Understanding the Shift: Why Small Businesses Must Harness Both Platforms and Influencers

Key Takeaways

Understand the essential role of social media for brand messaging

Advantages of influencer partnerships

How to find the right influencer

As a small business owner, it’s important to incorporate both social media and influencer partnerships into your marketing mix. Join us as we explore the benefits of mastering social platforms and forging ties with the right influencers for your brand.

The Role Social Platforms Play in Small Business Marketing

Social platforms are a way to amplify your brand’s message and promote the services and/or products that you offer. Having a strong digital footprint is essential in maintaining relationships with current customers and cultivating ones with new customers. Here at Technology Therapy® Group, we’re all about having a multi-channel approach to marketing, focusing on being active on the platforms that YOUR target audience frequents.

As TikTok continues to grow in popularity, we can’t emphasize enough the significance of mastering this platform now to help future-proof your brand. That’s especially true if your business is targeting a younger audience like Gen Z. Per Statista, TikTok is predicted to surpass 2.25 billion users in the next two years. Insider Intelligence estimates that TikTok will reach $20 billion in sales through its platform by the end of this year.

Additionally, the platform keeps evolving to cater to eCommerce, a trend which is likely to continue in the years ahead as it establishes itself as a core platform for those in online sales. Back in September, TikTok released TikTok Shop, a feature that lets creators and businesses sell products directly on the platform.

The Growing Impact of Influencers on Small Business Marketing

Today, the platform-creator relationship dynamics are changing. Power is shifting away from the platforms and toward creators and influencers.

Influencers aren’t as reliant on platforms for their followers, reputation, and returns. Many have carved out their niche, becoming entities more influential than the platforms they began on. For instance, some have established their own fast channels, podcasts, or media networks.

Granted, both platforms and creators still need each other to survive (and thrive). But it’s important for small businesses to recognize the power that creators now have so they can start tapping into this resource to promote their brands.

Platform-creator relationship dynamics are currently changing. Power is shifting away from the platforms and toward creators and influencers.

Benefits of Partnering with Influencers for Small Businesses

Need some more convincing that it’s time to start tapping into influencer partnerships? Here are just 6 perks of joining forces with influencers to advance your brand:

1. Increased Brand Visibility

The right Influencers, with their vast and engaged followers, can catapult a brand into the limelight, reaching audiences that traditional marketing might miss.

2. Gain Credibility

The credibility influencers have with their audience can be a game-changer for brands, fostering trust and loyalty.

3. Drive Traffic to Your Website

Collaborations with influencers can lead to a surge in website visits. Their endorsements often come with calls-to-action that direct their followers to a brand’s site, leading to potential conversions. Providing them with affiliate links allows businesses to track just how much traffic can be attributed to the partnership.

4. Improve Brand Reputation

A nod of approval from a respected influencer can significantly elevate a brand’s image. Positive mentions, reviews, and collaborations can bolster a brand’s reputation in the digital space.

5. Cultivate Client Relationships

Collaborations, personalized shoutouts, and genuine reviews can pave the way for deeper connections with potential clients.

6. Generate Ad Content That Connects 

Businesses can extend the benefits of the influencer partnership beyond just 1 post by using approved content created by the influencer in paid advertising.

Tips for Finding Influencers as a Small Business

Navigating the world of influencer marketing can be daunting, especially for small businesses. No worries! Here are some tips to guide your search for influencers who align with your brand’s values and goals:

1. Start with Your Own Followers

Before venturing out, look within. Some of your followers might already be influencers. Engaging with them can be a cost-effective way to kickstart your influencer marketing efforts.

2. Use Influencer Platforms

These platforms provide insights into an influencer’s reach, engagement, and more. There are several platforms like BuzzSumo and Upfluence that can help you identify influencers in your niche. We also recommend checking out TikTok’s Creator Marketplace, an internal tool that connects brands with influencers. (Per Jasmine Enberg, Insider Intelligence’s eMarketer Principal Analyst, there are currently 2 million creators worldwide who have opted into TikTok Creator Marketplace!)

3. Focus on Engagement Over Followers

While a large follower count can be impressive, engagement is a more crucial metric. Micro-influencers might have fewer followers, but they often boast higher engagement rates. (That makes them valuable partners for small businesses!)

4. Attend Industry Events

Networking at industry events or conferences can introduce you to influencers in your field. Face-to-face interactions can also help in building genuine, long-lasting relationships.

5. Leverage Social Media Search

Platforms like Instagram and Twitter have search functionalities that can help you find influencers. Use relevant keywords or hashtags related to your industry to discover potential influencer profiles.

6. Prioritize Authenticity

Ensure that the influencers you collaborate with resonate with your brand’s ethos. Authentic partnerships lead to more genuine endorsements, which are more likely to sway potential customers.

Not sure where to find an influencer that fits your brand? Check out TikTok’s Creator Marketplace, an internal tool that connects brands with influencers.