Influencer marketing has become a crucial channel for marketers, especially with the boom in social media platforms. For example, Instagram has one billion users coming to its platform monthly. It is well known for product endorsement, whether a celebrity or a micro-influencer do it. Along with using other social media platforms, app promotions can reach way more people in a short amount of time than just utilising one social media platform. This blog has mentioned all the necessary details which help select an influencer and a social media platform. And benefits it is going to provide in app promotion.
Social Media Influencer:
Social media has been growing exponentially through the past decade. Along with that, the number of influencers too. Social media influencers give their personal opinion on different topics, brands and products. And those interested in those companies and products get attached to those influencers and start to follow their content. These influencers are most experts on those subjects, due to which followers listen and agree with them. These influencers successfully influence their audience by interacting with their followers and creating connections with them.
Kinds of influencers:
Massive Influencers
Mega influencers as the name suggests have a massive number of followers on social media. People such as celebrities, musicians, reality TV stars and sports people come in this category. However, only big brands have the means to approach these mega-influencers for marketing purposes, as they charge up to $1 million for even a single post and even more depending on their followers.
Macro Influence
Macro influencers have a million to less than a million follower base. These people consist of minor actors, online gurus, and experts who have built their follower base rapidly on these platforms. These influencers can provide brands with a lot of exposure and prefer to work for the brands. But this influencer category is most likely to be involved in fraud, so do your research before approaching one, as many have purchased online followers and are not authentic. There is an easy way to find it; check the amount of engagement on their posts, and you will know.
Micro-Influencer
The micro-influencers are ordinary Aussies like you and me, but their knowledge about a specific subject has given those followers, making them micro-influencers. It's not only the number of followers that gives you the term influencer but the relation and interaction they have with their followers. Micro-influencers are niche-based, so the companies which approach them should be of their niche; otherwise, there is no point in reaching them.
What social media platforms to consider for promotion?
Although mobile app influencers can be found anywhere on the internet, such as blogger or forums, the most prominent platforms for mobile app marketing is Instagram, TikTok, Twitter and YouTube.
Instagram:
B2B and B2C both kind of companies can benefit from it. Almost 69% of marketers plan to spend most of their marketing budget on Instagram. On Instagram, Gen Z is present in the majority, which means marketing on it will target the millennials. Those companies who want to target this segment can quickly achieve it through IG.
Benefits of Instagram:
- Businesses of any size can flourish on this platform.
- Companies and individuals have the option to make money on it.
- Instagram lets you create a connection with the audience through stories and live events.
- Here you can create your HASHTAG, which provides you with more visibility.
- On IG, effective engagement is possible.
- Via IG keeping an eye on your competition becomes easy.
- Instagram lets you be creative.
- Businesses can make use of IG insights to sharpen their marketing strategies.
TikTok:
TikTok has been in the news as it has turned itself around from just being an entertainment platform to an education and business-oriented platform, where everything will go side by side. This app's popularity is making waves in the cultural and political worlds. In addition, the release of the TikTok business has brought new possibilities with many features designed to increase customer engagement. Whereas many companies have yet to join TikTok, the competition is slim, and there is an opportunity to target a vast audience and make sales.
Benefits of TikTok:
- Brands can introduce Brand Hashtags challenges.
- With TikTok, brands have a higher chance of going viral
- TikTok allows you to post diverse content.
- Brands ads appear on the screen right after the users open the app, which means an extraordinary amount of exposure.
- They have a wide range of ad types to choose from.
- TikTok influencer reach is the same as YouTube and Instagram.
- At TikTok, the content is primarily created by the influencers, and all the brand has to do is approach them.
- Understand the analytics and calculate the marketing performance of your marketing efforts.
Twitter:
With 259.4 million active users daily, it is an excellent choice of platform to promote anything, let alone an app. Your tweets' tone and how you engage with your audience represent your brand personality.
Benefits of Twitter:
- With it, info can be instantly shared and let you start a conversation with your audience.
- You can provide customer service and get feedback at the same time.
- With insights from Twitter, marketers can use top trends and topics to reach an audience.
- Via a direct conversation with customers, brands can establish brand communities.
- Brands can share content created by fans to appreciate them.
- Twitter is the best platform to introduce a new product or app.
YouTube:
YouTube is the second search engine after google, with more than 1.86 billion active users monthly. In addition, YouTube influencers are more popular because of the extended video format, which provides much deeper brand integration.
Benefits of YouTube:
- Videos on YouTube-related product descriptions help the audience make a purchase decision.
- YouTube videos appear in google search results.
