Followers are the underlying factor of every social platform. Without followers, what is the point in creating content in the first place? The basic need of any influencer is to get followers who consume this content and engage with the channel. It might seem very basic and needless to define the follower concept, but it is important to have a very clear definition and exact knowledge on the concept of followers and its relevance for both influencers and companies engaging in influencer marketing. Followers are far more than just a number – although it might seem advantageous to have a tremendous amount of followers, we have to take a closer look at the composition of this metric. Instagram will serve as an example for this article to explain the mechanics of followers, although the concept itself can be transferred to any social platform.
Fake accounts plague Instagram since its start in 2010. These accounts or bots are usually computer-based and randomly follow Instagram channels, post spam comments and like huge quantities of pictures. But there is another side to the story: More and more Instagram users deploy fake followers to increase their follower group and multiply the likes and comments on their pictures.
Have you ever wondered why other Instagram or Twitter users start following you although you might not have an impressive account with lots of high-quality content and only use your channel for the occasional photo of your Saturday night out on the town or an extra picture-worthy self-made meal? Well, the reason is probably not because these users admire your content so much, they rather want to increase their group of followers. Following others with the intention for them to follow back is a common strategy used across Instagram, Facebook, Twitter and the like. With the increasing interest in and success of influencer marketing, the need for an extended reach becomes more and more urgent, giving rise to manifold strategies for expanding one’s followership.
Not every follower is a valuable one when it comes to engagement on the one hand and conversion on the other hand. But even if a user has mainly authentic followers, did not buy followers and does not engage in follow-for-follow, this user might still not be the right choice for an influencer marketing campaign because the user simply does not have the right authentic followers. Target group accuracy is key!
We hate to break it to you, but not every follower of an influencer that is involved in your influencer marketing campaign will see the content you want to promote. You might have worked meticulously on the perfect campaign, analyzed and identified numerous influencers that fit your brand and figured out the right content to promote your product but you still do not reach your complete audience, since followers do not equal reach and reach does not equal engagement. Confusing? Let’s break it down!
We at InfluencerDB are always curious about exciting campaigns, brand new marketing strategies and surprising ways of advertisement that breathe new life into the marketing universe. Every week, we will feature campaigns that recently caught our eye and point out what makes them special. This week's campaigns include Volkswagen Canada, Tide, and SugarBearHair.
You want to include influencers into your marketing activities but do not really know where to start and what to do? You are not alone! Influencer marketing will be everywhere this year, but being a relatively new part of marketing, a lot of marketers struggle with how to use it beneficially for their company or brand. Therefore, InfluencerDB teamed up with the experts of Social Match, the leading influencer agency on the German market. In a series of articles, we will cover everything around the topic of influencer marketing strategies.
In our first article of the series The 5 Steps of Successful Influencer Marketing Strategies, we gave you an overview of the steps Social Match uses to execute thrilling and efficient influencer marketing cooperations: Onboarding, planning, matching, execution and evaluation. Now, we want to delve deeper into the topic to ensure you will be well prepared for future influencer marketing cooperations. We talked to Louisa Schnüttgen of Social Match about the first step of every campaign: The onboarding process.
After giving you an overview of the 5 steps Social Match uses to execute thrilling and efficient influencer marketing cooperations (onboarding, planning, matching, execution, and evaluation) and talking to an expert about the onboarding process, we now focus on the planning of campaigns. Katharina Faber talked to us about the distinct stages of the planning process.
In the previous articles of our series The 5 Steps of Successful Influencer Marketing Campaigns, the experts of German influencer marketing agency Social Match explained to us the importance of the onboarding process and how the planning of a campaign proceeds. A central part of every campaign is the matching procedure. Katharina Faber explains how she and her colleagues find and analyze influencers tailored to individual campaigns.