“Nothing influences people more than a recommendation from a trusted friend.”
It is not a secret that approximately half of the world’s population uses social media.
Among this vast landscape of social media platforms, Twitter stands out prominently. With nearly 556 million monthly active users, Twitter influencer marketing has emerged as a focal point for connecting brands with their audience.
More than 60% of Twitter users follow at least one influencer, higher than any other social media channel. This figure demonstrates the effectiveness of Twitter influencer marketing. The frequency of purchases made on Twitter through influencer content is also 40%.
Being a real-time conversation platform, Twitter is a popular social media channel for influencer marketing. So, let’s uncover the deeds to master the art of influencer marketing on Twitter with a step-by-step guide and anticipated trends to keep you on top.
What Is Twitter Influencer Marketing?
The influencer marketing campaign included three factors: a brand, an influencer, and a social media platform to conduct the activity. Here, Twitter being the channel, the influencers are also picked based on the domain’s reach and engagements.
When a brand or an influencer initiates the collaboration, the campaign is designed based on the goals, and then the content is created and shared. This way, through Twitter influencer marketing, the brand gets the promotion, and the influencer gets the reach.
Finding an influencer on Twitter is difficult, and the character limit for every tweet on Twitter makes it even more difficult to spread the word around. Designing an influencer campaign on Twitter is not as easy as it sounds. This is why we have a complete guide designed for you.
Types of Influencers on Twitter
On Twitter, more than 20% of users share the product with their friends after seeing it on an influencer’s feed. To leverage this practice, you should start by understanding the most prominent categories of influencers on Twitter:
1. Celebrity Influencers
Influencers have a well-known online presence. They are generally from the entertainment, sports, or business fields. They have massive followers on Twitter and come under mega influencers.
2. Industry Experts
Professionals from a specific field actively connect with their followers by sharing knowledge or insights relevant to their industry.
Following are the key industries:
- Lifestyle Influencers
- Health and Wellness Influencers
- Gaming and Tech Influencers
- Fashion and Beauty Influencers
- Food and Culinary Influencers
- Travel and Adventure Influencers
- Comedians and Entertainment Influencers
- Home and DIY Influencers
- Art and Photography Influencers
- Motivational Influencers
3. Micro Influencers
Twitter influencers with highly engaging 1000 – 10,000 followers. They focus on specific industry collaboration and knowledge sharing to create more niche followers.
4. Macro Influencers
Influencers with the following of 10,000 – 100,000 on Twitter. They create content around broader topics in their specific niche.
5. Mega Influencers
Twitter users with huge follower bases of 1 million or more are called mega influencers. Their cross-platform reach is also vast, with a diverse audience.
6. Brand Advocates
A very rare category of influencers who are passionate about a particular brand or a product. They support the brand out of their own will and share their personal experience. This collaboration approach is expected to increase in the future.
Step-by-Step Guide to Twitter Influencer Marketing
Now that you are familiar with the basics, it’s time to understand the deeper details of drafting a Twitter influencer marketing campaign.
Let’s start from the top.
1. Define Your Influencer Campaign Plan
Every marketing campaign starts with an initial step of defining a plan. Here, you have to finalize your goals and branding guidelines for the campaign.
Every brand needs to decide the ins and outs of the campaign before reaching out to influencers for marketing. Specify your expectations, understand your audience and competitors, and learn about Twitter and what works on it.
Once done, jot down the essentials to be discussed with the influencers. Such as the deliverables, type of content, and mutual benefit.
To make a plan that works for your brand on Twitter, plan your campaign strategically. Here, you can learn the best time to post on Twitter for the highest campaign reach.
2. Draft a Reasonable Budget
Budgeting is essentially part of campaign planning. To plan your influencer marketing budget, start by finding out the pay range of different influencers. This pay scale may vary for industry and niche.
73% of brands get a separate budget allotted for influencer marketing, in which Twitter holds a prominent sum. Allocate these resources wisely for different activities and collaborations.
While planning your Twitter influencer marketing budget, add the influencer’s fee and the product cost to calculate results seamlessly.
Repurposing influencer content for paid advertisement is a common marketing activity on Twitter. You might want to take out some budget for that, too.
3. Find the Right Influencer
A right influencer can make your brand, while a wrong pick can hamper its image. It is the same as picking the perfect ingredient for your dish to make it taste like heaven.
