Page 19 - AeM_Feb_2019

BEST PRACTICES & STRATEGIES

Influencer marketing and its testimonials for certain brands or products; their big
characteristics asset is their fame and being professionals in their field,
which makes them a role model for many followers.
But although the first thing you notice when looking at
social media profiles or blogs is the number of Macro influencer: the macro influencers typically
followers, fans, or likes on each page, this number does have between 100,000 and one million followers; they
not always have to be decisive, because too many usually create a very high range for everything they
"inactive records" can be present, too. What’s more advertise. The big advantage of macro influencers is
important, especially on Facebook Pages, is the that they are highly professionalized and therefore
commitment of a page: how much interaction exist with trendsetters in their particular topics for fans and
the page, how many links the page has within posts of followers. Collaboration with macro influencers is
others, how many comments and likes the individual therefore recommended, above all, for product
posts received, or how many associated social media presentations or when promoting events.
pages of the blog exist. Anyway, influencers are people
who have gained notoriety and manage to have an Micro influencer: the typical micro influencer has
effect on their followers. They act as opinion leaders between 5,000 and 100,000 followers and has great
and brand ambassadors. expertise. Due to the rather small number of followers,
unlike macro- and mega influencers, however, the
Depending on how content is produced by influencers micro influencer can establish a very close proximity to
and where they are distributed, different types of his followers. For this reason, working with micro
influencers are distinguished: influencers offers great success in focused topics,
niche products or regional topics, recommending
Blogger: most blogs have a certain topic, where the cooperation in product testing, content distribution or
blogger is an expert in and wants to share his opinion even B2B topics.
with the public. The contributions are in writing and
almost always contain pictures, videos and web links. In Everyday influencer: the everyday influencer is (as the
addition, bloggers typically use social media to reinforce name implies) an influencer of daily life, therefore his
these posts. follower number is max. 5,000. Everyday influencers
have a very high credibility and above-average
YouTuber: YouTubers create videos that they commitment rates since they have a close relationship
upload to the YouTube video platform. The style or with their followers. For this reason, everyday
format of these videos is quite different, ranging from influencers are a safe choice for content distribution,
music videos to product recommendations, comedy product reviews, ratings and sweepstakes.
videos or informative videos and tutorials to so-called
"vlogs". Influencer reaches through Facebook ads

Facebook influencer: The idea behind influencer "Facebook Ads" are played out on a Facebook page to
marketing on Facebook is, fundamentally, the same as a specific audience, which is also called “Facebook
influencer marketing on any other online platform. It Custom Audiences”. The easiest and most effective
starts with a brand identifying a Facebook user with a way to create a custom audience is to pick from a
medium-to-large (and highly-engaged) follower base Facebook page those people who had the most
that overlaps with the brand's target audience. interaction with this page in a given period of time -such
as the last 365 days. These people can easily be
Instagrammer: Instagram is a social media platform turned into a custom audience via the Facebook Ad
that belongs to Facebook on which only images can be Manager by naming and saving them. For future
posted. Facebook Ads, the newly created Custom Audience
can be targeted, which means ads that are sent to this
Influencer as a distribution channel custom audience via Facebook reach just the right
audience and are therefore more successful than
Influencers are obviously very important in content commonly displayed Facebook ads.
promotion because they can be used as a distribution
channel to increase awareness and reach for content. Facebook ads with Custom Audiences provide the
ability to deliver content to the exact same people for
For this purpose, it makes the most sense to classify whom they were created. The phenomenon of content
the different types of influencers into categories by size, flood can be tackled with influencer marketing. Different
as they are relevant to different content distribution types of influencers can be used in different campaigns
purposes, depending on the number and type of to generate more reach and thus more attention to
followers: content. Unfortunately, there is no panacea for the best
of success, but a combination of several measures is
Mega influencer: the mega influencers are people recommended in order to achieve the best result for
who are well-known and whose followers exceed the content distribution. ◊
million mark; mega influencers are often used as
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia