Influencer marketing, also known as branded content or collaborating with artists, is a certain way to grow your brand’s social media following. There is no one-size-fits-all solution for implementing this strategy, but with the correct planning and analysis, almost any company can benefit. Let’s look at how to use a social media influencer programme to your advantage.
What is Influencer Marketing?
To put it simply, an influencer is a person is able to influence others. That influential individual partners with a brand to promote something in influencer marketing. The first ever type of influencer marketing that existed was celebrity endorsements.
Social content providers with specialty audiences, on the other hand, can frequently provide greater value to brands in today’s digital age. These individuals have devoted and active social media followings.
Type of Influencers in Malaysia
Micro-influencers have a small following of tens of thousands or even hundreds of thousands of people. They interact with their audience via social media platforms, blogs, other written publications, websites, and forums, and they offer them with relevant content.
They often have high engagement rates because to the magnitude of their following and the type of content they generate. Having a smaller audience allows micro-influencers to form closer bonds with those who follow them on their channel on a more regular basis (as opposed to a celebrity with millions of admirers). This makes them appealing to collaborate with for companies trying to build personal connections with their target market.
How to work with a micro-influencer
Micro-influencers can be found on a number of platforms. So, once you’ve decided on a micro-influencer to work with, you may ask them to write a blog post about your business, submit an online review, or post a photo of one of your items on Instagram. They’ll be able to engage with your target audience on the content they provide about your products and business because their following is manageable.
This allows them to address any questions audience members may have about your products, share their experiences with them, and, if necessary, direct audience members to your website or customer care team.
2) Celebrity Influencer
Celebrity influencers are well-known people with significant followings (sometimes in the millions) who are well-known in a variety of fields. They’re well-known, and hence have a good chance of influencing your target audience.
Even if your target audience may not include all of your celebrity influencer’s supporters, having them advocate and/or use your product or service is an effective kind of social proof. Celebrities are efficient at reaching multiple audiences across different platforms since they are well-known.
How to work with a celebrity influencer
Because celebrities are so well-known, there are several opportunities to collaborate with them. You may concentrate on social media, print or online advertisements, television commercials, blogs, or other written materials.
You can request that the celebrity:
- Promote your products with a photo or video.
- Promote the advantages of using your products.
- Offer their audience coupons and discount vouchers.
3) Blog Influencer
Someone who writes for an established blog and has thousands, if not millions, of subscribers and readers is referred to as a blog influencer. They stand out from other bloggers because of their reach and effect (they aren’t only blogging for themselves or a small group of people).
How to work with a blog influencer
You can make a guest post for their blog, ask to be listed in one of their posts, or sponsor a post on one of your products or services to cooperate with a blog influencer. You can also supply photographs of your products for the influencer to publish if you sponsor a post on their site.
4) Social Media Influencer
Influencers on social media platforms such as Instagram, YouTube, Facebook, and Twitter are well-known and have thousands or even millions of followers.
Health, exercises, vehicles, diet, outdoor activities, travel, fashion, art, beauty, and interior design are just few of the topics covered by social media influencers.
How to work with a social media influencer
You can decide what type of content you’ll have them promote once you’ve found a social media influencer with an established image that works for your business, provides content that compliments your products or services, and has followers who are also part of your target demographic.
If the influencer is on Instagram, have them take a photo of your product and tag your social media account. You may have them make a little statement about your product and couple it with a picture of them holding it if they’re on Facebook, and you can have them write a brief statement about your product and combine it with a picture of them holding it if they’re on Twitter.
5) Key Opinion Leader (KOL)
High-level specialists on a specialised issue within a field are known as key opinion leaders (KOLs). A KOL might specialise in makeup application, fitness, or financial literacy, for example.
A KOL is a wonderful option if your business is wanting to acquire audience members in a very specialised field – KOLs are trusted contributors in their industries and have followings of individuals who are similarly interested in those subjects due to their professional knowledge on those topics.
How to work with a key opinion leader
Like micro and celebrity influencers, KOLS can be found on a variety of platforms, including social media, blogs, other written publications (such as academic journals), and advertisements. As a result, your company has a variety of options when it comes to working with a KOL.
You may have them write a blog article about your company, make a post about your product on Instagram, or pose with your product for a print or digital commercial.
How to Find Such Influencers in Malaysia
Finding the appropriate influencer to work with can be difficult, so we’ve put together a list of resources to assist you locate the right individual to help you increase brand recognition and reach.
1) Google Search
Using Google to conduct an influencer search is the most straightforward method (or any search engine). Remember that an influencer in your sector is already providing content and reaching out to your target audience. As a result, a Google search for industry-related terms and keywords will reveal industry specialists.
Examine publications on a variety of issues in your profession, run individual searches for people you’ve heard of or know are already high-impact contributors, and look for influencers on industry-specific websites and web pages.
2) Social Media
Influencers can also be found on numerous social media platforms. Whether you’re looking for a social media influencer or not, the majority of them will have a social media presence, and their profiles are a terrific way to discover more about them.
Look for terms and phrases, specific users, hashtags, and tagged audience members on specific postings on social media (brands and social users may have tagged influencers you could potentially work within posts).
Remember to check the comments sections of popular blogs pertaining to your sector or line of work, as influencers may have left comments and interacted with members of your target audience there. Influencer postings on your competitors’ accounts might also provide inspiration.
To get references, tap into your existing professional and personal networks. Look for KOLs on LinkedIn and ask your staff if they’ve lately followed any micro-influencers on social media who post content that fits your brand and image.
If you’ve already worked with influencers, see if they’d be willing to connect your company with other influencers they know.
Another wonderful technique to find influencers — both the blog authors and their sources — is to read blogs. Look for folks who have been mentioned in the blogs. Perhaps the blogger is praising their work, quoting them, or inviting them to contribute to the article.
Expert roundups with dozens of influencers are also common in themed journals (business, art, beauty, or fashion). You can do more research on the person to see if they’re a suitable fit for your company.
5) Influencer Software
As influencer marketing has grown in popularity, new technologies and software have evolved to assist firms in identifying influencers and measuring their success.
6) Talent Agencies
If you want to recruit a certain celebrity influencer, it’s unlikely that you’ll be able to write them an email or phone them directly (although that would be amazing). Instead, you’ll have to go through a talent agency or deal with an agent to see whether that celebrity is willing to work with your business and at what cost. Some noticeable talent agencies in Malaysia are AJ Marketing and Sevenvault.
Influencer marketing is becoming more and more popular among brands. It’s a terrific approach to engage with audience members, increase brand awareness, and promote conversions, especially with the development of word-of-mouth marketing and social proof. You may increase your reach among potential customers by determining the type of influencer best suited for your brand and developing an influencer marketing strategy.