Nowadays, influencer marketing is one of the most effective ways to promote and sell a product or service. We encounter it every day on social media. But how does it all work?
What is influencer marketing?
Influencer marketing is a collaboration between a brand and an influencer who has built trust with their audience. Through posts on social media, they can influence and motivate their followers to purchase a product or service.
Their recommendations are not forceful or intrusive advertising. Well-crafted collaborations often feel more like friendly advice from someone likable or knowledgeable in the subject matter.
The most commonly used platforms for influencer marketing include:
- YouTube
- TikTok
What is an influencer?
An influencer is a person who can influence the behavior of others. Primarily, they must create creative, engaging, and interesting content for their audience. They produce an authentic response by testing and using products directly in front of their followers.
Types of influencers
Several types of influencers vary depending on their content, audience, and the way they influence their followers. Based on the number of followers, we distinguish:
- nano influencers
- micro influencers
- macro influencers
- mega influencers
Branding, webpages and online marketing
We help creative ideas grow.
Nano influencer
Nano influencers are individuals with a relatively small number of followers on social media, usually around 1,000. In Slovakia, for example, it’s the athlete @luckafeckova.
While they don’t have a large audience reach, they interact more with it. They build a credible and active community that believes in their recommendations and opinions. Their posts feel more personal and authentic, which brands appreciate and prefer over influencers with a massive audience.
Mikro influencer
A micro-influencer is a type of creator on social media with a moderate to small number of followers, usually up to 10,000, such as the mom blogger @majka_hudak.
Their main strength lies in the ability to build deep relationships with their audience due to a more personal and authentic approach. They often focus their content on specific topics or areas in which they have expertise or are interested, allowing them to effectively engage their audience.
Makro influencer
Personalities on social media with up to 100,000 followers are called macro influencers. There are many creators of this type in the Slovak market, such as @jankasla, @emamuller, and @cojebratislava.
This type usually includes celebrities and public figures, such as bloggers and YouTubers. Their powerful reach allows brands to reach an extensive audience. However, they carefully select collaborations with more demanding conditions and higher prices.
Mega influencer
A mega influencer is the highest type of influencer on social media with a massive number of followers, often in the millions. This category includes globally renowned personalities such as pop singers, actresses, professional athletes, or YouTube stars with massive reach and significant influence over their audience. Profiles like @gogomantv, @martin37skrtel, or international stars like @selenagomez fall into this category.
For brands, collaborating with them is attractive, and they use them for global campaigns and product launches. However, the budget can be costly, and the reach is less personal.
What is the role of an influencer?
The role of an influencer lies in influencing the behavior and decisions of followers on social media. Online creators can build trust and relationships with their audience through authentic and relevant content, which must be creative, engaging, and interesting.
Overall, the role of influencers is multifaceted, as they create value-added content, communicate with followers, and engage them in meaningful ways.
In addition to sharing their own experiences and presenting the advantages and disadvantages of a product, they provide relevant information about price, availability, and online ordering options.
How to choose an influencer?
Choosing the right influencer is challenging since not all collaborations make sense. It’s important to choose the right person resonating with the company’s target audience. Each creator focuses on different topics and has a different style of content creation. Look at their previous posts, their authenticity, and their reach.
When selecting an influencer, the following questions can help:
- Does the content align with my product?
- Is the target audience in line with mine?
- Does the content generate sufficient audience engagement?
What to consider when choosing an influencer?
Don’t hesitate to ask creators for technical data and metrics before entering the collaboration. Focus on audience gender, the most followed age group, the countries of origin of followers, and similar parameters.
Additionally, it is essential to set a budget and then decide whether to approach influencers with a smaller audience (micro influencers) or well-known faces with hundreds of thousands of followers.
Influencer marketing in Slovakia
Influencer marketing in Slovakia operates similarly to most countries. However, it has specifics, as Slovakia is among smaller markets with limited local audience capacity.
A five-million country cannot reach a large audience. At the same time, language can be perceived as one of the main barriers that prevent reaching people beyond borders, except for the Czech Republic.
