4 billion. That’s how many people globally are expected to be part of the social media industry by the end of 2022. And the influencer marketing industry is all set to capitalize on this as it stays on track to grow to a $16.4 billion industry this year. It is clear, more than ever before, that the reach and power of social media and influencers have never been at a stronger and more influential level than it is now.

However, it’s not so easy to reach this massive audience with the click of a button. Multiple barriers stand in the way of brands reaching their target group. With the everchanging nature of algorithms, the need to fit content formats to its platforms, and balancing multiple social media, each with different expectations and rules, becomes more imperative. That’s where digital media influencers can help.

Choosing paid collaborations with influencers can be an important move with the current advertising and consumer landscape. They not only help reach a wide range of audiences via the chosen influencer(s)’ following, but also radically improve brand awareness and online buzz among those exposed to it.

With influencers having become the heart and soul of social media, it is key for a brand to have a digital marketing influencer strategy in place. With the proper strategy, brands can reach their target audience in the best and most efficient way.

A digital media influencer is a content creator who has built credibility on a specific industry based on their knowledge on one or more topics. Celebrities, despite not having content creation as their main priority, also have the power and ability to influence people and should not be disregarded in this category.

Brands can leverage one or a mix of these four types of influencers for maximum reach, relevance, and success in their digital marketing. They can be:

A key point to remember here is that no single digital marketing influencer is a one-size-fits-all solution. There are certain factors to be considered when choosing which influencer to partner with and how to collaborate on a communication strategy.

There are four key factors to consider when choosing your influencer: Inspiration, reach, relevance and brand fit.

Inspiration often involves looking at the digital landscape that you will be targeting and understanding where your consumers will engage with your influencer.

Once a thorough base has been formed, brands should dive into researching the kind of reach they would need based on their goals and outcomes for this strategy. This can include evaluating the kind of traffic they would need, the popularity of the influencer, their likes, views, and more that would define the influencer that speaks best to their audience.

Relevance also plays a big part as brands want to know which influencers have the best chances of changing consumers’ perceptions and opinions. Reach and relevance often go hand in hand. While it may depend on your goal which you may prioritize, it pays to strike a balance between the two for an optimal strategy.

Finally, as you shortlist potential digital marketing influencers based on those metrics, an important aspect that brands and companies should keep in mind but often forget is that of brand fit. Is the influencer you’ve chosen someone that matches your brand’s philosophy? What kind of past experiences make this influencer the right (or wrong) fit with your brand’s values?

Our experts work with cutting-edge technology to help you achieve success in not just strategizing, but also finding the right influencers for your brand. Find out more on how we can help you to develop a successful influencer strategy and what to keep in mind when doing so.

We also value what happens to your brand once its online presence is up and running. Learn more about how to leverage those social insights to your benefit with our brand fame solution.