In the world of digital marketing, influencer marketing has gained significant traction. While most influencer marketing campaigns involve paid partnerships, a new trend is emerging – organic influencer marketing. This approach allows brands to leverage the power of influencers to create authentic and organic content. Studies have shown that influencer marketing can generate an impressive 11X return on investment (ROI) for brands. So, if you’re considering investing in influencer marketing, organic influencer marketing is definitely worth exploring. In this article, we’ll delve into the basics of influencer marketing and then provide a step-by-step guide on how to implement an effective organic influencer marketing campaign.
What is Influencer Marketing?
Before we dive into the world of organic influencer marketing, let’s first understand the broader concept of influencer marketing. Influencer marketing is a technique where brands collaborate with influential individuals in specific niches to promote their products or services. Influencers are content creators who have established themselves as opinion leaders in their respective industries. Their opinions hold sway over their followers, making influencer marketing a powerful tool for brands to communicate their messages effectively.
Within influencer marketing, there are different types of influencers:
- Mega-Influencers: These influencers have a large following and are often considered celebrities. While they may not be subject matter experts, their reach and awareness-building capabilities are immense. Working with mega-influencers can provide brands with broad coverage, but it comes with a hefty price tag.
- Macro-Influencers: Macro-influencers have a follower base of 100,000 or more and an engagement rate of at least 3%. They usually specialize in creating niche content on social media platforms. Collaborating with macro-influencers can help brands generate awareness and have a significant impact on their target audience.
- Micro-Influencers and Nano-Influencers: Micro-influencers typically have between 5,000 to 100,000 followers, while nano-influencers have a follower base of 1,000 to 5,000. Although their follower count may be smaller, micro and nano-influencers have highly engaged and loyal communities. Their niche content resonates with their followers, making them valuable partners for organic influencer marketing campaigns.
Regardless of the size of their follower base, influencers typically have a transactional relationship with brands. They receive compensation or benefits in exchange for creating and sharing branded content. However, there’s another category of influencer marketing known as organic influencer marketing, where influencers become brand advocates without any incentives.
What is Organic Influencer Marketing?
Organic influencer marketing refers to a form of influencer marketing where influencers promote or talk about a brand without any compensation. They genuinely believe in the brand’s products or services and act as brand advocates. These influencers are similar to brand advocates, individuals who regularly speak positively about a brand on social media platforms. Organic influencer marketing leverages the power of influencers’ authentic opinions to create a positive impression of a brand among their followers.
The benefits of organic influencer marketing are numerous:
1. Lucrative Marketing Strategy
Organic influencer marketing requires minimal monetary investment, making it a cost-effective marketing strategy. By leveraging the genuine support of influencers, brands can achieve remarkable results without allocating a significant budget to influencer marketing.
2. Generate Authentic Content
Organic influencer marketing content is authentic and trustworthy. Influencers’ unpaid and unbiased opinions about a brand speak to the quality and value of its products or services. Genuine reviews from influencers can have a powerful impact on building trust with consumers.
3. Gain Coverage
Organic influencer marketing allows brands to gain coverage through influencers’ content. When influencers promote a brand without any incentives, their followers perceive it as a genuine recommendation. This can significantly increase brand visibility and attract new customers.
Examples of Organic Influencer Marketing and Brand Advocates
Several brands have successfully tapped into organic influencer marketing, benefiting from the authentic support of influencers. Let’s explore a couple of examples:
- Hunaina Rasool, a prominent makeup influencer with over 170k followers, recently took to Instagram to praise the products of Rida Zayn Cosmetics. She made it clear that her post was not sponsored, showcasing her genuine support for the brand. This type of organic endorsement leaves a positive impression on her followers.
- Chef Claudia Sandoval, a verified Instagram influencer, shared her positive experience using products from Sprouts Farmer’s Market. In her post, she emphasized that it was not an ad, demonstrating her authentic advocacy for the brand. Influencers like Claudia, who genuinely appreciate a brand, can become valuable organic influencers.
These examples highlight the potential of organic influencer marketing and the impact it can have on brand perception and customer engagement.
Implementing Organic Influencer Marketing: A 5-Step Guide
Now that we understand the concept and benefits of organic influencer marketing, let’s dive into the process of building an effective organic influencer marketing plan. Follow these five steps to maximize the success of your organic influencer marketing campaigns:
Step 1: Define Your Goals
Before embarking on any marketing strategy, it’s crucial to set clear goals. Determine what you want to achieve through organic influencer marketing. Whether it’s expanding your audience base, increasing sales, or enhancing brand awareness, clearly defining your goals will guide your decision-making process.
Your goals will also help you identify the types of influencers you should work with. For example, if your aim is to reach a broader audience, macro-influencers might be the right choice. On the other hand, if you want to tap into specific niche markets, micro-influencers or nano-influencers might be more suitable.
Step 2: Find the Right Influencers
Finding the right influencers for your organic influencer marketing campaign can be a daunting task. While you could manually search for influencers on social media platforms, this approach can be time-consuming and inefficient. Instead, consider using an influencer marketing platform like Unbox Social.
By signing up for Unbox Social, you gain access to a comprehensive database of influencers. The platform allows you to curate influencer lists based on niche, follower range, engagement rate, location, age, and gender. This streamlines the process of finding the perfect influencers for your brand.
Step 3: Plan Influencer Outreach
Once you’ve identified the influencers you want to work with, it’s time to plan your outreach strategy. Unbox Social’s influencer marketing platform provides valuable insights about influencers’ campaigns and performance metrics. This information enables you to approach influencers who are already brand advocates or have shown a positive interest in your brand.
When reaching out to influencers, focus on building a genuine relationship. Consider mutually beneficial options such as Instagram post swaps or shout-outs on YouTube. Sending influencers samples or gifts can also be an effective way to gain awareness and encourage them to share their experiences with your products. Additionally, acknowledging influencers who have already spoken positively about your brand can open doors for future organic influencer marketing partnerships.
Step 4: Build Rapport with Influencers
Building rapport with influencers is a crucial aspect of organic influencer marketing. Remember that it’s not a one-time effort but an ongoing process. To strengthen your relationship with influencers, consider sharing their content through your social media channels. This shows your support for their work and helps foster a sense of reciprocity.
Furthermore, stay engaged with influencers in your industry and be responsive to their content. By actively participating in conversations and acknowledging their contributions, you can nurture a strong and mutually beneficial relationship. Keep an eye on influencers who align with your brand values and run organic influencer marketing campaigns with them.
Step 5: Measure the ROI of Your Organic Influencer Marketing Efforts
As with any marketing campaign, it’s essential to measure the ROI of your organic influencer marketing efforts. Track the performance of your campaigns by capturing important stats and metrics. Unbox Social’s influencer marketing platform provides campaign reports that allow you to evaluate the impact of your organic influencer marketing activities.
Additionally, assess your brand’s share of voice compared to competitors and monitor the reach and engagement generated by your organic influencer marketing campaigns. These metrics will help you determine the effectiveness of your strategies and make informed decisions for future campaigns.
In conclusion, organic influencer marketing offers a powerful and cost-effective way for brands to engage with their target audience. By leveraging the authentic voice of influencers, brands can generate genuine content, gain coverage, and build trust among consumers. Implementing organic influencer marketing requires careful planning and execution, but the rewards are well worth the effort. So, start exploring the world of organic influencer marketing and unlock its potential for your brand’s growth.
Remember, authenticity is key, and by harnessing the power of organic influencer marketing, you can create meaningful connections with your audience and drive your brand’s success.