On the other hand, among the main advantages is advertising that targets specific, local audiences with unified mentality and demographic characteristics. Brands choose Slovak influencers when they want to target the domestic market, where they plan to increase awareness of their products or the brand itself.
Influencer advertisement example
An example of a successful influencer marketing campaign on social media is the collaboration between the influencer couple @jovinecko and @biankarumanova with the company Pelikán.sk, which provides flight tickets. As part of a long-term partnership, they have the opportunity to travel to various parts of the world. Subsequently, they prepare outputs from these trips in the form of short videos (reels), in which they authentically convey their experience in an original, witty, educational, and importantly authentic manner. They also provide a discount code to their followers, aiming to attract people to visit the website and book a flight or an entire stay.
Branding, webpages and online marketing
We help creative ideas grow.
Influencer marketing TikTok
Influencer marketing on TikTok is gaining momentum. Personalities on this social network create short videos that appeal to a young audience.
The platform is known for its virality and rapid content dissemination, making it attractive to brands seeking innovative approaches to promotion and advertising.
The primary users are Generation Z, which as a target group is increasingly problematic to reach through traditional media.
Slovak and global TikTok influencers
According to the Forbes ranking, the most extensive reach on the Slovak TikTok audience belongs to @katarzeee.jpg, who is on maternity leave and creates content about her life in the meantime.
With his humorous portrayal of everyday situations, @lifebymatus ranked second. Behind him is @jancucik, who shares her story of mental disorders in short videos.
In the world, among the most successful TikTok creators, humor and dance reign. While @khaby.lame records funny sketches, @charlidamelio dances to famous songs and creates choreographies that become international trends.
Influencer Marketing Hub
Influencer Marketing Hub is an online platform that provides a wide range of tools, resources, and information for professionals in the field of influencer marketing. It offers various services and tools that help brands, marketers, and influencers manage, monitor, and measure campaigns.
Among the main features and services of Influencer Marketing Hub are:
- Influencer database helps brands identify and select suitable influencers from various fields and industries for their campaigns.
- Campaign management tools provide monitoring of influencer marketing campaigns, including tracking their performance and measuring their effectiveness.
- Educational materials offer helpful guides, blogs, and training courses in the form of articles or videos that help better understand influencer marketing.
- Analytical tools allow companies to track and analyze the performance of influencer marketing campaigns, including measuring reach, engagement, and return on investment.
- Statistics and trends provide updated statistics and trends in influencer marketing, helping brands stay at the forefront of innovations and new approaches in the industry.
How much does an influencer earn?
The earnings of an influencer vary depending on several factors, such as reach, audience engagement, content type, platform, geographic location, and personal popularity.
The amount can also differ depending on the specific collaboration, campaign type, or length of partnership with the brand. Some creators can earn thousands to millions of euros annually, while others may only earn small amounts or rewards.
There are companies and platforms providing statistics on the average earnings of influencers. According to Influencer Marketing Hub:
Number of followers | Earnings (per post) |
|---|---|
10 000 to 100 000 | 50 to 500 euros |
100 000 to million | 500 to 5 000 euros |
more than a million | ten thousand euros |
How to become an influencer?
Want to become an influencer but not sure how to start? First of all, nothing happens overnight. It’s a gradual process that requires time, effort, and strategy. How to begin?
- Choose an area or topic that interests you, such as fashion, beauty, travel, fitness, cooking, or technology. It will help you create authentic and engaging content for your audience.
- Create high-quality and original content through photos, videos, blog posts, or podcasts.
- Expand your audience, actively engage, and communicate with your followers. Use hashtags, collaborate with other influencers, promote your content on various platforms, and don’t forget to follow trends.
- Build your brand and identify your style and voice, which will help you stand out and reflect your uniqueness and values.
- When you reach a certain level of engagement, start seeking collaborations with companies that are interesting to your audience and align with your theme and values.
- Maintain your audience’s trust through transparency and authenticity without pretending.
- It sounds cliché, but building an influencer career takes time and patience. Be consistent in creating content, building your brand, and relationships with your audience.
Remember, all influencers have their own unique story and path to success, so it’s important to stay dedicated to your passion and goals.
Previous topic
How to climb
to the top...
Next topic
Why is user
experience ...