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Influencer marketing in public relations and its effects on the public's perception of a brand

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Influencer marketing in public relations and its effects on the public's perception of a brand

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How do you find your target audience for influencer marketing?

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How does the influencer in influencer marketing effect the campaign?

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What is influencer marketing?

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Leung, Fine F., Et Al.

Scholarly Source

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This article is about the basics and funds mentals of Online Influencer Marketing (IOM).

OIM is the interments newest way for brands to have their products reach a wider audience due to the rise in social media activity and trust the public puts into influencers. Due to the change in how we interact with social media it is easier than ever to gain a following on social media platforms such as Facebook and Instagram. consumers have also become wearier of brands direct marketing, feeling that if they see someone actively using the product that it is more trustworthy, and they would be willing to purchase it. brands have also become more cost conscious when considering marketing. leading them to reach out to influencers instead of celebrities as influencers often cost less that celebrities.

it is defined as a brand partnering with an online influencer to promote their offerings and boost brand performance. using influencers large following to get more eyes on their product and hopefully boost their sales.

brands will choose an influencer to work with based of of a multitude of factors including but not limited to, following, audience, reputation and demographic. example: if you are a brand that makes hair care products for 4C hair textures you would choose a black influencer with 4C hair and predominantly black following.

this goes the same way with influencers to, striving to build personal brands based around their unique characteristics to build a unique audience, you won't often see a crochet influencer promoting a bud light, will you?

there are risks when it comes to OIM though, as each influencer is a different unique individual content quality may vary. poorly made content could lead to consumers not wanting to buy the product being advertised or interact with the brand.

The rapid growth of OIM has caused major change in the pr and marketing space and is still currently evolving in real time.

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I think this was a scholarly source because it was peer reviewed in the MSU library website as well as having a very long reference page. it was also from the journal of the academy of marketing science which leads me to beeive it is meant for a professional audience.

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i found this source to be really interesting and informative in the topic and structured pretty well. however, it is quite repetitive and long which can make it hard to digest for some readers.

but i think if you take the time to fully read through the article it will be worth it.

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Trade Source

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Influencer marketing and brand reputation - Reputation Crisis

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Discover how influencer marketing impacts your brand’s reputation and learn how to create effective strategies with influencers.

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the article begins with an explanation of what influencer marketing is then gives insight into different types of influencers.

• Nano influencers (less than 10,000 followers): They have a small but highly engaged audience.
• Micro influencers (between 10,000 and 100,000 followers): They are specialists in specific niches and generate authentic content.
• Macro influencers (between 100,000 and 1 million followers): They have a large reach, although their level of interaction may be lower than that of micro influencers.
• Mega influencers (more than 1 million followers): These are celebrities or public figures with massive audiences and a great influence on public opinion.

each type of influencer gives different results and unique insights.

positives of influencer marketing.

1 - building trust and credibility. consumers trust influencers as they often see them as pros in a field or specialty.

2 - expanding reach and visibility. working with influencers lets you be seen by more people who may not have seen you otherwise.

3 - generating engagement and conversation. influencer campaigns are likely to generate positive discussion about a brand and its products. if done right. While there are positives there are also negatives.

1 - lack of authenticity in promotion. if it doesn't make sense for the influencer to be working with the brand it could be seen as simply performative.

2 - pr crisis to influencer behavior. when an influencer participates in behavior less than satisfactory for example racism. this reflects badly on a brands image.

3 - wrong choice of influencer. if the influencer doesn't work well with what the brand represents or is promoting and the promotion falls flat it can come off as a failure.

when doing influencer marketing you should have a strategy on your goals and what you want the campaign to accomplish, you should do extensive research on the influencer or influencers that you want on the campaign to ensure they are the best fit for you.

there is both success and failure in influencer marketing brands will always have both.

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I believe the article is from a trade source as its stated that the website was started by 2 people in the field.

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this article was really easy to read and follow along with. it was structured pretty well and didn't include too much jargon so i really enjoyed it.

more or less it sort of told me what i already knew but it was still helpful.

