Influencer Marketing: What Brands Does It Work For?
October 30, 2024
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Fashion. Beauty. Fitness. Retail.
These are some of the top industries that use influencer marketing.
And here are some of the top influencers in those industries: Fashion icon Chiara Ferragni (about 6.5 million TikTok followers and 29 million Instagram followers), makeup artist Huda Kattan (about 9 million TikTok followers and 4 million Instagram followers), fitness icon Kayla Itsines (about 15.9 million Instagram followers) and on a smaller scale, shopper behavior authority Ken Hughes (about 13,000 Instagram followers).
OK, so your brand might not be able to afford working with mega-influencers like the first three listed above. But influencer marketing can still play a role in helping your company succeed.
What is influencer marketing?
First, let’s define the term. Influencer marketing is a form of marketing in which brands partner with popular social media users who have a good number of engaged followers. Brands team up with these influencers to promote the brand’s products and/or services.
Which types of brands does influencer marketing work best for?
Your brand probably doesn’t have the budget to work with the top 30 social media influencers in the world, which includes celebrities like soccer player Cristiano Ronaldo, who has more than 600 million followers on Instagram. But in addition to the industries mentioned earlier, influencer marketing can work for pretty much any type of brand that sells a product or service. A good niche example is Lounge Wagon. The company’s product helps users carry belongings to their outdoor activities, and then the wagon can convert to double chairs for seating during those activities.
Lounge Wagon featured influencer @miriam.gin, described as “a trusted mom creator who holds influence in the parenting sphere.” Lounge Wagon presented her as someone with the credibility to endorse its offering as a must-have product for moms.
“This 3-in-1 wagon is like no other,” Gin says in the Instagram Reel that has been liked 259,000 times. “It comes with a big umbrella and plenty of storage. We absolutely love this wagon.”
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Which industries use influencer marketing the most?
Some of the top industries using influencer marketing include health care, beauty, household goods, retail, fashion, beverages, travel, automotive and software.
In the area of beauty, check out some of what Maybelline is doing with influencer marketing. The brand is working with various mid-tier content creators who have 200,000 to 300,000 followers. Makeup influencers usually share their honest thoughts on samples or test out new collections. A post by influencer @glow_bymonica addressed “Maybelline skin tint on brown skin,” saying, “Really impressed with this coverage. I feel like it doesn’t look too oily or greasy.”
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Some additional industries using influencer marketing include travel, entertainment, technology, automotive and parenting — with all offering plenty of examples of shining success.
Will influencer marketing work for my brand?
Influencer marketing can be successful for just about any brand. To get started, figure out which type of influencer you want to work with. A mega-influencer has an audience of more than 1 million, while a macro-influencer’s audience is typically from 100,000 to 1 million. A micro-influencer would have an audience between 10,000 and 100,000, and a nano-influencer would be less than 10,000. But mega- and macro-influencers typically come with a high price tag. Micro- and nano-influencers are usually more affordable. They might not have the reach of mega and macro-influencers, but they often have a higher engagement rate. That means their followers might more often see, like, comment on and share their content, and they might appeal more directly to your brand’s niche target audience.
How to find influencers for your brand
It might not be Taylor Swift or Dwayne (The Rock) Johnson, but the right influencer for you is most likely out there, even if that influencer isn’t a mega pop music superstar or a famed actor, businessman and pro wrestler. Influencer marketing platforms could be a good place to start. Software platforms such as Upfluence, Grin and Tagger are popular options, but companies should also research other platforms that are the best fit for their needs. Other ways to find influencers include checking trending industry posts on social media and seeing which influencers your brand’s competitors are using and finding similar influencer profiles. Or, if you want to save time and ensure everything is handled from top to bottom, consider hiring an influencer marketing agency.
The future of influencer marketing in different industries
Influencer marketing seems to have a bright future, as brands continue looking at influencers to help them reach customers, and that is especially the case in fashion, beauty, and lifestyle. As technology continues to evolve, influencers could become even more influential in a range of industries, including your own.
Let the influencer marketing experts at Joybyte be your guide on making influencer marketing work for your company. To learn more, visit joybyte.com.
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