Sunday, October 20, 2019
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Influencer Marketing: How To Use It In 2019  

In our digital era, using social media has become one of the most popular and effective ways to reach a large number of people and engage them with your products.

 

While brands have found numerous ways to take advantage of social media platforms to promote their products and build solid relationships with their audience, customers can be a little hesitant when it comes to purchasing products coming from sales-y advertisements.

 

So, how can brands deal with this customer hesitation? The answer is through influencer marketing.

 

What is influencer marketing?

 

Influencer marketing is related to social media marketing, which focuses on reaching prospects and turning them into customers through the use of social media platforms like Facebook, Twitter or Instagram.

 

Here’s the definition:

 

“Influencer Marketing is a hybrid of old and new marketing tools, taking the idea of celebrity endorsement and placing it into a modern-day content-driven marketing campaign.”

 

The success of Influencer Marketing depends on numerous factors. One of them is that brands don’t collaborate with other brands or agencies, but find social media influencers to promote their products. Using various influencers can be a major advantage that will engage more followers since the promotion will come from a place and a person they know and trust rather than another company.

 

In fact, influencer marketing is a social media extension of content marketing as explained by Credo CEO John Doherty:

 

“As people online have gained a following, influencer marketing has sprung up as an extension of content marketing that is high quality, interactive, and ultimately can drive great revenue results. It’s a great way to scale your content marketing by leveraging professional content creators who are willing and eager to be a voice for your brand or products.”

Why brands need it?

 

Since consumers’ purchase intention is influenced by a brand’s reputation and user reviews, using influencer marketing will strengthen your reputation, boost your customer engagement and build strong bonds with your audience.

 

What makes influencer marketing a must-have strategy in today’s marketing world is the credibility that influencers have. This has turned them into valuable assets that can give brands access to an audience that, when it comes to their products, the followers will gladly hear the influencer’s recommendation.

 

The implementation of influencer marketing is something that marketers have slowly built-in their marketing strategy over the years. One thing that holds brands back from implementing new strategies is whether they can generate the same ROI as other successful strategies.

 

However, according to statistics, influencer marketing ROI in 2019 is 89% comparable to or better than other channels.

Source

 

While Influencer Marketing wasn’t a marketer favorite in the past, it has proved to be both profitable and beneficial for brand awareness and a necessity to your growth plan.

What you need to do before planning your Instagram, Facebook Twitter strategies

 

Before planning your Twitter, Facebook, and Instagram strategies, brands should first build a social media strategy that will help them run their influencer marketing strategies across different platforms more efficiently.

 

Check demographics and buyer personas

 

Demographics is a powerful tool that marketers can use to categorize or segment their audience according to their preferences and personal information.

 

Since purchase intention relies on a customer’s needs, targeting your audience according to their age, income or education will help your brand choose the right influencers to promote your products.

 

Also, checking your buyer persona will help your brand create content that will be tailored to your audience’s needs and help your brand craft an accurate profile that will have an impact across all social media platforms. 

Find influencers in your niche

 

Finding the best person to promote your product, whether they are a micro-or macro-influencer, is no easy task since it can take a lot of time to find people that share the same vision and audience that matches your product.

 

While macro-influencers and professionals with large numbers of followers will give you greater visibility, choosing niche influencers will help your brand earn their attention more easily since the niche influencer will have already nurtured and built a strong relationship with them.

 

Set Your Goals and KPIs

 

Setting your goals will help you and your influencers collaborate more efficiently and assist your product marketing and influencer marketing efforts by avoiding actions that will cost you both time and money.

 

Also, establishing a set of Key Performance Indicators (KPIs) will help you measure the success of your business processes and you improve them.

 

To measure the success of your influencer marketing campaigns you should consider the following performance indicators:

 

       The Reach indicator to measure the total engagement, impressions, and traffic that came from the influencer’s audience.

 

       The Engagement indicator to measure the number of shares, clicks, and actions that the audience took during the influencer marketing campaign.

