Influencer marketing has grown exponentially in the past few years. Just four years ago the industry was worth less than two billion dollars, and is now projected to reach over thirteen billion dollars by the end of 2021. That’s growth at a level you cannot ignore.
At the core of influencer marketing’s success is the fact that influencers can be absolutely anyone, and in that way everybody can find influencers who they relate to. There are people with influence in every vertical out there, filling every niche with their content.
The term “influencer marketing” has seen a 465% increase in Google searches since 2016. Everybody’s talking about it, everybody’s factoring it into the marketing strategy, everybody’s allocating a budget to influencer marketing. What are you waiting for?
What is Influencer Marketing?
Influencer marketing is a way of using influencers as part of your marketing strategy to promote your product. There’s a number of ways this can be done, such as gifting products, sponsoring social media posts, striking ambassador deals and more. Influencer marketing has high success rates for two main reasons.
Firstly, there’s a high level of engagement and trust that exists between influencers and their audience, particularly nano influencers and micro influencers. If a micro influencer recommends your app to their followers, their followers will likely trust this recommendation more than a traditional ad.
Secondly, influencers have strong reach among specific audiences, particularly macro and mega influencers. Macro influencers have between 100,000 to 1 million followers, while mega influencers have over 1 million followers. That’s a lot of people you could be exposing your app to.
What is an Influencer?
We talk more about the different types of influencers here, but the bottom line is: an influencer is someone with the ability to use their knowledge, authority, audience relationships etc. to influence the purchases of others. There are four different types of influencers by follower count:
- Mega influencers (over 1 million followers)
- Macro influencers (100,000 – 1 million followers)
- Micro influencers (10,000 – 100,000 followers)
- Nano influencers (1,000 to 10,000 followers)
5 Ways Influencer Marketing can Help Your App?
If you have a strong influencer marketing strategy, the possibilities are endless. To find out all about crafting the best influencer marketing campaign strategy, we have you covered here. For now, let’s delve into the top five ways influencer marketing can help you grow your app.
1. Brand Awareness Campaign
There are influencers out there with more reach than a traditional TV ad could boast. We shouldn’t underestimate the power that mega and macro influencers have to get your app in front of as many eyes as possible. Mega influencers have millions of followers that spend hours scrolling social media on their smartphones, so catch them where they’re already hanging out and expose them to your app.
Mega influencers don’t have the same engagement rates as micro influencers, for example, so they might not have the same capacity to get users to download your app through trust with their followers, but they will be able to get your app name and logo out there so it’s in people’s minds.
2. App Downloads
It’s no secret that word of mouth is one of the most effective marketing methods. But the average person’s word of mouth doesn’t quite reach the scale of an influencer’s word of mouth – to their thousands of followers. So why not leverage an influencer’s powerful word of mouth to market your app? Their followers are following them for their opinions, recommendations and value, so are likely to trust your app more if it’s recommended to them this way.
A brief glimpse into your app and how it works could be just the incentive a potential user needs to download your app. Influencers can offer an inside peek before a commitment has to be made.
3. Testing New Target Audiences
Enlisting the help of an influencer to test your app in new waters can be a good place to start if you want to grow your app user base. Let’s say you have a travel app with mostly Millennial users, you could start working with a Gen Z travel vlogger to expose your app to a younger demographic. Based on the data following this campaign, such as conversion and engagement rates, you can gauge whether it’s worth investing more money into this development.
The success of influencer marketing is driven by its ability to feel authentic, at least far more so than traditional advertising. Influencers are often ordinary people who other ordinary people find easy to form relationships and engage with. As such, an element of trust is built up over time that can go a long way when an influencer agrees to work with your brand.
The great part about bringing influencers on board is racking their creative brains for new campaign ideas, and feeling safe in the knowledge that they know their audience well and so know what content will resonate best with them. They know what keeps their audience coming back time and time again, so you should trust their creative insights and roll with their ideas.
The more personalized the content, the better chance it will have at success. It will make the content feel more organic. This personalization is what differs influencer marketing from traditional advertising and is what gives it such high success rates.
5 Tips for Influencer Marketing Strategy
For crafting the perfect influencer marketing campaign, we’ve covered everything you need to know in full detail here. However, we’ll give you a summary of our top five tips for building your influencer marketing strategy below.
1. Goals and KPIs
Let’s get straight to it. You need to set your campaign goals first and foremost. Examples include:
- Promoting a new app launch
- Promoting app expansion into new category
- Increasing downloads
- Increasing engagement
- Brand awareness
- Promoting in-app purchases
Defining what your campaign goals are allows you to track them once the campaign is underway to measure whether the campaign is successful and to strategize going forward. What worked best? What didn’t work? What could be improved? The parameter is whether the different elements of the campaign contributed towards your outlined goals and KPIs.
As soon as you’ve identified what your campaign goals are, you need to come up with very clear action steps and KPIs to pass onto your influencers so they know exactly what they need to be helping you achieve. Then, you can request to see their impressions data, engagement rates and install attribution links to track the source of an install.
2. Choosing the Right Influencers
Ultimately, this comes down to what type of influencer you want (or need) to work with and whether they will resonate with your target users. This decision is determined in part by your campaign goals – will the influencer be able to deliver your set goals?
You need to take into account the platforms the influencer uses and whether your target users are present and engage with them there. You need to also factor in the influencer’s reach and industry. What’s more, you can ask for their statistics regarding engagement and more. A good engagement rate is the key to a successful influencer marketing campaign. An influencer can have hundreds of thousands of followers, but if they have low engagement then they’re less likely to drive results for your app and it’s a sign that perhaps they’ve got a lot of paid bots bulking up their follower counts.
