How Social Media Influencers Work
Engaging new and old customers in meaningful ways is the age-old marketing dilemma. In the not-so distant past, companies would spend significant costs on print campaigns and commercials that would run in local papers and in between popular television programs.
Thanks to the rapid rise of the internet, traditional marketing campaigns no longer pack the advertising punch they used to. Even though this has created a unique problem for businesses looking to draw in new customers, it has also presented an excellent opportunity to develop niche marketing strategies and speak to customers on their own terms.
One of the most powerful tools in today’s digital world is social media. There are approximately 2.3 billion active social media users, averaging roughly 5.54 social media accounts for each user. The sheer magnitude of users on each social media platform makes it an invaluable tool to reaching out to, engaging and luring in new customers.
A business’ social media account should focus on the most dominant form of marketing, content marketing. Regularly posting information about your product or the industry you work in will quickly establish your page as a valuable resource to your customers.
In order to effectively content market, one key is to not be too self-promoting. Offer real value and you will develop a following that looks forward to your insights. Post blogs, articles and create white papers that share information on the latest and greatest happening, for you and your company, and your industry in general.
Another trend that is growing in popularity is the rise of the social media influencer. Thought of as digital spokespersons or brand ambassadors, social influencers are people on social media who have thousands, if not millions of followers.
In many ways, the social influencers of today are thought of as the new celebrity endorsement. According to the latest report from influencer marketing platform MuseFind, “92 percent of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.”
In addition to this, a staggering $255 million is spent each month on influencer marketing. A number that MuseFind CEO Jennifer Li expects to climb over the next year.
“We provide a platform to allow brands to find the most relevant influencer, to broadcast and orchestrate them at scale and to provide a way to be able to know how influencers are performing and how it affects the bottom line,” said Li.
Like the name eludes, MuseFind helps companies find a digital muse or influencer that best suits their business’ goals and brand. To date, MuseFind has worked on influencer marketing campaigns for brands such as Shiseido, Oreo, Soylent and John Varvatos.
Another way to unite both social media and the influencer is through content marketplaces like ConnectPal. Like social media platforms, ConnectPal lets users build a unique profile or ConnectPal page. However, unlike Facebook, Instagram and the other similar sites, ConnectPal places paywalls up, allowing users to charge a monthly subscription fee for visitors to read their content.
This unique content structure allows companies like ConnectPal to weed out those who aren’t generally interested in a product, while helping influencers and content creators monetize their content. ConnectPal’s popularity has even spawned fan accounts on other platforms that list and describe some of the most popular ConnectPal accounts and users.
For those who may still be on the fence about the real power social media and influencers can have, take this into consideration, every day one million new social media profiles are created, that is approximately 12 new accounts every second.