Augusta Business Daily

Monday, June 5, 2023

Add a social media influencer to your digital marketing

We recently shared about one of our clients, Callie Richards of, in our intro to online influencer’s article (read it here). Callie has grown from 500,000 TikTok followers to almost 700,000 in the past few months.

The Rise of Social Influencers

Social influencers realize huge gains in popularity and effectiveness. Influencer marketing has emerged as a powerful tool for online marketers, providing a great new marketing tactic for your company. However, there are still many people who are unaware of what influencer marketing is and how it can benefit their business.

Just a quick heads up as we get started – many people associate celebrities with online influences. This can be a big, big mistake, as online influencers build up a specific (and fanatic) niche of followers for their particular expertise.

So what is it?

Simply, influencer marketing is all about working with an online influencer to get the word out about your product or service.

This concept of product placement has been around for a long time. Just think about how often you see products in movies like the Cheerios box on the counter or the Coke can in someone’s hand. Even the clothes people wear in movies often have company brands on them.

Movies are just one example of what we call a “channel” and they placed products into them to be seen by consumers.

Social influencers are similar, but they build their own channel and push their brand products directly or indirectly. Click on the picture below and you can see Callie Richards sharing about a plus-sized Amazon dress.

This video has had almost 90,000 views in just one week, so Callie’s message has reached more than 15 percent of her channel subscribers in just seven days. This is a significant achievement, as it is a much greater reach than she would get on other social media platforms.

While Callie is a national (and international influencer) and more of a macro influencer, your business can find local or regional influencers (micro-influencers) that may play well with your brand.

There are many benefits to working with local or regional influencers (micro-influencers). These influencers often have a strong connection to their community and can help promote your brand to a wider audience.

Some fun facts

Influencer marketing continues to skyrocket. This form of marketing is only going to grow. This is good news for businesses and brands who use influencers to promote their products and services.

According to Statista, the size of the global influencer market has grown from $1.7 billion in 2016 to $13.8 billion in 2021.

And here are a couple of more mind-boggling stats from

  • Average earned media value per $1 spent has increased to $5.78
  • 300 percent more micro-influencers utilized by large firms than in 2016
What does it all mean?

Clearly, this is a growing tactic to consider in your marketing mix. The world of influencer marketing is constantly evolving – no one knows where it will be in a couple of years. However, one thing is for sure: influencers are here to stay!

Want to know about your online presence? Check out our free online assessment of your business. You can do so at

Until next time, remember that you deserve marketing that actually works.  

Like what you just read? To read more of these thought leader articles from our author, please click here.

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