Everyone has heard the phrase before: know your audience. It’s true for a variety of different reasons. Knowing what people care about – and what motivates them to purchase – helps a brand figure out how to position its product or service to the consumers who are most likely to engage, follow and buy from a company.
After the target audience is clearly understood, many brands leverage social media influencers to reach and engage with them. Influencers have established followings that trust and value their opinions, so partnering with them can help brands reach a wider audience more likely to be interested in your products or services.
So why are brands using influencers to reach their audience? For one reason: influencer marketing works. Studies have shown that consumers often trust recommendations from influencers more than traditional advertising, making influencer marketing a powerful way to build brand awareness, drive engagement and increase conversions.
One of the key benefits of influencer marketing is the ability to reach a highly targeted and engaged audience. By partnering with influencers who have established followings in a brand’s target market, they can connect with potential customers who are already interested in the company’s products or services.
Plus, social media influencers are everywhere. Music festivals, traveling abroad, working from home and raising families. Influencers create content about every aspect of their lives. From documenting farm life to morning workout routines, influencers have followings that brands can utilize to reach a higher volume of consumers than ever before. And, what’s more, when brands run influencer marketing campaigns, they’re tapping into a cost-effective media buy with measurable results.
When a brand or agency looks for an influencer to collaborate with, they need a more solid strategy than just looking at a few of an influencer’s posts. While knowing what influencer posts on their social platforms is important, it’s an influencer’s audience insights that brands need to turn their focus.
Audience Insights has completely transformed the influencer marketing industry. This powerful tool offers valuable insights into an influencer’s audience demographics, enabling brands and companies to fine-tune their campaigns and effectively reach their target audience. With this tool, brands can deeply understand their influencer’s followers, including their age, gender, location, and interests, which is crucial for crafting a compelling and engaging content strategy.
Audience Insights allows brands to craft more personalized and targeted campaigns that deeply resonate with their desired audience. By accessing in-depth information on the demographics and interests of an influencer’s followers, brands can customize their content to cater to their target market’s specific needs and preferences. This tailored approach can significantly boost engagement rates, drive conversions and result in more successful influencer marketing campaigns.
Additionally, Audience Insights can identify potential influencers with engaged audiences that match a brand’s desired demographics. By analyzing an influencer’s audience, brands can determine if their followers align with their target market and if partnering with the influencer would be an effective marketing strategy. This helps to streamline the process of identifying the right influencer to work with and increases the chances of a successful partnership that can drive tangible results for the brand.
For example,
- Age: Knowing the age distribution of an influencer’s followers can yield valuable insights into their interests and purchasing behavior. Brands can leverage this information to partner with influencers whose followers align with their target customer profile, creating marketing campaigns that are both relevant and effective in driving engagement and conversions. Additionally, this data helps brands identify new potential customers and tailor their messaging to resonate better with different age groups.
- Race: By understanding the racial breakdown of an influencer’s follower base, brands can tailor their content and ads to target specific races, appealing to their unique interests. This presents a valuable opportunity for brands to connect with diverse audiences and build lasting customer relationships.
- Location: Knowing where an influencer’s follower base lives (broken down by country, state, and city), brands can create targeted influencer marketing campaigns that cater to specific regions, making them more effective and likely to result in conversions. This can be especially valuable for businesses with multiple locations, allowing them to drive foot traffic and sales in specific areas. Understanding the geographical distribution of an influencer’s followers can also help brands identify new markets and expand their reach into previously untapped regions.
- Income: When brands know the income level of an influencer’s followers, they can create campaigns that cater to the specific needs of their audience segment. For instance, if an influencer’s followers primarily belong to the high-income segment, a luxury product or service brand would be an ideal fit. Conversely, if the influencer’s fans fall into the lower to middle-income range, a different brand with more affordable products or services would be a better match. This targeted approach can significantly improve the effectiveness of marketing campaigns, leading to higher engagement rates and better conversion rates.
With these key insights at their disposal, brands can quickly and accurately assess the suitability of an influencer for their campaign goals. This allows brands to make more informed decisions when selecting influencers to collaborate with and ensures that their campaigns are optimized for maximum impact.
In the long run, when brands understand their audiences, they can focus on building a long-term relationship with them, using the best influencer and platform.
Glewee’s Audience Insights is an exclusive tool only available to Glewee users. This latest innovation from Glewee provides a seamless experience for gauging the effectiveness and potential of collaborations and brand deals with influencers. Along with Audience Insights, the company offers a range of other influencer marketing features, such as automated payments and contracts, analytics, reporting on performance metrics like reach and engagement rates, and in-app communication among brands, agencies and influencers.
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About Christian Brown:
Christian Brown is the co-founder and chief marketing officer of Glewee, the easiest and fastest all-in-one influencer marketing platform that connects brands and creators through collaboration and paid social media brand deals. As a co-founder and leader of marketing, Brown worked closely with the CEO, Dylan Duke, to scale Glewee from its early days of sticky note ideas into the fully-fledged brand it is today. Centered around community, innovation and fluidity, Glewee’s entire brand evolution and refinement have been the labor of love for Brown since the company’s founding. landing him and Duke to be featured on the Forbes 30-Under-30 list. Brown channels his passion and leadership daily to ensure all aspects of the brand align seamlessly with Glewee’s larger vision. Alongside these responsibilities, Brown leads the marketing department of ten people, a carefully selected cohort of like-minded Gen Z innovators focused on growing an industry-disrupting platform. To learn more about Christian Brown or Glewee, please visit www.glewee.com or you can follow them on any major social media platform.
By: Christian Brown, co-founder and CMO of Glewee