 

       The Conversion indicator to measure the number of visitors that took your influencer’s CTAs and turned from visitors to new customers.

Now Let’s See The Best Influencer Marketing Strategies For Facebook, Instagram, and Twitter

Strategies for Facebook

Why Facebook?

 

Facebook has established itself as the most popular social media platform with 1.58 billion daily active users worldwide.

 

Because of this widespread use, Facebook offers the perfect digital space for brands to reach an already huge and engaged audience with exceptional influencer marketing campaigns.

 

What gives Facebook advantage is the introduction of the branded content tags and boost features that allow influencers to label their collaborations and increase the reach of a post respectively.

 

Here’s an example of a branded content post by Clear.

 

 

The power of Facebook Live

 

Facebook Live is an immediate and interactive feature that allows users and pages to broadcast live videos that will let them connect and engage with their followers.

 

Because of its live elements, Facebook Live gives influencers the opportunity to try a brand’s product and broadcast their impression to their followers as authentically as possible.

 

Since people tend to get influenced after authentic comments and reviews, the more an influencer shares their opinion and shows the product, the more they will influence their audience to give the product a chance.

 

Here is a good example from Seriously that promoted their game, Best Friends, through influencer Laura Clery.

 

https://www.facebook.com/laura.clery/videos/1635946483374437/

 

Choose industry-specific influencers

 

Choosing the right people to promote your brand is always key. Let me give you an example. If Gordon Ramsay was called to promote tennis shoes, how much of an impact would that have on his cooking-loving followers?

 

The answer is very little. However, if we gave the shoes to Roger Federer instead, wouldn’t that have a huge impact on his tennis-loving followers?

 

Finding influencers that are successful in your niche will determine the successful promotion of your product and will be the factor that will increase your traffic, engagement, and sales.

 

Keep in mind, though, that while celebrity influencers with a large number of followers like Roger Federer will give your products greater exposure, using industry-specific macro- or micro-influencers will not only reduce the cost but promote your product to a community that has closer bonds with the influencer and is likely to take their call to action more easily.

 

Box Tops, for instance, collaborated with ItsJudyTime, a beauty lover turned Mom Vlogger, who included her children to promote the education-related products.

 

 

 

Take advantage of Brands Collab Manager

 

Brand Collabs Manager is a digital marketplace tool that allows brands and creators to find people who have similar visions and goals.

By making an account, the Brands Collabs Manager allows brands to see what percentage of a creator’s audience matches theirs and help them find the best possible collaboration that will benefit both.

To get the most out of this tool, you need to set specific requirements that will narrow down the number of creators. Then, you should look at the results and find the best content, prioritizing quality over quantity.

Brands Collab Manager offers a variety of new features that will allow you to deliver better, more personalized content that will impress new prospects and slowly lead them towards the path of conversion.

Source

Also, by taking advantage of Facebook analytics, the valuable data collection will show your brand which type of content works best and which collaboration can give you the best ROI and results.

Strategies for Instagram

Why Instagram?

 

Instagram is another platform that marketers can use to reach their audience. With about 1 billion monthly active users, Instagram’s features and communication channel makes it the perfect social media platform to promote your brand.

 

An advantage of choosing Instagram for your influencer marketing is the fact that 91.9% of Influencers choose Instagram as their primary platform of operation. So, investing in a platform that has a large number of influencers with nurtured audiences will give your brand various alternatives to choose from.

Influencers make brands seem more approachable

 

When it comes to product recommendations, people enjoy receiving information that is relatable to them.

 

Since Influencers tend to be strong opinion leaders who value their audience and want to have strong relationships with them, giving their target audience honest product reviews can have a positive impact on their purchase intention.

 

What brands need to keep in mind is that Influencers are still consumers that have their own opinions about products.

 

So by leveraging their status as consumers and influence over their audience, a brand can become more approachable and friendly after seen through the eyes of their favorite influencer.

 

C2O Coconut Water, for instance, collaborated with Connor Trimble to show their product.

