The positive impact that a well-known face or name can bring to the successful marketing of a product has been known since the dawn of advertising and marketing. Tying a brand name to a person who represents credibility and positive attributes – that marketers would like to apply to their brand and product as well – is a tried and tested strategy. It can spread brand awareness to reach groups of people who would remain ignorant of a brand’s existence, if not for the personality it was linked with.
That’s where influencer marketing comes in; a subset of social media marketing that involves product placements, endorsements and recommendations. An influencer has the tools and authenticity to attract many online viewers and help expand the social reach of a brand they are working with. An influencer may be anyone from a blogger to a celebrity, sportsperson or online entrepreneur. They typically work in ‘niches’ and specialise in one area of expertise, for example, fashion, makeup, gadgets, food, etc. Perhaps the most famous social media influencer in the world is Kim Kardashian, renowned for promoting everything from slimming shakes and sunglasses to shapewear, cosmetics, apps, gadgets and lollipops.
The two terms and the people they represent have a distinct difference. Although frequently serving much the same purpose in marketing, their distinct variances mean they matter to marketers for different reasons. An influencer*, by definition, is a long-term denizen of social media platforms who has doggedly built up a sizable number of followers and clout, enabling them to influence their follower’s buying habits, likes and dislikes. They can immensely help a brand’s marketing campaign when engaged by marketers to spread the word about the brand to their followers.
A KOL (key opinion leader; particularly popular in China) on the other hand, is known for being a recognised authority in a particular area. Typically, this is someone who has become well-respected due to the influence they have in their specific sector of expertise. This area may be business, science, entertainment, fashion, food, sports and so on. A KOL can help a company get noticed and reinforce a brand message, while influencers can serve as the conduit that helps spread the word about a product or service. Whether you need a KOL or an influencer comes down to your specific needs, but Primal’s expert team can help find the perfect brand representative to achieve your goals.
KOL marketing uses premier content creators, specialised in their respective fields – entertainment, beauty, fashion, wellness, sports, business, etc. – to help companies of all shapes and sizes improve brand awareness, increase traffic, drive conversions and deliver a brand’s message to their target audience. As these expert storytellers are already marketing to your ideal audience across different channels (social media, blogs, columns, vlogs, etc.), they make a perfect digital marketing partner. Influencer marketing has become increasingly popular as traditional advertising (in particular display and print ads) has become less effective in attracting leads and customers.
Influencer marketing works well because it uses word-of-mouth marketing and social proof, two highly effective marketing strategies. Customers trust their peers, friends and people they admire more than companies who try to directly sell their products and services. Influencer marketing is an excellent addition to any omnichannel online marketing strategy. If done correctly, it can significantly enhance a brand’s exposure to the right target audience and provide a healthy ROI along the way. Primal has extensive experience working with some of Asia’s leading KOL and influencers, ensuring we can deliver outstanding results.
To get the most out of an association with an influencer or KOL, you should choose them carefully from the outset. You can’t undo a campaign once it’s started, so make sure they’re the best possible representative for your brand. First, identify the different facets of the brand story/image you want to cultivate and then look at the demographics of the audience this would appeal to most. This will give you an idea of the type of influencer to target as you look to find someone whose followers broadly match the same target market as your company.
However, keep in mind that you’re not only getting the followers of the influencer; you're also getting their personality. So, make sure the person you choose is a good fit for your brand personality and doesn’t have any skeletons in the closet! Once your partner has been chosen, there are several ways to work with them. Some of the most solid influencer and KOL marketing methods include creating sponsored content, conducting product reviews, leveraging brand mentions and starting ambassador programs. With Primal, we can help your business develop a successful campaign that benefits your business and expands your reach.
With these influencer and KOL marketing methods in mind, Primal can ensure your business produces outstanding content that uses high-profile influencers to reach your audience. If you’re going to achieve your business goals, developing a sharp approach to sponsored content could be the solution you need. Fortunately, we have vast experience building strategies around our client’s specific products and long-term objectives.
There are many ways to approach sponsored content when it comes to influencers and KOL, with these partnerships proving highly effective at promoting your products, delivering the perfect message and increasing brand awareness. This broad kind of marketing can take the form of articles on a popular influencer's blog, branded explainer videos on their YouTube channel or paid promotions on Facebook Live.
Although sponsored content has endless possibilities, there is one simple rule you should always follow. Just because you're paying for this content doesn't mean you should take over the creative process. Influencers have built these powerful relationships with their audience for a reason – ensure their voice remains at the forefront of your promotion and your product has a greater chance of resonating with their audience.
For a successful influencer marketing campaign, many brands are increasing their brand mentions through social media. This campaign strategy involves working with an influencer to have your brand or products mentioned in their social media posts. These types of shoutouts have delivered great results for promoting products, as an influencer's followers are far more likely to consider purchasing your product if they advocate for it. In turn, this kind of influencer marketing campaign will help boost your own follower count, website traffic and conversions, helping you generate more success in the future.
A leading social media marketing agency like Primal knows that a successful campaign doesn't just rely on influencers with the largest follower count. In fact, a growing trend has seen top-notch brands develop relationships with people known as micro-influencers. Similar to KOL, micro-influencers aren't always going to have the farthest-reaching audience – typically between 1,000 to 100,000 followers – but their fans are highly engaged and trust their opinion on specific niches. Before diving into an influencer marketing campaign, we can help your business to determine whether a micro-influencer could provide even greater results when it comes to promoting your products.
Incorporating reviews into your influencer marketing campaign is one of the smartest decisions your brand can make. You can do this by sending your products to an influencer working within your niche and asking them to create a review across their online channels. Whether that's a YouTube video, a feature article or posts on Instagram, this process generates credible reviews around your brand and ensures it gets noticed by your most valued target market. For example, if your business produces top-quality smartphone cases, you should consider partnering with leading tech influencers to gain visibility amongst their highly relevant audience. With this approach, social media influencers can be hugely effective at growing your brand's reputation in the marketplace.
