Influencer Marketing 101

With accelerating pace, social media influencers have become the digital currency that grants brands the visibility, credibility, and conversions they desire in an ever-more crowded marketplace. But while brands may well recognise the value and impact of influencer marketing, the intricate nuances and best practices of the industry may seem less obvious. 

What is an influencer? 

Within the industry, “influencer” and “creator” are used interchangeably but in essence it is an individual (or individuals) who has amassed a significant following on one or more social media platforms such as Instagram, TikTok, YouTube, Snapchat etc. They actively engage with their audiences through posts, videos, stories and captions, making them capable of influencing opinions, behaviours, and purchasing decisions.

Influencers span a wide spectrum, from nano-creators with a few thousand devoted followers to high-profile celebrities with audiences in the millions. They cover several verticals, from freestyle footballers to luxury travellers.  

Smaller influencers often cultivate highly loyal fan bases by fostering deeper connections with their followers through personal and authentic content. This strong sense of trust makes their recommendations highly influential and their opinions widely valued. The personalised and bespoke approach of micro-influencers makes them exceptional brand advocates; while their reach may be more limited, the strength of their connections and engagement often leads to significantly higher conversion rates. 

This, however, does not diminish the value of bigger influencers although these have a slightly different purpose in a marketing sense - their power lies in the numbers, namely the amount of people they reach and hence the impressive levels of brand awareness they can generate.  

Your influencers of choice hence depend on your
brand’s objectives. 

Why influencers matter for brands

The majority of Gen Z consumers - a whopping 97% - report using social media as their primary source of shopping inspiration. Gen Zs also constitute a significant 40% of consumers meaning they leave brands with no choice but to jump on the social bandwagon, driven by increasingly fussy demands for engaging and compelling content.

In many ways, influencers are their followers’ peers and peer recommendations are more powerful than any other marketing tool. In fact, 69% of consumers say that they trust the recommendations influencers put forward.