While searching, ensure you are
- Looking for influencers in your niche
- The category of influencer you find justifies your budget
- Follow them to understand their style before reaching out.
Finding an influencer, especially on Twitter, is a tedious task. 73% of marketers say finding an influencer is the hardest part of influencer marketing on social media.
Unlike other platforms, on Twitter, brevity and authenticity rules. You must look for an influencer with a strong intellect who can convey the message in the limited character 240. To make this process easy, SocialPilot has a foolproof plan to help you find the right social media influencers for your brand.
4. Reach Out to Selected Influencers
After creating the list of preferred influencers, reaching out to them is a sensitive step. Every influencer receives several collaboration requests every day.
They are bombarded with emails and messages for brand collaborations. If you don’t want your collaboration request to get lost in their crowded inbox, learn how to cold email an influencer to get a positive response.
The best way to approach an influencer for collaboration on Twitter is through a personalized relationship. Influencers succeed through emotional marketing, so using it in your personalized approach is the best.
Start by following them on Twitter, liking and commenting on their posts and tweets. Before the collaboration, send them some surprises and freebies. This is the best way to connect with them emotionally.
5. Share Detailed Campaign Brief
After securing your collaboration with an influencer on Twitter, start penning down a campaign brief. It should have information about the brand, proposal, and expectations.
Your campaign brief should include clear guidelines, objectives, and expectations to ensure a seamless partnership. An effective campaign brief is necessary for an influencer to know the brand’s objective.
Make it short and allow the influencer to act on the plan themselves. Your agenda should be to provide the influencer with every possible detail they may need to plan their collaborative content.
36% of brands have observed that influencer’s content performed better than the brand’s content. So, give influencers the freedom to use their own voice and experience to make the content more genuine.
6. Track Your Campaign Performance
Providing influencers with the creative freedom to promote your brand or product is one thing, but not reviewing their content result is another.
To make a campaign successful on Twitter, you must monitor the influencer’s content. Is it aligning with your brand or messaging style? This will help you understand what’s working and what’s not.
Does the content match the standard that the influencer promised? You need to keep track of their content and how it performs to achieve your campaign goals.
To track influencer metrics on Twitter, you can analyze them based on likes, retweets, replies, and thread engagements. Twitter does not show the number of impressions, so you can try SocialPilot’s Twitter Analytics Tool.
Following the step-by-step guide above, you can create a successful Twitter campaign and leverage the platform’s power for your benefit.
Future Trends in Twitter Influencer Marketing
Evolution is taking over every industry. Even though influencer marketing emerged as an industry only a decade ago, it is evolving, following, and creating many trends.
To make your Twitter influencer marketing campaign successful, note the anticipated trends and stay ahead of the game.
Long-Term Relationships > One-Off Campaign
Influencer marketing is all about building relationships. In the future, Twitter influencer marketing will be inclined towards long-term relationships more than collaborating for just a few pieces of content.
This future trend is good news for influencers as they won’t have to look for new brands to collaborate with. Long-term collaboration with influencers can benefit brands by generating more authentic and genuine content.
Brands will consider the influencer’s niche more than their follower’s numbers. This trend will result in making this industry rather integrated.
Rise of Micro-Influencers
Mega influencers have dominated the influencer marketing industry since the start. However, with the growing understanding of marketing, micro-influencers will have a greater demand in the future.
These influencers have a lower audience base but higher presence and engagement. Their audience is niche-specific and tends to trust them because of their authenticity. As per the Influencer Marketing Hub survey, micro influencers have a higher reach than mega influencers.
Also, working with micro-influencers is easy for brands as they are cost-effective, often approachable, and flexible. So, it can be said that the future of influencer marketing belongs to micro influencers.
AI-Powered Influencer Search
As Artificial Intelligence is taking over every domain, it will control influencer search in the future. With data-driven analyses, AI will find the most appropriate influencer for the brand.
AI-powered influencer search promises to save time and ensure you find the right influencer relevant to your brand and niche. AI will use the latest algorithm and metrics to match the influencer to a brand in just a few clicks.
As finding influencers for the campaign has been the most difficult step, especially on Twitter, AI is all set to make the process easy for you in the future. This combination of AI and influencer marketing might resemble online dating apps.
