Have you ever thought about finding Instagram influencers or Tiktok influencers who can promote your company? If not, you should consider trying out influencer marketing. According to research, 90% of marketers who have worked with influencers believe the strategy is an effective form of marketing.
But what makes it effective? What do businesses have to gain from it? In order to understand why influencer marketing works, let’s take a look at some of the top benefits it provides.
One of the most common goals of influencer marketing campaigns is branding, or raising awareness about your company and its products. Awareness is the top level of the marketing funnel, meaning you can’t expect conversions if people don’t know about your brand.
Influencers can help spread awareness of your brand among their followers. Depending on the influencers you choose to collaborate with, you can reach new geographic locations or topical niches.
This next benefit goes hand in hand with brand awareness. In addition to getting your name out there, influencers can help you get new followers for your company’s own social media profiles. These new followers mean that your brand’s content gets in front of more eyes. It also helps lend credibility to your brand on social media; when browsing users see your brand, they’ll see you already have a decent-size following.
Just make sure to keep your new followers engaged. Find out what type of content they like. Set up branded hashtags and invite them to tag their own content, so that they can become part of the conversation around your brand. Have someone monitor and respond to messages on your social networks so that your followers don’t feel ignored.
If your goal is to drive sales, influencers can help you with that, too. The key here is knowing your buyer personas, and then finding influencers who can connect you with that target audience. In order to do this, analyze the influencer’s audience’s demographics like age, gender, etc. to see if they’re a match to your buyer personas.
When promoting sales on social media, you should set up influencer-specific discount codes. These are unique codes given to each influencer you collaborate with. The influencer shares these codes with their followers, who can then get a discount on your products when they use the codes at checkout.
Micro influencer @carolinapereira_ promoting her discount code CAROLINA for 18% off at footwear brand @arromic_official.
Influencer discount codes incentive sales for two primary reasons. First of all, people love discounts. In fact, a study shows that in the US alone, 70% of consumers said discounts are more important than they were a year ago. Second, consumers trust influencers more than they trust brands, and are therefore more likely to trust your products when an influencer promotes them.
Finally, another benefit of working with influencers is that you get content created by someone outside of your own team. This means more diverse content, with various perspectives and styles. Influencers can also help you create content about specific themes or issues that you may not be an expert on.
When negotiating with influencers, ask for permission to repost their content in other places. This way, you can repost it to your own social feeds, or maybe even on your website or in other promotional materials. As an example, Swedish e-commerce Bubbleroom has an Instashop, where they let visitors shop look directly from influencer-created content.
Bubbleroom’s Instashop showing consumers the products that @heleneebel wore in this Instagram photo.
Creating content requires time and effort, so don’t write off the media you get out of influencer collaborations.
These are just a few of the benefits of influencer marketing. Every brand has different goals, so ultimately the objective is up to you. But whatever your goal is, one thing is true of all influencer campaigns: you have to know how to find influencers for your brand.
Prioritize influencers with healthy performance metrics so you don’t end up marketing to fake followers. And choose influencers who align with your company’s mission, values and style in order to make sure the collaboration comes across as authentic and engages followers.