Maximising the popularity of social media influencers to promote your company is an excellent idea. You know that they have followers whom they can convince to buy your products. Despite their level of influence, you do not need to spend a lot of money to partner with them. They are not actual models or celebrities appearing on TV who require a considerable amount of money to endorse your products.

When you find the perfect social media influencer to represent your brand, it is easy for you to entice many people to consider buying your products. Since most people get information online these days, you want to reach out to them. With the help of these influencers, it is possible.

Although it is smart of you to use them to promote your brand, they are not the only people you can rely on for advertising. You need to diversify your strategies just to be sure.

They do not hold influence forever

Although social media influencers can effectively tell people to buy your products and justify the reasons for their endorsements, their impact will not continue forever. Some of them will lose their star power within a year. Others become tired of posting new videos, and they start losing followers. Worse, they could end up like James Charles who lost more than a million subscribers in YouTube overnight due to a controversy with a fellow YouTube sensation. Even if these influencers are not effective anymore, you still want to keep advertising.

They could damage your brand

It is an excellent thing to partner with social media influencers now because they still have a positive reputation. Everyone likes them, and they serve as role models, especially among young audiences. The problem is that you cannot expect them to maintain the same reputation forever. At some point, they might end up doing scandalous things and lose their credibility. You do not want them to pull your company down with them as they begin their descent. However, if you do not place all your hope on them, your brand will survive even if the influencer does not.

You have different target audiences

Most social media influencers affect millennials. They have a tight grip on this demographic group. The problem is that you also need to target other age groups. Unless you direct your products solely at millennials, you need to diversify your strategy.

For instance, you can give out free merchandise. It might seem like an outdated strategy, but it works among older people. They grew up receiving free merchandise from different companies. They would appreciate it if they receive something. The type of items you give out also needs careful determination. For instance, if you want to continue targeting millennials, you might want to partner with a hoodie printing company since hoodies are popular among that age group. You also need other marketing strategies like the use of banners and posters. Try buying ads in newspapers and magazines too.

With diversity in your advertising strategies, the use of social media influencers does not become a make or break factor for you.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.