Influencer Marketing: Your Questions Answered

Curious about influencer marketing? A growing number of businesses are taking advantage of this unique advertising strategy. In fact, influencer marketing spend in the U.S. is on track to reach $4.6 billion this year! To give you the lowdown on this marketing approach, our own Erica Byrum, assistant vice president of social media, answers the top questions she gets from multifamily marketers.

1. What is influencer marketing?

Influencer marketing is when an organization strategically collaborates with an influencer to boost its brand awareness and reputation. Brands can team up with influencers to help promote their products, services, and ideas.

Who exactly is an influencer, though? Influencers are content creators who develop a significant presence on social media. They typically have a large and dedicated following of engaged users, but their exact follower count can vary widely. Micro-influencers can have as few as 1,000 followers, while macro-influencers can amass more than 100,000! The most common places to find influencers include Instagram, YouTube, and TikTok.

2. What’s the value of influencer marketing?

The biggest benefit of working with an influencer is gaining audience trust. Influencers have built strong connections with their followers, and when they endorse your brand, it feels like a recommendation from a friend. This added boost of credibility and authenticity goes a long way.

3. How can I find the right influencer for my brand?

When you’re working with an influencer, it’s important to find the right fit.

First, you’ll want to define your target audience and goals. Who are you trying to reach? Think about the demographics and values of your audience, and select a social media channel to focus on, like Instagram or TikTok.

Next, start researching influencers. Look up relevant keywords and hashtags, such as apartments or renting. And if you’re on Instagram, don’t forget to search your geolocation tag. This is a great way to discover an influencer already living in your community!

For more on influencer marketing, check out Erica Byrum's interview on the Life After Leasing podcast.

Want more tips from Erica? Follow @ApartmentsBiz on Facebook and Twitter for Erica’s social media ideas and best practices, or follow Apartments.com on LinkedIn. Interested in personalized support? Check out Apartments.com’s Social Media & Reputation Suite.