Traditional kinds of advertising just aren’t cutting it anymore. Commercials and online advertisements are easily overlooked, skipped, and muted, leaving budgets with little to show in relation to customer acquisition and brand awareness.
That is 2018 and folks are looking for information from those they trust or see as experts. That’s what makes influencer marketing so valuable. It opens the door for authentic stories and experiences to formulate around brands in a way that can’t be accomplished through other forms of advertising.
If you’ve been hesitant to take the plunge into influencer marketing, then hopefully these five strategies that big brands implement will change your mind.
1. Celebrities or No Celebrities? That is the Question.
It’s wise to think that if a brandname hired a celebrity with millions of followers, their campaign would be more successful because it would reach a more substantial audience.
But this couldn’t be further from the truth.
Recent research shows that engagement actually starts to decrease as follower counts grow. After evaluating over 800,000 Instagram users, Markerly unearthed that those with 1,000 or fewer followers had an 8% engagement rate, while users with over 10 million followers only had a 1.6% engagement rate. The study continues to show that hiring influencers with 10,000 to 100,000 followers gets you the most effective results.
Among the biggest reasons for the reason being micro-influencers tend to build a following based on what they share on the blog or social channels. When someone consistently posts about being a mom, odds are that other moms will follow along and relate with that influencer’s content. With each new post, more and more credibility is created, and eventually this influencer can become their audience’s go-to expert on the topic.
By the time that influencer publishes a sponsored post about something they’re raving about, they’ve already built the trust of their audience, and those followers will want to try the product as well. This can be a win-win situation because as more followers begin to speak about the product or buy it, the brand should experience a raise in their own follower counts, as well as their sales.
Apart from having better engagement rates and a more targeted audience, micro-influencers also cost less than celebrities. Hopper HQ recently shared that a single Instagram post from Selena Gomez costs $550,000. On the other hand, it costs $214 an average of to hire a micro-influencer in the United States to post on Instagram. Which means a brandname could hire approximately 2,570 micro-influencers in exchange for starters Selena Gomez post.
Bigelow Tea, in collaboration with Walmart, realized their money was better spent with micro-influencers, so that they caused Collective Bias on the Tea Moments campaign, and the outcome were stunning. By hiring influencers in the healthy living and wellness verticals, the product fit authentically within their blogs and social channels. The information was so well received by the influencers’audiences that Bigelow Tea experienced an 18.5% sales lift and over 44 million impressions from the campaign.
2. Creative Freedom – What It Means and Why It’s Important
A standard mistake brands make when first working with influencers is trying to own too much control within the process. In the event that you chat with an influencer, odds are they’ll inform you creative freedom is one of the main things they look for before agreeing to be involved in a campaign. They understand what their own voice is, and if they aren’t offered the ability to keep that voice, odds are they’ll decline working on the campaign. Or worse, if they be involved in the campaign and their followers don’t respond well to it because it appears inauthentic, the brand may create a negative conversation amongst their target audience.
While it might be problematic for brands to stop control of the creative process, it’s essential for influencers to be trusted to complete their best work. For this reason hiring influencers who are on-brand together with your values and style is indeed important.
DSW’s 12 Days of Converse campaign found five influencers that suit their ideal demo and hired them to style two to three pairs of Chuck Taylors, then announce with their followers that they may win a couple of their own. Those simple details paved just how for influencers to unleash their creativity, and the response from their followers was insane. At under $15,000, the campaign generated over 3 million impressions and over 100,000 engagements.
DSW remains a dynamic participant in influencer marketing campaigns, and their revenue has steadily increased year after year. For the fiscal year 2016, DSW company revenues were at $2.7 billion, and they’re now at $2.8 billion for 2017, which really is a record high for the company.
3. Exist Where Your Audience Exists
10 years ago, blogs and websites were a number of the only online ways to share with audiences about your product. Today, there are numerous social platforms available to advertise on, like Facebook, Buy Instagram Views , Pinterest, and YouTube. So just how have you any idea which platform is better to own influencers post on?
With social networking constantly changing social, it’s difficult to pinpoint in which you ought to have content going live which means your ideal target audience sees it, so an alternate strategy is to own influencers post on multiple platforms.