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Influencers are shaping the world. What was once considered a hobby is now a fully-fledged, mature, and regulated profession. For brands, they have become a new marketing channel that’s essential for reaching consumers and advertising products. These influencer marketing collaborations help brands achieve their objectives, improving many key performance indicators (KPIs).
In this article, we explore the world of influencers: their role, their impact, the different names they go by, and the specific features of this profession, which is now regulated in the UK. You'll discover how these creators have evolved over time from passionate amateurs to key experts in the digital marketing ecosystem.
It's difficult to run effective IM campaigns without deep knowledge of the key players: influencers.
Their first, most obvious, and most important ability to understand is influence. These content creators have a unique ability to affect the opinions–and buying preferences–of their audiences. On social networks like Instagram, Facebook, TikTok, and YouTube, influencers become strategic levers for brands looking to strengthen their position in their industry.
But an influencer's power isn't developed through sharing product recommendations; it is cultivated through closeness and intimacy. Their authentic content communicates their values, building a like-minded community over time. It's through these relationships that influencers gain the power to market products. Whether in fashion, beauty, ready-to-wear, travel, food or fitness, influencers with compelling content have the ability to inspire their communities and convince wider audiences to take action.
This capacity for altering audiences' behaviours makes influencers excellent strategic partners for brands and e-commerce shops. Collaborating with influencers allows brands to reach a target audience authentically. While audiences grow cynical towards costly traditional advertising, they are developing trusting relationships with influencers.
Influencers can review products in many different ways--they test products, create tutorials, organise competitions, and share their personal experiences. With well-formed content, these demonstrations and recommendations have the power to inform shopper’s decisions and inspire action.
Influencers play a key role in reinforcing brand image and increasing awareness of products and services. By partnering with influencers, brands benefit from digital word-of-mouth promotion, increased credibility, and greater online visibility. The impact of influencer campaigns is enhanced by the analytical tools available on social networks. These tools enable brands to track performance metrics such as engagement (likes, comments, shares), reach (number of people who see the content), and conversions (clicks on links, purchases made). The aim? To enable brands to assess the effectiveness of their collaborations with influencers and optimise their digital marketing strategies over the medium and long term.
Influencing, as a profession, is often underestimated. But it truly is complex. Social networks don't always show the extent of the work that lies behind each story or collaborative post. As with any profession dedicated to sales or engagement, a well-thought-out strategy is essential. Influencers need to have a deep and comprehensive understanding of their audience's expectations and behaviours. They need to create content that is both attractive and relevant to their image and to the brands they work with.
One of the many considerations for influencers is the quality of content. Now a profession in its own right, these image professionals must create ultra-high-quality content that stands out from the crowd. That often means photos, videos, and text in the form of captions and stories. There is a multitude of skills required: an influencer is also a videographer, an editor who has to master complex software, a community manager, and a business owner who has to manage their contracts and finances if they don't work with an agency or agent. It's a demanding job that requires creativity, independence, and rigour.
Community management is one essential facet of the job. Daily interaction with followers, responding to their comments and messages, and organising live events all help to maintain a strong, personal bond. These interactions strengthen audience loyalty and create an engaged and active community.
What’s more, to stay relevant and maintain their audience, influencers need to constantly innovate and adapt to the latest market trends and social platforms. This includes adopting new technologies, diversifying content types and reinventing their image and marketing approach. They need to be on the lookout for new platform features and be ready to experiment and adopt these changes quickly.
The less visible but just as crucial part of being an influencer is analysing performance. Influencers use various analytical tools to measure the impact of their content, understand their audience's preferences, and adjust their strategy accordingly. Engagement rates, the reach of publications, and conversion rates are all types of data that allow influencers to optimise their content and collaborations to maximise their impact and revenue but, above all, to ensure the long-term survival of their chosen career.
Social identity theory suggests that people tend to connect with people who reflect their social identity. For example, women are most likely to connect with other women thanks to their ability to tell relatable personal stories and communicate authentically.
It's important that influencers create a personal brand to show their audience who they are and make their content more powerful and memorable. By creating an authentic narrative, they build a community of followers who feel connected to and invested in their lives.
But the power of influencers goes far beyond simply recommending products. They have the ability to shape the values and consumer behaviour of their audience. By promoting sustainable and ethical products, they encourage their followers to adopt more responsible consumer behaviour. Similarly, by sharing their opinions on social and environmental issues, they can raise awareness and mobilise their audience around these causes, as Jen Graham (@charityshopgirlcsg) does, offering ethical and aspirational fashion content to her 101K followers.
Beyond the success they can have with brands, their personal image can have much more impact than some brands themselves. They influence the masses, and some of their followers become true fans, seeing them as people they can trust to give them their opinions every time.