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Raines, Kristi

Trade Source

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How to Target Specific Audiences with Influencer Marketing

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Our marketing experts dive into the intricacies of influencer marketing and how to target specific audiences effectively. Learn more today.

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the audience that influencer marketing depends on the influencer themselves and what audience they have gathered during their career. a skincare brand is more inclined to promote with an influencer whose content revolves around beauty or skincare to reach the target audience of people interested in beauty. when using the correct target audience brands have a higher chance of sending their message to those who want to hear it.

target audiences include people with niche interests and also age groups. most influencers target younger generation such as Gen-Z or Millennials while some are more focused on older generations.

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I believe that this source is a trade source, it stated that it is created by "f thinkers, strategists, creatives, and roll-up-your-sleeves doers" which leads me to believe that it is made my people with experience in a vast array of fields.

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Kristi Raines "Influencer Marketing: Unlocking the Power of Targeted Audiences" was a simple quick read that helped me further understand how to properly promote your product or brand to the right target audience through the use of influencers. it also helped me understand the different types of target audiences further.

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Trade Source

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Influencer marketing is one of the most effective ways to get your brand in front of the right audience right now. It is said to have higher engagement rates, attract like-minded people, and have a higher return on investment. This is because influencers are trusted and admired by their followers, and they are more likely to gladly support products and services the influencer supports.

Having a strong understanding of your customer and knowing your brand voice and story are two of the most important things you can do to make influencer marketing more effective. Let's explore the ways you can really dive into influencer marketing and explore all it has to offer.

Get inside the mind of your customer

First of all, you need to be able to define your target audience. To do so, try asking the following questions of you and your team:

What is the age range of the customer you are trying to reach?

Does your product or service appeal more to a specific gender? Or is it gender neutral?

What problem is your product or service solving?

What type of person has this sort of problem?

These are all great questions to ask yourself to help you better define your target audience. Once you have a more specific audience in mind, you can really try to put yourself in their shoes and get into their everyday experience.

Understanding the mind of your customers is a critical step toward influencing their behaviour. For example, supermarkets may layout their stores very strategically, placing produce, flowers, baked goods, and pharmaceuticals in a way that will encourage impulse buying. Rather than putting products in the line at the checkout, influencers help you meet your customers where they are - on their phone screens.

Find the right influencers

If you have a strong understanding of the mind of your customers, this will naturally lead you to find the right influencers. This would be someone that your target audience trusts, admires, and respects. It should be someone that resonates, so try to choose someone that would enjoy your product or service.

You don't want to just go for the most popular influencers. Instead, ask yourself whether or not they are relevant to your business and field. Also, take a look at their engagement and reach. Often, these numbers will be lower in smaller, niche influencers - but their engagement may be more meaningful and closer to your target interactions.

Having the right influencers posting the right content in addition to your business's social media posting the right content is the key to keeping consumers loyal to your brand. Many consumers make purchasing decisions based purely on brand loyalty.

Finding the best influencers for your specific brand is a crucial part of any strategy for starting influencer marketing, so you definitely don't want to rush through this step. Take the time to make sure you are finding the best people to represent your brand.

Keep track of the content that is performing well

One of the areas where so many businesses make influencer marketing mistakes is content tracking. If you're not tracking what's working and what isn't, you won't know how to measure the success of the influencer campaign. All of the major social media platforms have analytics available that will allow you to see what content is performing well so that you can adjust future content and stop creating the type of content that isn't working.

Another way to track this is to go back over comments made by customers and see if you can understand the voice of the customer. The voice of the customer refers to your customers' entire perception of your brand. Here you may discover if there is a disconnect between what the customer wants to get out of your brand and their actual experience of your brand.

It's important to understand how your brand is performing. This reflects how your business is performing overall. Social media can be a good place to receive feedback - not only about the content your brand is creating but also about the products and services your business is selling, your customer service, and how you are running other parts of the business. When working with influencers, you may see a more candid response in the comments of their posts about your products.

