The Basics of Influencer Marketing – Ingredients for a Successful Campaign

A few years ago, they burst onto the advertising scene so suddenly that we were left reeling; today, they have become such an integral part of the online landscape that we couldn’t even imagine web marketing without them. Who are we talking about? The figures who have been gaining ever greater prominence in tandem with the spread of the social media boom: influencers.

The essence of the concept is the English influence The answer lies in the word ‘influence’. The term is not new – it was already in use within traditional media circles as far back as the 1950s – but it has taken on a new meaning in the online world.

Influencer categories

• Nano-influencers – Fewer than 1,000 followers
• Micro-influencers – 1,000 – 100,000 followers
• Macro-influencers – 100,000 – 1 million followers
• Megainfluencers – Over 1 million followers

Credibility and trust

The most important qualities of influencers are the credibility and trust they build with their followers. User-generated profiles bring a level of intimacy to social media that was previously unimaginable.

Selection criteria

First and foremost, we must choose influencers whose personality and profile are in line with the brand’s image and the campaign’s message. Your own target audience should be represented among their followers – the ratio of likes to followers is a telling figure.

Advertising opportunities

When it comes to content-related terms, we can talk about dedicated and mentioned content, sponsorship or shout-outs. The amount of the payment depends on the number of followers, the nature of the product and the specifics of the campaign.

Mandatory markings

Formal requirements: #reklam, 1TP5 Sponsored content, #hird-year students. The Competition Authority does not look kindly on these falling behind.

Measurement and Analytics

Everything can be measured online: the swipe-up feature, promotional codes, click-through rates, hashtags, likes and shares. At the end of the campaign, an analytics report wraps up the work.

The Influencer Guide

A clearly defined code of conduct makes collaboration much easier. A list of dos and don’ts for our selected influencers – set out in a contract.

The BeBrand solution

With four years’ experience and a network of over 1,000 influencers, BeBrand bridges the gap between advertisers and opinion leaders, selecting the profiles that best suit the brand and organising the entire campaign.