Decoding the art of influencer marketing

Influencers are partnering with brands big and small these days. When savvy marketers pair the right person with their product, it doesn’t take long for their hard work to pay off in dollars. Influencer marketing has become one of the most effective ways to draw attention to a brand, product, service, or action. When done well, brand awareness skyrockets, and it’s a win for the company and the influencer.

When done poorly, it can be a costly mistake. More importantly, a brand may lose the trust of an audience it has taken so long to attract and retain. An influencer does just that — influences. With the correct name, audiences are more likely to like, share, and retweet a social media post. Even if they are new to your brand, choosing the right influencer automatically grants you brownie points.

So, how do you get started? Before you think about the process, let’s dive deeper into the profitable world of influencer marketing. It’s time to define what makes an influencer and why they are essential to your brand’s bottom line.

What Is An Influencer?

For a young student who just turned 18, seeing their favorite celebrity at the polls may have encouraged them to vote. For the well-traveled foodie, spotting a food influencer at a new restaurant suddenly means making a reservation is a must. While reflecting on the weight a celebrity has on civic duty, consider their impact on some of the top decisions we make as consumers. An influencer can make a big difference in a brand’s marketing campaign, from shampoo to shoes.

An influencer already has a proven track record of influencing. They have a solid social media presence with active engagement and many followers. They may be influencers in a specific niche, such as beauty or fashion. They may also be an all-around excellent marketing resource.

While the total number of followers strongly indicates how well an influencer will benefit your brand, don’t let that be the only reason. For example, there are groups known as micro-influencers. Their following is small but mighty. These influencers are typically a part of a close-knit community dedicated to a specific topic. More than ever, the community's decisive engagement makes its opinion even more valuable.

Communities want authentic engagement and influence. It can only come from a trusted experience created over time. People don’t want to see posts that feel forced, out of place, or frequently sponsored.

What is one of the most beneficial parts of having an influencer? Their followers trust and value their opinions.

When Should You Use An Influencer?

Use an influencer when you are ready to spread the word. Get ready and make sure your brand is prepared before making this decision. If you have chosen your influencer wisely, your website traffic is about to ramp up. Your social media accounts may need more timely responses. Your product quantity may need to increase.

Use an influencer when you need help with getting more eyes — quickly. Here are a few examples:

• A new product or service

• A seasonal cause or awareness

• A promotion or sale

What is Influencer Engagement?

Now that you know the role of an influencer, let’s talk about their impressive ability to engage with their followers. The engagement doesn’t just happen overnight. Influencers have developed trust over time. Ultimately, they have created a community that checks in often to see what their favorite influencer is doing, thinking, or saying.

Influencers know their audience. They are confident about which content appeals most, and they post regularly. Once they post, they will receive affirmation within seconds. From double-taps on hearts to tags in stories, influencers are excellent at driving engagement. They reply to comments quickly, which can become a real-time community conversation.

Marketers consider influencers as an investment. When influencers post about a product or service, they give a co-sign. Whether the brand is new or old, it becomes top of mind again for the influencer’s followers.

When a brand pairs with an influencer, they get their followers. In social media, these followers are loyal and check in regularly. While a brand’s social media account might get a bump in engagement during campaigns or promotions, influencers engage regularly over the tiniest details. Whether they are showing off a new vacuum they just purchased or testing out heatless curlers, people are watching — and waiting.

“Is this product or service worth my money and time?”

This is a common question for consumers; influencers can help them decide in less than 30 seconds.

Do Influencers Impact Revenue?

If you remember, a business invests when it partners with an influencer. They need to choose wisely, too. The influencer shouldn’t be polarizing or controversial — unless it makes sense to the brand. For some companies, the shock and awe of a particular influencer is part of the plan.

For marketers, it is essential to study an influencer of interest. Determine which brands they have partnered with and whether each partnership was successful. It is also crucial to note whether the influencer will post organically, seek your approval, or buy into the content. Understanding these details before agreeing is worth your time.

When marketers do their job, they do their math, too. There is a way to measure an influencer's success: the influencer engagement rate. Doing the math first determines whether an influencer can impact your revenue.

Start by grabbing your calculator and tallying the likes, follows, and comments. It may be a good idea to target a specific time frame. Then, divide the total number of engagements by the total number of followers. Finally, multiply this number by 100. Your answer will be a percentage of the influencer's engagement rate. For Instagram, the goal rate is 2 to 3 percent. The rate is lower for Twitter, ranging from 0.5 percent to 1 percent.

How Should You Start Influencer Marketing?

If influencer partnerships are on your radar, now is the time to move. Begin by identifying voices that genuinely align with your brand, open the conversation, and explore how collaboration can create measurable value for both sides.

Influencer marketing isn’t a trend—it’s a long-term growth channel. Brands that engage intentionally will lead the conversation, not chase it. Connect with a marketing consultant to better understand how to become a marketing influencer.