Influencer marketing has always existed. People have always recommended the brands they like and celebrities have always been asked to promote particular products. So what changed?
Two words. Social media.
The birth and growth of social platforms has enabled influential people to exert their influence like never before. The result? A multi-billion dollar industry.
So, what does 'influencer' really mean?
An influencer is someone who promotes brands to their social media followers on channels such as Instagram, Facebook and TikTok. It even translates to other platforms like Twitter and as of late, LinkedIn.
However, what separates an average influencer from a great one is their skill at content creation. Great influencers can provide creative images, captions, videos and blogs that really show a brand in its best light; while staying authentic to themselves and true to their followers.
What types of social influencers are there?
Influencers fall into a few different categories, based on the number of followers they have.
CELEBRITY INFLUENCERS
Celebrity influencers are also known as mega influencers. We’re talking the Kardashian-Jenners and Cristiano Ronaldos of the world.
These guys have a following that’s well over 1 million and can pull in serious cash for promotional content—upwards of $250,000 for one single post.
MACRO INFLUENCERS
Celebs without quite that level of international fame fall into the macro influencer category. They have a following of between 100k and 1 million.
They’re joined in this middle ground by successful online experts (professional influencers) who have built up their own sizable following, like Tim Ferris or Seth Godin.
MICRO INFLUENCERS
A micro influencer has between 3,000 and 100,000 followers on their social media accounts. That’s who we work with at TRIBE.
What is a TRIBE influencer?
The premise of TRIBE is that micro influencers are so much more powerful than celebrity influencers. They have more impact on their audience and produce better results for your brand. Here’s why:
THEY KNOW THEIR AUDIENCE
Because a TRIBE influencer’s following is relatively small, they really get to know them and the type of content they like.
Influencer recommendations can be hyper-targeted towards their particular market and are therefore really effective for the brands involved.
This makes these social influencers the perfect choice for small businesses, online retailers and side hustlers. Basically, anyone who is trying to reach a very specific audience.
THEY ARE RELATABLE AND AUTHENTIC
TRIBE influencers are just like you and me. They don’t own mansions and jet around the world in private planes. For this reason, consumers find them relatable and trustworthy.
They create content for brands they actually believe in, which means their loyal and engaged followers really sit up and take notice.
This authenticity is what makes micro influencer campaigns so successful. You’re working with people who are passionate about content creation and your brand. It’s a win-win!
So, how do social influencers work with brands exactly?
One option is to reach out to social influencers directly.
You’ll need to offer proper remuneration (influencers don’t tend to work in exchange for freebies anymore!) and you’ll need to accept that it will take a lot of legwork.
Finding the right influencers—the ones who want to work with you, agree to your price point and truly understand your content requirements—takes time and dedication.
How does TRIBE simplify the process?
Alternatively, you can work with an influencer marketing platform like TRIBE. With us, it’s quick and easy to find the right influencers for your brand:
• Post your campaign brief on our site
• Start growing a library of beautiful branded content within days via our vetted pool of influencers
• Approve and only pay for your favourite submissions
Influencers will then amplify the content through their social media channels, reaching thousands.
The best part? You get loads of incredible on-brand promotional material to reuse across websites, EDM's, digital ads and even billboards.
WHAT ARE YOU WAITING FOR?
Join thousands of brands leveraging the impact
of user-generated content today.
