This time, we interviewed Tsurumoto, who has experience working as an influencer, and Wakamatsu, who is formerly with an entertainment casting agency, about the key points to achieving results with influencer marketing .
"I want to try something new, but I can't think of any concrete ideas..."
"I know the term influencer marketing, but I'm not sure if it will really be effective..."
If you have any of these concerns, please read to the end.
(If you just want to skim through the main points , we recommend that you read the " Summary " at the end and go back and read any parts you don't understand.)
>>Download "10 checkpoints for improving your ad operations that you can judge even if you have no experience in ad operations!"
Be aware of the risk of fire
Be careful not to engage in stealth marketing
summary
What is influencer marketing?
Before we explain the effectiveness of influencer marketing, let’s first give an job seekers contact phone numbers list overview of what influencer marketing is.
If you just want to know the key points and examples for getting results, please click here .
Influencer Marketing Overview
Influencer marketing is a marketing technique that utilizes online media such as social media and blogs to advertise and promote products and services through people known as " influencers " who have the trust and influence of their followers and readers.
Unlike traditional advertising methods, influencer marketing allows for more personal and reliable communication. Social media users, especially the younger generation, tend to listen to influencers' opinions and experiences rather than advertisements , so companies can effectively approach their target demographic through advertising using influencers.
However, to be successful, it is essential to select the right influencers, build trusting relationships with them, and create authentic content. Forced advertising or unnatural promotion can be counterproductive, so it is important to be authentic and transparent .
Features of influencer marketing
What makes it different from other advertising and PR methods is that it is influencers who promote the products and services.
In traditional advertising methods such as flyers, TV commercials, and web ads, companies promote their products and services directly to consumers, thereby encouraging awareness and purchases. However, with influencer marketing, influencers act as intermediaries between companies and consumers.
A major feature of influencer marketing is that by having influencers who have influence over consumers disseminate information, it is easier to encourage more empathetic awareness and purchasing behavior than traditional marketing methods .
Types of influencers
The word influencer comes from the English word influence, which means to have an impact or have a ripple effect, and literally refers to a person who can have a major impact on people around the world and encourage them to change their behavior.
In that sense, politicians, entertainment celebrities, athletes, and entrepreneurs also fit the definition of influencer, but in recent years, the number of influential individuals such as YouTubers and Instagrammers has been increasing, and the "rank" of an influencer is often defined by the number of followers they have.
Number of followers engagement reach
Top Influencers Over 1 million people Low large
Middle influencer Over 100,000 people Low to medium Large to medium
Macro Influencers Over 10,000 people Medium to high Medium to small
Nano-influencer Less than 10,000 people High small
The above is a classification of influencers according to the number of followers they have. Generally, the more followers an influencer has, the greater the number of people they can reach and the more consumers they can spread information to. However, the power of influencers to encourage people to purchase products and services varies from influencer to influencer.
A large number of followers does not necessarily mean a large target audience for the product or service you want to promote , so when using influencers for advertising, you need to be aware of whether you can reach a wide range of targets for your company's product or service .
Additionally, macro-influencers and nano-influencers with relatively few followers are less able to spread information than top and middle-level influencers, but because they are often close to their followers, some influencers have fan bases with high engagement rates.When an influencer with highly enthusiastic followers advertises, it is more likely to lead to consumer behavior such as purchases, so it is important to select an influencer based on the characteristics of the product or service you want to introduce.
Influencer marketing techniques
Some of the most common influencer marketing techniques are:
Gifting
This method involves giving your company's products or services to influencers as gifts and asking them to post their impressions of using the products or services on social media in the form of photos, videos, and text.
This is the most orthodox method in influencer marketing, and there are two types: free gifting and paid gifting.
Free gifting : The feature is that influencers are not paid any compensation. Posting on social media is optional, and the content of the post is generally left to the discretion of the influencer.
Paid gifting : Influencers are paid a fee to introduce products as advertising. Since they are paid, it is easy to get approval from influencers, and since you can order and check the content of posts in advance, it is easy to arrange the content you want to convey.