 

 

The power of Q&A on Instagram Live

Since its launch, Instagram Live has been used to enhance product marketing through the presentation of live demos or tutorials.

 

With Instagram Live, brands can enhance their influencer marketing efforts by motivating Influencers to engage with their followers more efficiently.

 

Here’s an example from Jasmine Thompson’s Instagram Live.

 

 

To make this effort even more effective, brands can take advantage of Instagram Live’s Q&A feature.

 

Using the Q&A stickers you can collect from your Q&A sticker story first you will be able to use them in your Q&A live video to show your followers which question you are answering each time.

 

 

Source

 

 

Compared to traditional Q&As, Instagram Live offers a more direct and personal way to reply to your followers and make them feel involved.

 

Instagram giveaways

Instagram giveaways are a powerful marketing tactic that offers your audience something for free. This tactic can, undoubtedly, bring in new prospects and engage your loyal customers since people seem to appreciate brands that give free items to them.

 

The power of giveaways is apparent if you consider that giveaways offering grand prices can attract huge numbers of followers surpassing even the followers gained by sponsored or paid ads. This happens because followers, driven by their desire to win, follow the brand’s account out of excitement.

 

While acquiring followers that came only for the free product doesn’t guarantee that they will stay with you after the contest is over, giveaways are an amazing way to pique their interest, know your brand, discover your products through their feed and slowly turn from visitors into customers.

 

For instance, Credo Beauty collaborated with Briana Dai to host a giveaway with their sun-care products.

 

Strategies for Twitter

Why Twitter?

 

Despite the smaller number of users Twitter has compared to other popular platforms like Facebook, the platform offers some unique features like retweets and threads that make brands include it in their influencer marketing strategy.

 

According to Twitter FAQs, a retweet is “a  re-posting of a Tweet. Twitter’s Retweet feature helps you and others quickly share that Tweet with all of your followers.”

 

Such a feature, along with Twitter’s threads, allows brands and influencers to enrich their posts, make them more appealing and achieve maximum visibility and brand awareness.

 

With a limited number of characters allowed in a single post, Twitter is perfect for targeted and focused posts that will intrigue your followers and make them click on your profile for more.

 

The power of Twitter threads

 

Twitter threads are a person’s series of tweets tied to one single post. Threads are an excellent way to give your audience additional information or examples found in one place instead of posting multiple Tweets that your followers might miss.

 

According to a Twitter thread experiment by Buffer, threads can generate greater engagement than Tweets that contain links.

.

When influencers use Twitter threads to promote a product, they allow their audience to participate in the discussion, share their opinions and engage with the people behind the brand.

 

This form of communication can help brands increase their brand awareness through retweets and shares and make their posts visible to their audience and their followers.

 

Here’s a thread example from Tesla’s Elon Musk.

 

 

Be industry-specific with your hashtags

 

Since their invention, hashtags have become the most popular form of making posts easier to find by narrowing down the search results to specific posts that contain them.

 

To get the most out of your posts, you must always use industry-specific twitter hashtags that will be popular enough for your audience to find but not so popular to make them go unnoticed.

 

For example, if a shoe brand labels all her products with a #shoes hashtag then their posts are very likely to get lost in the huge volume of posts. However, if the same brand uses industry-specific hashtags like #oxfordshoes then the post instantly becomes more targeted and easier to find.

 

A great tool to see your hashtag performance is Socialert that will allow you to track and analyze your hashtag conversion across different platforms through visual representations and reports.

 

 

 

Bottom line

 

Influencer marketing is and will be one of the most important and effective strategies marketers can use to increase brand awareness and strengthen both their reputation and bonds with their target audience.

 

To use it efficiently, you need to plan your influencer marketing strategy for each platform separately and select the right influencers to collaborate with.

 

When you find the right people to promote your brand, then you’ll be one step closer to expanding your audience, increasing engagement and, finally, boosting your conversion rate.

 

Now it’s your turn. In your opinion, which is the best social media platform for influencer marketing?

 

Let us know in the comments below.

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Marilia
Marilia is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her spending time on her drabbles.
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