If you think you need to score Kim Kardashian to win the influencer game, think again. Goldman Sachs bank recently revealed its estimate that there are now more than 50 million influencers globally. That’s over double Australia’s population for you to choose from.
With so many influencers – or ‘creators’ as they like to be called, it’s a buyer’s market. Over the past five years, American companies have tripled their influencer marketing spend to a healthy A$10.6 billion.
With the rise in number and spend comes a shift in audience perception and diversification of the market. Here are five ways your brand can effectively engage the right influencers to achieve digital marketing success in 2025.
Choose the right influencers to target the right audience
As with any digital marketing activity, accurate audience targeting is essential. With influencer marketing saturating social media, some have become distrusting of broad, irrelevant influencer targeting. You should choose an influencer with a niche subject matter and audience that authentically aligns with your brand and its values.
Provide creative freedom while respecting brand guidelines
The influencers you engage have built their following on an authentic tone and style. To garner the best results, allow them to integrate your product or service into the content that already works for their audience. At the same time, it’s important to ensure the integrity of your brand. Include key messaging and brand guidelines in your brief.
Consider new platforms
While Instagram and TikTok have traditionally been the primary platforms for influencer marketing, brands are now spreading to YouTube, LinkedIn, and even Twitch. Each platform has a unique audience and content style. Tailor your approach based on where your target demographic spends time.
Build lasting relationships
Treat influencers as collaborators, not just promoters. Not only will a long-term influencer imply to audiences that you have a trusted brand, but consistently working with someone who knows your business will streamline the process. Remember to also be respectful of their time and show them that you value their contribution.
In an expanding world of influencers, now’s the time to consider how influencer marketing can fit into your digital marketing mix. Interested in seeing what influencers could do for your brand? Our digital team our more than happy to chat.