Influencer marketing, and especially influencer marketing using social media, can be very effective in facilitating the rapid spread of messages. Consider:
- 67% of marketing and communications professionals engage with influencers for content promotion
- Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer
- 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities
Instagram is by far the most popular influencer channel in 2020 – with one survey finding that – ‘79% of respondents consider Instagram important for their influencer marketing campaigns. Facebook came a distant second at 46%, followed by YouTube at 36%.’ Further, 77% of fashion micro-influencers prefer Instagram.
Whatever channel is used – online or offline – influencers can be very effective in ensuring a message goes viral. Features to consider in identifying the optimal influencer include:
- The number of followers they have
- The profile of their audience
- The performance of recent posts
- The engagement rate of their posts
- The influencer’s alignment with your brand
- The authenticity of the influencer and their posts
Budget is also important. However, in this regard, there are options – including influencers with mega audiences and those with much smaller micro audiences. When the budget is limited ‘micro-influencers’ can be a good option.
RECOMMENDATION – Consider using influencers or micro-influencers to spread your messages far and wide. Such influencers can help a message go viral both online and offline.
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