Maintain relationships with influencers

Creator marketing transcends advertising. Influencer or creator marketing is about relationships more than anything. Many brands will think of influencers as just another advertising channel. This, however, is a mistake.

Working with influencers is about building long-term relationships where their followers come to trust your brand as much as they trust the influencer. It isn't the same as any other type of advertising - even social media advertising. While social media advertising can also be effective, it is a lot less personal and individuals are less likely to engage with ads.

Building relationships with influencers is a kind of social selling that can also be about building relationships with customers. This can build brand loyalty and make powerful connections with your target market.

Exploring the benefits associated with influencer marketing may be exactly what your organisation needs. Who doesn't want to increase their sales, have more brand loyalty, and see more exposure on social media? All it really takes to start your first influencer marketing campaign at your business is to get started forging authentic connections.

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How to Use Influencer Marketing to Reach and Convert Target Audiences

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Influencer marketing is one of the most effective ways to get your brand in front of the right audience right now. It is said to have higher engagement rates, attract like-minded people, and have a higher return on investment. This is because influencers are trusted and admired by their followers, and they are more likely [...]

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in order to be able to have the most impact you need to be able to properly define who your target audience is. next you must find the right influencers that both share your company's values and have the correct target audience. remember that they don't always needs to be extremely popular just consistent and with good interactions on their posts.

it's also important to keep a good relationship with the influencers that you are partnering with for promotion. not only for the trust of the influencer but of their following, having consistent partnerships with influencers lets their audience know that you are consistent and trustworthy.

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i think that this source is a trade source, it is a website dedicated to informing people in marketing so that leads me to believe that it is a trade source.

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"How to Use Influencer Marketing to Reach and Convert Target Audiences" was similar to the other source in info but it was still useful to me as it helped inform me about the relationships between a brand, and influencer, and the influencers audience to get the best results in influencer marketing.

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Chen, Haoyu and Jifan Ren

Scholarly Source

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Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self

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Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns.

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in the era we live in short form content is what performs the best across the wider audience. this has spread into the world of marketing allowing brands to advertise without the backlash that a norma commercial might receive. normal advertisements like commercials are often seen as disruptive to the average consumer. think about it, when you're watching your favorite movie or tv show and it gets to a real good part what happens? an ad plays interrupting the good moment but now with apps like TikTok an ad can be masked as a piece of content.

depending on the influencers content and fan base the campaign will do good or bad, sink or swim.

the influencers brand can really affect a campaigns success and impact. the number of followers and the consistency of the creator is factor but the biggest is probably the creator's reputation with the public. if a creator is not well liked the campaign will not do great and the public will view the brand differently than they did before in a bad way.

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i think that it's a scholarly source because i got it from google scholar and it had a pretty big references page

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Little, Sarah.

Popular Source.

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Influencer Marketing: The Good, The Bad And The Ugly

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Collaboration is key to using influencer marketing successfully.

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this article is about the good bad and ugly about influencer marketing.

the article starts by saying that in recent years influencer marketing has become more popular than ever for brands to promote their products to a wider curated audience through influencers. partnering up with influencers to promote products to their unique audiences. however, you should not be fooled by the glamour as a brand.

not all influencers will want to partner with you or even like your brand. finding the right influencer is hard because you'll need to find someone who will both like your product and work well with you on the campaign. as a brand your control over an influencers campaign is different than doing your own commercial because the influencer is their own person with their own type of content creation.

finding the right influencer can be tough but it's not impossible, you should find one that both shares the same values as your company but also has a good fanbase and that wants to work with you not just for you.

once you find one you should work together to best produce great content to best uplift the both of you.

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i believe that this source is a popular source because forbes is a popular magazine.

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this article was not as informative as the others but i think that's because I've already read about the things that were touched on in this article, so it just wasn't as impactful to me.

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this article was very long but also very informative, i think i kind of new a lot of the talking points already just from doing prior research and doing this project but it was still a useful source in that it taught me a lot about how things work overseas and how it might be similar or different as this article was written in China.