Why should you care about influencers?

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Influencers drawing people across a busy city street different directions

In today’s digital marketing climate, conversation consistently surrounds the viability of online influencers. Particularly on Instagram, influencers with 500k to multiple million followers partner with brands to recommend products to their large following for a fee. These can be through individual posts (sometimes worth over £50k) or a long-term partnership. However, in 2019, Instagram is increasingly over-saturated with content. As a result, the app has re-adjusted its algorithm multiple times recently. Furthermore, users continue to lose trust in big-name brands and figures. To combat these issues, companies must also re-assess how to authentically interact with their audiences online.

Enter, micro and nano-influencers. Micro-influencers are individuals with 10K-100K followers. Nano-influencers, on the other hand, are even smaller at around 1,000-5,000 followers. With those stats, micro and nano-influencers may have a smaller reach. However, they make up for it with their engagement levels (how often a follower comments, likes, or shares a post or story), which are much bigger than figures with greater follower counts. By targeting smaller influencers with more dedicated audiences, brands can generate a much larger ROI.

But, do they work?

In some ways, yes. 40% of Twitter users have made a purchase as a direct result of a tweet from an influencer. Advertising through influencers, often seen as a more authentic, direct access to your audience, is much cheaper than a traditional advertising campaign.

At the same time, in the last year alone, the organic reach of larger influencers has dropped from 70% to 22%. To make sure their strategies remain viable, companies need to be ready to adapt as quickly as the market does.

Influencer taking picture of their food for Instagram

So how can you harness the power of influencers?

Within the arts sector, it’s hard to know how to use influencers in your digital strategy. After all, are they not just for brands to sell their products? But in fact, these leaders are great at telling stories on social. Their ability to craft compelling narratives from short-form posts makes them a great asset for any online team.

As an arts organisation, start by looking for nano-influencers who engage with content similar to what you have to offer. These figures with small, niche followings can be highly relevant to your target audience and can offer a great ROI. After all, they’re seen, first and foremost, as a trusted friend by their followers.

When approaching them, outline your expectations of them, what you can offer and what your goals for the campaign are. If you are putting on a new play, find someone who is excited about theatre. They will be able to tell the best story if they are truly excited about the production. This means more of their followers will feel excited too. Remember, the value of these figures is their digital transparency and perceived authenticity. Collaborating with them is all about how to reach your audiences through a more direct, personal method.

If you have any more questions, drop us a line, we’re happy to talk digital marketing strategy!

Bridget - Marketing Assistant