Are you considering influencer marketing?
Influencer marketing is unavoidable in our digital lives in 2025, but is it right for your business?
Brace yourself because this marketing phenomenon is constantly evolving. While celebrity endorsements have been around for ages, influencers are like a fresh breed of modern-day celebs. Fun fact: “influencer marketing” didn’t appear on Google until 2010!
So, are you considering adding influencer marketing to your business’s repertoire? Hold onto your beans because we’re about to spill ours.
Influencer marketing is a massive industry
So, what’s influencer marketing? Think of it like this: Imagine super-famous or super-knowledgeable people with hordes of followers who shout from the digital rooftops about products and brands they love – and they get some cash or free goodies in return. That’s influencer marketing for you!
Good influencer marketing often blends seamlessly into the influencer’s existing content.
Influencer marketing has a high ROI
Regardless of our industry, we all want a solid return on investment whenever we spend money on marketing. Did you know businesses generate $6.50 in revenue for every $1 invested in influencer marketing?
While influencer marketing traditionally has a great ROI, it’s important to remember that it can also be costly, especially when done incorrectly.
Trust is the key to influencer marketing
Think about the last time you searched for something online—you probably skipped past the paid ads and clicked on the first organic result, right? Exactly. Ads? People can spot those a mile away.
But recommendations from real people? Those hit differently, especially when they come from influencers—the stylish, relatable voices we trust.
The secret sauce? Influencers have built tight-knit communities that hang on their every word. But here’s the catch: it’s not just about finding any influencer; it’s about finding an advocate. Someone who genuinely loves your product and aligns with your brand—a true partnership, not just a transaction.
And guess what? You don’t need the big fish. You can swim in a smaller pond and still have a blast! See, influencer marketing is about picking the right person with the right audience for your brand. Check out these influencer categories, according to the folks at Inzpire:
- Nano Influencers: 1,000 – 10,000 followers
- Micro Influencers: 10,000 – 50,000 followers
- Macro Influencers: 50,000 – 250,000 followers
- Mega Influencers: 250,000+ followers
Sometimes, influencer marketing might make you cringe. But does cringe matter if it works?
Who is your target demographic?
It’s important to remember that not every influencer will resonate with your target audience.
According to a report by HubSpot, influencer marketing is a leading marketing strategy. Did you know that 72% of Gen Z and millennials follow influencers on social media?
Influencers come in all shapes and sizes, and depending on their favourite platform, they can offer various services. Forget the stereotypes of just selfies and videos. These champs can:
- Write a blog or article about you (on your website or theirs).
- Share posts, pics, and reviews about you on their social media.
- Let you take the content reins on their platform, or they will take over yours.
- Take over your social media for a day.
- Engage with your content by liking, commenting, and sharing.
- Host product demos that make your products shine.
- Join your live streams as special guests.
- Dish out exclusive promotions just for their followers.
Are you feeling the buzz yet? But wait, there’s more! Check out these current-day stats to get your influencer juices flowing:
- 50% of marketers believe TikTok offers the best ROI.
- Content about food and beverage is the most popular.
- Micro-influencers have the best engagement rate.
- The global market size for influencer marketing is projected to reach $32.55 billion in 2025.
- More than 60% of brands work with more than 10 influencers.
- One in four small businesses on TikTok partners with influencers.
Want the ultimate ROI from your influencer marketing? Find a way to generate user-generated content from it. Take a look at the example below.
Minimising risk
Every move we make on social media and digital marketing involves risk. And that’s why it’s up to you to do what you can to minimise risk when working with influencers.
It’s your job to protect your brand’s reputation, not the influencer’s. Do your homework and check those references. You’ve got this!
