11 Jun BEST INFLUENCER MARKETING STRATEGY
What is the Best Influencer Marketing Strategy?
What influencer marketing strategy should brands employ to maximize ROI? Do you employ some of these strategies for your organization? What is it all about?
A flourishing influencer marketing strategy is essential in increasing your brand’s exposure, connecting and discovering new audiences, and establishing authority. With it, you can direct traffic to your site, consequently landing new customers for your organization’s products or services.
There are many advantages associated with influencer marketing. Nonetheless, it can prove a complicated and confusing strategy to establish, set in motion, and manage. The project also takes a considerable amount of time. Together with the challenges of starting, these complications result in many marketers quitting even before they begin.
Therefore, we have come up with a guide to help you through this hump and develop a successful influencer marketing strategy. Read on to learn and discover how to develop a winning strategy that will help exceed your KPIs and maximize your return.
What Is Influencer Marketing?
Influencer marketing can be defined as a strategy through which people with a substantial impact on a brand’s target audience or industry are identified. In influencer marketing strategy, a partnership is established between a brand and such an influencer. The influencer, in turn, agrees to disclose and promote the brand’s content or message to their audience.
Influencer marketing is a kind of social media marketing utilizing product mentions and endorsements from individuals with dedicated social followers (influencers).
Typically, influencers have a significant and lively audience, meaning that brands profit when the influencer mentions or shares their messages or content. Such exposure results in the brand getting to its target market naturally, positively, and impactful.
Influencer Marketing is helpful to your organization in that through it, you can reach the larger audience of an influencer and, in the end, win the trust and loyalty of the audience. Some available influencers have audience counts that are in their millions online. It is this massive number of followers that makes approaching the influencers helpful to your business. Using a large audience, you can develop extraordinarily effective campaigns, quickly reaching millions of potential clients online.
Even though celebrities are usually used in the definition of influencer marketing strategy, it doesn’t mean that influencer campaigns entirely depend on stars.
Influencer marketing revolves around increasing exposure but does not necessarily require working with individuals having the most significant audience. Instead, it is more of working with people with the correct target audience to develop connections with an audience that is most likely to grow your brand.
Therefore, how can you find the correct influencer for your particular brand and develop a meaningful influencer marketing strategy?
How to Build an Effective Influencer Marketing Strategy (With Steps)
Influencer marketing has realized tremendous approval among marketers over the last couple of years. This approval poses a test for marketers who have grown accustomed to it for some time. Rightly so, you now have to up your game.
As you compete with your rival brands, you need to get your content to a broader network to counter the competition’s reach. The need to engage with influencers to assist in promotion thus increases.
However, some influencers are growing busier by the day as more organizations seek their services. So how do you create an effective influencer marketing strategy that will outdo your competition?
An important tip is to consistently follow the correct steps in research, planning, and nurturing relationships.
Here are the steps towards a complete influencer marketing strategy.
1. Document the Goals and Main Performance Indicators
All your planning and research must be centered on your set KPIs (Key Performance Indicators) and goals.
The desire for BuzzStream’s eBook, for example, was directing qualified leads towards their product. Part of their influencer marketing strategy was their KPIs that were centered around email subscribers, trial signups, e-book downloads, and shares. The KPIs covered two critical goals in every funnel step: directing social engagement and creating leads.
2. Outline Influencer Landscape
Before reaching out to the influencers, you must comprehend influencers available in your industry and outline the various segments a crucial part of your influencer marketing strategy. Here at Amra & Elma, we have developed a database of 800,000+ influencers from different industries that we regularly draw from in order to identify niche influencers that precisely fit a brand’s target audience. Although your influencer database may not be as robust, creating a list of potential influencers and maintaining it overtime is essential when trying to correctly map out the influencer landscape within your industry.
As you map the landscape, you should ask yourself the following questions:
- Where do engagements and your topic shares take place? How engaging is the market?
- What drives people within your market towards the promotion of content on your topic?
- Is the activity intense among a couple of publishers, or is the market scattered?
- What is the author pattern for major publications? Are in-house journalists available? Guest bloggers, regular contributors, or a combination of all the three?
- In your space, what is the favored authors’ background?
- To have a clear understanding of your influencers, you are required to be aware of what triggers them to say “yes” and what makes them say so.
