The makers of medium-reach TikTookay are displaying extra outcomes for model partnerships

The concept of Influencing marketing has changed over the years.

During the TV era, one of the most common methods was to use a well-known celebrity as social proof of a product or brand. This worked well “then” because there was no accountability and very little way to measure this celebrity’s impact on society.

There are now modern mechanisms such as followers, video views or likes to quantify influence. Marketers have different channels with their own numbers that they can use as they add influencer marketing to our strategy.

A Recent study Promoted by RealEyes has shown that brands that have worked with YouTubers have around 540,000 followers on TikTok got the best attention compared to influencers with over 50 million followers.

This study is one of many that shows the greatest challenge in using an influencer to reach our target audience: It’s not about the size of a creator’s fan base, but how engaged this professional is with his audience and how a brand can talk to that audience through that influencer.

It can be used not only for TikTok, but also for social networks in general, especially for video content platforms such as YouTube Gaming, Twitch and Facebook Gaming (see this article from Stream Hatchet).

Your brand doesn’t necessarily need a superstar to work with YouTubers to get great results

One of the most important changes in the way influencer marketing is done is moving from a one-way way of speaking (from television, movies, and radio) to a dialogue format where both influencers and audiences are now Sender and recipient of the message.

It’s important to consider why smaller influencers might work better for your brand.

Here’s my analysis: Mid-tier influencers usually give audiences more voice, which creates a sense of meaning and to trust.

But how does it affect influencer marketing and why should a brand consider using a mid-tier influencer instead of a mega-influencer?

Remember, your audience needs to believe and trust what you want to sell, and here are some great reasons why using midsize influencers in your strategy can produce better results:

quality before quantity

“Although reach is an important dimension, the data underscores that reach is not always reach. This is especially true for results of attention and emotional engagement. Businesses can always pay for reach. But those interested in creative effectiveness and business results can find them with the right developers on TikTok (or any other social platform) and the right partner, ”said RealEyes in its poll.

To summarize the quote in a practical way: It’s no longer about reaching millions, but actually establishing a dialogue with your audience, which can lead to a higher conversion rate when selling your product or your brand.

Reach a better audience

When we talk about the cost of using a mega influencer (over 50 million followers) we also need to think about the audience we are reaching.

And here’s a tip: Depending on the creator and the level of engagement of this target group, keep in mind that the majority of them may not be interested in your product or service.

If you don’t believe me, just take a look at the survey results: The most popular TikTok creators that RealEyes analyzed (all with more than 50 million followers) did not do as well on key metrics as those in the 1M-10M and 10M- 50M follower range.

With this in mind, we can say that most followers don’t guarantee a high emotional response to content.

With the same budget, it might be a better choice smaller YouTubers and talk to different audiences who match your persona’s goals.

Trust is the key to success

Trust is the most valuable asset that users have to offer. A user usually does not value a brand just because of its quality or just its status, they have to identify with it Purpose of the brand. That’s why you should choose a creator who is also geared towards it.

Since we’re talking about engagement and trust, midsize influencers usually have a closer relationship with their audience, which creates a natural sense of trust in an advertised product or service, and also shows that a real person, closer to their reality, represents this brand.

Create an organic flow of advertising

If you intend to use a YouTuber to promote your product, keep in mind that they know the best ways to speak to the audience.

Review small adjustments if needed, but keep in mind that a message that is too artificial or forced may not get positive feedback from followers.

Whether or not you work with YouTubers, you have to keep in mind that the way we create social ads has changed. Marketers need to be more creative because consumers are smarter when it comes to advertising.

Social platforms see that too.

TikToks The brand-oriented wing works according to the slogan “Don’t Make Ads. Do TikToks. ”

Pin tests The advertiser’s call-to-action is: “Stop interrupting. Start to inspire. “

Brands that want to get noticed in 2022 will work harder on it Create advertisements that reflect and enrich people’s experiences of social networks (and yes, influencer marketing is a good strategy to achieve this).

Also, pay attention to how the product is displayed or mentioned in the content promoted by the influencer, as shown in Best practices for a successful brand launch.

According to an independent study by RealEyes, video view rates are at the 25% and 50% quartiles were seven to eight times more effective for micro-influencers than an A-list celebrity who was recently used for a product launch.

The right influencer in the right channel

Since the world is full of social media channels, it is common to see an influencer who has an engaged audience on a particular network. This YouTuber knows how to talk to audiences and use all the features of the channel in favor of the brand, but that doesn’t mean he’ll work on other channels as well.

If your plan is to move an influencer from one channel to another, you need to investigate how the audience you are trying to reach might react to this migration.

And remember to put the advertisements in the right place or for a specific period of time on the video to make it more organic and acceptable to the target audience.

In general, when consuming content from an influencer, users become more impatient with abrupt and uncomfortable ads. This is where choosing the right influencer makes all the difference.

You will know how to talk to your audience, when to talk about a product, and most importantly, how to respond to your audience and involve a specific audience.

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