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Glossary – Influencer marketer

Influencer marketer

Nikiforov Alexander
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What is an Influencer Marketer?

An influencer marketer is a professional who seeks public figures, well-known bloggers, and opinion leaders to promote products and services, as well as to enhance brand recognition. This profession emerged against the backdrop of the growth of social networks and online platforms, where the level of trust in influencers has reached significant heights, making this field an important aspect of modern marketing.

The primary task of an influencer marketer is to develop promotion strategies, select suitable bloggers or celebrities with the desired audience, establish business connections, and create creative content for effective advertising. To successfully implement their tasks, the specialist must consider numerous factors, including the target audience and market trends.

Main Responsibilities of an Influencer Marketer

An influencer marketer performs several key responsibilities:

  • Market Research: Analyzing the preferences of the target audience, studying competitors and their strategies allows for more precise targeting of the marketing campaign.
  • Developing Promotion Strategy: Defining goals and key performance indicators across various platforms.
  • Selecting Influencers: Choosing bloggers based on criteria such as audience size, engagement, and communication style.
  • Launching Campaigns: Establishing contacts with influencers, creating content plans, and monitoring task execution.
  • Analyzing Effectiveness: Evaluating campaign results based on KPIs such as engagement, follower growth, and return on investment.

Key Skills

An influencer marketer should possess both personal and professional skills:

Personal Qualities (Soft Skills)

  • Communication Skills: The ability to build relationships and negotiate with bloggers and the team.
  • Teamwork: Collaborating with colleagues to successfully implement tasks.
  • Creative Thinking: Generating unconventional ideas for content and campaigns.
  • Flexibility: Quickly adapting to changes during the campaign.
  • Analytical Thinking: The ability to interpret data and optimize strategies.

Professional Skills (Hard Skills)

  • Knowledge of Social Media: Understanding platforms and content that is interesting to the target audience.
  • Analytical Tools: Proficiency in using Google Analytics, Yandex Metrica, and other specialized services.
  • Graphic and Video Services: Skills in using Photoshop and other tools for content creation.
  • Content Marketing and Copywriting: The ability to create and edit texts for posts and advertising materials.

How Much Does an Influencer Marketer Earn?

The income level of an influencer marketer varies depending on experience and skills. Entry-level specialists can expect a salary ranging from 30,000 to 50,000 rubles. More experienced professionals with successful cases can earn from 70,000 to 80,000 rubles, while specialists working with well-known bloggers and international brands can make between 100,000 and 300,000 rubles. The salary also depends on the region where the specialist works.

Demand for the Profession

The profession of an influencer marketer is becoming increasingly relevant, especially considering changes in brand promotion on social media. Since 2022, Instagram and Facebook have required the use of influencers for promotion. Specialists can work in advertising and PR agencies, digital companies, or in the marketing departments of brands. According to hh.ru, in July 2023, there were over 2,900 job openings for influencer marketers, and the demand for such specialists will only continue to grow.

How to Become an Influencer Marketer?

To successfully start a career in influencer marketing, it is important to obtain an education in advertising, PR, or marketing. It is recommended to take specialized courses that will help develop necessary skills, such as selecting bloggers and analyzing campaign results. However, to immerse yourself in the profession faster, it is advisable to consider working in a large company in entry-level positions. This will provide the opportunity to gain practical experience and establish important contacts in the industry.