The questions vary for every type of VIP you are aiming. It is, therefore, vital to your brand’s influencer marketing strategy that you segment them and be more specific while asking, “How do I benefit?” from their point of view. It will also assist you in identifying potential challenges you may face in recruiting them to advertise your brand.
3. Create an Influencer Marketing Strategy for Content Promotion Based on KPIs and Goals
BuzzStream based their influencer marketing strategy on leveraging their various influencer segments at varying times. Thus, the feedback received from the segments could be helpful in convincing people and counter oppositions to it, such as people preferring to use gated content from a particular appreciated influencer.
Services of influential content creators were sought to join forces with the eBook itself. Whereas it might be quite challenging to win over some targets, such collaboration may persuade them to promote. Every partner was chosen according to the particular audiences BuzzStream wished to reach.
For BuzzStream’s advocates, customers, and peer influencers, they provided early access to help in promoting it at the time of the actual launch. They also included their responses into the product, thus giving them a feeling of contribution and a sense of ownership in creating the book. This gave them a greater incentive to share.
4. Find and Study Influencers
As a part of a winning influencer marketing strategy, brands should utilize a wide varieties of tools that help them research influencers. For example, your brand can use some influencer search engines or even our own influencer lists. They can allow you to find partners and give you a taste of their audience size, engagement levels, as well as the type of content they create.
You could also use Google though some advanced search techniques and operators will be required to get you down enough to find what you are looking for. Using the Mozbar plugin for results enhancement will help you in the analysis of the online footprint’s links. You can then include it in a different outreach tool or marketing CRM.
5. Build Relationships Prior to the Ask
As a part of your influencer marketing strategy, do not be a brand that introduces itself by asking an influencer to market their products in exchange for a gift.
Paul’s Mention influencer dashboard utilizes Twitter lists in TweetDeck to nurture and associate with influencers conversing about a particular topic.
Through Mention, you can engage quickly and start nurturing influencers discussing particular topics by tweeting or following people from the dashboard. Upon finding influencers whose scope you wish to join, you can follow them closely by including them on a private list.
When it comes to a winning influencer marketing strategy, it is no longer sufficient to contact a person with a complete piece asking if they would like to share. If you desire to have thought leaders and influencers market your content or review your product, you should make them more involved.
Try engaging with influencers prior to and during content creation or product development. Ensure they are involved in the actual content or offer to gift them your product with no strings attached. There should be a real reason for them to pay attention to you in the influencers’ crowded inboxes. Most influencers that receive a genuine email about gifting with no strings attached respond much more favorable and even end up sharing the product.
How effective is Influencer Marketing? Facts and Figures
As of 2019, the effectiveness of influencer marketing abounds. Towards the end of 2018, the influencer marketing industry temperature was measured over a marketers’ community in an Influencer Marketing Survey of 2019.
The outcome? Influencer marketing maintains its heat and has realized a teenage growth shoot.
This outcome predicts a promising influencer marketing strategy’s future going into 2020 and after that.
Through influencer marketing, your brand can:
- Create trust and expand its reach to the influencer’s followers
- Reinforce the brand’s messaging via authentic endorsements
- Impact customers decision to buy
- Get to livelier and better-qualified markets
Percentage of Marketers Appreciating the Effectiveness of Influencer Marketing
80% of marketers have realized the effectiveness of influencer marketing. Different brands are receiving positive outcomes using influencer marketing. The value of these campaigns has been proven on the surface level by many influencer-marketing case studies.
Beyond the surface level, ROI measurement is usually the leading light in determining the effectiveness of influencer marketing. For example, results from a survey previously conducted show that 80% of marketers appreciate the effect of influencer marketing.
The result is a testament to how strong influencer marketing is for a sprouting marketing strategy. Only a tiny 5% cited the practice as being infective. Zero percent of influencers said the approach is “very ineffective.”
Why Is Influencer Marketing So Effective?
Influencer Marketing effectiveness is attributed to the help it offers brands in achieving their campaign goals.
This solo outcome justifies the success experienced by marketers using influencer marketing campaigns. It is essential to examine the various factors in play as we measure the effectiveness of influencer marketing. The examination will provide a better look at the reasons behind marketers finding it practical.
