It is no news that influencer marketing is quickly replacing traditional ads. It is more effective and reaches a far wider audience. Paying influencers to promote your product is what influencer marketing is all about, regardless of what type of product you have.
Influencers are the bedrock of influencer marketing. Brands leverage the followers and engagements that influencers have to promote their products and services. So you do the right thing when you pay influencers to promote your product!
Influencer product promotion is just like running a paid ad. But, with an influencer’s large follower base, it will have a greater effect on their audience than a paid ad.
In the 21st century, stats have shown that influencer recommendations have a lot of impact on purchasing decisions. So when you pay influencers to promote your product, you leverage the trust and credibility an influencer has with his followers to drive sales and create awareness for your product.
However, just as there are positives to doing so, there are also negatives. Let’s take a look at some of the benefits of paying influencers to promote your products and their possible drawbacks. Let’s dig in!
Benefits of using paid influencers
Paying influencers to promote your products, or “influencer marketing,” has proven to be an effective marketing strategy for both large brands and small businesses. Here are some of the perks you’ll enjoy when you pay influencers to promote your product.
Both big brands and small businesses enjoy substantial benefits from influencer product promotion. They attract more customers and garner a higher ROI than when they use other marketing channels.
Studies have shown that influencers have a significant impact on the purchase decisions of consumers. Because followers respect and trust their favorite influencers, their referrals influence their choices, opinions, and decisions.
Increased brand awareness and reach
Influencers have access to a large audience. They can reach audiences that your brand doesn’t have access to.
They nurture their audience with their own organic content to keep interactions going.
Influencer product promotion gives you access to a large audience that trusts the influencer. Some influencers have millions of followers, and reaching this kind of audience with traditional ads can cost you a lot.
When you pay influencers to promote your products, their followers get to know more about your brand, your products, and how they can use them.
It saves time
When you partner with influencers, you shorten the time it would take for you to develop an online presence.
Developing an online presence from scratch naturally requires more time, but because you collaborate with influencers to promote your product, you ease the workload as followers are already aware of your product.
Also, you get to use content produced by influencers for your product to develop your online presence, thereby saving the time it takes to produce content from scratch.
It can help you reach niche audiences
You can partner with influencers who have affiliations with your niche. Social media influencers often have a fan base that has the same interests and likes as they do.
When you pay influencers interested in your niche to promote your products, a good number of their followers become interested in your products.
This can help drive more people to your brand and increase conversions.
It builds trust
Paying an influencer interested in your niche to promote your products can earn you credibility and trust with consumers. When influencers promote a product, their followers trust the product to be worthwhile.
Consumers want to see products being used in reality. So when influencers promote your products, they not only fulfill this desire with their content but also link the product to their integrity.
Drawbacks of using paid influencers
There are loads of benefits to paying influencers to promote your product, but it doesn’t come without its quirks. The following are some negative experiences you might encounter when you pay influencers to promote your product.
It can be expensive
Running influencer product promotions can sometimes cost a lot. The cost of working with an influencer is often determined by the number of followers they have and the engagements their content gets.
Influencers with a large following are more expensive to work with. So, if you’re looking to work with influencers who have millions of followers, then you have to be ready to spend big!
However, you can start working with some smaller influencers with not-so-large follower bases without having to invest too much.
You can also cut costs by working with influencers who are willing to be paid in free products, or through a commission on sales. This can help you get started with influencer marketing with almost no start-up costs.
Partnering with incompatible influencers
Choosing the right influencers is extremely important! This cannot be overstated. The influencer you partner with has the potential to make or break your brand.
If you fail to do your due diligence on influencers before partnering with them, you can end up working with influencers who should have nothing to do with your brand or product.
It can end up damaging your brand image and pushing potential customers away.
It is also important to partner with influencers interested in your niche. Running your influencer product promotion with an influencer not interested in your niche may have little effect. This is because the influencer may put in minimal effort to promote your product.
You can’t always predict how the audience of the influencer you partner with will react. Some might welcome the idea that their favorite influencer is promoting your products subtly or otherwise, while some may not.
If you get negative feedback or it gets out of hand, it could spread the wrong image about your brand or product.
Should I use a paid influencer?
So, should you use influencers to market your products? Yes, even big brands do this. It is a very effective way to promote your product. If your product and the influencer are targeting the same audience, then you should definitely do that!
Also, ensure that you partner with a proven influencer, and state clearly the terms of the partnership.
CreatorPilot is one platform you should employ to run your influencer product promotions. With it, you’ll get access to features that will make your influencer campaign less of a hassle.
You’ll also have access to our secure Invoice and Payment feature, which is very helpful when paying multiple influencers to promote your product.