Influencer marketing brings brands to new audiences

Influencer marketing is no longer a novelty in the marketing world. It’s a bona fide opportunity that successful brands utilize to market – and sell – their products and services. 

And it’s working. Traackr notes 63% of shoppers say they’re more likely to buy a product if it’s recommended to them by a social media influencer they trust. It’s no surprise that Influencer Marketing Hub’s 2024 Benchmark Report notes that 86% of brands surveyed planned to dedicate a budget to influencer marketing this year. 

Celebrities have long been considered influencers. Today, though, influencers can be regular people who simply have a passion, and a social media following, for a particular topic. It can be wine, craft beer, chocolate, fashion, automobiles, hobbies or hundreds of other topics. 

Priority Marketing’s Public Relations Team and Social Media Team regularly connect local businesses and organizations with influencers and content creators who use their platforms to extend a brand’s reach. 

There are a multitude of reasons for brands to use social media influencers, including these: 

• Influencers know and understand their audience. That gives brands an advantage as influencers relay a message to their followers.  

• Influencers have already built trust and loyalty among their followers. Collaborating with an influencer is equivalent to winning the influencer’s seal of approval.  

• Influencers typically offer flexibility and provide a cost-effective marketing strategy that fits within a budget. 

Watch: 3 benefits of influencer marketing 

Defining social media influencers

Influencers are just as likely to be movie stars and professional athletes as they are the neighbor down the street or chef cooking in your favorite kitchen. Sprout Social defines influencer marketing as “a social media marketing approach that uses endorsements and product mentions from influencers. These individuals have a dedicated social following and are viewed as experts within their niche.” 

Priority Marketing partners with dozens of social media influencers that primarily focus on these topics: 

• Lifestyle: fashion, beauty, design, things to do and health. 

• Food and drink: culinary attractions, mixed drinks and craft beer. 

• Family: parenting advice and children. 

• Travel: attractions, hotels and destinations. 

• Luxury: hospitality, jewelry, fine dining and designer clothing. 

Influencers also can write and post about DIY projects, thrifting, couponing, sports and more. Don’t discount an influencer’s potential impact because he or she doesn’t focus on your project or service. An influencer who focuses on families, for instance, can discuss a restaurant’s cocktail menu and note that it is worth securing a babysitter for the evening. That helps connect the dots for audiences. 

It’s important for brands to partner with influencers who have a strong presence across social media channels. The most popular platforms for influencers are Instagram and TikTok. Facebook also is an option. 

Typically, influencers are categorized based on their social media following: 

• Nano influencers (1,000 to 10,000 followers): ideal for small- to medium-sized businesses with a limited budget. 

• Micro influencers (10,000 to 100,000 followers): ideal for brands targeting more focused leads within a specific niche. Upfluence notes micro influencers tend to have higher engagement rates overall.   

• Macro influencers (100,000 to 1 million followers): ideal for brand awareness campaigns that drive their audience to your social pages. 

• Mega influencers (1 million or more followers): ideal for product-based campaigns that reach large groups of people. 

Every influencer sets his or her own pay rates or expectations for compensation. This includes in-kind products or services. Influencers with larger followings and highly engaged audiences typically request more in return. That’s similar to newspapers or TV stations in larger markets charging higher advertising rates. 

The case for influencer marketing

Brands that use traditional marketing, such as print advertising or radio ads, can reach new audiences through social media. One study from Nielsen Scarborough found the average age of a print newspaper reader was 57.9. Meanwhile, social media audiences skew younger and vary by platform. For instance, Gen Z – those ages 12 to 27 – represent the largest group of TikTok users. 

Here are some additional statistics to know: 

• 72% of Gen Z and Millennials follow influencers on social media 

• 50% of Millennials trust recommendations from influencers 

• Micro influencers have 60% more engagement than macro influencers 

It’s estimated that 75% of brands allocate funding to influencer marketing. For those that do, the return on investment is an impressive $5 for every $1 spent on influencer marketing 

Before brands pursue an influencer, the first step is determining goals and defining a target audience. Then, consider what you will provide an influencer in return for his or her services. Brands can ask these initial questions as they evaluate potential partnerships with an influencer: 

1. What is their niche? Influencers should post content relevant to your industry or target audience. 

2. Where are they located? Influencers should have follower demographics that mirror your target audience. 

3. Do they align with your brand identity and messaging? Influencers should be non-controversial and maintain a positive image. 

4. What is their engagement compared to their following? Influencers should interact regularly with followers and draw likes, shares and comments. 

5. How often do they post content? Influencers should maintain a consistent online presence.  

6. Have they established partnerships with other brands or competitors? Influencers often endorse businesses offering similar products or services in your region, offering insight into whether they are a good match.  

7. What is the average number of views on reels? Influencers should be able to provide data and analytics showcasing recent performance. 

READ MORE: Social media influencers grow brand awareness, increase sales 

Examples of influencer success

Priority Marketing partners with social media influencers on a regular basis. Below are three recent examples showcasing the impact of influencer marketing. 

Alamo Drafthouse Cinema Naples

Below is a sample post that resulted from the Media Preview: 

• Influencer account: grubnwhereabouts 

• Platform: Instagram 

• Account followers: 37.4K 

• Content focus: food and travel 

• Post link: https://www.instagram.com/reel/C8j-fxtOQZK/ 

810 Billiards & Bowling

Below is a sample post that resulted from the Media and Influencer Preview: 

• Influencer account: loveswfl 

• Platform: Instagram 

• Account followers: 29.1K 

• Content focus: food and lifestyle 

• Post link: https://www.instagram.com/reel/C9zw7MNvOt8  

Margaritaville Beach Resort Fort Myers Beach

Below is a sample post that resulted from an influencer partnership: 

• Influencer account: mrstonewwe 

• Platform: Instagram 

• Account followers: 111.5K 

• Content focus: wrestling and travel 

• Post link: https://www.instagram.com/p/C8R90isOeWe  

Additionally, Priority Marketing hosts events exclusively for social media influencers. These include tastings and experiences, oftentimes at venues before they open to the public. For instance, the firm coordinated a Grand Opening Media Reception that offered local food/dining reporters, travel writers/editors and social media influencers an opportunity to sample cuisine and drinks at Del Mar Naples. Influencers subsequently posted about their experiences across social media channels, generating thousands of impressions before the restaurant officially opened its doors. 

WATCH: 3 tips for leveraging social media influencers 

Interested in learning more about the benefits of influencer marketing? Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com. 

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