Influencer marketing uses social media influencers to promote brands and drive marketing messages. There are different types of influencers based on factors like followers, experience, and preferred channel. Influencers are typically paid through monetary contracts or free products. Marketers consider the 4Rs - relevance, reach, response, and return - to determine influencer compensation. Proper disclosure of advertising relationships is important for influencers to maintain trust with followers.

1. Influencer Marketing
By: Rachel Klasmeier

2. What is Influencer Marketing?
• A marketing strategy that uses opinion leaders that have popularity
on social media to drive marketing messages to a targeted audience.
75% of
marketers
use
influencer
marketing!

3. Types of Influencers
Type of influencer is determined by role, experience, number of followers, preferred
channel, etc.
Social media influencer- large following on social media
Celebrity- famous and widely recognized, usually from something other than social
media
Micro influencer- lower following that is more niche
Blog influencer- expert and opinion leaders with a following based off tutorials,
reviews, blogs, articles, etc.

4. How Influencers
are Paid
• Influencers can be paid
monetarily as in though money,
or physically with products.
• Most of the time products are a
suggestion for influencers to
advertise and money is a part of
a contract.
• Firms decide how much
compensation to give based on
the 4Rs.
• The 4Rs are relevance, reach,
response, and return.

5. Relevance
When considering relevance marketers
think about how well an influencer fits their
brand.
The more an influencers content relates to
what a brand sells the more relevant they
are.
Example: Katie Ledecky who is an
Olympic swimmer is sponsored by TYR
that sells swimsuits. A lot of the people
that see this and follow her swim which
makes her relevant to TYR.

6. Reach
Reach is the percentage of
a target population exposed
to a specific marketing
communication at least
once.
In influencer marketing
reach is the number of
followers, level of influencer
activity, and follower
engagement
In order to increase these
factors, influencers attempt
to entertain and engage
their followers while
advertising a product.

7. Response
This is the follower’s
reaction to seeing the
influencer’s
advertisement.
Depending on the
campaign goals this is
seen in likes, shares,
follows, items bought,
website views, etc.

8. Return
This is the financial
return of using
influencer marketing
ROI (return on
investment) of
influencer marketing =
(revenue earned - cost
of the influencer) / total
costs
These factors decide
which influencer a
company will use
Example: a famous
influencer has a high cost
but more easily causes
high revenue while a miro
influencer has a low cost
but more commonly has a
low revenue.

9. Dos and Don’ts of being a Social Media
Influencer
Don’ts
Dos
• Disclose internal relationships
with brands
• Have clear sponsorship
discloser
• Treat sponsored tags like any
endorsement
• Put disclosers over images
• Assume all followers know
your brand relationships
• Rely on built in advertisement
disclosers
• Use ambiguous disclosures
• Put disclosures in the “more”
section of a caption

10. Fraudulent
Influence
Booster services- companies that use bots to
set up millions of fake social media accounts
These “booster services” are used by some
fraud influencers to gain followers quickly and
easily by paying these companies.
Influencers who have these fake followers
trick marketing firms into paying them more
than they deserve to promote a brand that will
get no revenue from these fake followers.

11. Disclosing Advertising Intent
WHEN BEING PAID TO PROMOTE AN
INFLUENCER NEEDS TO DISCLOSE TO
THEIR FOLLOWERS THAT THEY ARE BEING
PAID.
THIS IS MOSTLY DONE WITH #AD BEING
THE FIRST HASHTAG IN A CAPTION BUT
ALSO NEED TO BE DONE BY IN SOME WAY
SAYING IN THE ADVERTISEMENT THAT IT IS
A PAID PARTNERSHIP.
CONFUSION COMES IN WHEN PEOPLE DO
NOT KNOW WHAT IS CONSIDERED A PAID
ADVERTISEMENT, DOES PRODUCT
PAYMENT COUNT OR JUST MONEY?

12. Sincerity
When advertising for a brand
influencers must genuinely support
and believe in the brand.
Influencers my agree with the
company’s ethics, product, and brand
in order to create an ethical
advertisement.