Cristina Pellizzon is our PR Account Executive at Amusement Park, and our resident expert on Blogger and Influencer Marketing.
Influencer Marketing is the art and science of engaging with influential individuals to drive a brand’s message to a larger market in the form of online sponsored content.
Brands can partner with influencers to help build credibility among followers, while simultaneously humanizing the brand. An influencer’s audience may initially be skeptical of a brand or product, but when a brand partners with a trusted, familiar face the influencer’s followers will be more open-minded to trying the brand’s new product. Consumers trust influencers as much as they value family and friends’ opinions when it comes to purchasing decisions.
It’s key to obtain a balance of reach, relevance and resonance to have a successful influencer marketing program for your brand. An easy rule is to remember the 3 R’s:
Reach: The number of individuals you could potentially influence through the influencer’s followers
Relevance: The influencer shares a similar target audience with the brand and distributes content that aligns with the brand’s values and aesthetic
Resonance: The potential brand engagement an influencer can create with their audience
Finding the right influencers is not always easy. Many factors contribute to the process of identifying the right bloggers and influencers for brands to partner with. Depending on the campaign, product or brand, a micro-influencer with a smaller following can engage their audience more effectively and yield better results than a celebrity influencer with millions of followers.