If someone had to write a book on everything that social media is today, they would need to write volumes, divided in chapters, yet interlinked with each other at almost every step. As social media gained momentum, new elements were born that enriched it further. Few such elements are influencer marketing, paid media, and earned media.
Before we get a better clarity on how these are interlinked, let’s take a look at their definitions:
Influencer marketing, refers to a form of marketing that makes use of key-leaders and promotes a brand or a product or a cause. These key leaders in this context have a huge fan following on the social media platforms they are active on, which in turn may become potential customers for a brand using influencer marketing.
Paid media, refers to all the marketing efforts (advertising) a brand pays for, including advertisements done on television, print media, social media, and other digital platforms.
Earned media, refers to any form of word-of-mouth communication (recommendations, mentions, shares, reposts, etc.) around the brand posted by external sources.
As more and more people achieved a decent fan following on social media platforms, companies started building an influencer marketing strategy around each platform to leverage it and make it profitable for their brand. One thing led to another and today, influencer marketing companies’ partner with these influencers at every step to ensure their message reaches the right kind of audience. This in turn is beneficial in paid media campaigns and earned media campaigns. Both paid and earned media focuses on certain aspects of the brand, which can be strategized and incorporated with an influencer marketing campaign that helps achieve the set goals through influencer bloggers.
Social media influencer marketing has many forms, most of which makes use of both paid and earned media:
Sponsored blog posts that can be around a product or an event, which an influencer writes and publishes on his/her blog post. This can be then boosted through sponsorship on various other platforms, or can be kept organic wherein the influencer’s fan following take notice of the post.
Social posts that though, is similar to blog posts, but is more influential given the stats. Influencers post about products and events on their social media profiles that gets noticed by their followers, and may even get shared if they are engaging.
Banner ads that can be displayed on an influencer’s website or blogpost.
Guest posts wherein you ask an influencer to write an article for the brand’s website, which can be shared by the influencer on his/her social media channels.
At many stages of its growth, influencer marketing analytics have emphasized on the effectiveness of word-of-mouth marketing, where people still trust a recommendation from someone they follow, versus regular advertisements. A thoughtful and structured influencer marketing campaign can make use of paid media, earned media, as well as owned media to boost the brand’s digital presence as well as help customers build their trust.
While anyone can approach an influencer and take them on board, it takes the brains and expertise of an influencer marketing agency to choose the right influencer and the right platform to promote a brand on. Look for a team of experts if you wish to make use of social influencer marketing platform and achieve your goals through paid and earned media channels.