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There are several terms that can refer to an influencer, each highlighting a different facet of the role these professionals play in the digital landscape.
Over the years, the word influencer has become an umbrella term encompassing the many ways people, from celebrities to hobbyists, post content on social media. It reflects the ability of these individuals to influence the purchasing decisions, opinions and behaviour of their audience through various forms of content and interaction. Whatever the terminology used, these digital professionals play a central role in marketing, offering brands powerful ways to connect with consumers in authentic, creative and engaging ways.
"Influencer" is a catch-all term, but there need to be some limitations. Otherwise, every poster is an influencer--including your friend's cat's account with 15 followers.
Generally, an influencer is anyone with over 1,000 followers. Due to the vast ranges in numbers of followers, the use of categorisations is common--nano, micro, macro, and mega-influencers.
Nano-influencers are creators with between 1K and 10K followers. Though their reach is limited, many brands choose to work with nano-influencers due to their strong audience bonds and high engagement rates. These creators have small enough audiences to interact with followers regularly, creating a niche community. Their audiences are even more trusting because nano-influencers typically create content in specific niches while maintaining another job, enhancing authenticity.
The next step up is micro-influencers, who have 10 to 100K followers. These creators offer a good level of reach while still maintaining an engaged audience. Due to this, micro-influencers are chosen most often for brand collaborations.
Macro-influencers have between 100K and 1M followers. With a larger reach, these influencers have less time to engage with their communities. They also develop content that is more widely appealing. But they offer brands a good level of reach.
Mega or celebrity influencers have made it big time. Their follower count is 1M+, and they are likely to make a living from their influencer role. Activation of these influencers brings brands prestige as their content is typically highly appealing and professional. Many of these creators are widely known to the general public and may even make TV appearances on a regular basis.
Let's dive further into why micro-influencers are the most popular choice for brands. Micro-influencers are content creators with smaller audiences. Yet their power of influence can be greater than that of influencers with significant followings or even those considered to be celebrities.
Unlike macro-influencers or celebrities who can have millions of followers, micro-influencers stand out for their authenticity and closeness to their community. This more intimate and personal connection creates a much higher level of trust and engagement than that seen with 4more famous influencers.
Instagram is a preferred platform for micro-influencers because of its visual interface and interactive, creative features. Stories, Reels and posts allow micro-influencers to share varied and engaging content while maintaining constant interaction with their audience. This dynamic facilitates direct and authentic communication, further strengthening the relationship of trust between the influencer and their followers.
The relationship of trust that micro-influencers have with their audience is a major asset for brands. Followers of micro-influencers often perceive the latter as friends or trusted advisors, which means that their recommendations for products or services are taken very seriously. Micro-influencers often share more personal and real aspects of their daily lives, creating an authenticity that resonates strongly with their audience.
In terms of collaborations, micro-influencers often offer a better return on investment (ROI) for brands. The costs of working with micro-influencers are generally lower than those associated with macro-influencers, but the engagement rate is often higher. This means that campaigns with these professionals can be more cost-effective and have a more significant impact. Micro-influencers are also often more flexible and open to creative and innovative partnerships, allowing brands to develop unique and memorable campaigns.
Micro-influencers also play a key role in the creation of user-generated content (UGC), because of their specific proximity to their audiences. Brands can thus create a buzz that is perceived as organic, enhancing brand visibility with quality content. This strategy enables professionals to reach a wider audience while benefiting from the authenticity of micro-influencers, which is often difficult to reproduce using other marketing methods.
Simply put, micro-influencers have become a key part of marketing thanks to their ability to engage and influence in an authentic and impactful way. They represent a huge opportunity for brands looking to make deeper connections with their target audiences.
Collaboration between an agency and a blogger (also known as an influencer or content creator) is a strategic partnership that goes far beyond the simple creation of sponsored content. This type of partnership is based on technical, creative and legal specifications designed to maximise the impact of marketing campaigns.
This collaboration generally begins with a discovery phase, where the agency and the blogger meet to understand their respective values, target audiences and mutual expectations. This initial phase is crucial for establishing a solid foundation and aligning the objectives of both parties.
Agencies provide valuable expertise in strategic planning and project management. They are responsible for devising the overall campaign strategy, which includes defining objectives, determining KPIs, and drawing up the publication schedule. Rigorous planning ensures that the campaign is aligned with the brand's marketing objectives and enables its success to be measured effectively.
Bloggers, on the other hand, are experts at creating content that resonates with their followers, as explored earlier in this article. Their unique voice and personal approach bring a credibility and authenticity that traditional advertising sometimes struggles to offer. The content they produce is often more engaging and personal, which translates into higher engagement rates and better reception by the audience.
