What is influencer marketing and how do you make a plan for it?

Influencer marketing was mostly used by celebs and a few dedicated bloggers ten years ago. Now, there are too many social media personalities for the market to handle.

Each of these leaders has a different-sized following, but they all have a lot of power. Their close-knit groups help people make real connections, which builds trust and gets people more involved.

Still, brands need to be very skilled at working with digital producers and influencers. We're here to help you make sense of it all.

Here are some mistakes you should not make when using influencer marketing, as well as some tips on how to make a good plan.

Before we start, did you know that Tagger by Sprout Social can help you sell to famous people? Tagger by Sprout Social gives marketers the tools they need to run effective influencer marketing campaigns. This lets you build your brand's presence in a real way, connect with new targeted groups, and make more money more quickly.

Influencer marketing was mostly used by celebs and a few dedicated bloggers ten years ago. Now, there are too many social media personalities for the market to handle.

Each of these leaders has a different-sized following, but they all have a lot of power. Their close-knit groups help people make real connections, which builds trust and gets people more involved.

Still, brands need to be very skilled at working with digital producers and influencers. We're here to help you make sense of it all.

Here are some mistakes you should not make when using influencer marketing, as well as some tips on how to make a good plan.

Before we start, did you know that Tagger by Sprout Social can help you sell to famous people? Tagger by Sprout Social gives marketers the tools they need to run effective influencer marketing campaigns. This lets you build your brand's presence in a real way, connect with new targeted groups, and make more money more quickly.

Influencers like Mega or famous people
Here are some companies that might do well to work with mega-influencers:
Brands that might work with macro-influencers are the following:
Why use marketing through influencers?
Setting goals ahead of time can help you in the following ways:
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There are over a million people who follow these influencers, and they are often famous actors, singers, athletes, and other public figures. Because they are famous, they can captivate a wide range of people, which makes them perfect for large-scale campaigns to raise knowledge of a brand. Picture this: Cristiano Ronaldo.

Mega-influencers can give your brand a lot of publicity, but it can be very expensive to work with them. Also, because their followers are usually very broad, they might not get as many interactions as leaders whose followers are more specific

Large businesses with the budget and tools to do so

Brands that want to reach a large group of people with different traits

Brands that want to make people feel like they are the only ones who have something

Big-picture factors

Macroscopic influencers are well-known figures in their fields, with followings that usually run from 100,000 to 1 million.

These people have built their reputations by consistently posting and interacting with content over time. They are now thought leaders in their niche.

When compared to celebrities, macro-influencers are more targeted because the people who follow them generally like the same things. Working with macro-influencers can help your brand reach a lot of people, but based on your budget, it may still cost a lot.

Startups like Canva that want to get noticed, grow, and build reputation quickly

Nonprofit groups that want to raise money and awareness

Hotels and airlines are trying to reach a big but specific group of people.

Little influencers

The next big thing in influencer marketing is micro-influencers, who have 10,000 to 100,000 very active fans. These stars usually have a lot of followers on certain sites, like Instagram, YouTube, and TikTok.

Marketers love working with micro-influencers because their creative content, relatable advice, and real interactions can hook a niche, passionate audience.

Plus, they're less expensive than bigger leaders. That doesn't mean they don't work, though. Studies show that micro-influencers can get 60% more people to interact with them than macro-influencers, and they can also help your brand get 20% more sales.

Small-scale influencers

People with less than 10,000 friends are called nano-influencers. But these leaders often have strong bonds with their followers because the content they share is personal and they interact with their followers in a real way.

Nano-influencers have the smallest reach, but they can be great partners for companies that want to reach specific groups of people without spending a lot of money.

Nano-influencers also work on a small scale, which means they can spend more time and energy on one-on-one relationships. This means making content that is more specific to your business and getting to know people in niche communities on a personal level.

Local companies that focus on certain towns, cities, or regions

Small companies on a tight budget that want to run campaigns that don't cost a lot

Craftsmen, home-based companies, and specialty food shops that sell unique items to a specific group of people

56% of young Americans have bought something after seeing a post from someone they follow. This means that influencer marketing can be a very effective way to market your brand.

Influencer Marketing Hub says that the business grew to $16.4 billion in 2022. This amount is going to go up to $21.1 billion in 2023.

The study also talks about how marketers feel about working with influencers in 2019.

83% of those polled said that influencer marketing worked well as a way to sell. The study also said that 67% of marketers are going to spend more in 2023.

With that out of the way, let's look at some of the most common problems marketers run into when they try to use influencer marketing.

What not to do in influencer marketing

If you do it right, influencer marketing can be very profitable. Avoid these possible problems to make sure that working with influencers goes smoothly and that your campaign succeeds.

Failure to set clear KPIs and goals

First things first, make sure you know why you're doing this. It's a big deal to work with an influencer, so you need to be clear on what your plan is for and what your goals are.

Pick the right people to impact you: Setting clear goals helps you figure out exactly what qualities and traits you need in an agent to reach those goals. For instance, if you want to make more people aware of your brand, you can find influencers who are well-known and have a lot of followers in your field.

Describe and rate success: What does it mean to you to succeed? Is it the number of views, the number of comments, or the number of people who visit your website? Set up the KPIs and data you will use to measure how well your influencer campaign is doing during and after the campaign.