When to Use Influencer Marketing (And How to Do It Right) 

Influencer Marketing Emergence in the digital marketing space has been astronomical, and there’s no denying it! With the market for influencer marketing estimated to hit $21 billion by 2023, organizations across every vertical are increasingly tapping into the power of influencers to form genuine relationships with their customers and spur measurable growth. But is influencer marketing the right approach for your brand? And how do you know when to use this potent strategy?

Regardless if you’re an early stage start up and are looking to generate momentum or an established business and are expanding your brand, this guide is going to show you when to use influencer marketing and how to use it to your full advantage.

What is Influencer Marketing? 

At its heart, influencer marketing is a partnership between a brand and an influencer. Influencers are those who have built a loyal social media following following by consistently sharing high-quality content, and building trust with that audience. They are of all shapes and sizes — from niche creators with 10,000 highly engaged followers to celebrities with millions of loyal fans.

The primary goal? To use the influencer’s rapport with their following to spread the word about your product or service in a natural way.

Why influencer marketing works

• Authenticity: Audiences trust influencers they follow because of their perceived expertise or relatability. 
• Targeted Reach: You can work with influencers whose audience matches your target customer base. 
• Content Creation: Well-chosen influencers know how to create engaging, visually appealing content that resonates with their followers. 

Now that we understand what influencer marketing is, let’s explore scenarios where it shines brightest. 

When to Use Influencer Marketing 

1. Launching a New Product or Service 

Influencer marketing is exceptionally effective during product launches. Why? Influencers create buzz, generate excitement, and build credibility for your product. 

For example, a skincare brand launching a new moisturizer could partner with beauty influencers who create tutorials or “unboxing” videos featuring the product. Their reviews and endorsements can drive awareness and prompt their followers to give it a try. 

2. Targeting a Younger and Social-Savvy Audience 

If your target audience includes Millennials or Gen Z, influencer marketing should be a key focus in your strategy. These groups spend significant time on social media platforms like Instagram, TikTok, and YouTube, where influencer culture thrives. 

Consider the success of TikTok challenges started by influencers. A 2020 campaign by e.l.f. Cosmetics with the hashtag #EyesLipsFace became TikTok’s most-viral campaign, with influencers and users generating millions of views and recreations. 

3. Building Trust in a New Market 

Trying to enter a new market or demographic? People are naturally wary of unfamiliar brands. Partnering with influencers can provide social proof and help establish your brand as an industry leader. 

For example, if you’re expanding an eco-friendly product into a new geographic region, collaborating with local influencers passionate about sustainability can help you connect with your audience authentically. 

4. Driving Sales During Seasonal Campaigns 

‘Tis always the season for influencer marketing Whether it’s the holiday rush, summer blowouts, or back-to-school season, influencer marketing can help amplify your seasonal efforts. Influencers can develop campaigns such as time-sensitive “limited edition” or “act fast,” creating a useful urgency and prompt to purchase for their followers.

For instance, a food subscription box could partner with a popular cooking YouTuber to demonstrate how followers can use their kits during the holiday season.

5. Boosting Engagement with User-Generated Content 

One major value of influencer collaborations is the high-quality, user-generated content (UGC) they create. This content not only attracts audiences but can also be repurposed for your brand’s ads, newsletters, and social media. 

For instance, a fitness brand might collaborate with influencers to showcase workouts using their products. This kind of authentic demonstration performs much better than a typical ad. 

How to Choose the Right Influencers 

Collaborating with the right influencers can make or break your campaign. Here’s how to pick a perfect match: 

1. Audience Alignment 

Choose influencers whose audience closely matches your target demographic. For example, if you’re marketing baby products, look for influencers in the parenting niche. 

2. Engagement Over Follower Count 

It’s easy to be tempted by large follower counts, but engagement is much more important. An influencer with 20,000 followers and a 10% engagement rate is far more valuable than one with 500,000 followers but minimal interaction. 

3. Relevance to Your Industry 

The influencer’s content should naturally align with your brand. A tech influencer promoting fashion items might feel forced and inauthentic to their audience. 

4. Past Campaign Success 

Review an influencer’s track record. Have they previously run successful campaigns? Are their followers responsive to recommendations? 

Common Pitfalls to Avoid 

While influencer marketing has tremendous potential, businesses often fall into a few common traps. Here’s what to avoid: 

• Overlooking Disclosure 

Ensure collaborations follow guidelines by disclosing sponsored content. This not only builds trust but keeps both parties compliant with ad regulations. 

• Poor Communication 

Clear expectations regarding deliverables, messaging, and deadlines are crucial to a successful partnership. 

• Choosing the Wrong Platform 

Not all platforms are equal. TikTok might be great for entertainment brands, but LinkedIn is better suited to B2B products. 

Tools to Boost Your Influencer Marketing Campaign 

To optimize your campaign, leverage tools like these:

• Upfluence or AspireIQ for influencer discovery. 
• Grin for campaign management. 
• Canva or Adobe Spark for designing engaging visuals for the collaboration. 

Seeing Results with Influencer Marketing 

Now you know why and when to use influencer marketing to strategically boost your business. Don’t forget, plans + alignment + measurable outcomes tracking to improve your campaigns = success.

And if you’re interested in diving into influencer marketing for your own business, the time is now. Collaborate with reputable influencers and you’ll see how shallow the pond can be!