The larger the community, the weaker the proximity between the influencer and the followers. Mega-influencers, who were until now considered “demi-gods”, are increasingly losing their power to make way for micro influencers and content creators. Consumers are no longer satisfied with simple promotional publications but are looking for real interactions with influencers. Social media algorithms, for their part, now favor creative, authentic content that provides real added value. Nevertheless, influencer marketing remains a real growth lever for brands provided it is used well. In 2024, around 70% of brands use influencer marketing or are considering doing so, and creators are on the rise. To ensure the success of your brand, implementing an adequate influencer strategy is essential. In this article, we explain what an influencer strategy is and how to maximize your visibility.
Key figures for the influencer market in 2024
- The influencer market exceeds a turnover of 16 billion dollars compared to 8 billion in 2020 ( Hubspot study ). A growth that demonstrates the undeniable appeal that influencer marketing has on brands and consumers.
- By 2030, the influencer market is expected to reach a CAGR of 33.20%
- About 90% of marketers consider influencer marketing as an effective strategy. 51% of them say that this marketing strategy helps them acquire better customers? ( Meltwater study )?
- According to the same study, influencer marketing generates, on average, 5.78 euros of revenue for each euro invested.
- Nano-influencers represent more than half of content creators on TikTok (63%) and 59% on Instagram
- Micro-influencers generate 60% more engagement rate than macro-influencers
What is an influence strategy?
View this post on Instagram
Instagram influencer campaign created by Neads for the Jeanne Arthes brand An influencer strategy is a marketing approach that allows brands to promote their products or services to a targeted audience. To do this, they enter into collaboration agreements with influencers and recognized experts in their field in exchange for compensation or gifting. These collaborations take various forms:
- Sponsored posts
- Product placements
- Promotions
- Co-created content
- Sponsored ads
Why develop an influence strategy for your brand?
An influence strategy helps you:
Improve your visibility
Choosing influencers based on the “niche” in which you are positioned allows you to attract a large number of qualified potential customers as well as expand your market share.
Boost your brand image
Consumers, now ultra-connected, turn to their favorite influencers for advice and recommendations before making their purchases. Today , 87% of consumers have been influenced before making a purchasing decision . When they talk about your brand, they give a transparent and reliable image of it.
Increase your sales
@christinanadinx forever and always in love with @Glossier cloud paints ???? #glossierpartner ? Aesthetic – Tollan Kim
Campaign created by Glossier with partner creators on TikTok Consumers are more likely to buy a product if it is recommended by a creator they admire or respect. An important statistic shows that 78% of users have purchased a product after watching a creator’s video . The most convincing example is Glossier . This American cosmetics brand has managed to build its empire through influencer marketing by focusing on mega and micro influencers. This approach has allowed it to create an engaged community around its products and has greatly contributed to improving its sales.
Adapt to platform developments and stand out from competitors
@sarahlossbor I’m taking you for a day with me on a Wednesday to keep my daughter busy with @Bayard Jeunesse? #bayardjeunesse #jeunessepress #lirequelplaisir ? original sound – sarah loss bor
Special back-to-school influencer campaign created by Neads for the Bayard Jeunesse brand Another reason why brands should seriously consider an influencer strategy is the constant evolution of social media. From TikTok to Instagram to YouTube, each platform has its own specificities and requires a different approach. Having a clear and well-defined strategy will help you adapt to these changes and stand out from your competitors. Keep in mind that influencer marketing is not something you can improvise. It requires time, resources and real in-depth work to achieve convincing results.
Influencer Strategy 2024: The End of Mega Influencers?
@melaniekntz -15% with NAILSMELANIEK @Manucurist ? original sound – Melanie K
TikTok influencer campaign by Neads for Manucurist
1) Content first VS follower first
For many years, the number of followers was the determining factor in the selection of influencers. This was the so-called Follower First approach. Today, things have changed and it is now Content First that is required, advocating the creation of value. Social media algorithms now favor creative, engaging and authentic content. Thus, an influencer with a modest number of subscribers but who produces creative and quality content can quickly find themselves propelled into the spotlight. Moreover, 44% of Internet users consult content on social networks without following influencer or creator accounts. This proves that recommendation algorithms favor the distribution of quality content. TikTok, Instagram Reels and YouTube Shorts confirm this trend.
2) From influencers to creators
@manonugccreator So I convinced you? #EdgardCooper #catlover #ad #pet @Edgard & Cooper ? original sound – Manon UGC Creator ???
Spark Ads TikTok influencer campaign created by Neads for the Edgard & Cooper brand Consumers are now turning to creators who can generate original and engaging content. It is no longer a question of having several thousand subscribers; to generate engagement, you need to know how to entertain, inform and inspire your target. Consumers are also increasingly attentive to fraudulent promotional practices. Just a few years ago, being an influencer meant promoting products or services in exchange for compensation. Now, authentic content is what matters !
