Influencer Marketing: What it Is And How to Hire for It

The rise of social networks like Twitter, Facebook, Instagram and TikTok has also given rise to a new type of celebrity, the “social media influencer,” in other words an individual who amasses a large following that can spark major purchase decisions in a range of consumer categories.

For traditional marketing organizations, “influencer marketing” can seem convoluted, risky and expensive. So what is it really, underneath the hype? And what role does it serve in your organizational goals?

What is “Influencer Marketing” and Do You Need It?

It’s helpful to think of “influencer marketing” in terms of a key marketing concept that should be familiar: word of mouth marketing. Social networks have made “influence” quantifiable and something that can be monetized. Therefore paying for “influence” among targeted audiences can be a cost-effective consideration for your overall marketing goals.

Cost of Influencer Marketing

The cost of influencer marketing can vary greatly for hundreds of dollars for a targeted, niche influencer to over a million dollars for a post by a top influencer like Kylie Jenner and Ronaldo.

Many organization now work with specialty “influencer marketing” agencies to help fine tune their campaigns. But an understanding of the influencer marketing landscape is now very much a part of any good digital marketing professional’s toolbox.

Examples of Influencer-Based Campaigns

Outdoor Voices is a athleisure wear brand that created a strong buzz early on by getting its apparel in the hands of core influencers on Instagram. Using the hashtag #doingthings, Outdoor Voices was a the forefront of enlisting its users to showcase the brand on social media.

Applebee’s took advantage of the burgeoning popularity of TikTok with this nimble campaign that was based on the country singer Walker Hayes’ song “Fancy Like,” which name checks the brand in a favorable way. Applebee’s enlisted the singer to perform a dance with his daughter on TikTok which sparked a viral sensation with a number of influencers joining in.

Dior worked with the influencer marketing agency Buttermilk on the #67shadesofDior campaign which enlisted 67 different influencers that represented the different shades of the brand of foundation and to educate audiences about its coverage and long-lasting formulation.

Industries where Influencer Marketing is Important

Influencer marketing is now used across industries, but is particularly important in the following industries:

Job Positions That Require an Understanding of Influencer Marketing

Anyone working in a marketing position need to understand influencer marketing but the following positions are particular important:

Digital Account Manager
VP of Digital Marketing
E-commerce manager
Director of Digital Marketing

Making Influencer Marketing-Savvy Hires

As marketing organization become more savvy about digital and e-commerce, influencer marketing becomes an important part of creating successful, integrated campaigns.

Strong digital hires with the ability to craft successful influencer marketing campaigns will have the following qualifications:

Ability to identify key influencers in respective consumer markets and rank their overall level of influence.
A sophisticated understand of where influencer marketing fits in with the customer journey (i.e. awareness, consideration, buying, etc).
Ability to quantify the value of an influencer in terms of KPIs.
Skill in drafting briefs and strategy that aligns marketing goals with influencer content and communications.
Network-specific knowledge to guide messaging for campaigns.

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