Word of mouth has always been the most powerful way to get a product elevated to a new status. One way to look at working with influencers is that you’re still dealing with word of mouth, only you’re dealing with thousands of ears, all at once, listening to the same mouth. And they tell two people, and they tell two people… and so on. Dealing with influencers is a little more complicated than hiring a street team to do a whisper campaign, of course. You’re putting your brand in the hands of their brand, and through association, you’re changing both brands at the same time. So you have to understand what that change means to you, and how to get the most benefit from it.
There are four main types of influencers you’ll find yourself working with. Each has its own type of content and reach and manner of spreading the word:
- Micro-influencers: Proven to be, statistically, the most effective influencers. Even with lower numbers, their engagement percentages are the highest
- Celebrities: Huge reach, good engagement, and usually an established brand
- Thought leaders: They are all about trust
- Content Creators and Bloggers: Often looking for collaborations and usually okay with payment-in-kind
