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Should Your Business Use Influencer Marketing?

Updated: Dec 1, 2021

Many small companies and large enterprises have embraced the fact that working along with key influencers can help build their business. It is indeed a strategy that has evolved through the years and continues to grow and become more effective.

In order to proceed, we must understand what an influencer is and what they can do. Influencers are individuals with a certain power to affect other people’s opinions, decisions and habits. This happens due to their authority, knowledge, position or relationship with an audience.

Typically, influencers were political figures or high-profile individuals such as Martin Luther King, the leader of a Civil Rights Movement or Jamie Oliver, the world-renowned chef and restauranteur. The recent social media expansion has made it possible for anyone to become an influencer. People have become their own paparazzi posting everything they are doing on Instagram and Facebook, in many cases, 24/7. Nowadays, even the young kid around the corner can earn money as an influencer.

Should Your Business Use Influencer Marketing?

So, should your business use influencer marketing? Well, the answer depends on the line of business your company is in. Obviously, for fashion, electronics, jewellery, shopping, travel and other related sectors, influencers can affect their followers significantly. They will not just boost your audience levels, your engagement rates and client impressions but they can ultimately improve your brand identity, increase sales and create a genuine image for your business.

That does not mean that other industries cannot benefit from the use of influencers. The only difference is the form they are used in. In finance, investment and real estate for example, an influencer can endorse a brand and provide an indirect brand boost that will increase conversions among the brand customers, collaborators and partners.

There are millions of influencers in both Cyprus and on an international level, that are available to improve your business and brand.

What type of Influencers must I choose?

As a business, you need to choose which type of influencer would suit your brand the most. Although there are apparent advantages, picking an influencer or using influencer marketing strategies would be a wasted investment if you’re not working with the right ones.

Even though it’s tempting to use single-metric definitions such as Twitter or Instagram followers as a measure of influence, it’s imperative to look deeper. Here are some points you need to consider when identifying an influencer for your business:


Firstly, you need to examine whether the influencer’s or blogger’s content is aligned with your business and brand. You do this by checking and researching their archived posts or previous messages to understand what type of influencer they are. Perhaps you’re looking for a fashionista, a traveller or someone tech-savvy.

Reviewing their content is crucial because the type of audience of an influencer is more important than the traffic. There are many factors that play a role here which we can discuss by contacting us here.


This is the indicator of how interactive the influencers’ audience is with their content. You need to see if the influencer’s audience responds, comments or even shares their content. How the audience engages with the influencer and how often they revisit their profile, are indications of how strong of an impact they have on them.


There’s a direct correlation between how often influencers post, make a statement or promote a product and their traffic and rate of return visitors. In any marketing campaign, it often takes multiple exposures to get a follower to visit your website or connect with your business, so you need to make sure they come back.

When an influencer works consistently by posting high-quality content and material, followers are likely to learn more, bookmark and share that information. Influencers that don’t post frequently tend to have fewer return visitors, less loyalty and possibly risk losing their following.


Influencers with a large following and a smaller ratio of sponsored content tend to be more trusted and appear to be authentic. Usually, their content will include genuine use or mention of a product or service. This produces trust between the influencer and their audience. A powerful story or message will help get more shares and comments.

A Final Thought

Influencer marketing is an old technique that’s transformed with technology. This new form of social media marketing could impact your business as online activity plays a vital role in offline decision making.

To learn more about influencer services and how effective it can be for you, click on the link and you will be directed to our main page for more details.

If you are considering using an influencer and/or an endorsement from a high-profile individual, contact Regal Roye and we may consult you on the matter.

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