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    "title" : "Are social media influencers right for your digital media campaign? |Digital.gov",
    "description": "Are social media influencers right for your digital media campaign?",
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    {"title" :"Are social media influencers right for your digital media campaign?","summary" : "Learn how to work with social media influencers to achieve your goals, while accounting for different budgets.","date" : "2024-10-10T00:00:00-05:00","date_modified" : "2025-02-14T09:43:36-05:00","topics" : {
        
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      "filename" :"2024-10-10-are-social-media-influencers-right-for-your-digital-media-campaign.md",
      
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      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/replace-hugo-links-4-migration-archive/content/news/2024/10/2024-10-10-are-social-media-influencers-right-for-your-digital-media-campaign.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/replace-hugo-links-4-migration-archive/content/news/2024/10/2024-10-10-are-social-media-influencers-right-for-your-digital-media-campaign.md","slug" : "are-social-media-influencers-right-for-your-digital-media-campaign","url" : "/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2024/10/10/are-social-media-influencers-right-for-your-digital-media-campaign/","weight" : "1","content" :"\n\n\u003cdiv class=\"image image-right\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/influencers-101-cover_w200.png\" \n    srcset=\"https://s3.amazonaws.com/digitalgov/influencers-101-cover_bu.jpg 48w,https://s3.amazonaws.com/digitalgov/influencers-101-cover_w1200.png 1200w,https://s3.amazonaws.com/digitalgov/influencers-101-cover_w800.png 800w,https://s3.amazonaws.com/digitalgov/influencers-101-cover_w400.png 400w,https://s3.amazonaws.com/digitalgov/influencers-101-cover_w200.png 200w\"\n    sizes=\"(max-width: 600px) 40vw, 400px\"\n  /\u003e\u003c/div\u003e\n\n\n\u003cp\u003eIn 2023, the U.S. Food and Drug Administration’s Center for Tobacco Products developed a guide for public health programs that want to launch influencer programs on social media. This post highlights content from the guide by introducing influencer programs, setting goals, and considering different budgets.\u003c/p\u003e\n\u003cp\u003eCheck out the full guide, \u003ca href=\"https://digitalmedia.hhs.gov/tobacco/print_materials/CTP-237?locale=en\"\u003eInfluencers 101: Best Practices for Public Health Campaigns\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"introducing-social-media-influencer-programs\"\u003eIntroducing social media influencer programs\u003c/h2\u003e\n\u003cp\u003eAn influencer is someone with a following beyond their personal friends and family who can impact others’ decisions. Social media influencers typically have:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003eReach\u003c/strong\u003e (notable social media following)\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eImpact\u003c/strong\u003e (ability to impact the decision-making of others)\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eBonds\u003c/strong\u003e (relationship with their followers) \u003csup\u003e\u003ca aria-describedby=\"footnote-label\" href=\"#fn1\" id=\"footnotes-ref1\"\u003e[1]\u003c/a\u003e\u003c/sup\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAn influencer is not the same thing as a spokesperson. Rather, influencer programs are optional media tactics within a communication plan. While influencers exist across media channels, this blog focuses on social media influencers and how collaborations can vary based on your goals and budget.\u003c/p\u003e\n\u003ch2 id=\"are-social-media-influencers-right-for-your-organization\"\u003eAre social media influencers right for your organization?\u003c/h2\u003e\n\u003cp\u003eBefore working with an influencer, clearly define your audience and what it is you want them to do.\u003c/p\u003e\n\u003cp\u003eInfluencers might be right for your organization if:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThere is a specific message to promote or action to demonstrate, and\u003c/li\u003e\n\u003cli\u003eThat message can be authentically amplified through someone else’s voice.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWorking with influencers might not be right for an organization if:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe intended audience is not on social media.\u003c/li\u003e\n\u003cli\u003eIf little is known about the audience.\u003c/li\u003e\n\u003cli\u003eIf the target audience is not defined (in other words, we only have a vague idea of who we’d like to reach or their interests are unknown).