A strong social media strategy is a big piece of the marketing blueprint. When you take into account that the average person spends 2+ hours on social media every day and that over 2 billion people use Facebook and Instagram daily, it really is a brand no-brainer.
The challenge for brands when it comes to a solid social media strategy is how difficult it has become for organic visibility. It is estimated that only 2% of people who follow a page on Facebook or Instagram actually see the page’s posts.
Why is that?
The example I like to use is your own timeline. If you look at your Facebook feed, you may have hundreds of Facebook friends, but only consistently see content from a much smaller group of friends. This is because Facebook’s algorithm (or equation) is saying that these are people who’s posts you care about based on your past engagements such as liking their posts, commenting on their posts, or just looking at their profiles. You may also see that posts from other friends about engagements or marriages aka “life events” show up, that’s because these types of announcements get a much larger interaction and Facebook’s algorithm has determined that it’s a successful post that more people will want to see.
For brands, the easiest way to start showing up back in people’s Facebook feeds is to start “boosting” their posts and essentially start spending ad dollars to pay for Facebook views. This ad space, while very cost effective, is still considered background noise by consumers. It’s a disruptive presence in their feed and doesn’t come across as authentic or organic to their lives.
So, if brands aren’t able to be seen organically and paid ads aren’t resonating with their fans, what should they be doing to stand out and get those conversions? Two words: influencer marketing.
Many brands are finding success directing traffic to their accounts by utilizing paid partnerships with social media influencers. An influencer is a person with the ability to “influence” potential customers to purchase a specific product or service by promoting or recommending items through their social media accounts. There are a few categories of influencers based on their follower count:
- Mega influencers: these are celebrities and professional athletes. They have the highest social media following.
- Macro influencers: these are people with a social media following of 10,000 – 1 million.
- Micro influencers: these are “everyday people” who have struck a chord with a certain niche and have gained a following of over 500 but less than 10,000
Which influencer strategy is right for your brand?
When it comes to the type of influencers you engage, it will depend heavily on your objectives and how you measure success. For example, micro influencers, tend to have the highest engagement rate because they have found a certain niche that their followers are highly invested in, but because they have a much smaller follower count, overall views tends to be lower than macro or mega influencers. For most brands, they’ve found the best success partnering with a range of influencers.
If you have questions about influencer marketing or how to best create an influencer strategy that works for your brand, send us an e-mail!