• Daniel Trösch

13 Influencer Marketing Questions and Answers

Influencer marketing has quickly grown in popularity during the last decade. In fact, according to Google Trends, it’s more popular than print marketing now and as popular as video marketing.

influencer marketing questions

Image via Google Trends


Its popularity has soared so much that according to a survey, nearly 93% of marketers use it now. One of the major reasons being that the content produced by influencers is perceived to be more authentic than that created by brands.


Why?


Because influencers are viewed as third-parties with no vested interest in promoting the brand.

This is the reason why 63% of consumers trust what influencers have to say about brands more than what brands say about themselves. However, that’s not to say that influencer marketing hasn’t faced any criticism.


The Lord & Taylor and Ciroc Vodka influencer marketing campaigns are prime examples of cases when influencer marketing backfired. However, its growth continues unabated, and influencer marketing is expected to become a $22.3 billion industry by 2024.


If you haven’t jumped onto the influencer marketing bandwagon yet due to some doubts, don’t worry. We’ve put together a list of the most pressing influencer marketing questions to help you understand it better.


Pro Tip: Start small and partner with multiple micro- or nano-influencers before investing a huge budget in influencer marketing.


Common Influencer Marketing Questions and Their Answers


Here are the most important influencer marketing questions and their answers.


Question 1. What is Influencer Marketing?


One of the first influencer marketing questions asked by people is “What is influencer marketing?”


In simple words, influencer marketing is a digital marketing method used to promote your brand or products by partnering with powerful social media personalities or bloggers. You can leverage the influence that these personalities have over their followers to reach your social media marketing goals.


You can partner with brand influencers to grow your brand awareness, increase engagement, improve your lead generation, or even drive sales. Through it, you can change consumers’ perceptions of your brand on social media platforms as well.


Question 2. Who is an Influencer?


Brand influencers are people who have developed a community of followers that consider them experts in a certain area and therefore consider them as a trusted source.


Their followers value the opinions of these influencers when it comes to discovering new products and are often inspired by their lifestyles.


Influencers historically have been celebrities like athletes, actors, or TV personalities. But with the rise of social media, talented content creators built communities around their blogs, YouTube channels, or Instagram accounts and engage with them regularly.


These social media personalities or bloggers post high-quality content and have highly-engaged follower bases. They are viewed as authorities in their niches, and thus, their followers tend to trust their recommendations.


Influencers come in all sizes and can be classified into four different categories:


  • Nano-Influencers: These are influencers who have between 1K and 10K followers on social media. They tend to have high engagement rates and connect with their followers on a more personal level too. In fact, the average engagement rate of nano-influencers on Instagram is 10.1%.

  • Micro-Influencers: Micro-influencers are slightly bigger influencers than nano-influencers and have between 10K and 100K followers on social media. These influencers, too, tend to have high engagement rates and are able to connect with their audiences on a more personal level as their audience size is more manageable. Micro-influencers on Instagram have an average engagement rate of 7.6%.

  • Macro-Influencers: Macro-influencers are those influencers who have a follower base that ranges between 100K and 1 million on social media. Their engagement rates are significantly lower than those of nano- and micro-influencers, and they also may find it difficult to connect with their audiences on a personal level due to their larger followings. The average engagement rate of macro-influencers is about 5.3% on Instagram.

  • Celebrities: These are those influencers who have over a million followers on social media. They are so-called because many of them are traditional celebrities as well. They find it difficult to connect with their audiences on a personal level due to the vast followings that they have. Additionally, their engagement rates are very low as compared to the other influencers. The average engagement rate of a celebrity on Instagram is just 0.04%.


Question 3. Why Should You Do Influencer Marketing?


One of the biggest reasons for doing influencer marketing is that it’s drastically different from traditional methods of marketing. The major difference is that the brand isn’t tooting its own horn. Instead, a third-party is promoting it, and that doesn’t come across as being outrightly promotional.

Hence, influencer marketing is word-of-mouth marketing at scale in the digital world.


Additionally, influencer marketing is great if you want to reach younger audiences.


The younger generation does not watch TV or read print magazines anymore. They use social media and spend most of their time on their mobile phones.


Influencer marketing allows you to make your brand a part of the conversations that are happening online. It’s also more authentic and effective than ads.


What’s more?


The followers of influencers trust them and their recommendations. This makes them very likely to start trusting your brand. Many of them might become your leads, and some of them may even end up purchasing from you. This is perhaps the reason why 84% of marketers in the prev