Consumers like to think that their purchasing decisions are made independently. This is precisely why we shun the aggressive stance of traditional marketing and advertisements.
When influencer marketing came into the picture, advertising and marketing became much more palatable because it seemed more passive and subtle. Influencer marketing allows consumers to still think that their choices are independent when actually, they’re getting heavily ‘influenced’.
The communities that are formed on Instagram and Youtube are bound together by a common interest and passion. Influencers are the glue that brings these unique people together and thus have earned the trust and respect of these groups.
The relationship formed between influencers and their following gives them a say in what consumers should or shouldn’t use.
Had it not been for the brand appearing on their feed constantly in the pictures of their favourite influencers, they wouldn’t have known about it let alone consider investing in it.
Some think that influencer marketing is not applicable to certain industries. This is completely false!
Every industry needs influencer marketing if they want their sales to stay on top of the game.
Instagram account holders are potentially those with the highest purchasing power. With the majority of Instagram users being 18-25 years old, consumers on that platform are most open to exploring new products and brands, and most willing to spend on them.
So now that you’re on board, how do you not suck at influencer marketing? A lot of brands go into it blindly, hiring influencers merely based on their reach and the theme of their feed. They never know how to measure the performance of their campaigns and if they’ve hit their mark or not.
This, my friends, is brand suicide.
So today, to save your skin, I’m going to share with you 5 winning tips on how to create a successful influencer marketing campaign.
Influencers charge differently based on their experience and following. This can be a huge set back for companies with a tighter budget than others.
However, for such companies, there are plenty of smaller influencers with a few thousand following who are willing to market your product in return for some perks and goodies.
Of course, the work load is larger as they are often more inexperienced in content creation and you’d have to engage more influencers to reach the same number of people as a single influencer with a following of say 100,000.
On the bright side, these influencers have a closer relationship with their following. With a smaller audience and higher engagement rate (likes+ comments), your targets are more specific, and the impact left on that community will be stronger.
2. Beware of ad block
The product you’re marketing should not be the highlight of the post.
Consumers hate advertisements which don’t directly address their interest or illicit emotion. It’s impersonal and cold.
On the other hand, influencer marketing allows you to leverage on the relationship which the influencer already has with their community.
This relationship is what gives them the right to tell their audience about their opinions and interest. And because your brand doesn’t have that intimacy with your target audience, let the influencers do the talking.
Thus, focus the campaign on the hired influencer’s experience of your brand and product. This will better appeal to their audience who follow them to see their favourite influencer, not your brand.
Don’t just stick to one. Hire at least 2-3 influencers for each campaign.
When making a purchasing decision, consumers tend to look for multiple reviews of a product. So the more influencers seen integrating the product/service in their different lifestyles, the more inclined consumers will be to buy it.
The influencers you hire needn’t be a 100% match to your industry.
For example, the feed of @lokistagram is all about animals. Loki could have been vanilla and only post about things related to dogs, but with creativity from both the account holder and the marketing team of the different brands featured, Loki’s posts relate to a variety of industries.
Expand your audience reach by showing how your product or service caters to people of different interests by hiring influencers with different niches.
5. Numbers are everything
Influencer marketing is a trickier science than traditional marketing because it was born out of the age of narcissist tech wizards.
Therefore, familiarize yourself with relevant information and data using certain tools before diving into your campaign.
The number of followers shouldn’t be the only thing you look at when planning a campaign. The metrics you should use to measure the performance of an influencer should be:
- Average likes, comments, and overall engagement rate. The best influencer to engage would be the one with the lowest cost per like/video view.
- The proportion of local following if the campaign is specific to a country.
- Inactive and fake followers.
Thankfully there are plenty of awesome tools available to marketers to help in this area.
Now get to it
So there you have it. 5 tips to rock at influencer marketing. No longer can you use the common excuse to not run influencer marketing campaigns or worse, do them blindly.
What methods do you recommend for influencer marketing? Share your thoughts in the comments below!