Influencer Marketing: Only for the Biggest Brands?

July 18, 2023

Around the start of 2023, we brought you some trends to watch and a few to jump on to start your year off strong. In both blogs, we mentioned the influencer marketing trend and why we think it’s here to stay. From the quick rise of influencer marketing jobs to new platforms that make it more accessible, you may be falling behind if you’re not using some form of influencer marketing campaigns.

However, we know that for some brands, influencer marketing may seem unnecessary or even unhelpful. Why should you need to seek out a high-dollar celebrity for your small business? And is it even on-brand for you to use a spokesperson in the first place?

In this blog, we’ll help you sort out the perception vs. the reality of influencer marketing trends in 2023 and beyond. We’ll also discuss how we use influencer marketing at Brandography in the form of ambassadors.

Ready to jump in right now? Go ahead and schedule a no-pressure consultation with us today!

Why It’s Time to Jump on Influencer Marketing Trends

If you still think of influencer marketing as the black sheep in digital advertising, we wouldn’t blame you. With silly reality shows highlighting the worst aspects of “famous influencers”, it may feel like something you don’t want to wrangle with—especially if you’re protective over your brand’s image.

However, today’s influencer marketing comes with some pretty serious statistics that demand your attention. In one case, the Influencer Marketing Benchmark Report 2023 shows the industry growing approximately $21.1 Billion this year alone. That’s because more of your customers are looking for social proof first instead of the more traditional ways of generating leads in the past.

Group young friends using mobile smartphone outdoor - Millennial generation having fun with new trends social media apps - Youth technology people addicted - Red background

So what’s behind this trend, and why is it worth you taking advantage? To start, here are a few of the benefits of influencer marketing we believe could be the most relevant to you:

  • Increased brand awareness and trust. Reaching a target audience and building credibility have long been the goals of any business’ social media strategy. Influencers help with both in an entirely unique way by attracting younger customers who choose to follow people they enjoy rather than companies or products.
  • Consolidated advertising spend. There will always be a need for tools like PPC advertising on platforms like Google and Meta. However, we know this strategy is completely dependent on your ever-shifting marketing budget. Paying for an influencer in more meager times could end up saving you money due to their mastery over these platforms.
  • Mastery over unfamiliar platforms. Hiring a creator who’s mastered TikTok influencer marketing gets you off the hook for knowing little about these growing platforms—for now, at least. Once you see the returns they provide, you’ll wonder why it took you so long to get started.
  • Nano- and Micro-Influencers now come at lower costs. Going back to the high-cost celebrity influencer hang-up, it’s worth noting that 2023 is seeing a large rise in content creators with a smaller, yet highly-engaged following (considered around 1,000 to 100,000 people). This may be perfect for brands that specialize in unique products or services.

As you can see, influencer marketing is really just a new method for handling basic digital marketing priorities. With the right influencer marketing campaign, you can build trust, nurture relationships, and get a high ROI for a segment of your audience you likely haven’t discovered yet.

Influencer Marketing Tools and Strategies to Start Using Today

Hopefully by now we’ve got you interested in influencer marketing. Now, it’s just a matter of where to get started. We’ve drilled it down to three options that depend on your ambition, skills, and comfort level.

Icon featuring two people shaking handsOption #1: Crafting Your Existing Relationships

Have you noticed a loyal segment of returning customers growing lately? Are you already seeing the benefits of social proof for your business via online reviews?

Don’t hesitate to engage with these people using email marketing or social media. You never know who among them has a large following of their own or may be looking to start their own influencer marketing job. Though they may not be a movie or streaming TV star (unless you’re very lucky!), these are the perfect people to hire as influencers. They’re already excited about your brand and may be hidden masters at user-generated content.

Option #2: Utilizing Influencer Marketing Tools Inside a PlatformIcon of a browser window with a settings gear

Did you know that most companies gain influencers the same way they nurture leads, post on social media, or email their subscribers, and that’s through a platform? 

As influencer marketing explodes through 2023 and beyond, you’ll likely see new startups grow with it. You can check out this list of platforms for an idea on how to find influencers, coordinate your influencer marketing campaigns, review content, download reporting, and much more.

Icon of a team with a settings gearOption #3: Working with an Influencer Marketing Agency

Maybe you don’t have time to build special campaigns or add yet another platform to your marketing team’s responsibilities. As with any other digital marketing priority you don’t understand or have the bandwidth for, an influencer marketing agency could be the perfect solution.

For instance, our Minneapolis digital marketing agency comes with the kind of influencer marketing expertise and networking that’ll help you save more time and resources. We’ll help you identify the right people to go to bat for your brand and work with them on content creation on your behalf. And, as influencer marketing only gets more expensive, we’ll ensure you get the best ROI for your efforts.


Brandography Can Get You Started with Influencer Marketing

Finding an influencer or content creator you can trust may feel a lot like trying to find a needle in the proverbial haystack. You’ve worked hard to build and market your business this far, so putting it in the hands of someone outside your team can feel a bit scary. Fortunately, there are now ways to go after the influencer marketing trend without losing control over your company’s image.

At Brandography, we’ve helped brands engage with their current customer base to find trusted Ambassadors through email marketing, content marketing, and our agency’s PPC advertising services. We’re also willing to walk you through any influencer marketing tools or platforms you’re interested in.

Feel like you’re in a good place to go after some brand ambassadors? Reach out today with any questions or concerns you have, and we’ll discuss how to alleviate them. Until then, be sure to keep up with our blog for all the recent digital marketing trends coming your way through the second half of the year.

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