What Influencer Marketing Really Means.

Influencers hold serious sway in today’s market. From Tiffany necklaces to protein powders and moisturizers, influencers decide what is worth the hype and what isn’t.

Influencer marketing is when popular online faces and eager brands join forces to promote a product or service. The perfect storm! These collaborations have existed since the dawn of social media. By 2009, they were common enough for the FTC (Federal Trade Commission) to step in to regulate them through the Mommy Blogger Law. Since then, the market has exploded. Brands can do everything right to create enticing offers and ads, but incorporating influencers turns the promo into a must-have moment.

Finding the Perfect Fit for Your Brand

To understand how brands fit into influencer marketing, the different tiers of influencers must be analyzed. They are split into four categories:

• • Mega-influencers: 1 million+ followers
  • Macro-influencers: 100,000-1 million followers
  • Micro-influencers: 1,000-100,000 followers
  • Nano-influencers: Less than 1,000 followers

The difference between these influencer tiers is not only their follower count, but also how specific their niche is. A makeup brand like NYX Cosmetics may want to target a macro or mega influencer, given their broad market, but a brand selling gluten-free cookies like Partake Foods may want to reach out to micro or nano influencers with a cult following. The message is more effectively conveyed to those who relate to the influencer.

Authenticity and relatability are key in standing out today. Influencer marketing was originally most effective through “power influencers”, or influencers with a large following. Recently, there has been a rise in the popularity of smaller influencers. While both can reach a vast audience, the reviews from smaller influencers may be more convincing. This allows for a more intimate experience between like-minded people.

How to Collaborate Effectively

There are many ways for brands to integrate with influencers. Simpler methods include sending gifted products, discount codes, affiliate links, or offering brand ambassador programs.

To stand out, get creative with ideas like influencer takeovers, User Generated Content (UGC) style video reels, and collaborative giveaways.

Not only does influencer marketing help brands reach a larger, more engaged audience, but it’s also a mutually beneficial relationship, introducing influencers to new followers and valuable collaborations. While some partnerships may begin with gifted products, brands should be prepared to invest. Influencer content takes time, creativity, and trust, and fair compensation helps build stronger, more authentic relationships that deliver real results.

Whether you’re ready to roll out a full campaign or simply explore your options, Stellar can help brands match with creators who align with your brand voice and goals and create a strategy that helps maximize your influencer relationships. Contact us today!