The target of a project usually is subdivided into two major categories: direct response and brand awareness. Campaign KPIs comprise:
- Conversion Value
- Click-Through Rate
- Social Reach: Subscribers, Followers, Impressions
- Engagement: Comments, Likes, Sentiment, Mentions, Shares
- Press, Website Traffic, Media Mentions
If we consider every KPI, a significant proportion of marketers (80%) realize the effectiveness of influencer marketing in accomplishing direct response and brand awareness goals.
Furthermore, a study was carried out to measure how influencer marketing compares to other means of marketing. Once again, the results shed light on how much better influencer marketing is.
Reasons Behind Influencer Marketing Effectiveness
Through influencer marketing, brands can reach a larger audience. However, its effectiveness is primarily determined by how well it gets to the target audience. Therefore, one of the main benefits of influencer marketing is how it enables brands to aim for niche and broad demographics and audiences.
Through working with specialized influencers in a specific content category, such as fashion, gaming, fitness, or tech, brands can get rich market insights on their social media along with online buying trends. Brands also have direct access to a consumer base that already trusts them.
Using hyper-targeted and far-reaching influencer marketing strategies, brands get exposure to online customers of more excellent value.
Brands, in turn, create trust with customers while leveraging the influence of trendsetters on their decision to buy. However, all this is only possible if brands do enough research to get the correct influencers and guarantee genuine influencer endorsements.
From this point, organizations can seek the help of influencers in sharing comprehensive information on their subscriber or follower demographics. Such insights help the brand further enhance future campaigns to get to a greater quality audience and ultimately fuel the effectiveness of influencer marketing.
The following are essential influencer marketing statistics critical for pointing out the effectiveness of an influencer marketing strategy:
- 80% – the percentage of marketers finding influencer marketing effective.
- 71% – the percentage of marketers rating customers’ quality and influencer marketing traffic better compared to alternative sources.
- 89% – the percentage of marketers saying influencer marketing ROI is similar or better than alternative marketing channels.
- 65% – the percentage of marketers planning to increase their brands’ influencer marketing budget heading into next year.
89% say influencer marketing ROI is similar or better compared to alternative marketing channels
ROI (Return on Investment) acts as the standard rule in the determination of whether influencer marketing is a worthwhile investment or not. More than 50% of marketers have said that influencer marketing ROI is better compared to alternative marketing channels. In addition, a staggering 89% are of the idea returns are equal, at least with alternative marketing sources.
65% of marketers have plans of increasing the influencer marketing budget
As new marketers continue reaching higher quality markets and earn greater returns by using influencer marketing, top brands are ready to commit themselves more.
17% of marketers intend to spend upwards of their digital marketing allocation on influencer marketing
While this percentage may appear small, the apportioned influencer marketing spend amount is projected to keep rising. Currently, more than 25% of marketers have plans to dedicate over 40% of their digital marketing allocations to influencer marketing.
Estimates on Influencer Marketing Growth
According to a study that was conducted in 2019, data shows that influencer marketing is a viable and effective marketing strategy. Influencer marketing is on an upward slope making it an essential marketing tool for advertisers. Whether a brand is a new entity to influencer marketing or has been there for some time, these results are a solid indication of the effectiveness of influencer marketing.
7 Tips to Accelerate Influencer Marketing Strategy
In the early 2000s and late 90s, blogging was seen as a niche hobby taken up only by early-adopting teens, otherwise referred to as geeks. It was a quiet, not-yet-navigated part of the internet. However, it gave introverted individuals the opportunity of expressing their personalities and build new relationships with fellow introverts around the world using platforms like Blogger and Livejournal.
A few years down the line, the blogosphere established itself: a socially acknowledged, more widely used means of expressing one’s creativity and personal style. YouTube channels and fashion blogs acted as a platform for people to become ‘influencers’ in their regard. Moreover, it removed the layer of advertising and brand partnerships consumers were accustomed to in fashion magazines.
So how do you use these people with huge followings to your advantage in influencer marketing strategy? Here are seven essential tips.
1. Value Engagement Over Reach
Instagram posts appear on users’ news feeds according to popularity. That is, posts with greater engagement come first. If a post gets below 1.2% engagement, it will appear only organically to not more than 20% of the influencer’s audience. Some experts have estimated the most outstanding visibility to be as low as 10%
2. Influencer Selection Justification with Data
Comprehensive demographic information is currently available to all influencers. Profiles can now be accurately chosen depending on the audience of the influencer and the probability of getting to your target market.
