The Basics: Influencer Marketing

When we think of Influencer Marketing, we think of the TikTok videos of young people dancing to a song, waving their sponsored item, and the glitz and glamour that comes along with it.

This is the end goal for the lucky few who acquire that aspired brand deal, but let’s take a step back and discuss the mechanics behind Influencer Marketing.

What is Influencer Marketing?

By definition, Influencer Marketing is the process of brands collaborating with individuals who have influence overpotential customers. As we’ve seen through the years (and driven post-COVID), a new rebirth of Influencer Marketing, born from the desire for connection in a disconnected world while also becoming a source of truth in the new wake of consumers distrusting corporations. Words like “rainbow-washing,” “green-washing,” and general distrust have grown in popularity over the years, spurning the public to turn to “trusted” content creators to provide them with the truth. In turn, Big corporations struggled to regain the trust of their consumers in the post-misinformation wave, the result of them infesting their dollars into influencer marketing to win again and stay relevant.

Corporations saw this marketing method as an effective way to build trust with their consumers, tap into the communities and niches that will expand their audiences, and continue to drive purchase and loyalty.

Levels of Influencers

Did you know there is more than one type of Influencer? Based on the number of followers or levels of engagement, there is a structure that defines your impact and the amount of money you can make. If you are an inspiring influencer, you can aspire to go from earning $100 per post to over 10K per post!

Nano Influencers: 1K-10K followers (~$10-100 per post)
Micro Influencers: 10K-50K followers (~$100-500 per post)
Macro Influencers: 50K-1M followers (~$1K-10K per post)
Mega Influencers: 1M+ followers (~$10K+ per post)

What Makes a Good Influencer?

My perspective is from a brand marketer, but overall, what defines a good influencer can vary and be defined by each company or brand you work for. You may be working with a client who will review your content for up to two years to ensure that you are not only the right person to represent their brand but also credible and not a risk to their image.

For example, if you want to represent a vegan brand and you have images or videos of yourself eating barbeque, you may not land that deal, lol.

Traits: Authenticity, consistency, creativity, and a clear brand identity
Connection: Engaging with followers in meaningful ways
Value: Offering content that aligns with both audience and brand values

Influencer Marketing Do’s and Don’ts

Do’s: Be genuine, know your audience, align with brands you believe in
Don’ts: Over-promote, fake partnerships, mislead followers

Content Creator vs. Influencer

Content Creators: Focus on producing creative, unique content (e.g., photographers, YouTubers)
Influencers: Often collaborate with brands leveraging their audience reach
Overlap: Many influencers are content creators, but not all content creators are influencers