\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"who-should-we-work-with\"\u003eWho should we work with?\u003c/h2\u003e\n\u003cp\u003eOnce you decide to work with influencers, the next step is to clarify your goals and budget.\u003c/p\u003e\n\u003ch3 id=\"what-are-your-goals-for-working-with-influencers\"\u003eWhat are your goals for working with influencers?\u003c/h3\u003e\n\u003cp\u003eSome public health organizations decide to work with influencers because they can connect with audiences who may otherwise be hard to reach. Influencers connect with their audiences over shared passions or characteristics.\u003c/p\u003e\n\u003cp\u003eOther times, organizations may work with influencers because they want to reach large numbers of people and raise awareness about a program or message and influencers with large numbers of followers help them spread the word.\u003c/p\u003e\n\u003cp\u003eLastly, organizations may work with influencers to build trust around a subject that is hard to communicate or to connect with a skeptical audience who distrusts mainstream sources of information. Other examples of common goals include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIncreasing program, brand, or campaign awareness\u003c/li\u003e\n\u003cli\u003ePromoting new resources (for example, e-cigarette cessation resource or website)\u003c/li\u003e\n\u003cli\u003eIncreasing social media engagement\u003c/li\u003e\n\u003cli\u003eGrowing your organization or brand’s number of followers\u003c/li\u003e\n\u003cli\u003eBoosting credibility or trust in an organization, brand, campaign, or message\u003c/li\u003e\n\u003cli\u003eImproving attention to campaign message(s)\u003c/li\u003e\n\u003cli\u003eInfluencing opinions on a topic\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"how-can-influencers-help-you-reach-your-goals\"\u003eHow can influencers help you reach your goals?\u003c/h3\u003e\n\u003cp\u003eThis table describes five categories of influencers, based on their follower count, along with specific benefits of working with influencers in each group.\u003c/p\u003e\n\u003ctable class=\"usa-table\"\u003e\n\u003ccaption\u003eInfluencer catgories\u003c/caption\u003e\n\u003cthead\u003e\n\u003ctr\u003e\n\u003cth scope=\"col\"\u003eCategories of influencers based on their number of followers\u003c/th\u003e\n\u003cth scope=\"col\"\u003eBenefits of working with each influencer type\u003c/th\u003e\n\u003c/tr\u003e\n\u003c/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003cth scope=\"row\"\u003e\u003cstrong\u003eNano\u003c/strong\u003e (1 thousand - 10 thousand followers)\u003c/th\u003e\n\u003ctd\u003eKnows followers personally and has authentic relationships with them.\u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003cth scope=\"row\"\u003e\u003cstrong\u003eMicro\u003c/strong\u003e (10 thousand - 50 thousand followers)\u003c/th\u003e\n\u003ctd\u003eAbility to reach specialized communities around specific interests.\u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003cth scope=\"row\"\u003e\u003cstrong\u003eMid\u003c/strong\u003e (50 thousand - 500 thousand followers)\u003c/th\u003e\n\u003ctd\u003eBalance between specialized communities and reaching a larger audience.\u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003cth scope=\"row\"\u003e\u003cstrong\u003eMacro\u003c/strong\u003e (500 thousand - 1 million followers)\u003c/th\u003e\n\u003ctd\u003eBalance between cost and reaching a larger audience. \u003c/td\u003e\n\u003c/tr\u003e\n\u003ctr\u003e\n\u003cth scope=\"row\"\u003e\u003cstrong\u003eMega\u003c/strong\u003e (over 1 million followers)\u003c/th\u003e\n\u003ctd\u003eOffers the largest and broadest reach.\u003c/td\u003e\n\u003c/tr\u003e\n\u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eNo influencer category is more important or beneficial than another. Each category is useful for different reasons, and should be selected based on a goal. If the goal is to reach niche audiences through people who likely have more personal connections with their followers, it can be better to work with nano or micro influencers.\u003c/p\u003e\n\u003cp\u003eIf the goal is to reach a larger audience with a modest budget, working with mid-sized influencers might be the best option.\u003c/p\u003e\n\u003cp\u003eWith a higher budget, and a goal to reach as many people as possible, a campaign could work with macro or mega influencers to disseminate a message.