There are certain platforms that work better for certain app verticals and target user base demographic. For example, TikTok has a largely Gen Z demographic, so if those are the users you’re trying to attract to your app, it’s a good place to look for influencers. YouTube and Twitch have a lot of gamers, so if you have a gaming app then they’re good places to look for influencers. Also, the features of your gaming app will be best showcased in video format.
Micro influencers often have higher engagement rates than mega influencers, for example. This is worth bearing in mind.
Another factor in choosing which influencers to work with is whether their content matches your brand image. If they’ve previously promoted products or apps that would make your audience lose trust, or would raise a red flag to your stakeholders, then they’re probably not the influencer for you. Or, do they oversaturate their feed with constant sponsored posts? This can be a bad look and can threaten the trust their followers have with them. A more selective influencer is often viewed as more trustworthy.
Coming back to the idea of an influencer’s reach, this refers to the number of accounts you can potentially reach from their following. However, you need to look at the number of bots or inactive users contributing to this number, because they do not indicate a good reach even if the number itself does. Many influencer marketing platforms, such as Klear, FanBytes and Upfluence, are able to help you identify bots and inactive users within an influencer’s following.
It’s ok to stop working with an influencer if they don’t deliver on your set goals. In the same vein, if the campaign is a success, consider working with them again. You have so much data to leverage based on their specific audience. For as long as their audience responds well to the campaign and your desired metrics are being achieved, the partnership can only be a positive.
3. How to Reach Out and Craft the Brief
These days, it’s common to reach out to influencers via agencies or platforms. Often, influencers have profiles on platforms such as Klear, FanBytes and Upfluence that you can scroll through and contact them from.
Before reaching out to an influencer, try engaging with their content by liking, commenting on and sharing their posts. Then, when you do reach out, provide some information about your brand, your campaign goals and what you can offer the influencer – what’s in it for them? This shouldn’t just be in relation to money, but what is the benefit for their self-brand to be gained by working with your brand?
Another benefit of engaging with an influencer’s content before requesting to work with them is the exposure it will give their followers to your app in a totally organic way. This can help give your brand credibility.
Don’t expect an influencer to post a lot of content for your app very quickly. Remember the oversaturation of sponsored posts we touched upon above. This can be a big negative.
When crafting your brief, you need to be clear and direct. Some questions to answer throughout the brief are:
- What USPs do you want the influencer to highlight?
- What Call To Action are you after? E.g. “you can download the app here”.
- At what point do you want the CTA to be mentioned in the content? E.g. Video content benefits from a CTA in the first and last thirty seconds.
- What are the format specific inclusions? E.g. video content benefits from showing the app in use to give users an indication of what they’ll be getting if they download it.
- Do you want a multi-platform approach or a single-channel approach?
As far as the signed agreements go, these could be for anything from simple mentions of your app to a full on brand ambassadorship. A single mention or short description would obviously be the cheapest, it only goes up and up from there.
In the brief, you can request influencers to explain your app features and how they use your app. Ultimately, you want them to show potential users what they’re missing out on and make them want to download your app.
4. Use the Influencer’s Creativity
Influencers are essentially a self-brand. They’ve either built up their following by being a celebrity in the public eye, or by providing consistent, creative and valuable content to their audience. Particularly when it’s the latter, they know exactly what kind of content resonates best with their followers. Take advantage of their creativity and knowledge to make your campaigns more authentic and the most likely to succeed.
Out of everyone, they know their audience the best, so trust their creative take on the content they produce for your app. What ideas do they have to successfully promote your app to their audience? If each of your influencer campaigns are different, because each one has a different influencer’s input, it’s a lot better for your brand. Ten different carbon copy content pieces from ten different influencers isn’t going to have as much of an input, because each audience is slightly different and it will feel less authentic.
Another factor at play here is the fact that their social media channels are effectively their entire brand, and they won’t want to do anything that could damage it, so the content they produce will need to be in line with their general aesthetic. They’ve invested time into building their brand and following, so their reputation is of utmost importance to protect this.
Different types of influencers charge different amounts, and even within each influencer category the fees each influencer charges vary significantly. However, you can rely on the obvious facts like mega or celebrity influencers being the most expensive and nano influencers being the least expensive. Usually a bigger reach equates to a higher fee.
The fact that there is such a huge price variation among influencers is actually a positive because it means there’s an influencer out there for every brand no matter how big or small your marketing budget is. A celebrity influencer could cost up to $1,000,000 for a single post, which is totally unattainable for a small business, whereas micro-influencers can charge as little as $200, which is much more reasonable.
When setting the budget, you need to consider the planning time, execution time and review time. Influencer campaigns need monitoring to measure the success, so they don’t just end when the content has been posted.
To determine your budget, you’ll also need to take into account the expected ROI of your campaign. This will help you figure out what you can justify spending on each post. In 2021, businesses are making around $5.78 for every $1 they spend on influencer marketing.
The influencer marketing definition is a marketing strategy that uses influencers to promote your product or brand to their followers.
It refers to someone who is either an expert in a particular niche for which they have a social media following, or someone who has the ability to influence the purchasing decisions of others via their social media platforms.
An influencer produces content that provides value in some way to their audience, which can be for both educational or entertainment purposes. They could make YouTube videos, Instagram Reels, take blog photos, Tweet and much more. They are often paid to promote or feature products on their platforms so that it is exposed to their audience.