Influencer Marketing

In one minute, millions of interested viewers

Social Media Marketing4.4(86)3h 35m29 lectures2 sections

What you'll learn

  • Understand the developments of the influencer marketing industry
  • Get to know the benefits of influencer marketing for businesses
  • Get to know the types of influencer marketing
  • Group influencers by size, content and role
  • Build the elements of an influencer marketing strategy
  • Set the goals of marketing campaigns
  • Choose and evaluate the right influencer
  • Negotiate and contract with an influencer
  • Measure campaign results

About this course

This course teaches influencer marketing: working with people who have influential accounts on social media to promote a product or service. It begins with an introduction, the developments and statistics of this industry, the advantages and benefits of influencer marketing for businesses, and its types with practical case studies. Next you learn what an influencer is and how influencers are grouped by size, from micro-influencers to celebrities, and by content and role. Then you move to the elements of strategy such as targeting, the target audience, brand image, vision, mission, values, tagline and positioning, as well as campaign goals, choosing an influencer and the elements used to evaluate one, influencer marketing platforms, negotiating and contracting with an influencer, and finally measuring performance results, with a downloadable workbook. It suits business owners, marketers and anyone who wants to run a campaign with influencers, and it needs no previous experience. By the end, you will be able to plan a campaign, choose the right influencer and measure the results.

Expected outcomes

  • Implement effective marketing campaigns using influencers.
  • Select suitable influencers based on your marketing goals.
  • Analyze campaign results and make data-driven marketing decisions.
  • Understand the relationship between influencers and the target audience to enhance campaign success.

Learner reviews

These reviews are from learners who bought the content and completed at least 50% of it — there are no reviews from anyone who hasn't gone through the material.
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    Course content