However, there are some risks with conducting product reviews with influencers. As maintaining integrity is essential for both your business and the influencer's own brand, these reviews should remain strictly honest. But that means if the person you choose to review your product ends up disliking it, you've created some negative press for your own business. With Primal's assistance, we can help your company choose its influencers carefully, ensuring you can create powerful influencer marketing and increase your impact on the industry.
Social media influencers are also the perfect people to become brand ambassadors for your business. As these people already have established reputations that their potentially vast audience puts complete faith in, there's no one better to promote your products, deliver brand news and appear at live events. As influencers tend to have reputations as tastemakers in their niche, choosing the right ambassador could prove greatly profitable for your brand as you increase your awareness within an engaged target market and ensure word spreads rapidly about your business. Work alongside Primal to ensure you choose the perfect ambassador to become the public face of your business.
With research highlighting how social media influencers are trusted more compared to celebrities who appear in traditional media, it's possible to develop an affordable influencer marketing strategy that delivers outstanding results. By defining your campaign goals, having clear contractual obligations and providing your chosen influencers with additional support, your brand can expand its reach and stride ahead of the competition. Reach out to Primal's exceptional team to discover how we can lead an influencer marketing campaign that achieves a first-rate ROI.
In the world of digital marketing, there are three Rs of influence: relevance, reach and resonance. To succeed in your influencer marketing strategy, you're going to need to identify someone who represents top marks in each area. Firstly, relevance means finding an ambassador whose followers significantly overlap with your brand's ideal target market. Alongside their expertise in your niche, these people should also match the values you promote as a company.
Reach is quite self-explanatory when it comes to choosing a social media influencer. You're going to want to have a solid understanding of the audience base you can attract from an influencer and their social media or blog posts. Finally, resonance is the kind of impact an influencer's content creates with their audience. If their vast audience is largely unengaged with their posts, choosing someone with a smaller following could lead to better results.
As influencers and KOL can be a massive benefit within your company's overall approach to digital marketing, much of your success is going to be determined by who you choose to partner with. Primal has the skills to research and secure an influencer that's going to take your social media marketing to the next level.
Like most aspects of digital marketing, understanding the audience you're trying to attract is key to success. In terms of influencer marketing, this means developing an approach where your brand message and audience interest come together perfectly. Typically, this involves an extensive plan built around segmenting your audience based on metrics like age, gender, location and interests before identifying matching influencers who can deliver outstanding results using this information. With the right plan, you can generate a dramatic boost in brand awareness and reach.
For effective marketing involving influencers, implementing a host of data-driven methods to understand your core userbase is essential to success. Fortunately, Primal's expert team knows what it takes to accurately segment your customers and find out what's driving conversations about your company. This way, you can generate a robust strategy that benefits from a wealth of detailed customer feedback to increase your future engagement.
One of the most critical aspects of understanding your audience involves knowing the platforms they interact with most. We can delve into the analytics of your Facebook, Twitter and Instagram profiles to determine how your content is performing. Meanwhile, we'll also consider whether your customers resonate more with video or written content to improve your influencer campaign's success.
To achieve success in the crowded social media space, it helps to have a distinctive style and tone that your audience will immediately recognise as belonging to your brand. Now, this doesn't mean you have to create an aesthetic that no one has considered before, but you want to achieve a sense of consistency that suits your overall brand message. In terms of influencer marketing, you want to choose someone who shares the same ethos that's put forward by your company. This way, your partnership will come across to both your audiences as natural and legitimate.
Meanwhile, you always want to partner with an influencer that has a similar style to your own brand. If you're looking to attract a youth audience for a streetwear brand, it doesn't make any sense to choose a brand ambassador that no one could imagine owning your products. This concept of aesthetic can also be extended to how your content is going to look in your customers' social media feeds, as you seek out influencers with a creative direction that closely aligns with your own. With Primal, we can help your business identify the perfect representative and lead a successful digital marketing strategy.
Primal has outstanding experience working alongside some of Asia's most renowned influencers, ensuring we take our clients' content to the next level. If you want to engage the services of an influencer or KOL as part of your digital marketing strategy and don’t know where to start, the best first step you can take is contacting Primal – the best influencer marketing company in Thailand. No matter your industry or budget, our experienced and professional KOL marketing agency can advise you on the best strategy and help you locate and engage the appropriate influencers for your campaign goals.
Influencer marketing in Thailand doesn’t have to be daunting, especially if you decide to work with the best. This will give you the greatest chance of growing your influence in the industry and outperforming your average conversions. If your company or brand wants to generate sales, build brand awareness, drive traffic, convert leads, grow followers, provide valuable information and improve SEO, then you need to consider engaging in influencer marketing. To get started on this path, reach out to our team of influencer marketers in Bangkok today. We are waiting to take your call.
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Influencer marketing involves endorsements and product placement from influencers, i.e., people and organisations who have an established level of expert knowledge and/or social influence in their chosen field.
Influencer marketing is done the same as any other online campaign, first a goal needs to be set and then an appropriate strategy can be devised based around your resources.
Influencer marketing can cost from THB 100 to THB 1,000,000 per post. It depends on the size – mega, macro, mid-tier, micro, nano – and niche of the influencer you’re working with.
Although similar, they have slight variations. An influencer has a large and broad social media following. Whereas a KOL will have a smaller, but more specific (niche) following.
If you want to expand brand awareness, boost brand sentiment, build brand trust, drive engagement, increase conversions or promote a new product / service, influencer marketing is a good idea.
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