Traditional types of advertising just aren’t cutting it anymore. Commercials and online advertisements can be overlooked, skipped, and muted, leaving budgets with little showing when it comes to customer acquisition and brand awareness.
That is 2018 and people are searching for information from those they trust or see as experts. That’s what makes influencer marketing so valuable. It opens the doorway for authentic stories and experiences to formulate around brands in ways 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’s the Question.
It makes sense to think that if a brand hired a celebrity with an incredible number 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 discovered 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 research goes on showing that hiring influencers with 10,000 to 100,000 followers gets you the best results.
One of the biggest reasons for this is because micro-influencers tend to construct a following based about what they share on their blog or social channels. When someone consistently posts about being a mother, odds are that other moms are going to follow along and relate genuinely to that influencer’s content. With each new post, more and more credibility is built, and eventually this influencer can become their audience’s go-to expert on the topic.
By enough 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 would want to try the merchandise as well. This can be a win-win situation because as more followers begin to fairly share the merchandise or buy it, the brand should experience a raise in their particular follower counts, as well as 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 normally to hire a micro-influencer in the United States to create on Instagram. Meaning a brand could hire approximately 2,570 micro-influencers in trade for one Selena Gomez post.
Bigelow Tea, in collaboration with Walmart, realized their money was better spent with micro-influencers, so that they worked with Collective Bias on their Tea Moments campaign, and the results were stunning. By hiring influencers in the healthy living and wellness verticals, the merchandise fit authentically into their blogs and social channels. This 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 typical mistake brands make when first working together with influencers is trying to possess a lot of control over the process. If you chat by having an influencer, odds are they’ll tell you creative freedom is one of the main things they look for before agreeing to be involved in a campaign. They understand what their unique voice is, and if they aren’t offered the capacity to keep that voice Buy Instagram Views , 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 seems inauthentic, the brand may produce a negative conversation amongst their target audience.
While it might be difficult for brands to stop control of the creative process, it’s essential for influencers to be trusted to complete their finest work. This is why hiring influencers who are on-brand with your values and style is so important.
DSW’s 12 Days of Converse campaign found five influencers that suit their ideal demo and hired them to design two to three pairs of Chuck Taylors, then announce with their followers that they might win a pair 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 continues to be an active 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 are now at $2.8 billion for 2017, which is a record high for the company.
3. Exist Where Your Audience Exists
Ten 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 promote on, like Facebook, Instagram, Pinterest, and YouTube. So just how have you any idea which platform is most beneficial to possess influencers post on?
With social media constantly changing social, it’s difficult to pinpoint in which you need to have content going live which means your ideal audience sees it, so an alternate strategy is to possess influencers post on multiple platforms.