The Kardashian Effect: How Influencer Marketing Can Boost Your Business


For more than a decade (it’s been that long) the Kardashians have banked on their ability to sell themselves (and products) with endorsement, after endorsement, after endorsement. With a combined following of more than 400 million on Instagram alone (that’s more than the U.S. population – let that sink in), the sisters command big bucks to promote a variety of products on their social media channels. And, in turn, the brands they partner with reap the benefits of their influence.

Instagram: @kourtneykardash

But you don’t have to have a Kardashian-sized budget (or be in the lip gloss industry) to run a successful influencer campaign on social. Here’s the skinny on ways to engage in influencer marketing.

But first….

What is an “influencer”?

An influencer is an individual, blogger or social media personality who acts as a trusted confidant in their area of expertise. Influencers can be DIYers, beauty enthusiasts, fitness gurus, tech nerds—the list of categories goes on and on. There are even tiers of influencers—mega, macro and micro influencers. Despite the various types of influencers, they have a few things in common: They are passionate about their interests, authentic and routinely engage with their audience.

Selena Gomez
Instagram: @selenagomez / Mega Influencer (135m Instagram followers)

What is the benefit of working with an influencer?

With an influencer, your target audience can experience your brand through someone they trust online.

When you work with an influencer, you have the opportunity to connect with their following as well. Choosing an influencer that aligns with your brand can drive traffic to your site, increase sales and boost your social media following. It’s like an endorsement that exposes your brand and/or product to a potentially new audience, adopting customers who will hopefully become brand loyalists.

Instagram: @guykawasaki / Macro Influencer (68k Instagram followers)

How much should I pay an influencer?

All influencers, even micro-influencers, expect to be compensated for their services and access to their audience. This compensation can be monetary, in the form of special access to events and/or free products. Most influencers charge a standard fee for any type of social promotion, in addition to comped tickets, hotel stays, meals, products, etc.  Additionally, you’ll need to understand the Federal Trade Commission requirements of sponsored posts to avoid getting fined by the FTC. And, last but not least, make sure you have a signed contract with all the details of the compensation before moving forward with an influencer campaign.

Instagram: @raintinroof / Micro Influencer (8k Instagram followers)

How do I choose the best influencers for my company or organization?

Don’t dive into influencer marketing without doing your homework first. Follow these steps to find your ideal influencer:

  1. Define your ultimate goal. Is it brand awareness? A specific product launch? A boost in sales? Have an idea of what results you would like to see.
  2. Identify your target audience. Are demographics such as age, geographic location or gender important to you? More importantly, choose influencers who align with your target audience’s interests.
  3. Validate the influencer. You can do this by measuring their engagement and following and evaluating the quality of their content.
  4. Get to know the influencer. Build a rapport by following them, engaging with their posts and sharing their content. Expect to do a bit of social listening as well.

If you need help identifying influencers that align with your brand goals and formulating kick-butt influencer campaigns, give us a holler!

To close, I leave you with Kim K.’s ugly cry face.

Seriously, how is her makeup not running?


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