How To Develop An Effective Influencer Marketing Strategy

Learn everything your brand needs to know about influencer marketing strategies, from types of influencers to best practices and examples.

Written by
Monique Lorette
June 13, 2023

Social media has revolutionized how businesses connect with consumers, and one of the most effective strategies in recent years has been leveraging the power of influencer marketing. Studies show that the global influencer marketing market has more than doubled since 2019, reaching a record-high value of 16.4 billion USD in 2022.

In this blog, we will explore the different types of influencers and provide tips on choosing the right influencer for your brand, ensuring that your marketing efforts are more effective in reaching potential customers.

What is Influencer Marketing?

Influencer marketing is a strategy that utilizes the popularity of individuals with a dedicated and loyal following, known as influencers, to promote a brand or product. Influencers can be anyone from social media content creators to industry experts or celebrities, and they use various platforms such as Instagram, TikTok, YouTube, and more to reach their audience.

For instance, Delicious Digital partnered with Thatch Caye Resort to increase its social media following and direct website visitors by leveraging Instagram influencers to naturally provide an educational component and reach the right potential guests. The idea is to collaborate with these individuals to offer genuine endorsements and brand mentions to their followers, who trust and value their opinion. This can be a highly effective way to connect with likely customers and increase brand awareness.

Types of Influencers by Following

With a vast range of influencers available, picking the right one for your brand, marketing goals, and target audience is essential. Each type of influencer offers a different reach and engagement level, making them valuable for various reasons. From the highly sought-after mega-influencers to the cost-effective nano-influencers, this section will explore the different types of influencers based on their followings, their benefits, and how they can help brands increase brand awareness, visibility, and engagement.

1. Mega-Influencers: 1M+ followers

Mega-influencers are highly sought-after in the world of social media marketing. With over 1 million followers, these individuals are often well-known celebrities, such as actors, singers, and athletes, with massive reach and a visible public image. However, although their prominent following means they can reach a diverse audience, this audience may not necessarily be highly engaged with their content.

Due to their high-profile status, mega-influencers tend to come with a high price tag, making them an expensive option for brands. Despite this, large corporations with a broad target audience or luxury brands with a high-end image may find mega-influencers valuable for increasing brand awareness and exposure across a wide range of segments.

Mega-Influencer Example: @champangeandchanel

2. Macro-Influencers: 100K - 1M followers

With a substantial reach of between 100,000 and 1 million followers, macro-influencers can include bloggers, Instagram influencers, and TikTok influencers who have gained fame by consistently producing quality content. These influencers have an established online persona and a significant audience reach, making them an attractive option for brands looking to increase their reputation and brand awareness.

While macro-influencers may have a slightly more targeted following than mega-influencers, they can still come with a high price tag and relatively low engagement rates. Nonetheless, if a brand has the budget and resources, macro-influencers can be valuable for increasing brand visibility.

Macro-Influencer Example: @livvylandblog

3. Micro-Influencers: 10K - 100K followers

Micro-influencers have grown in popularity in recent years, boasting up to 60% increased engagement rates compared to macro-influencers. Despite having a smaller following ranging from 10,000 to 100,000, these content creators can often better connect with their audience. Their intimate approach compensates for their limited reach, making them more relatable and engaging than their larger counterparts.

These creators often have a specific niche, enabling them to develop highly targeted content that aligns with a brand's values and messaging. This makes them an increasingly popular choice for digital marketers looking to capitalize on the trust and genuine interaction between micro-influencers and their loyal followers. In addition, micro-influencers are a more affordable alternative to macro- or mega-influencers, and their content is often more authentic.

Micro-Influencer Example: @rachellately

4. Nano-Influencers: 1K - 10K followers

Nano-influencers are often beginning to grow their online presence with 1,000 to 10,000 followers. They have developed a loyal and highly engaged following through genuine communication with their audience. They personalize their content to resonate with their audience and niche, and their followers appreciate their recommendations.

As the most cost-effective option for brands, nano-influencers are ideal for businesses looking to break into the world of influencer marketing. Some nano-influencers may not even require payment if they are building their brand. Instead, they accept a complimentary product or service, making them an affordable and effective way to get your brand's message in front of a targeted audience.

Nano-Influencer Example: @endless_brunch

Tips for Your Brand’s Influencer Marketing Strategy

Influencer marketing is a powerful way to promote your brand if executed effectively. However, when choosing an influencer for a brand, it's crucial not to rely solely on their follower count. There are other important factors to consider, and we have some tips to help you make the most of your influencer marketing strategy.

1. Reach the Ideal Target Audience

It's crucial to ensure that the influencer's followers align with your brand's target audience to maximize the benefits of influencer marketing. So before choosing an influencer, look at their followers and engagement to see if they align with your brand's target demographics, including age, gender, location, and interests.

While mega- and macro-influencers cater to a broad range of users, micro- and nano-influencers are often more specialized and focused on specific niches. By selecting an influencer that fits your brand's audience, you can ensure that your marketing efforts will be more effective in reaching potential customers.

2. Knowledge & Passion for the Niche

Choosing an influencer that has knowledge and passion for your brand's niche can significantly impact the success of your influencer marketing campaign. A well-informed and enthusiastic influencer can make your brand's message more relatable and appealing to the audience. This translates into higher engagement rates and a more natural fit for your brand's voice.

When selecting an influencer, looking for individuals with experience in your industry and who have created content that aligns with your brand's values is essential. This will help ensure that your influencer's content is genuine and effective in promoting your brand. This is similar to how Delicious Digital partners with brands across various industries, but we specialize in our niche: hospitality and travel, lifestyle and leisure, and philanthropy.

3. Select the Right Platform

Selecting the right platform can also impact the success of your influencer marketing campaign. It's important to consider where your target audience is and where your brand already has a presence. This can help ensure seamless integration of your brand's messaging into the influencer's content. When selecting an influencer, look for individuals with experience creating content on your chosen platform and whose style aligns with your brand's aesthetic.

While Instagram is a popular choice, it's essential to consider your target audience and where they spend their time online. Platforms such as TikTok, YouTube, and LinkedIn may be better suited for different demographics or niches. For example, lifestyle and travel brands may succeed with video content, while B2B brands may prefer a more textual approach on LinkedIn.

4. Establish Goals & Expectations

Establish clear marketing goals aligning with your brand's objectives to maximize ROI. For example, are you looking to increase brand awareness, drive website traffic, or boost sales of a specific product? Depending on your goals, you may work with influencers of different sizes. For example, macro- and mega-influencers are great for brand awareness, while micro- and nano-influencers may be better for driving conversions.

To track your success, set up metrics such as unique discount codes or landing pages so you can measure the impact of the influencer's posts. It's also important to communicate your expectations clearly with your influencer so that you're working towards a common purpose.

An effective influencer marketing strategy can be a game-changer for brands seeking to increase awareness, credibility, and engagement with their target audience. At Delicious Digital, we specialize in developing effective influencer campaigns that drive real business results. Contact us today to take your brand to the next level with influencer marketing. Our expert team will create a customized strategy to meet your brand's unique goals.