- The engaging and entertaining content in the videos has the potential to give you an 80% of conversion rate.
- An email list can be built through YouTube with the use of 3rd party software.
- Every major and minor brand has a channel on YouTube due to the exposure they get.
Why social media influencer is the best choice for today's day and age
Social media influencers are the new best thing for any kind of marketing, let alone for the app. When people see your product shared by a person they trust, they are willing to buy it more, as the statics suggests that 71% of customers trust content when a known person talks about it rather than the brand. And 74% of people suggest that when a product is recommended by a known person, it encourages them to buy it.
What to look for when selecting an influencer:
Engagement Rate:
When selecting a perfect candidate for app marketing, many marketers may focus on choosing the one with the exponential following who will give their brand more reach and conversion, which is valid to some extent. Although for the success of your app, you should connect with those with a high engagement rate rather than just a huge following. Engagement on the post is proof of the influencers' relationship with their audience. The engagement Rate is more elevated in small influencers than in huge ones.
Post Frequency and content quality:
It's not about posting one after another but more about reaching the ideal audience with relevant content. Most of the time, influencers know so much about the client's app that it loses its meaning. Therefore, it's crucial to ensure that the influencer you have selected knows the difference between over-posting and under-posting so they can strike a balance. And are posting consistently, so their audience is always coming for more.
Your Audience:
You should know your audience, their likes and dislikes, what they like to engage with, and what they are looking for. All this information will assist in understanding their wants, needs and interests so you can decide what kind of influencer you should look for.
What are the Key Performance Indicators (KPIs):
Number of Installs:
Noticing the number of downloads might be obvious. Still, it is crucial to understand that the number of installs after each campaign defines whether or not the campaign has been successful.
Use of App:
This number represents the number of users who continue to use the app after installation. It is measured in DAU/MAU ratio, which is the daily active users divided by monthly active users. This number is going to show how well the influencers are doing in terms of interacting with the features of the app and how effective it has been.
Churn rate:
This is the number that shows how many people have discontinued using your app after installing it. A reasonable churn rate is 5% to 7% annually and 0.42 to 0.58 monthly. This number is also essential as it indicates how well your brand can retain its customer base.
How to track performance:
Costs:
All the costs related to installation, click and view can be calculated to know the performance of the influencer marketing campaign.
Social media Analytics:
This is the engagement your selected influence's post has created that will give insights into campaign performance. In addition, the influencers can share their post insights with you so you may get a deeper view of what is going on. And how effective this influencer has been in your campaign.
How to brief an influencer:
Providing a brief is as important as teaching a person how to cook; although they are familiar with what they are doing, if they will not follow the recipe, the dish might end up a total waste. No one wants to waste money on that. So here is a to-do list influencer must follow:
- Provide them with a toolkit that will have all the links and content.
- This toolkit will hold brand values, app description and the brand's tone of voice.
- This toolkit will also have info regarding your target audience and competition.
- A clause that the brand can use influencer's created content.
- A list of technical details must be followed at all times while uploading your content.
Influencers can be approached only for affiliate marketing too:
Affiliate marketing could be a fabulous way for influencers and successful people to make passive income. Anyone with a good number of followers can join an
affiliate marketing network. They have to promote the brand's product and, in our case, an app to earn commission from the brand. In the virtual reality world, anyone can be an affiliate marketer. However, lesser-known brands tend to approach small influencers to promote their products.
How influencer benefits the app promotions
Social media influencers can promote your app by giving it the much-needed exposure it requires. It's not about if people like it at this point but more about knowing that the app exists because they got exposure through their favourite influencer.
By selecting the right influencer, you can reach your target audience. Hearing about your app from their influencers could be the exact content the followers expect from them. Social media is the platform that people turn to when considering a purchase decision. If you have selected the right influencer for your app, you might get loads of downloads with just one influencer collaboration.
Whether it is a micro or macro or any other influencer, the content they produce and the engagement they get on it will provide you with exposure and downloads.
The influencer provides trust and reliability, which favours the brand. The influencer's followers already have confidence in them, so when they post about a brand or app, they are more likely to download it.
Influencers make detailed review videos of your app and test it for themselves before suggesting it to their followers, which makes the app brand and influencers credible. And gives the customers the trust of being an authentic app.
Conclusion:
This blog is written on utilising social media influencers for mobile app promotion. Which social media influencers and types of influencers have been discussed? What can social media platforms be considered with what benefits do those benefits have if we use them? How an influencer is a good choice today and what to look for when selecting an influencer. What are the crucial KPIs, and how the performance of the campaign can be tracked? And most importantly, how the influencer can benefit from the app promotion.
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