The synergy between the agency and the blogger is crucial to the success of the campaign. The agency provides the resources, marketing expertise and tools needed to optimise the campaign, while the blogger uses its platform and digital know-how to spread the message authentically and effectively. This collaboration can take several forms, such as:
A key aspect of these collaborations is transparency. Agencies and bloggers need to be clear about their expectations and limitations. This includes transparency about compensation, delivery times and contractual obligations. Open and honest communication helps to avoid misunderstandings and ensures that all parties are happy with the partnership.
A well-orchestrated collaboration between an agency and a blogger is based on meticulous planning, careful execution and transparent communication. This partnership creates powerful marketing campaigns that captivate and engage audiences, delivering optimal ROI for all parties involved.
A partnership between a company and an influencer is based on a mutually beneficial exchange where both parties benefit from the collaboration. These partnerships have become an essential component of Influencer Marketing as we know it today. They enable brands to reach targeted audiences in a more direct, authentic and engaging way. Influencers use their social accounts to promote the company's products or services, often in exchange for monetary remuneration, free products, or various other benefits such as exclusive access to events or sponsored trips.
Collaborations generally begin with a search and selection phase for the most relevant profiles. Companies can use technology solutions such as Kolsquare to find influencers whose values, aesthetic and audience match their own brand. This phase is crucial to ensuring that the brand's message is well received and appears authentic to the influencer's followers.
Once the influencer has been identified, a proposal for collaboration is made, often formalised in a contract or agreement that stipulates expectations, deadlines, the nature of the content to be created and remuneration terms. This ensures that both parties are aligned on the objectives and terms of the collaboration.
Influencer marketing collaborations can take many different forms. Here are a few examples:
Transparency and authenticity are also key to the success of these partnerships. Influencers' followers value their honesty and may react negatively to collaborations that seem inauthentic or forced. Influencers must therefore:
In this context, measuring the impact of partnerships is essential for evaluating the success of Influencer Marketing campaigns. Companies and influencers use various analytical tools to track the performance of campaigns, measuring indicators such as engagement rates, reach of publications and conversions. This data is used to assess the effectiveness of the partnership and adjust future strategies to maximise impact.
In addition to these elements, it is also important to note that long-term partnerships between brands and influencers help to build a more solid relationship and generate more lasting results. Likewise, innovative and creative campaigns captivate audiences and increase brand visibility. Influencers and companies must therefore be ready to adapt to market changes and new trends in order to remain relevant.
A well-executed partnership between a company and an influencer can create powerful opportunities to engage and influence consumers in an authentic and impactful way. By investing in strategic collaborations, brands can extend their reach and strengthen their image, while influencers can enrich their content and increase their influence.
The salary of an influencer is a subject often surrounded by misunderstandings and misconceptions. Many people imagine that all influencers earn astronomical sums simply by posting a few photos or videos on social networks.
The reality is far more nuanced and complex. An influencer's income depends on a number of factors, including the size of their audience, their sector of activity, the type of influencer, the nature and frequency of collaborations with brands, and their ability to diversify their sources of income:
Diversification of revenue streams is also essential for many influencers. They can generate income through other means, such as:
Some influencers also offer consultancy services, workshops or online training courses, capitalising on their expertise and reputation in their niche.
Contrary to popular belief, many influencers work hard to achieve a stable and sustainable income. They have to constantly create high-quality content, interact with their audience, keep up to date with market trends, and manage their collaborations with brands, which can have a major influence on the rates offered to brands in particular.
The influencer business is much more complex than it seems, with incomes varying considerably depending on a number of factors, as we have seen. The influencers who survive in this profession are those who manage to navigate this dynamic environment skilfully, drawing on their creativity, authenticity and ability to engage their audience in a meaningful way.
In 2024, influencers play an essential role in the digital marketing landscape. They have become essential strategic partners for brands, enabling them to reach targeted audiences in a precise, authentic and engaging way. Unlike traditional advertising, influencer marketing relies on the creation of content that resonates deeply with the audience, thanks to relationships based on trust and proximity.
Micro-influencers, in particular, illustrate the importance of engagement and authenticity. Although they have a smaller audience, their ability to create personal connections with their followers often delivers a higher return on investment, with higher rates of engagement. What's more, with their authentic approach and ability to humanise brands, influencers reinforce the values and credibility of the products they promote.
Collaboration between influencers and companies requires careful planning and execution. Companies need to align their values and objectives with those of influencers to create mutually beneficial partnerships. Influencers, for their part, need to navigate a dynamic environment by showcasing their creativity, expertise and ability to engage their audiences.
Over the years, influencers have become major players in marketing. Their impact is not limited to promoting products; they also influence the behaviour, habits and opinions of Internet users on a massive scale.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.