For many businesses, influencer marketing forms a key part of their marketing strategy – it’s a powerful way for them to differentiate themselves from their competitors, particularly in the face of the current economic downturn which sees brands fiercely competing for consumer spend.

By partnering with the right influencers, brands can stand out in the minds of consumers and connect with their target market in an authentic way. According to the Influencer Marketing Hub’s State of Influencer Marketing Benchmark Report, influencer marketing had an estimated market size of $16.4bn last year and is expected to reach $21.1bn in 2023 – that’s a 29% jump.

There has been a marked shift in the role of influencers in marketing in South Africa, particularly in the e-commerce space, as companies recognise the value of peer-to-peer communication.

Here is how aspiring social media content creators can get a piece of the influencer pie:

1. Create your own personal brand

Start by identifying your niche, then get to creating and posting quality content regularly, engaging with the audience you build, collaborating with other influencers, and staying authentic – this way you create your own personal ‘brand’. It takes time and effort, but with persistence and consistency you can succeed.

 2. Post content that is relevant, sincere – and helpful

Compelling content is key to your success. It needs to be authentic, relevant and tell a story that viewers resonate with. In 2023 we are seeing that video content, short-form content and user generated content is popular, as well as content which incorporates trends into its messaging.

 3. Master video and these key trends

Social media trends are ever-changing and are influenced by both user behaviour and platform algorithms. To maximise reach and engagement, it is important to stay ahead of the trends, and right now that means short-form video content, interactive content, and real-time ephemeral content.

 4. Prepare a media kit and polish up your branch reach outs

Building relationships with brands or their agencies takes time and effort, but a personalised and professional approach goes a long way to establish a positive and mutually beneficial partnership.

 5. Use analytics to your advantage

Authentic engagement (comments, shares, saves) is the most important stat brands are looking at, so try to spotlight what content gains you the most engagement with your audience.

 6. Don’t be tempted to buy followers

While brands and agencies can’t actually access your social media accounts, we have various tools – and manual checks – which we can use to tell if you have bought your followers. Red flags include a sudden large increase in followers without a corresponding increase in engagement, and a high ratio of followers to following – meaning the account follows very few users relative to the number of followers.

 This article was first published on Biz Community.