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What You Need to Know About Influencer Marketing: The Basics

Influencer marketing is a type of social media marketing where a brand collaborates with an influential person to promote something, such as a product, service, or campaign.

Did you know that influencer marketing is considered far more effective than advertising? In a nutshell, this is because people are more likely to engage with content if it’s coming from someone they’ve actively chosen to connect with. When a sponsored post is put in front of a viewer by someone they trust, they are much more likely to connect to the content, and have a positive association with the brand or product being shown.

Influencers have dedicated and engaged groups of followers on social media. In digital spaces, influencers and content creators with niche audiences often offer more value to brands than celebrity endorsements. No two influencers are the same, and the right influencer can reach your target audience, build trust, and drive engagement.

We facilitated this collab between influencer @rhianna.beau and our client Y.Wait Beauty to showcase their popular product, the Multi-Purpose Moisturiser.

Influencers create original, engaging content and don't typically follow a template style provided by your brand, so it's highly important to work only with a social media influencer whose vision aligns with your own. This might mean you have to put in some work to find the right person for your brand!

There are 3 things to consider when you are looking to collaborate with an influencer: relevance, reach and resonance.

  • Relevance means that the influencer is relevant to your business and industry. It is important because they need to share (relevant) content to an audience that aligns with your target market.

  • Reach is the number of people you could potentially reach through the influencer’s follower base.

  • Resonance is the potential level of engagement the influencer can create with their audience. A large follower count isn't always better! A smaller follower count can be very powerful if it’s a niche area. Nano-influencers can have as few as 1,000 followers, but their word is gold to their fans!

We work with several hair and beauty influencers in Canada that regularly collab with our client Cloré Beauty, forming the Cloré Community. Here @rayannesamanthaaa shows the products she uses on her low-porosity hair, all available at Cloré Beauty Supply.

A good influencer marketing strategy takes deliberate targeting and planning. It is not always a good tactic to send free things out to everyone who asks, or to your own friends or family— unless they are the right fit with the right reach! Pink Ship offers an influencer marketing service that covers negotiations and coordination of influencer collabs, increasing your reach and gaining additional social proof for your brand, so you can leave the work to us! Get in touch to find out more.


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