Virtual Influencers Will Rock
Not just AI but also virtual reality is playing its part in influencer marketing. Virtual influencers are created with the help of CGI (Computer-Generated Imagery).
This may sound unnecessary, but Virtual Influencers can offer a great medium to improve engagement. VI has several economic benefits as they can engage with their audience and create content 24/7 without getting tired.
Virtual influencers can increase brand awareness faster as they can connect with their followers from any part of the world at anytime.
Real-life influencers, look out for virtual influencers.
Evolution of Performance Metrics
As influencing is becoming a popular profession, this industry is also evolving with an improved performance tracking system. Strict guidelines will be made to help genuine influencers and those who are faking their presence online.
Likes and followers are no longer key to understanding an influencer’s reach, but much deeper features will be introduced in the future. Conversion rate, CTR, and actual business cost will be considered.
54% of brands consider conversion rate a metric for measuring influencer performance.
This shift will ensure more valuable and meaningful marketing in the influencer domain in the future. With long-term relationships, conversion rates will be taken more seriously than just likes and comments.
Dos and Don’t of Twitter Influencer Marketing:
Even after understanding all the basics of Twitter and influencer marketing, brands tend to make mistakes.
Here are some dos and don’ts of Twitter influencer marketing to ensure your campaign’s success.
- Don’t force full control over the influencer’s content.
- Don’t change the brand’s campaign last minute.
- Don’t ignore mobile optimization for Twitter.
- Don’t negotiate too much on compensation.
- Don’t ignore micro and nano influencers.
- Don’t lose sight of your brand’s identity.
- Don’t repeat influencers too often too early.
- Don’t forget to track the influencer’s content.
- Don’t expect overnight success.
- Pick influencers relevant to your niche.
- Collaborate with your most loyal customers.
- Work with micro and nano influencers.
- Regularly retweet influencer’s content.
- Co-create Twitter content with influencers.
- Appoint only 1 person to communicate with influencers.
- Start friendship before expecting business collaboration.
- Pick influencers who can convey the message in the 280-character limit.
3 Best Twitter Influencer Marketing Agency
Now that you are through with the types of influencers, step-by-step guides, latest trends, and essential dos and don’ts, your journey is almost complete.
The final puzzle is finding a perfect influencer marketing agency to bring your vision to life.
SocialPilot presents three shoutout agencies to make your campaign a success.
Founded in 2011, and since then, HireInfluence has been a trusted Twitter influencer marketing agency. It has an endless list of influencers to help you find the perfect one that aligns with your brand.
HireInfluence supports a brand with
- Influencer searches,
- Content strategy,
- Campaign management, etc.
With its focus on authenticity, engagement, and conversion, HireInfluence can help you achieve success on Twitter.
Established in 2013 in California, USA, Collectively is a well-known Twitter influencer marketing agency. With the vision of connecting brands with more powerful voices on social media channels like Twitter.
Its successful track of Twitter influencer marketing includes:
- Working with prominent brands and influencers
- Applying a holistic approach to measure campaign success on Twitter
- Align the brand’s identity and messaging style with the right influencer.
Collectively is an agency that promises a brand with every solution for Twitter influencer marketing. They manage your campaign from start to end.
It is a Twitter influencer marketing agency that provides its services to design campaigns for several platforms. Founded in 2019, Collabstr is a new brand with positive results.
Collabstr specializes in:
- Connecting the right influencer to your brand
- Offering a platform for influencer discovery
- Planning, executing, and tracking your Twitter campaign.
It also offers some tools to shape your campaign or search better. Its real-time knowledge and insights on influencer marketing can boost your campaign.
Twitter has been around longer than many social media platforms. The number of tweets shared daily on Twitter ranges around 500 million, surpassing several other platform’s daily posts.
Twitter influencer marketing requires careful planning and execution. To streamline this process, you might need a helping hand.
In your journey to excel in social media marketing, SocialPilot can be a valuable partner. From automation to AI, we have every tool and feature to help you achieve the highest social media triumph.
Our tool, ThreadMagic, is winning hearts and minds as it helps you repurpose yours or an influencer’s Twitter thread content to LinkedIn carousel posts.
To elevate your Twitter engagement and presence, start a 14-day free trial today!