3) Towards a more authentic model with creators and micro influencers
@lea.mcrr Competition ENDED @Skilparfums ? brand ?? ??3 winners will be able to win 3 mists from the Night Call collection! ? – Subscribe to our accounts – Identify 2 friends – Like the video ?? Draw in 48 hours! ? #fyp #fyp? #contest #tiktokcontest #skilparfums #mist #commercialcollaboration ? Break Up With Your Girlfriend, I’m Bored (Originally Performed By Ariana Grande) – Karaoke Version – B Lou
TikTok contest and influencer campaign created by Neads for the Skil Parfums brand Mega influencers, with their overly large audience and omnipresent advertising, seem to be losing credibility in the eyes of consumers. Consumers now trust a relatively small circle. They are turning to more authentic and credible opinion leaders. Thus, it is better to favor micro and nano-influencers with several thousand subscribers, engaged and ready to use your services or products, rather than non-niche influencers with millions of subscribers. They have a better knowledge of their sectors (fashion, beauty, travel, etc.) and can interact more closely with their audience. In addition, working with authentic creators allows you to gain credibility. In terms of cost, collaborating with micro-influencers is much less expensive than using mega influencers. You can invest less money, but benefit from a better return on investment by targeting an ultra-targeted audience. For all these reasons, it would seem that we are witnessing the end of the uncontested reign of mega influencers. To succeed in 2024, you must adapt your practices to meet new consumer expectations.
How to implement a creative influence strategy in 2024?
1) Define the objectives of your influence strategy
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Instagram influencer campaign created by Neads for the Jeanne Arthes brand A relevant influence strategy begins with identifying the objectives you are seeking to achieve. These objectives can be varied:
- Increasing your brand awareness
- Generating traffic to your website
- Increasing your sales
- Improving your site’s SEO on the SERP
2) Choose the right social network for your influence strategy
Once your goals are clearly identified, it is time to choose the social network(s) on which you wish to operate. This decision must be based on several criteria:
- Where is your target audience?
- What type of content do you prefer to create?
- Which network has the most impact in your sector?
You can check out our Instagram influencer agency and our TikTok influencer agency that will help you identify the ideal platform(s) for your brand.
3) Identify and collaborate with the right designers for your brand
Finding influencers to work with is no easy task. Each of them has a different editorial line and community. It is not enough to just focus on the number of subscribers. Several other criteria must be taken into account, including:
- Authenticity : Does the influencer regularly post authentic and transparent content?
- Relevance : Is the content produced relevant to your brand and products?
- Consistency : Are the influencer’s values and message aligned with your goals and principles?
- Past campaigns : Were campaigns with other brands able to generate high engagement rates?
- Nano or micro influencer : micro-influencers (10,000 to 100,0000 subscribers) and nano-influencers (between 5,000 and 10,000 subscribers), with their smaller but more engaged audience, generate more engagement than mega-influencers. Your choice mainly depends on your target, values and the message you want to spread.
- Your brand’s industry or niche : Is the influencer’s content relevant to your niche? An influencer who is used to posting commercial content and conducting product tests may be appropriate to promote your promotional offers.
4) Implement adapted innovative creative concepts
In 2024, it’s no longer enough to place your products in Instagram reels or on a TikTok video. Consumers are looking for quality content that is entertaining, informative and authentic. To stand out, don’t hesitate to write precise briefs and innovate. This involves identifying the latest trends on each platform as well as implementing creative concepts that capture the audience’s attention.
5) Analyze the results of your influence strategy
Finally, like any marketing action, it is essential to regularly evaluate the results obtained. This allows you to ensure that your strategy meets the objectives set upstream. Several types of indicators can be monitored:
- The number of impressions generated by sponsored posts
- The engagement rate
- The traffic generated on your website
- The number of sales
Analyzing the results should also allow you to identify potential areas for improvement: Why did some posts not have the expected success? Maybe some influencers are more reliable than others? Maybe the video wasn’t creative or engaging enough?
6) Collaborate long-term with creators
Consider engaging in medium and long-term partnerships with the same creators. Build lasting relationships with creators so that they become true ambassadors for your brand. These partnerships will certainly bring greater authenticity and credibility to your brand, especially in the eyes of the audience.
7) Encourage storytelling and real-time interaction
Encourage creators to share their personal experiences with your product or service in an authentic way. Storytelling will improve your engagement rate by creating an emotional connection with the target audience. Also encourage them to interact directly with their audience by responding to comments and questions. This interaction builds a sense of community and shows that your brand truly cares about its customers.
Going Further: Maximizing Reach with Paid Content Amplification
@rebeccacatapanoo Clean girl must haves? #notaperfume fragrance from @Juliette has a gun ?? #juliettehasagun #ad ? Storytelling – Adriel
Spark Ads TikTok influencer campaign created by Neads for the Juliette has a gun brand Once you have your influencer strategy in place and your creative content is distributed, think about maximizing its reach. Relying solely on organic reach can limit your visibility. TikTok, for example, now offers the Spark Ads TikTok model that allows you to amplify your organic content by sponsoring creators’ posts from their accounts. Similarly, with Instagram Partnership Ads , you can amplify your paid partnerships using your advertising budget. This ensures greater visibility for your content, helps you better target your prospects, and strengthens your brand credibility by displaying the message from the creator’s account themselves. Don’t forget to track the performance of your sponsored posts in real time to adjust them to your budget and optimize your ROI. Do you need support for your influence campaigns? Call on our influence agency . Rather than relying on mega-influencers, we set up creative influence campaigns by collaborating with a large network of creators who master the codes of TikTok and Instagram. Key word? Authentic, credible and creative content.
By Nathan Elmaleh