3. Establish Long Term Commitments
Creating authenticity and maximizing the results make long-term engagements that will eventually turn influencers into brand ambassadors. In addition, the practice guarantees regular content and the chance of engaging the market in long-lasting storytelling.
4. Don’t Dictate, collaborate
Influencers are naturally creative individuals having determined styles. These styles are responsible for attracting their audience. When working with an influencer, respect his or her style and give them creative freedom. A relationship based on mutual trust tends to be more successful. Bear in mind that influencers are the professionals here as far as audience engagement is concerned.
5. Innovate the Approach
Influencer marketing does not have to revolve around product placement. Instead, you can base the marketing on experience, narrate the brand’s story or communicate the product differently.
Advancements in the industry have been realized, and now a clear difference exists between influencer marketing and influencer advertising.
6. Measure Diverse Success Metrics
As you define success metrics, do not limit your imagination. Observe the engagement rate, impressions, interactions, and sentiments together with the outcome of any links you can track. Influencer marketing strategies are multifaceted.
Therefore, those KPIs must be defined at the start. This way, there is a greater probability of justifying the budget for their future use.
7. Collaborate with Micro-Influencers
Do not get carried away imagining you can only engage with the greatest names in the field. Micro-influencers have a greater engagement rate compared to their bigger counterparts. In the United Kingdom, micro-influencers are usually classified as those having between 5,000 and 70,000 Instagram followers. They also offer more significant ROI and tend to have a vast targeted audience.
The Cost of Influencer Marketing
As more than 80% of consumers trust word-of-mouth endorsements, organizations must establish and maintain influencer relationships. What is the cost of influencer marketing, though? They can range from $1,000 – $1,000,000 per post. The following influencer marketing price guide will come in handy if you desire to engage in the strategy.
How Much Should You Pay Influencers?
In the current market situation, influencers vary from popular celebrities to day-to-day users. For this reason, the influencer marketing price range will vary. As a result, many organizations find themselves asking what the reasonable price of hiring an influencer is.
Below is the average pricing that you can expect according to the platform and number of posts:
1. Facebook ($25 per 1000 FOLLOWERS)
With over a billion active users every day, Facebook presents companies and influencers with unparalleled consumer access. That is why influencers on this platform expect an average pay of $25 per post for every 1000 followers.
2. Instagram ($10 per 1000 FOLLOWERS)
Instagram is another platform with more than a billion users. In addition, 80% of Instagram users follow a business, making it an influencer hub of choice. The platform is also cost-effective as far as influencer marketing is concerned, with an average cost of $10 per post for every 1000 followers.
3. Twitter ($2 per 1000 FOLLOWERS)
Twitter has 330 million users and features a reduced audience compared to Instagram and Facebook. Nonetheless, businesses still utilize the platform to get to their target market, and they do not pay a lot for this. At $2 for every post, having 1000 followers, Twitter has the lowest influencer marketing prices.
4. YouTube ($20 per 1000 SUBSCRIBERS)
Hosting over a billion users, YouTube presents businesses with access to an entirely new bunch of influencers. The average charge by YouTube influencers is $20 per video, with 1000 subscribers. However, YouTubers with audiences of over a million subscribers have the tendency of veering away from this price.
5. Snapchat ($10 per 1000 FOLLOWERS)
With a standard 188 million users daily, Snapchat offers organizations access to a variety of influencers. The standard Snapchat influencer charges $10 for every post, with 1000 followers. Influencers having more than a million followers can do away with price tag easily.
6. Blog ($60 per 1000 VISITORS)
While influencers are famous for their presence on social media, the majority of them also keep personal blogs. Through the blog, they can chat and connect with your target market in creative ways. Influencers charge approximately $60 for every blog post, with 1000 different visitors for the service.
Ideas and Strategies to Grow Your Influencer Marketing Reach
Below are some influencer marketing techniques that will boost your visibility in the industry and give people the desire to get to know you.
1. Find Influencers within Your Industry
Although you might be aware of the movers and shakers in your specialization, you must find out and follow these prominent people to understand what their talk is about.
Without a doubt, social media is the simplest means of finding influencers. First, conduct a topic search to make out conversations and identify people who are getting their voices heard. Next, follow distinguished individuals, and look at the people they follow. Finally, take part in regular conversations on your industry.
