Influencer marketing may be the fastest growing strategy across the advertising and marketing industry, but all influencer strategies won’t drive equal value for your brand. There are several variables that you should take into consideration as you create your ideal influencer program, such as your market reputation, your brand identity, your presence on social media and more.
Once you’ve determined your brand objectives, you can begin to break down what type of influencer strategy will best help you achieve your goals. Below, we break down the four structural aspects of an influencer program that you should consider as you develop your strategy:
- Mega-influencers are the .00001%, the A-list social influencers (celebrities, athletes, YouTube stars) who create content for brands in exchange for huge sums of money.
- Macro-influencers are the 1%, the social influencers (bloggers, journalists, lesser known celebrities) who create content in exchange for smaller sums of money or other branded rewards.
- Micro-influencers are the 9% of individuals who possess the capacity to influence the purchase decisions of their followers. Micro-influencers post branded content on social media channels in exchange for VIP treatment or brand swag.
- Renting involves selecting influencers from a broker, pre-screened list, or directly through the influencer or their management. You agree to a certain set of restrictions upon renting them, such as how you will use them, on what channel, and during what designated time period. It is a standard structure to run a one-off campaign.
- Owning your influencers is possible with platforms like Mavrck, who allow you to discover your own influential customers within your brand’s existing customer journey. You have 24/7 access to your influencers, and are able to use them for any number of objectives and for any time period. Owning is generally only possible with micro-influencers.
- Campaign-based activation occurs during a fixed schedule that you determine prior to starting the campaign; it’s usually associated with renting influencers.
- Always-on strategies usually occur if you own your micro-influencers. With an always-on influencer audience, you can activate your micro-influencers whenever you need to, incentivizing them to create content for you at any time, for any objective.
- Manual management of an influencer platform can consist of anything from an excel sheet to a pencil and paper, or anything in between. Depending on the type of influencer, it may require communication with agents, PR firms, or an influencer platform.
- Automation comes in varying forms, depending on the influencer platform. Micro-influencer strategies need automation, because the discovery and activation of micro-influencers requires opt-in data and licensing agreements. Mavrck’s platform is fully automated, enabling you to discover, activate and own your existing customers with influence.