\u003c/p\u003e\n\n\n\n\n\n\n\u003carticle class=\"dg-ring\" aria-labelledby=\"680a75fd8e49dfbd94806fd6069e2ed5\"\u003e\n  \u003ch2 id=\"680a75fd8e49dfbd94806fd6069e2ed5\" class=\"dg-ring__title\"\u003eReferences\u003c/h2\u003e\n  \u003cp\u003eView the fact sheet on the categories of influencers mentioned above:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://digitalmedia.hhs.gov/tobacco/print_materials/CTP-255?locale=en\"\u003eInfluencers 101: Categories of Influencers (PDF, 112 KB, 1 Page, 2023)\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/article\u003e\n\n\u003cp\u003eAlthough there is no set pricing for working with influencers, generally an influencer’s following dictates the cost of their services. Pricing also depends on what they are asked to do and on which platform. Keep in mind that influencers may have a larger presence on certain platforms and thus may be more influential on one platform compared to another. Some platforms also tend to generate higher costs. For example, the same influencer may cost more to work on one platform compared to another.\u003c/p\u003e\n\n\n\n\n\n\n\u003carticle class=\"dg-ring\" aria-labelledby=\"2b5057d49e8b5123483fca146d467a6e\"\u003e\n  \u003ch2 id=\"2b5057d49e8b5123483fca146d467a6e\" class=\"dg-ring__title\"\u003eCase study\u003c/h2\u003e\n  \u003ch3 id=\"when-to-work-with-nano-influencers-vs-mega-influencers\"\u003eWhen to work with nano influencers vs. mega influencers\u003c/h3\u003e\n\u003cp\u003eFresh Empire was the first federal public education campaign designed to prevent and reduce tobacco use among 12- to 17-year-old African American, Hispanic, and Asian American and Pacific Islander youths who identify with hip-hop culture and are at an elevated risk for exposure to pro-tobacco influences. The Fresh Empire campaign collaborated with both nano and mega influencers for different purposes.\u003c/p\u003e\n\u003cp\u003eFresh Empire partnered with nano influencers (1,000 –10,000 followers) in key city hubs to increase campaign credibility and authenticity. The goal for this campaign was to increase engagement with the campaign’s intended audience on social media and at live events. The campaign team selected influencers with a large number of local followers where the campaign was implemented. Influencers supported other media tactics by sharing branded content and posts with their immediate groups of friends and followers. Content included conversation starters to promote engagement (for example, comments and shares) with a tobacco-free message, and advertising for local events that the campaign was hosting in their area. The nano influencers would often attend the events and had personal relationships and connections with their followers, so they could authentically talk about living tobacco-free.\u003c/p\u003e\n\u003cimg src=\"https://s3.amazonaws.com/digitalgov/fda-hhs-influencers-101-tobacco-free-fresh.png\" style=\"text-align: center;\"\u003e\n\u003cp\u003e\u003cstrong\u003eExample of Fresh Empire social media content\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThese nano influencers allowed the campaign to demonstrate that it is possible to be a part of the hip-hop community without using cigarettes. Throughout the life cycle of the brand, nano influencers encouraged teens to have conversations about living tobacco-free and attend tobacco prevention campaign events.\u003c/p\u003e\n\u003cp\u003eFresh Empire also worked with a smaller number of mega influencers (over a million followers) to increase overall reach of the campaign. These influencers were carefully selected to ensure their followers were within the intended audience. Mega influencers generated hundreds of millions of impressions on content they created and posted, which increased the visibility of Fresh Empire and the tobacco prevention message. One influencer Fresh Empire worked with was Vince Staples, a popular rapper and singer. A 15-second video featuring Staples generated almost 10 million impressions and almost 2 million video views.\u003c/p\u003e\n\u003cp\u003eFor more information on collaborating with influencers, including additional case studies from FDA’s Center for Tobacco Products and details on implementation and measurement, please reference \u003ca href=\"https://digitalmedia.hhs.gov/tobacco/print_materials/CTP-237?locale=en\"\u003eInfluencer 101: Best Practices for Public Health Campaigns (PDF, 1.7 MB, 33 Page, 2023)\u003c/a\u003e.\u003c/p\u003e\n\n\u003c/article\u003e\n\n\u003cbr\u003e\n\u003cdiv class=\"dg-footnote\"\u003e\n\u003ch3 class=\"dg-footnote__heading\" id=\"footnote-label\"\u003eFootnotes\u003c/h3\u003e\n\u003col class=\"dg-footnote__list\"\u003e\n\u003cli class=\"dg-footnote__list-item\" id=\"fn1\"\u003eHudders L, De Jans S, De Veirman M. The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social Media Influencers in Strategic Communication, 2021; 24-67. \u003ca href=\"#footnotes-ref1\" aria-label=\"Back to content\"\u003e↩\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n"}
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