You could also use tools available online for free such as Topsy and BuzzSumo, to identifying people and the content they share. You can as well see the extent of their influence.
For Topsy, you simply key in the URL of a content piece and see the results.
For BuzzSumo, it is also as simple to spot influential people and their shared content. Tap on the “influencers” icon at the top of the page and key in the search term to see the results.
The results can be sorted using various criteria like domain and page authority, retweet ratio, average retweets, and followers.
Other actions you can take to spot influencers in your field include identifying conferences concerned with your domain and checking out the speakers’ list.
You’ll notice the same people have the tendency of cropping up in publications for various industries as guest posters and columnists. These people can also be influencers. What names have you heard them being called in your field? Are there articles that often link back to them?
Even with minimal research, you can quickly develop a list of influencers to listen to and follow.
2. Frame the Conversation
Prior to becoming an influencer, it is essential that you realize advocating for a subject area or cause is different from being influential. For instance, you can be the most excellent content marketing cheerleader globally and still not be a content marketing influencer.
3. Acknowledge Your Niche
If you want to become an industry authority, you must acknowledge your niche. It is not sufficient to know a lot on a couple of subjects. Instead, you need to specialize in a single hyper-specific field and own it.
4. Target to Influence Influencers
Countless people imagine becoming a respected and influential influencer in a field requires them to get to the most people possible. Nonetheless, things are not as simple as that.
Influencer marketing is more than merely reaching a significant number of people. It is more about getting to the right audience. Ultimately, you will require the implicit endorsement of other professionals in your field for your ideas to realize any traction.
5. Engage In What Is Effective For You
As you try to create a name for yourself, it is easy for you to look at strategies and tactics your peers employ and pick them for your intentions. Inasmuch as this might be effective at times, blatantly copying someone else’s technique in influencer marketing will not guarantee the desired outcome. In some instances, it could have devastating effects on your credibility and personal brand.
6. Create a Happy Community
One pitfall that many people fall into, even renowned professionals, is not appreciating the significance of the community in their business. Do not make the same mistake in your influencer marketing strategy.
Potential Problems Brands Face When Devising Their Influencer Marketing Strategy
Coming up with an influencer marketing strategy and implementing it to fruiting has its challenges, especially just starting. For this reason, advertisers must be cautious and follow the industries’ best practices while staying informed of the challenges facing influencer marketing.
Some of the main challenges in influencer marketing strategies include:
1. Identifying fake followers
With the growth of social media platforms and optimization of the associated technology, the bots haunting social media also advance. Spotting inauthentic social media engagement and fake followers is a significant concern for 50% of marketers. It is also a considerable challenge in several markets, making it the overall top challenge to influencer marketing.
2. Social algorithm alterations
Like any other technology, social media platforms require to be regularly optimized and adapted to new standards of user experience. This optimization and adaptation imply that social media applications often undergo their algorithms’ development, making them user-friendly. Therefore, 49% of marketers feel that changes in social algorithms pose a challenge to influencer marketing.
3. Creation of an always-on strategy
41% of marketers admit that creating an always-on system is a challenge. A great debate has existed around whether or not long-term/always-on influencer strategies have greater efficiency than one-off campaigns.
4. Increasing influencer costs
Influencer marketing is associated with quite a number of increasing pains. One such pain is the growing costs of using the strategy. 38% of marketers have acknowledged the ever-increasing influencer rates as a challenge.
The social media environment is regularly evolving, making it a challenge to keep up with what is relevant at a particular time. For this reason, 33% of marketers see staying updated on social media trends as a challenge.
6. Creating a powerful creative strategy
Marketing experts are aware that marketing combines both science and art. Its success, therefore, depends on how excellently advertisers can mix the two without either becoming compromised. However, 33% of marketers encounter a challenge as they create a powerful creative strategy over influencer marketing strategies.
7. Reduction of time spent on alignment management
Influencer marketing campaign management is a threat to 30% of marketers. With the expansion of the capabilities of influencer marketing, its expectations, and roles, the duration spent on managing every element will take a toll on the precious time of the brand.
8. Brand alignment and brand safety
There is a lot at stake with the partnerships from both the influencers’ and brands’ sides. With both entities investing in their brands to attract valued customers and fans, the brands’ reputations and values must be protected. Therefore, 28% of marketers confess that brand alignment and brand safety are complex tasks to accomplish.
