With the increasing use of social media and interest in e-commerce, influencer marketing has become widely used by businesses that want to reach their products and services to their target audiences. This digital marketing method instills direct trust in consumers and increases their affinity for the related products and services.
In this article titled "What is Influencer Marketing, and How is it Done?" we will provide information about influencer marketing. By reviewing our article, you can learn how to collaborate with influencers and gain insights into influencer marketing.
What is Influencer Marketing?
Influencer marketing is the digital marketing method where individuals and businesses with products or services collaborate with individuals who have a high follower and engagement rate on social media platforms such as Instagram, Facebook, Youtube, TikTok.
The primary goal of brands in this digital marketing strategy is to promote a product or service, create brand awareness, and reach the target audience to increase sales.
Who is an Influencer?
Gaining prominence in various fields since the 2010s, an influencer has become more than just a popular term.
Translated as "etki eden" in Turkish, an influencer is the name given to expert social media users in a specific field. Influencers have the power to shape the preferences of followers with similar desires and needs by sharing their experiences.
Constantly in communication with their followers, influencers are often preferred by brands in product and service promotions due to the trust they provide.
Historical Development and Future of Influencer Marketing
Before delving into detailed information about influencer marketing, one should look at the answers to the questions "What is influencer marketing, and how did it emerge?" Influencer marketing may seem to have a short history, but it is a digital marketing method that has been used for many years.
The history of influencer marketing dates back to a time even older than social media, even the internet. Josiah Wedgwood, known as the father of influencer marketing, was a potter who started emerging in the 18th century.
Creating a tea set for the queen, Josiah Wedgwood managed to introduce himself as the "Queen's Potter" with the support of the royal family. Another important step for influencer marketing was taken more than 200 years later, and the owner of this step is the world-famous fashion designer Coco Chanel.
In the 1920s, when women did not wear pants, Coco Chanel eliminated the first gender distinction by designing and wearing clothes considered "masculine" at that time.
After the invention of the internet, blog pages were established in the 2000s. Blog pages can be seen as public diaries where individuals share their experiences with internet users. Along with Youtube and Instagram, written promotions have been replaced by audio and visual promotions.
With changes in social media platforms, the profession of an influencer and the rise of influencer marketing started in the 2010s. Platforms such as Instagram and TikTok, especially, contributed to the growth of e-commerce.
Advantages of Influencer Marketing
Influencer marketing activities provide many advantages to brands. The advantages of influencer marketing are as follows:
- It is a new marketing area that enables easy access to the target audience. Through influencer marketing, brand awareness is increased by selecting individuals compatible with the brand image.
- Influencers promoting brand products and services increase website traffic by providing guidance.
- Brands have the opportunity to increase sales through product and service promotions.
- Through this marketing method, you can refresh your place in the memory of loyal customers by reaching potential customers.
- The followers of influencers consist of people with common interests. By making the right match between a brand and an influencer, you can enhance the brand's social media interaction and highlight its profile.
- With the prominence of the brand on the internet and social media, sales rates increase, resulting in profit.
- Compared to traditional advertising methods, the impact of influencer marketing is broader.
What Are the Types of Influencers?
Influencers are categorized based on their number of followers with different names. The number of followers is crucial in terms of the audience to be reached and the marketing budget. Influencer types determined by the number of followers are as follows:
- Nano Influencer
- Micro Influencer
- Mid-Tier Influencer
- Macro Influencer
- Mega Influencer
Nano influencers have between 1,000 and 10,000 followers. These accounts are suitable for low-budget marketing and the promotion of new brands. They establish a sincere communication with their followers through original content.
Micro Influencer
Micro influencers have between 10,000 and 50,000 followers. Like nano influencers, micro influencers succeed in influencing their followers by establishing sincere and direct communication. Considered experts in their field, micro influencers focus on niche topics, ensuring high engagement.
Mid-Tier Influencer
Mid-tier influencers, considered medium-sized, have between 50,000 and 500,000 followers. In the stage of becoming popular, mid-tier influencers' private lives also attract attention. This category, with a large follower base, is suitable for marketing with moderate budgets.
Macro Influencer
Macro influencers have between 500,000 and 1,000,000 followers and may stand out with more than one area of interest. With their popularity, these individuals are suitable for influencer marketing.
Mega Influencer
Mega influencers have more than 1,000,000 followers and are individuals who have the position to set trends. Although it may be challenging and costly to make agreements with these famous mega influencers, it is highly profitable.
What to Consider in Influencer Selection?
Following the unstoppable rise of social media, influencer marketing comes to the forefront. With the professionalization of influencership, influencer marketing agencies are established. It is crucial for businesses that want to collaborate with influencers to pay attention to features suitable for their products and services. Considerations in influencer selection include:
- Determine your influencer marketing goal.
- Decide on the type of influencer you will work with.
- Check the references of the influencer you will work with.
- Consider the number of followers and engagement rates.
- Value your target audience.
Determine Your Influencer Marketing Goal
For influencer marketing, the goal should be determined first. Influencer marketing can be done for various purposes, such as product or service promotion,
