Influencer marketing isn’t just here to stay; it’s a growing industry. According to Business Insider, it will be a $15 billion industry by 2022. Compare that to the $8 billion spent in 2018…
Why has influencer marketing proven so successful? Many consumers ignore traditional advertising. Some tech-savvy users even block ads on the websites they visit. When you consider how many people pay to stream content without any commercials, it’s evident that brands need a new way to reach consumers. And millennials may be particularly difficult for companies to reach. However, many of them follow Instagram influencers.
Before a company can reach consumers, however, it must find and reach social media influencers to work with. Enter the influencer app. Whether you call it a tool, a service, a platform, a solution, or something else, an influencer marketing app is a valuable tool that connects brands or marketers with influencers.
Influencer App for Influencers
On the end of the influencer, downloading an influencer app is relatively easy. After installing the app, they’ll sign up with their email address or log in via a social network. The app will prompt the user to add information, including their interests, and upload a photo.
Next, influencers will connect their social media accounts to the app, which will gain access to followers and view an influencer’s engagement rate. Depending on the influencer app in question, influencers may be able to connect Facebook, Twitter, Pinterest, Instagram, TikTok, Snapchat, or other social networks.
If the influencer has a blog or website they’d like to qualify for sponsored campaigns, they will enter the URL, and the app may prompt the influencer to connect Google Analytics, which gives the influencer service information about the website’s traffic. Influencers will have to set up Google Analytics on their site before they can do this.
Some influencer apps may work similarly to a social network. After connecting social media accounts, influencers may be able to upload content, post reviews of products, and even communicate with other users. However, these extra features vary.
Similarly, while some of these platforms list campaigns and allow the influencer to apply to them, others work on an invite-only basis. Influencers must keep an eye on app alerts or their inbox if they don’t want to miss these invites. Other influencers are “competition,” and some campaigns fill up quickly.
Influencer Platforms for Brands
Brands have access to the other side of the platform. They enter the company and financial information and have access to a database that lists influencers and organizes them in various ways. Brands may base their influencer app choice on how many influencers they can browse or connect with, the network size of those influencers (whether they want micro influencers, mega influencers, or a mix), or which social networks the influencers use. Data driven apps may even suggest the best influencers for a brand to work with.
Brands can also create, monitor, and manage these influencer campaigns through the app. While influencers connect social networks to the app, brands may want to import information from previous influencer marketing activities, and some apps support this functionality. Other tools may facilitate communication between brand and influencer via social networks such as Twitter.
For brands, perhaps more than for influencers, customer service and support is of the utmost importance. If a company or marketing agency prefers support over the phone or via email, they should consider this when choosing an influencer app.
Once brands and influencers begin working together to promote products or raise awareness, companies can provide branded products and approve social media posts.
Mobile Applications for Better Marketing?
While influencers and brands may prefer an app for their influencer marketing that works on their device, not all services have apps for both iOS and Android devices. However, most of these influencer marketplaces work just fine in your browser, and there are times when it’s more convenient to use the browser.
For example, if an influencer is editing a photo, a larger screen like that of a tablet or phone allows you to zoom in and see details. Furthermore, because an influencer app can display so much data, it may be easier to read on a larger screen.
However, an influencer marketing app is convenient because influencers can snap photos, check in to locations and events, and share content easily as long as their phone is within reach. At the same time, brands can see real time states of their influencer marketing campaigns along with campaign activity. Plus, both brands and influencers can communicate on the fly with such apps.
So much of our online lives take place on mobile devices; it only makes sense that influencer marketing would follow suit.
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