The power of influencer marketing: your low cost marketing alternative

Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers. “ – Wikipedia

What’s in it for both parties?

Influencers crave the limelight and love to be able to give their loyal following discount codes while trying new activities, but brands definitely benefit equally.
Can you imagine having an entire influencer’s reach with just the cost of sending your product, not to mention having that user generated content and positive, authentic word of mouth buzz? I follow a few influencers in my area because I find them fascinating but I can see the followers join to take part in cross promotional giveaways and stay to follow along with their adventures.

92% of consumers say they trust word-of-mouth or recommendations from friends & family above all advertising” – Nielsen


From Barette Wissman’s 2018 article “Micro Influencers: The Marketing Force of The Future”, a micro influencer is “Someone who has anywhere between 10,000 and 500,000 followers on social media channels. It’s not necessarily the number of followers as much as how engaged that audience is. Micro-influencers have specific niche audiences and are deeply connected to them.” which makes their influence so powerful.

Even I have witnessed the influencer effect with my 600 fans through the use of Instagram stories. For my 15th work anniversary I did 15 fun outings; one of which was trying acrobatic yoga at Ottawa Circus School. In response to my recap of the experience in a short video and a couple images, I had several friends and random followers message me asking for details and saying they wanted to go too. Imagine I was sponsored by the school and also had a discount code – how many of my followers would have jumped on it. (pun intended!)

Where to find influencers?

Are you a brand looking for someone to shout from the roof tops about your brand? A great place to start is with hashtags. Follow relevant hashtags, see what kind of audience a potential influencer has and if their following is your target demographic.
It’s easy to vet if they’d be a good fit by sending one product and measuring the success of those mentions. It’s also a great way for both parties to benefit from the cross promotion and reach of each other’s audience.

The value of digital marketing has blown traditional advertising out of the water, and at such an affordable cost, making it easier for smaller businesses to take advantage as well.

If you weren’t familiar with influencer marketing before, how do you think influencers help build brands, and as a company would this be an approach to marketing you would try?


Facebook: The Power of Influencer marketing, your low cost marketing alternative that you probably haven’t tried yet:

Twitter: influencer marketing; your affordable untapped opportunity to reach your target market #influencer #socialmediamarketing

6 thoughts on “The power of influencer marketing: your low cost marketing alternative

  1. Great blog post. I am not very familiar with brand influencers, but I feel they would help grow a business quickly. These influencers have earned the respect of their peers and they will help people get to know and like you and your brand. They will help you become trusted. They will help you gain credibility. I think this is a fantastic way to grow a business.

    • Thanks for your comment; I particularly loved your choice of words when you said “These influencers have earned the respect of their peers”. If they can’t sell products, who can?

  2. I found this really interesting – I’m fascinated by the idea of influencers. I hosted a conference for young entrepreneurs once and we had some youth business mentors attend to speak to the participants. It was interesting to see how popular one of the mentors was due to his social media influence – many of the youth were familiar with him. I can see how a business would want to appeal to influencers to promote their brand/product.

  3. Very interesting article! I didn’t even realize I was following a micro influencer until reading this. And that is very good advice about the use of hashtags and piggy-backing onto ones that have already gained some traction. I will definitely follow that advice.

  4. I came across the term influencer because of recent scandal in the U.S. involving University admissions. I had not run into the term before and I recall questioning myself what that was and looking it up. In that case, the influencer is a 19 year old teenager and was a brand ambassador for many fashion and beauty lines. She had so many followers that she was definitely an influencer. In her case, the scandal was too much and many brands began dropping her. I think that represents a risk for a business in using influencers,

    However, microinfluencers (another new term for me) is different from influencers. As you say, I can see why businesses would want to align themselves with them. A recommendation on a product can come from word of mouth from family, friends, or friends of friends, or from a trusted microinfluencer.

    Very informative posting and I appreciated the addition of the video.

    • What a great point about when your ‘spokesperson’ gets into hot water! I listened to a really interesting podcast about how brands turned the conversation around after their spokesperson caused or was involved in a scandal and how to deal. One of the examples was Eric Clapton’s Michaelob Ultra ad – while he was in rehab so of course the ad was pulled and the company got bad press plus be out the sponsorship money; maybe microinfluencers are safer for marketing.

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