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.
This is 2018 and individuals are trying to find information from those they trust or see as experts. That’s what makes influencer marketing so valuable. It opens the entranceway for authentic stories and experiences to formulate around brands in a way that can’t be accomplished through other types 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 makes sense to believe if a brandname hired a celebrity with millions of followers, their campaign will be more successful because it would reach a bigger audience.
But this couldn’t be further from the truth.
Recent research indicates that engagement actually starts to decrease as follower counts grow. After evaluating over 800,000 Instagram users, Markerly found 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 investigation continues on to show that hiring influencers with 10,000 to 100,000 followers gets you the most effective results.
One of many biggest reasons for the reason being micro-influencers tend to construct a following based about what they share on their blog or social channels. If someone consistently posts about being a mom, odds are that other moms will follow along and relate to 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 an item they’re raving about, they’ve already built the trust of the audience, and those followers may wish 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, along with their sales.
Regardless of having better engagement rates and a far more targeted audience, micro-influencers also cost significantly less than celebrities. Hopper HQ recently shared that the single Instagram post from Selena Gomez costs $550,000. In comparison, it costs $214 on average to hire a micro-influencer in the United States to create on Instagram. Which means a brandname could hire approximately 2,570 micro-influencers as a swap for starters Selena Gomez post.
Bigelow Tea, in collaboration with Walmart, realized their money was better spent with micro-influencers, so they caused Collective Bias on their Tea Moments campaign, and the results were stunning. By hiring influencers in the healthy living and wellness verticals, the product fit authentically into their blogs and social channels. The content 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 dealing with influencers is attempting to possess too much control on the process. In the event that you chat having an influencer, odds are they’ll let you know creative freedom is certainly one of the most important things they look for before agreeing to participate in a campaign. They know what their own voice is, and should they aren’t offered the capability to keep that voice, odds are they’ll decline taking care of the campaign. Or worse, should they participate in the campaign and their followers don’t respond well to it because it appears inauthentic, the brand may produce a negative conversation amongst their target audience.
While it could be hard for brands to quit control of the creative process, it’s important for influencers to be trusted to do their best work. This is why hiring influencers who are on-brand along 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 2 to 3 pairs of Chuck Taylors, then announce for 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. For under $15,000, the campaign generated over 3 million impressions and over 100,000 engagements.
DSW remains an active participant in Buy Instagram Views 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
A decade ago, blogs and websites were a few of the only online ways to tell audiences about your product. Today, there are many social platforms available to advertise on, like Facebook, Instagram, Pinterest, and YouTube. So how are you aware which platform is better to possess influencers post on?
With social networking constantly changing social, it’s difficult to pinpoint wherever you will have content going live which means that your ideal market sees it, so an alternate strategy is to possess influencers post on multiple platforms.