In this year, social media influencers have really gained their popularity. From reviewing products to approving or disapproving it. From recommending to not recommending. From buying to throwing. Influencers have really lived up to their name. They have given such a great influence, that because we follow them and trust their standards, we do what they do – we rave about the products they love, and we forget about the products they hate.
Even after all I’ve said above, some marketers are still apprehensive when it comes to investing on influencers to market their product. One factor may be because of the lack of measurement standards when it comes to the effectiveness of the influencer.
But studies over the years have proven that companies who have invested in influencer marketing have driven out greater engagement and awareness of the brand.
If the success rate of investing on social media influencers is high, why aren’t you still doing it?
You may think you have exerted a lot of effort, and you’ve done your best. But if it’s still not working, you may need to read further.
Your audience isn’t growing. Stagnant audience growth is not something any brand wants. One of the benefits of working with influencers is that sometimes their audiences are bigger, more targeted or more engaged than even the brand’s audience. Working with influencers can be the audience growth engine you’ve been looking for.
Your sales are dipping. If your product isn’t selling, it is in danger of being de-listed and removed from shelves. Influencers can ignite a fire under audiences and create conversation and engagement for the product that gets the attention of management and shows that the brand is still garnering love from its consumers. Influencers can create new use cases for brands that increase sales and inspire purchases.
You haven’t invested heavily in digital/social media. If you can believe it, we hear this all the time: “We have no strategy for digital social.” With the continued growth of mobile usage, e-commerce, and shoppers’ adoption of technology to make purchase decisions, it’s critical for brands to have a mobile, social and geo-location strategy in place. Influencer marketing can be the glue in your cross-channel, multidiscipline campaigns that drives digital offer redemptions, amplifies national campaigns, impacts in-store traffic and more. Influencer campaigns can be started quickly, and because the audience is already built, brands can see immediate results. The extra benefit is they can also share the influencer’s content on the brand’s owned channels for further syndication impact.
Most, if not all, of your engagement is from paid content. Brands cannot live by paid engagement alone. You need the organic engagement that comes from interacting with your established audience. Harnessing those fans and advocates and working with influencers can help you re-engage.
You’re not driving enough sales during key selling periods. Brands and retailers live and die by key selling periods, like the holidays. We have seen influencers break through holiday clutter and engage audiences at higher rates including time spent with the content. Social is often the first place audiences turn when choosing gifts, getting ideas or finding reviews. We just finished a survey of 2,000 shoppers in advance of the coming holiday season; 54.2% or respondents said they frequent social more during the holidays and 31.7% said they frequent social sites more than once a day during the holidays. Gift ideas were the top reason (at 52.6%) that they turn to social media during the holidays.
Your redemption rates on digital offers aren’t what they used to be. Relevant content that inspires purchases is just one of the things that influencers do well. And attaching digital offers to that relevant content has proven time and time again to drive higher redemptions. For example, we connected influencer activity to promotional and coupon redemption rates and sales to prove lift versus historical sales benchmarks; a national rice brand saw a 44.8% redemption rate versus its historical 15% average redemption rate.
You’re struggling to build brand awareness and provide the education your shoppers desire. The beauty of influencers is they speak the simple language of the consumer. They aren’t bogged down with market research, personas, real-time bidding and brand promises. They know how to tell a story that connects with their particular audience and can educate shoppers on your product in a relevant and authentic way through long form blog posts, Instagram Stories or YouTube video content.
Social media has been part of our daily routine, as we wake up and before we sleep, we look at our phones for social media updates and we check out the latest uploads from our favorite social media influencer/s.
What we love about the influencers is their engagement. Their ability to engage to their viewers and let their viewers have a say in their next content is amazing. – That’s what we as marketers want. Direct response from our clients.
Another plus, is that it pays less rather than doing traditional media advertising.
If you still aren’t convinced that it’s about time you invest on a social media influencer, talk to us!