The popularity of social media platforms like TikTok and Instagram has grown tremendously in the past five years. Digital marketing must now keep up with the demand for content curated by these influencers to support their products, or people will lose trust in their brand. We are not only seeing people go viral for their content, but companies go viral from the people that talk about how tremendous they are.

Who are these influencers?

The top three influencers on TikTok are Charli D’amelio, Bella Poarch, and Addison Rae, with followers between 88.9 million and 149.9 million. These massive followings come with huge endorsements; Charli D’amelio has collaborated with Valentino, Prada, Burberry, Puma, and Dunkin Donuts. However, these collaborations and endorsements are given to creators with extreme followings as well as to many users that promote and market themselves strategically.

How to get endorsements

Partnerships between companies and influencers expand far beyond the typical digital marketing world. Brands may reach out to influencers that support the company’s image or aesthetic and pay the user to promote their products. On the flip side, users can direct message or email companies and ask to be brand ambassadors for the company and freely promote their products. The benefit here is that the user may gain more followers from this partnership and receive free products from the brand.

Although this sounds like a win-win for both parties, the company is the variable that NEEDS to benefit the most from this interaction. Digital marketing has been made the most affordable from social media partnerships and individual advertising. However, this only makes some companies successful. Advertising through influencers and media relies on the influencer’s success and the loyalty of their followers. One failed post from them could be a disastrous investment for the company.

Choose wisely

To gain a following may be easier than you think, but choosing who you want to endorse your brand is challenging. Social media creators now create portfolios highlighting the amount they charge for a branded post and what content the company should expect for the money they spend. Users with minimal followings (between 10 to 50 thousand) may still be expected to make hundreds or thousands of dollars from branded content.

It is the company’s job to calculate how effective the collaboration will be and what route they should take for digital marketing, whether that be paying for an endorsement or having a partnership that benefits both parties cost-effectively. Either way, the influencer does not lose anything in having this brand deal. Influencers will always be on the upper hand and make more by doing less. Click here to find out tips on how to become an influencer on TikTok or Instagram. 

Check out the website Upfluence to find the right influencers to promote your brand.

We are in no short supply finding influencers online. However, finding people that take their platform seriously is a challenge. When marketing online, it is essential to work with credible creators that keep up their side of the bargain. Otherwise, you may be thousands of dollars poorer with no new clicks on your website.