With most of the people spending at least a few hours per day on social media, the marketing industry had gradually moved away from television and now advertising through different social platforms is common and trending. Having said that, one of the most effective ways these days to advertise a product, service or business is through social influencers.
When it comes to advertising on social media through influencers, people generally think about how Selena Gomes receives $550,000 for one Instagram sponsored post, or Cristiano Ronaldo with $400,000. However, according to a study conducted by Collective Bias, non-celebrity influencers are more likely to inspire purchases, with 30% more consumers willing to buy from them.
Also, 70% of the millennials use peer recommendations before deciding to buy (or not) a particular product or service. Let’s dive in a little deeper and see how you can advertise your business or products successfully with smaller influencers at a reasonable cost.
Finding the right influencers
This type of marketing or advertising online is not the same as used in traditional networks and platforms such as Clicksdealer.com, Google Adwords, etc. , so you’ll need to take into account several important aspects. First and foremost, if you want to advertise your business or products on Instagram, it is vital to find pages that fit your niche.
It’s crucial that your advertising will reach people with some particular needs or tastes. For example, if you are selling cooking tools and gadgets, sponsored posts will have greater success on pages dedicated to cooking, food, restaurants reviews, etc.
Another important aspect is the number of followers. It could be a misleading aspect since not all the people following a particular page might be actively engaged on a constant basis. The optimal solution will probably be to spot pages with 100k-300k followers, so the price of a specific post won’t be too high, while the amount of the exposure it gets stays broad and effective.
Information and time
Ensuring that the influencer knows as much as possible about your products or services is essential in building a sponsored post with a high impact. Because of that, you could send the influencer some samples, so he/she can see that everything is genuine and try the product or service at first hand.
Second of all, you want the sponsored posts to reach lots of active followers, which makes it quite useless to pay for a sponsored post that lasts more than 24 hours. It is also up to you to think about an integration idea, so the post will fit well into the page, without looking too commercial, which is annoying to most of the people. Since a lot of advertising is done on social media platforms, users are bombarded all day long with different kinds of promotions.