Sponsored by MCI

Influencer marketing may seem like a strategy reserved for mega-brands that partner with content creators with millions of followers, but it can be a surprisingly accessible way to get your audience engaged with your message, product, event or mission. At its crux, influencer marketing is a recommendation or endorsement from a source your audience trusts. For modern marketers, it can be an effective tool that drives results.

In the past, people would chat around the watercooler, and they’d hear about a great local bakery or which movies were worth the ticket price. Today, the watercooler has changed, but the concept remains the same. After all, aren’t we more likely to trust a recommendation from a friend over an advertisement?

Influencers — aka content creators or brand ambassadors — have a loyal (and, usually, sizeable) following and “influence” within their niche. When navigating this opportunity, marketers should evaluate its use as they would any other tactic used as part of a comprehensive marketing strategy.

Let’s break down getting started with influencer marketing within your organization.

Benefits of engaging an influencer

As of 2023, the global influencer marketing market value stood at $21.1 billion, more than triple that of 2019. It’s no surprise that more marketers are considering how they can tap into content creators to achieve their marketing goals. There are four main reasons to engage an influencer or brand ambassador in your marketing: 

• To raise awareness for a product, service or event
• To generate new leads or drive conversions
• To grow your brand’s social media following
• To create a “halo effect” through an influencer’s association with your brand

Influencers can be beneficial if you’re not only looking to reach a lot of people but a lot of the right people.

Getting started: Influencer evaluation and selection

Once you’ve determined that influencer marketing can help you achieve your organization’s goals, consider the platforms you’d like to include. Industry sources consistently rank Instagram and TikTok as the top social media platforms used for influencer marketing, but it’s critical to consider where your specific audience lives and connects with each other online. For example, a successful influencer campaign may focus on LinkedIn, or even include social media in a secondary position behind a personal blog or vlog as the primary “watercooler.”

Next, seek out authentic voices who create quality content on your chosen platform(s). They must have chemistry with your brand and have a highly engaged audience. The engagement rate among your target audience is just as important — if not more so — than total followers.

Scrolling through your social newsfeeds is a great way to identify those people who have a prominent presence among your audience. Don’t just look at who is popping up in your feed—look at who's also getting reshared often. Keep in mind, this person doesn’t have to be a celebrity or someone with millions of followers. Perhaps an industry thought leader with a strong but modest following is the best option for your organization and what you’re trying to achieve.

Authenticity is important as well. Influencers aren’t limited solely to social media, but social media is the primary place where these partnerships are executed. The word “social” is key here. You wouldn’t show up to a friend’s party and try to sell them something, and the same goes here. Make sure the ambassador is authentic and will connect as you filter your message through their voice.

Marketers can also collect case studies from previous partnerships and conduct live or video interviews as they review options. Ask a potential influencer for a list of brands they’ve worked with before, along with high-level bullet points of deliverables and results. As you narrow the field, set up a quick video chat with them to dive into the details.

How to set up an influencer campaign for success

Once you have an idea of the content creator(s) you’d like to work with, what’s next? 

• Determine your budget. Depending on the platform, the industry/niche and the number of followers the content creator has, rates will vary.
• Develop your message. As with any marketing tactic, start by identifying your needs and what you’re trying to achieve. Then determine how an influencer can add value to or amplify that message.
• Reach out. Does the content creator you want to work with accept direct messages through the social platform you plan to use? If so, start there. Perhaps they have an email address or link to a contact form in their bio. Handle outreach in the same manner you’d approach any other partnership. 
• Create effective content. Figure out how you’ll work with the influencer to create and distribute the content. Both parties should be able to stay true to their brands and be authentic.
• Outline success factors. Determine what campaign success looks like and how you’ll track and measure it.

Common misconceptions about influencer marketing

A common myth about influencer marketing is that it’s informal or “anything goes.” On the contrary, marketers must approach influencer marketing as you would any other important tactic. You wouldn’t place an ad with a publication before reviewing a media kit, setting a budget, evaluating potential ROI, aligning on deliverables and deadlines, and signing a contract. The same goes here.

That also includes making sure all parties abide by appropriate rules and regulations. The Federal Trade Commission offers various resources to ensure your sponsored content is compliant.

It’s important to understand that, above all, influencers are human beings and businesspeople who have expertise in a niche, so good relationship management is key to having a successful partnership. You want to make sure you clearly lay out in the agreement what each side expects from the partnership. Be sure to recognize influencers, content creators and brand ambassadors as the skilled and experienced professionals they are.

Are you ready to transform your events with cutting-edge technology and innovative solutions? Connect with MCI USA today and explore our strategic event management brochure. Let’s create the future of events, together.