What is an influencer?
An Influencer is someone who can be hired to use their digital platform and reputation to promote a business or lend credibility to a brand.
Why would you need an influencer?
Businesses typically hire influencers for an overall campaign, but they could be hired to do different things. They could be contracted to boost sales, to promote a product launch, or to bring awareness to the company.
What are the types of influencers?
Social Media influencers, bloggers, and brand ambassadors are the most common types of digital influencers, but some companies will also utilize celebrities, radio and TV personalities, and public figures — even Doug the Pug!
Can you have too many influencers?
Having a certain number of influencers attached to your brand certainly depends on your company, along with the campaign goals your business is aiming to achieve.
Here are a few points that should be considered when launching an influencer campaign:
- The size of your brand or business. Is your brand local, regional, national, or global? Think about the reach that is needed. For example, if your brand is local, you should explore micro influencers with audience sizes between 1,000 and 10,000. These types of influencers are striving to grow their platform just like you want to grow your business.
- Plan around a budget. Most influencers typically require some form of compensation. Plan your budget to estimate how many influencers you can afford. If you want a celebrity social media influencer, keep in mind that while they can reach millions of users, they often come with a hefty price tag.
- Consider the length of your campaign. How long would you want to keep an influencer on your campaign? If the purpose of your campaign is to promote a product launch, you may need to plan for an influencer to be active for three to six months. If your campaign purpose is for a special event, you may only need to plan for three to six weeks.
- Decide on what type of influencer to hire. Different types of influencers can be hired for different goals. A social media influencer, such as a celebrity, could be someone who creates strong content, has a significant connection with their community, and has a healthy follower base. Or they could be a blogger with a specific expertise or following that specializes in the content you need shared. A brand ambassador could be an influencer as well. They work closely with the company and could even be part of the brand team working to reach the campaign’s goals.
So, can you have too many influencers attached to your brand? The short answer is no. There is not a set number of influencers one brand can have. It is all about what goals the brand is trying to accomplish. When considering your options of influencers, pick them strategically. You want your influencers to be a good fit and to be the best representation of your brand.