# How to grow your brand with influencer marketing
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-07-09
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Unlocking the Power of Influencer Marketing
Meta Description: Discover the power of influencer marketing - from increasing ROI to building brand trust. Learn how to implement an effective strategy today!
URL: https://financedigest.com/how-to-grow-your-brand-with-influencer-marketinghtml

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By [Gordon Glenister](https://gordonglenister.com/), author of [Influencer Marketing Strategy](https://www.koganpage.com/product/influencer-marketing-strategy-9781789667257) and host of the [Influence podcast](https://podcasts.apple.com/gb/podcast/influence-global-podcast-shining-spotlight-on-influencer/id1463375054)

Influencer marketing is one of the darlings of post Pandemic advertising giving the huge rise in online engagement. The global industry is expected to top $15bn this year from just $1.6bn in 2016.  So why has influencer marketing been so successful?

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Gordon Glenister, author of [Influencer Marketing](https://www.financedigest.com/manufacturing-sector-is-likely-to-influence-titanium-carbide-market-demand-in-positive-manner.html "Manufacturing Sector Is Likely to Influence Titanium Carbide Market Demand in Positive Manner") Strategy, host of the Influence podcast

Evidence suggests that [consumers are rejecting](https://www.financedigest.com/gumgum-powers-into-europe-as-new-research-shows-consumers-reject-behavioural-ads.html "GumGum Powers into Europe as New Research Shows Consumers Reject Behavioural Ads") some forms of traditional advertising in favour of recommendations from friends, family and other social proof. This is particularly relevant among Gen Z and Millennials. When done well, influencer [marketing can generate 11x more ROI than other forms of media](https://www.financedigest.com/the-valuable-role-ecommerce-social-media-marketing-will-play-in-keeping-businesses-afloat-during-lockdown.html "The valuable role Ecommerce/Social Media marketing will play in keeping businesses afloat during lockdown").  Influencer marketing helps [build authenticity and brand](https://www.financedigest.com/learning-from-the-disrupters-how-finance-brands-can-build-transformative-business-models.html "Learning from the disrupters – how finance brands can build transformative business models") trust. A higher percentage of consumers are now using adblocking software a sign that interruptive advertising is alienating them. Influencers are natural story tellers and often able to articulate the brand message in an engaging enthusiastic way which is seen as relatable to audiences.  When running campaigns, if the brands website URL is being promoted this will help [boost SEO and relevant traffic](https://www.financedigest.com/winning-fintech-seo-tactics-to-boost-traffic-and-make-more-sales.html "Winning FinTech SEO Tactics to Boost Traffic and Make More Sales").

Influencer marketing is ideal for [start-ups that don’t always have large](https://www.financedigest.com/large-investment-success-for-basingstoke-cybersecurity-start-up.html "Large investment success for Basingstoke cybersecurity start-up") marketing budgets. A gifting campaign for example to 50 influencers could [create a measurable response](https://www.financedigest.com/creating-sustainable-value-through-responsible-investment.html "Creating sustainable value through responsible investment"). One should always be reminded however that a gifting strategy does not guarantee results. You are not paying the influencer after all for their time and audience value.  One of the other [benefits of influencer marketing](https://www.financedigest.com/the-benefits-of-social-trading-in-a-volatile-market.html "The benefits of social trading in a volatile market") is that content can often remain evergreen particularly on blogs and YouTube, giving a reoccurring return for the brand.

**What can brands do to implement an influencer marketing strategy?**

Recruit influencers that align with the [brand and have a similar target audience through their follower](https://www.financedigest.com/10-million-to-be-whipped-into-ice-cream-brand-four-winters-following-acquisition.html " Million To Be Whipped Into Ice Cream Brand Four Winters Following Acquisition ") base. Influencer marketing discovery platforms allow you to interrogate profiles giving details about gender, age, geolocation, income levels, education background, interest levels and quality of follower base (i.e., not fake or a robot). In addition to the follower base, the platforms will allow you to view engagement [rates and follower growth](https://www.financedigest.com/hydrolyzed-collagen-market-sales-is-expected-to-clock-high-growth-rate-by-forecast-2028.html "Hydrolyzed Collagen Market Sales Is Expected To Clock High Growth Rate By Forecast 2028"), all of which are important.

The types of mechanic a [brand can use depends on the industry](https://www.financedigest.com/gumgum-announces-industrys-first-100-brand-safe-ad-exchange.html "GumGum Announces Industry’s First 100% Brand Safe Ad Exchange") and of course where that audience is. Instagram and YouTube remain the key focus platforms for influencer marketing. Twitter and LinkedIn for [B2B influencer marketing](https://www.financedigest.com/b2b-telecommunication-market-to-more-than-us-27-billion.html "B2B Telecommunication Market to more than US$ 27 billion"). The most important consideration like with all marketing strategies is to have proper measurable goals. These would include:

1\. Growing overall reach and [brand awareness](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution") – maybe using a large follower-based influencer

2\. Diving sales to websites, [app downloads](https://www.financedigest.com/40000-downloads-of-e-money-app-devere-vault-by-end-of-2017.html "40,000+ downloads of e-money app deVere Vault by end of 2017"), conference sign ups, restaurant bookings etc through trackable links

