Influencer Marketing: How It’s Changing

influencer marketing concept

This form of social media marketing is more effective than ever before

When Instagram became popular back in 2010, it gained around 10 million users in the first year alone. This resulted in a surge of accounts in all kinds of niches, from luxury to travel, beauty, fashion…you name it.

 

Over the following years, accounts in the same niche competed for one thing and one thing only: numbers.

 

Account owners would do anything just to get one more follow and one more like. If you went on the explore tab at that time, you would literally find millions of posts with the hashtags: #like4like #follow4follow #f4f. This shows that the platform was such a novelty, that most people didn’t care about their audience one bitthe very definition of quantity over quality.

 

We get it. As long as you looked at the big picture, everything was impressive; millions of followers, thousands of likes on each postNaturally, brands and marketers were head over heels for these accounts thinking they would get unparalleled exposure and ROI. One post with this sort of influencer would cost a pretty pennyfrom $1,000 up to $20,000
 

However, this practice eventually became unsustainable. Today, these same accounts are infested with botsas they attracted everyone and anyone, and their engagement has dipped throughout the years. This backfired on brands who invested or partnered up with them. Many small businesses lost a lot of money and swore off this kind of marketing, thinking it’s all a scam.

 

According to the daily mail, 44% of Kim Kardashian’s followers are bots! And her sister Khloe? 50%! Look at those numbers!

 

Thankfully, things have changed these days. The market has matured and brands are doing their due diligence before throwing money at big follower counts. Companies have even started gravitating towards micro-influencers—social media accounts with a smaller number of very engaged followers. They provide much higher engagement numbers consistently than large accounts.

 

When partnering up with these accounts, businesses have struck up the perfect balance between Ad spent and Conversions. As micro-influencers have smaller follower bases, they naturally tend to charge less than their macro counterparts. This, in turn, makes the campaign perform better by providing a healthier ROAS (Return On Advertising Spend).

 

So, if you’re interested in influencer marketing for your business, don’t be swayed by the big numbers. Look for an account with a few thousand dedicated followers, and you’re more likely to achieve a better return and greater exposure than targeting bots. 

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