want to know more?
Want to know more about influencer marketing? Get in touch! We can help you with creating a standalone influencer campaign, or we can make influencers part of a bigger campaign.

Questions? We are here to help!