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Influencers continue to be a hot topic on social media. Marketing experts point out that Generation Z and Millennials are dominating social media and becoming the target audience of Influencer Marketing campaigns because they are more flexible and prefer to shop online than other generations.

About a decade ago, the field of influencer marketing was not widespread and was limited to celebrities and a few professional bloggers. Now, it looks like we've seen social media influencers increase and saturate the market.

HubSpot's statistics have shown that: up to 71% of consumers admit that they mainly make purchasing decisions after hearing shares and recommendations on social networks.

It can be seen that influencer marketing is increasingly proving its role in giving consumers more attractive and reputable voices. So, from the marketer side, what should we prepare in the face of the continued increase in the influence of Influencer Marketing?

Let’s learn more about influencer marketing platforms in this article!

What is influencer marketing?

1. Influencer

First of all, let’s start with learning about “influencers”. Everyone may be no stranger to this concept; however, I still want to repeat it again for everyone to understand it better.

It can be said that influencers are those who have the power to influence potential customers by promoting or advocating products or services on social media.

2. Influencer Marketing

According to Wikipedia, influencer marketing for e-commerce (also known as influence marketing) is a type of social media marketing that involves endorsements and product placement from influencers, people, and organizations with purported professional knowledge or social influence in their industry.

Here are some examples of using influencer marketing in sale campaigns:

Jacklyn Hill's has collaborated with Morphe and released the Morphe x Jacklyn Hill eyeshadow palette.

The results exceeded expectations, all products were sold out within 45 minutes. As can be seen, the influence of Jack Hill has brought an extremely good result.

Another example, has everyone heard of Ryan Kaji - an influencer from a very young age?

Ryan has become a social media influencer since 2015 when his parents recorded and uploaded videos of him unboxing various toys. Those videos with the boy's loving expressions attracts billions of views and caught the eyes of toymakers like Mattel, LEGO, Spin Master, Roblox, and other sponsors.

Ryan Kaji

When Ryan is 8 years old, his YouTube reached 25.7 million subscribers. The boy has become an influencer associated with famous toy brands.

There are many other influencers examples that you can find out for yourself!

How to choose the right social media influencer for your marketing campaign?

1. Their main fields involved need to be related to your business model.

The first and most critical stage in every marketing campaign is to select an influencer. It determines whether or not your sales campaign is successful.

As a result, you must carefully evaluate the following aspects:

• First, their field needs to be related to your products.

Think about it! A beauty blogger advertising a foundation must be more believable than a celebrity chef, right?

• They have strong knowledge in this field.

Right in the example above, a beauty blogger will surely have a better knowledge of the skin, and the types of cosmetics. They learn about the ingredients in that product and especially have experienced many similar products to be able to make recommendations. Their reviews are valuable and make viewers believe.

On the contrary, if a chef advertised a cooking oil as well, it would be more trustworthy than a beauty blogger, right?

• The influencer needs to have a big source of fans interested in your products/services.

The fans of influencers are the next factor to consider when selecting influencers for your marketing campaign.

They should not only have a huge number of fans/followers/subscribers, but their fans should also be interested in your products and able to purchase them.

2. The platforms on which influencers are active

Influencer marketing platform to build client trust and develop a fresh brand image. Customers tend to trust brands that are backed by celebrities, bloggers, vloggers, and well-known individuals via social media channels.

According to ClickZ, 22% of consumers in the 18–34 age decided to buy a product base on celebrity endorsements.
Each platform drives significant marketing targets, such as brand awareness, sales, information, and advertisement...

Examples:

- Instagram:

Instagram is by far the most popular influencer marketing platform. With the main functionality are sharing video/photos, it's an ideal network for users to generate content and advertise products.

Up to 93% of marketers and agency professionals plan to use regular Instagram posts as part of their influencer marketing strategy in 2021.

- Facebook:

Facebook is known as the “King of Social Media” with 60.6% of internet users reaching this platform. Therefore, it is not surprising that you should consider implementing an influencer marketing campaign.

With business pages, paid ads...  it’s a good influencer marketing platform for brand awareness and advertising.

- YouTube:

YouTube consistently makes the list of the top platforms that marketers use for influencer marketing.

However, the influencer marketing campaign depends on the location of your target audience. For example, if the majority of your audience is on YouTube, engaging with an Instagram influencer to promote a product may not be effective. Therefore, choosing the right channel for the campaign is very important.

Direct sales may not be the primary goal of influencer marketing campaigns. But it is also an important result that needs attention. According to many studies, 8 out of 10 consumers have purchased something after seeing an influencer's recommendation.

It can be seen that influencers have a strong impact on viewers' purchasing decisions. That is why more and more businesses are using influencers for their marketing campaigns. Therefore, website owners also need to make appropriate changes in marketing strategies as well as methods of connecting with social platforms to achieve optimal business results!