Influencers create change. They help you create awareness and visibility for your products or services and help build your community.
For years, brands have used celebrities, experts and influencers, leveraging these relationships to build media opportunities.
Lever Brother’s Dove Beauty Bar is a great example of this. Years ago, they had a campaign with the theme “Create a spa in your home.” The campaign used Toni Christensen, model and manager of Sonoma Mission Inn in Sonoma, California, as the “influencer.” Our media angle was to showcase this beauty expert discussing how to create a home spa using Dove Beauty Bar. The campaign was widely successful and generated millions of media impressions. And, as every CEO knows, impressions equal dollars, because the more you are seen, the more likely someone will be to purchase your service or product.
Today, CEOs, marketers and public relations practitioners are putting more and more resources into influencer relations than ever before. This time, in addition to celebrities, they are targeting the individual who has relevant engagement and a strong following on Instagram, Twitter, Facebook and/or YouTube, depending on what makes most sense for their brand.
The thought here is that by targeting these influencers, brands will gain more of a market share among the right audience. Targeting micro-influencers as opposed to targeting celebrities is also much more cost-effective and can generate more concrete results.
How do you find influencers or micro-influencers for your brand?
First, look for hashtags related to your brand and individuals who post about certain products. Look at their followers and their engagement, and read what they are writing. Make sure that the influencer is in line with your brand requirements.
You can find influencers on Twitter,...
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