Many people are looking for that “shortcut”, that selfie with a celebrity or a politician, or maybe they’re trying to photoshop their products on Kim Kardashian to make it look like she really wore it or used it. Let us tell you a few things:
A) There’s no such thing as a “shortcut” – If you want to be discovered you need to put your content out there and work your way up the ladder to reach the right people who can hook you up with one of the Kardashians’ staff (at best).
B) Good luck haunting down celebrities and politicians. If you do get lucky and snap a selfie with someone famous, unless you have a proper plan or an answer to “Now what?”, it won’t work!
C) It’s very easy to photoshop yourself into an image or a product onto a celebrity. BUT! You will get sued for copyright/misleading/misrepresentation and what not! But most of all, it will just look bad.
Influencer marketing is similar but not the same as Virgin Media hiring Usain Bolt to do their 9:58 seconds ad. Influencer marketing is more about appealing to a community and audience. For example, if you are selling cake trays, caramel sauce, or anything else to do with desserts then you should probably look into collaborating with someone like Olga Noskova and appearing on her Instagram account where she has over 600,000 followers worldwide.
Now, some brands think bigger numbers (1m, 5m, 10m audience). But if you think for a second… Would you prefer to have your pans or baking trays appear on one Instagram account with 5m people, or would you rather get exposure from 10 different accounts with 500,000 people in each one, and perhaps them being in different parts of the world (expanding your global reach)? The answer to this question depends on your marketing objectives and your long-term/short-term goals.