Influencer Marketing Strategy Dangers
1. Engagement of Instagram Influencer Approaching an All-Time Low
Since social media allows additional people to realize an influencer’s status and fame, the platform has quickly become overpopulated with influencers. Audiences find it difficult to keep track of all the content being shared by their influencers. More so sponsored content.
We must realize that fame, especially the type created on social media, goes by. Therefore, the very influencers capturing audiences’ attention may not command the attention in the coming days.
2. Inauthentic Content and Partnerships
In some instances, influencers do not like or use the services or products endorsed on their social media platforms. Such examples can lead to an adverse reaction if the audience discovers or interprets that the influencer’s endorsements are misleading or inauthentic. As a result, the influencer and brand could lose their credibility.
3. FTC Regulations
Similarly to authenticity, marketers need to be familiar with the possible sanctions if their promoted content is passed as misleading. For example, the FTC in April 2017 brought to light, through a release, that they addressed more than 90 letters to influencers informing them to disclose their engagements with brands as they endorse or promote products via social media.
4. Morality Conflicts
With each passing day, there seem to be new influencers building controversy and cutting years off the lives of their brands’ collaborators. Of course, influencers are also human and bound to make errors. However, the marketers should be aware that although an influencer might have an inviting fan base, some influencers on their own could be a risky investment.
5. Follower Farms
Marketers using social media need to be aware of influencers who buy followers or have a significant percentage of bots constituting followers. For example, Hit Search conducted an influencer survey that revealed that 98% of influencers confessed to having seen the number of Instagram followers of an individual increase in an extraordinary manner or a short period. The example alludes to purchasing accounts of fake followers or bots being used to grow accounts quickly.
6. Ethical Implications
One of the main issues relating to the ethical implications of engaging influencers in marketing strategy, is the treatment of influencers like a commodity instead of people.
Since the influencers need to concern themselves with creating a balance between money-making and not appearing to be selling out, marketers can design contracts that favor them, pushing morality restrictions, exclusivity agreements, and FTC compliance to the influencer.
Pros and Cons of Influencer Marketing
1. Pros of Influencer Marketing
- Helps in reaching the relevant audience – Partnering with the correct influencers for your particular brand has the potential of helping you achieve your targeted audiences.
- You get to choose influencers who are relevant to your niche and industry.
- Creates trust and credibility – Time is taken to build trust. Since followers trust the influencers they follow, positive talks from the influencer concerning the brand make them more likely to believe them.
- It widens the scope/reach of your brand – You will have the potential of getting to thousands, possibly even millions, of an influencer’s followers, getting to whom would have been impossible by yourself.
- The strategy is comparatively affordable – If your target is micro-influencers, a great budget is not necessary. Collaboration with micro-influencers is economical in comparison to collaborating with popular influencers.
- Reduction of the sales cycle: A significant amount of effort and time is spent by influencers in their quest to create their audiences. Therefore, many genuine influencers have audiences that are incredibly engaged and trust them.
2. Cons of Influencer Marketing
- Engaging with the wrong influencers could do more harm than good to the business – A lot of effort and time goes into finding the correct influencer for a brand’s campaign. If you do not partner with the correct influencers, it can damage the brand’s reputation.
- The Mistakes made during influencer marketing can be costly to the brand – Influencer marketing is a rather new technique; therefore, marketers tend to make mistakes more often than not.
- Measuring the results is quite a challenge – A great deal of effort is employed to spot the correct influencers and kick start the campaign. However, the steps can prove futile if the campaign performance is not tracked and monitored.
Conclusion About an Influencer Marketing Strategy
Product sale through personalities and celebrities has been a common practice for some time now. It dates back to Britain’s royal patronage signaling system. Nevertheless, the increase in the millennial generation and social media usage has accelerated the influencer marketing economy. It has fundamentally reshaped how the influencers fit in the marketing field. A couple of primary elements distinguish an influencer marketing strategy that brings genuine consumer engagement from wasting valuable marketing allocation and potentially destroying the brand.
With two-thirds of millennials blocking conventional ads, brands have realized the potential of influencer marketing to establish a meaningful conversation with their audiences on products and brands. Approaching influencers endorsing brands similar to your brand is an easy way of identifying the right influencer for your brand. In addition, it makes the process of identifying influencers with the correct audience and engagement effective in reaching your target market.