    1

    Influencer Marketing

    28 lectures
    1. IntroductionIntroduces the influencer marketing course and its mind map, defines the influencer, shows that celebrity endorsement is long established, and explains how an influencer's trust guides their audience's choices.9:17
    2. Trends and Statistics in Influencer Marketing IndustryTraces the evolution of influencer marketing from social media and content marketing to the rise of influencers, with industry growth statistics and platform popularity such as Instagram, TikTok and YouTube.8:17
    3. Benefits and Advantages of Business MarketingExplains the benefits of adding influencers to a brand's marketing plan: higher sales, reaching new segments, building trust, better brand engagement, and cutting through advertising noise.12:09
    4. Types of Influencer MarketingExplains types of influencer marketing: paid content, sponsorship, gifts and contests, and commission-based marketing through an influencer's code, with examples and the need to match the type to the target audience.9:13
    5. Case Study 1Analyzes local ad campaigns using a Turkish dancing influencer for brands such as Bilbin and Qasr El Kababgy, showing why they failed: no clear message, brand image or target audience, and the boycott campaigns they triggered.10:21
    6. Case Study 2Analyzes the Saudia ad with influencer Khaby Lame: a strong idea whose execution portrayed the Saudi citizen as ignorant, sparking social media backlash and the ad's removal.3:55
    7. Case Study 3Analyzes the Tag Heuer campaign with Cristiano Ronaldo as a success: a clear brand image about withstanding pressure, a fitting influencer and a tagline, then compares it with the earlier failed campaigns.5:42
    8. Statistics of Influencer Marketing Campaign ResultsPresents results statistics for influencer campaigns in the US market: average return on investment, the many below-average campaigns, the few exceptional ones, and why strategy must be understood before tactics.4:54
    9. Definition of an InfluencerDefines an influencer as someone with strong influence built on audience trust, explains why they are the shortest route to the target audience, and why the influencer's profile and content must match the brand's identity.6:49
    10. Segmenting Influencers - Micro InfluencerExplains classifying influencers by follower count, focusing on the micro influencer: lower budget, higher engagement and cost effectiveness, its drawbacks, and when it suits campaigns such as startups and limited budgets.5:20
    11. Segmenting Influencers - Mid-Tier InfluencerExplains the mid-tier influencer with around one hundred thousand followers: strong reach, experience and fair pricing, versus weaker focus and engagement, and when this tier suits a brand.4:08
    12. Segmenting Influencers - Macro InfluencerExplains the macro influencer whose audience exceeds half a million followers, how he helps brand reach and content creation, and his drawbacks of high cost and weaker engagement, which call for smaller influencers alongside.4:05
    13. Segmenting Influencers - CelebritiesExplains the celebrity or mega-influencer tier, its strengths in trust and huge audience, its drawbacks of large budgets and difficult targeting, and when it fits building a strong brand image.2:57
    14. Segmenting Influencers by ContentExplains classifying influencers by content type, such as fashion, beauty, food, fitness, entertainment, gaming, business and educational content, and why the influencer's content and values must match the brand.11:46
    15. Segmenting Influencers by RoleExplains classifying influencers by role, such as the employee brand ambassador, customer influencer, investor, blogger and industry thought leader, then introduces the stage on influencer marketing strategies.7:27
    16. Elements of Influencer Marketing StrategiesOutlines the steps of building an influencer marketing strategy: defining the target audience, goal and influencer profile, then finding and working with the influencer, reviewing content, launching the campaign and measuring results.5:24
    17. TargetingExplains audience targeting options in an ad platform, such as keywords, interests, TV shows, events and tweet engagement, and how to set them to fit the campaign goal and target audience.6:44
    18. Target AudienceExplains why the target audience matters in marketing planning, the criteria for segmenting a market such as age, social class, lifestyle and location, and the traits of a good segment, before moving on to understanding the product.13:40
    19. Mental ImageExplains the concept of brand perception and how it shapes customer behavior, its stages from attention to interest, analysis and action, and how advertising and branding build a lasting positive image in the customer's mind.12:42
    20. Vision, Mission, and ValuesDefines a brand's vision, mission and values, explains how they differ and how to write each one, with real company examples, and shows how their consistency shapes the customer's mental image.7:11
    21. TaglineExplains the tagline as a short phrase that sums up the brand and its competitive advantage and fixes it in the customer's memory, the steps to craft it from the audience and competitors, with examples from known brands.3:57
    22. PositioningExplains brand positioning as the place a brand holds in the customer's mind, how it stands out from competitors through a competitive advantage that fits the audience's priorities, and the steps to build a positioning strategy from customer and competitor analysis.5:16
    23. Marketing Campaign ObjectivesExplains the different goals of marketing campaigns, such as customer loyalty, launching a new product and entering a new market, and why a goal must be specific and measurable to help evaluate the campaign.13:35
    24. Choosing the InfluencerRecaps the course so far and introduces the stage of choosing the right influencer, the criteria used to vet him so his values and profile match the brand, and where to find influencers on marketing platforms.3:24
    25. Elements of Evaluating and Choosing InfluencersExplains the elements for evaluating and choosing an influencer, including audience match with the target group, relevance of his content niche, shared values, content balance, cost, and ease of communication.10:26
    26. Influencer Marketing PlatformsExplains ways to find suitable influencers, from Google search and hashtags to influencer marketing platforms such as Influencer Marketing Hub, and how these sites list influencers with their statistics.7:23
    27. Negotiating and Contracting with InfluencersExplains the stages of negotiating and contracting with an influencer: clarifying campaign goal and audience, then agreeing on content and performance indicators, and finally the budget, with the help of influencer marketing platforms.9:30
    28. Measuring Performance ResultsExplains measuring influencer campaign results according to their goal, such as brand awareness through follower growth, engagement and reach, return on investment, and sales compared before and after the campaign.9:42
    2

    The Add-ons

    1 attachments
    1. Download the Workbook

    Instructor

    Dr. Mohamed Shaaban

    Dr. Mohamed Shaaban

    PhD researcher in strategic management with a professional master's in business administration and an academic master's in marketing. Consultant in B2B marketing.
    43.5K views10 courses

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