Influencers, content creators, and even affiliates are now widely sought after by brands to execute marketing strategies, from promoting products or brands to boosting sales. The opinions of influencers have the power to influence and reach a wide audience, starting from their followers to the general public, through social media posts or videos.
The trend of collaboration with influencers continues to grow significantly each day. This growth aligns with the increasing use of social media, which has evolved into a primary channel for marketing. According to data from Influencer Marketing Hub (2024), the global influencer marketing industry has reached a value of $24 billion, up from $21.1 billion in 2023.
Meanwhile, data from We Are Social & Hootsuite (2024) shows that 167 million people in Indonesia actively use social media, with an average usage time of more than 3 hours per day. This creates a massive opportunity for brands to reach their target audience directly.
A survey by Nielsen also revealed that 92% of consumers are more interested in purchasing a product based on recommendations from people, including influencers, compared to traditional ads. This condition makes influencer-based digital promotion strategies more effective and powerful in building trust, increasing consumer confidence, and ultimately driving sales.
In the MSME sector, data from Tokopedia (2023) shows that campaigns involving micro-influencers led to a sales increase of up to 30% compared to regular promotions. These numbers indicate that influencers not only enhance brand awareness but also directly impact sales.
With all these data points, influencer collaboration is no longer just a trend, but a significant marketing strategy that can effectively support sales if executed with proper planning.
However, not all influencers can deliver the expected KPIs. Some business owners have had to spend substantial promotional budgets on influencer partnerships, only to find the results falling short of expectations.
To prevent such outcomes, business owners need to understand and pay attention to several crucial points to ensure that influencer collaboration delivers optimal results. Let’s discuss them in this article!
Business owners often overlook defining clear objectives before collaborating with influencers. Many simply run promotions with influencers without considering whether the influencer’s audience aligns with the brand’s target audience.
As a result, the outcomes often do not match the brand’s goals for engaging with the influencer, making it difficult to achieve the desired targets. Put simply, the products or services being promoted may not address the needs of the influencer’s followers.
That is why, before working with influencers, it’s important to clearly define your objectives and targets, such as:
In short, the purpose of working with influencers, content creators, or affiliates must be crystal clear so you can determine the right collaboration strategy and make it easier for influencers to achieve the objectives set.
Read also: The Definition of Influencer Endorsements and Tips for Choosing the Right One
Setting an appropriate budget is a crucial step before launching any marketing campaign, including influencer collaborations. In general, influencer tiers differ, which directly affects each influencer’s rate card for promoting your products and brand. Therefore, be sure to select influencers who fit both your budget and the promotional goals you aim to achieve.
Read also: 4 Stages of Business Budget Planning
After defining your goals and allocating a budget, you also need to create engaging content (powerful and impactful) so that the products or services you offer attract more interest. Keep in mind that content is one of the key elements to achieving the objectives set from the beginning. Some types of content you can use include graphic designs, videos, captions, headlines, or promotional articles.
Read Also: Want to Boost Your Sales? Check Out These Tips on Creating Reels Videos for Business Promotion!
When collaborating with influencers, it is important to ensure that their audience aligns with your business’s target market. Audience relevance greatly determines the effectiveness of a campaign, as promotional messages will only have maximum impact if received by people who are genuinely potential customers.
For example, if your business focuses on healthy food, an influencer whose followers are interested in a healthy lifestyle will be far more suitable than one from an unrelated niche. With this alignment, the chances of generating strong engagement and higher sales conversions will also increase.
Read Also: Understanding Target Audience and How to Define It for Your Business
Evaluating the results of online promotions using influencer marketing is a crucial step to understanding how far the campaign has delivered real impact for the business. This process can be carried out by measuring various indicators such as engagement rate (likes, comments, shares), website traffic, follower growth, and even sales conversions.
By analyzing the right data, business owners can assess whether the collaboration with influencers aligns with the initial objectives, such as increasing brand awareness or driving transactions. In addition, evaluation also helps identify which strategies are effective and which areas need improvement for future campaigns, ensuring that investments in influencer marketing deliver more optimal results.
Read Also: The Benefits of Business Evaluation and the Steps to Do It
With today’s increasingly advanced digital landscape, promoting a business has become much easier not only through social media but also with the help of influencers. However, you need to be careful when choosing an influencer to promote your products. Make sure that the influencer’s audience aligns with your business’s target market. To give you a clearer picture, here are several types of influencers in business, as cited from Influencer Marketing Hub:
The first type is nano influencers, who typically have around 1,000–10,000 followers on social media. Generally, they maintain strong engagement with their audience.
Nano influencers can be very vocal supporters when promoting your products. What makes them even more appealing is that they often review products directly, giving authentic recommendations and comments on social media. These reviews aim to spark curiosity, attract interest, and ultimately encourage people to make a purchase and try the product themselves.
Read Also: Don’t Underestimate the Benefits of Customer Testimonials for Your Business
If you run a small to medium-sized business with a limited marketing budget, nano influencers can be the ideal choice. They not only reach a fairly wide audience but also require lower promotional costs. That’s why nano influencers are a great option when you want to test the launch of a new product or service within a specific niche.
The second type is micro influencers, who have between 10,000–100,000 followers on social media. Although they have a relatively larger following, micro influencers remain approachable and often maintain good engagement with their audience.
At this level, micro influencers usually focus on specific niches, which allows them to foster stronger engagement. This makes them effective partners when you want to promote a new product.
Read Also: What is a Micro Influencer and How Can They Benefit Your Business Promotion?
If your business is medium to large in scale and already has a clear target market, then collaborating with micro influencers can be the best choice. They tend to have a solid relationship with their followers, which means their audience is more receptive and quicker to respond to marketing messages about a product.
The third type is macro influencers, who typically have between 100,000–1 million followers on social media. Compared to micro influencers, macro influencers usually have a broader appeal and reach.
Those who fall under the macro influencer category are often internet celebrities, such as Instagram personalities, bloggers, vloggers, or podcasters. They don’t just have a large audience but have often built and nurtured their community over months or even years.
Read Also: How Marketing Works in Business
Macro influencers are excellent for increasing brand, product, and service awareness. The best time to partner with them is during the early stages of building your business, where you want to strengthen engagement with audiences and expand your brand reach.
Macro influencers are often well-known as content creators, such as bloggers or podcasters, or as social media influencers on platforms like YouTube, Facebook, or TikTok.
The fourth type is mega influencers, who have more than 1 million followers on social media. Typically, these are celebrities. If you want to collaborate with them, you’ll need to prepare a substantial marketing budget.
Mega influencers are ideal for large-scale business campaigns with significant budgets. They can showcase your products to their massive follower base across platforms, making them highly effective for boosting brand awareness and attracting cross-segment audiences.
From the explanation above, we can conclude that influencer marketing requires careful consideration and clear objectives. This will help you measure the success of your promotional campaigns more effectively.
However, business growth does not rely solely on promotions. Enhancing customer service is also a key factor in driving efficiency and long-term success. One of the best ways to achieve this is by leveraging Youtap’s comprehensive digital solutions.
As a fintech company that has evolved into a software house, Youtap offers an integrated platform covering various aspects of business operations:
With Youtap’s technology, influencer marketing campaigns can be more measurable, efficient, and result-driven. Learn more and discover the best solutions for your business needs. Click the banner below to chat directly with Alisa Youtap’s team today!
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