3\. Increasing social interactions likes, comments, shares, views

4\. Gaining insights into brand sentiment and other feedback

**Campaign ideas**

1\. [Posts and stories on Instagram](https://www.financedigest.com/whats-the-best-time-to-post-on-instagram.html "What’s the best time to post on Instagram")

Many brand [collaborations work](https://www.financedigest.com/uk-based-bitfount-raises-5m-seed-to-streamline-collaboration-between-organisations-working-with-sensitive-datasets.html "UK-based Bitfount raises M seed to streamline collaboration between organisations working with sensitive datasets.") in this way. A good way to get a great campaign [dynamic is to have a range of influencer](https://www.financedigest.com/new-research-from-impact-com-shows-shifting-power-dynamic-that-puts-influencers-at-the-centre-of-the-brand-consumer-relationship.html "New Research from impact.com Shows Shifting Power Dynamic that Puts Influencers at the Centre of the Brand-Consumer Relationship") audiences dependent on their follower size. A typical campaign may involve 20 influencers made up of a mix. Brands should make sure that they allow enough budget to run the campaigns and involve the influencers as part of the strategy not just merely as existing campaign amplifiers.   The posts can be either through photos or videos. Within these posts there maybe competitions, [discounted offers](https://www.financedigest.com/discount-dining-clubs-tastecard-and-gourmet-society-grow-their-offering-as-chimichanga-and-spaghetti-house-both-sign-up.html "Discount dining clubs tastecard and Gourmet Society grow their offering as Chimichanga and Spaghetti House both sign up"), Instagram live Q&As, unboxing videos to showcase new products and loads more.  Brands  can create their own campaign hashtags to able to track engagement.

2\. Panel discussions at events either in person or online

Brands can invite [influencers to support an industry](https://www.financedigest.com/5-business-ideas-influencing-the-travel-industry.html "5 business ideas influencing the travel industry") issue that helps convey bring wider consumer awareness. For example, “Body Positive, Diversity matters etc. Influencers can also be involved in new store openings, personal appearances and so much more.

3\. Brand research

Brands can use influencer [strategies to gain valued](https://www.financedigest.com/the-value-of-customer-centricity-to-c-suite-financial-strategy.html "The value of customer-centricity to C-Suite financial strategy") insight on new brand/product extensions. An example of this happened when influencer agency MG Empower working with brand Amyris enlisted several influencers to an immersive 3-day process of innovation, collaboration, and a true commitment to creating a brand created for consumers, with consumers, and on social. Influencers connected with audiences to get real-time feedback and insights on their relationship with sugar while the process was going on.  The innovative digital campaign including the use of interactive media as live videos and Q&A [stories offered audiences](https://www.financedigest.com/new-documentary-the-princess-immerses-audiences-in-dianas-story.html "New documentary ‘The Princess’ immerses audiences in Diana’s story") an experience that they wanted to be part of. The high engagement [rates and impressive number of audience insights and learnings from influencer posts indicate that this innovative approach to influencer marketing maximises the potential](https://www.financedigest.com/oil-dips-as-potential-fed-rate-hike-overshadows-falling-stocks.html "Oil dips as potential Fed rate hike overshadows falling stocks") of generating increased interest and greater levels of brand engagement, loyalty and equity.

4\. Co-creation of new brands

Influencers are becoming “brands” in their own right and accepting licensing [opportunities](https://www.financedigest.com/the-rise-of-finfluencers-presents-unique-opportunities-but-brands-must-proceed-with-caution.html "The rise of “Finfluencers” presents unique opportunities but brands must proceed with caution") and joint ventures. Brands are realising that creating an influencer product line could be a [real money](https://www.financedigest.com/u-s-money-reserve-reviews-real-talk-about-diversifying-with-precious-metals.html "U.S. Money Reserve Reviews: Real Talk About Diversifying With Precious Metals") spinner giving that they have a readymade audience with the influencer.  Danielle Bernstein launched her swimwear range with Onia and sold $1.8m in just 12 hours  @Shopweworewhat

5\. Ambassador programmes

The best results in influencer marketing campaigns often come when the brand is [working on a more long-term](https://www.financedigest.com/the-psychology-of-long-term-remote-working-productivity-vs-inclusivity.html "The psychology of long-term remote working: Productivity vs. Inclusivity") programme which is why you are seeing influencers displaying their ambassador status on the Instagram bios.  There are two types of programmes, one that could be a top VIP programme for influencers, another that could be for consumer brand fans who are super engaging but have smaller audiences. These can [develop into wider online](https://www.financedigest.com/the-benefits-of-developing-online-stores-through-shopify.html "The Benefits of Developing Online Stores Through Shopify") communities as well giving real value to brands.  Ambassadors could be given access to company HQs/factories behind the scenes content opportunities.  If a [brand sponsors a music](https://www.financedigest.com/how-music-sound-can-help-financial-brands-differentiate-in-a-competitive-world.html "How Music & Sound Can Help Financial Brands Differentiate in a Competitive World") festival for example, inviting ambassadors along to that would be a great way of engaging consumers through influencer content.

6\. How to videos

Influencers know how to create content, and most are actually referred to as “content creators”. Brands can use influencers to produce a series of how to videos or sponsor existing content. This has worked very well with food influencers creating recipes, drink influencers creating cocktails, gamers creating tips and tricks to play certain games, and beauty influencers creating make up tutorials.


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