Photo credit: Marlen Stahlruth
Although influencer marketing has been in the mainstream for years now, there are still plenty of people who don’t know how the industry works. In fact, we often receive questions from brands who are not yet working with influencers about how they can best use influencers to meet their own marketing goals, and whether or not they’ll be useful at all.
At times, it’s because brands are convinced of some de-bunked influencer marketing myths, though more often than not, people are just not fully aware of the myriad opportunities that are available with influencer marketing campaigns. To help clear the air, we’ve explored the different ways you can use influencers to build awareness, conversation, engagement, and sales of your product or brand.
Building brand awareness is not only the first step in the sales path, but it also has the potential to establish a sense of customer loyalty with your brand and products. However, with so many different products on the market to compete with, the challenge of appealing and seizing a new audience in a meaningful way can seem daunting.
This is perhaps where influencer marketing shines the brightest. Influencers accumulate followers by posting useful, honest, and relatable content. Sometimes they have incredibly niche audiences, and sometimes they have broad appeal. Whoever their following, though, a strong awareness campaign can amount to generating huge buzz around your brand and product.
One company that does a great job of building awareness around its products is Samsung. For years, Samsung has recruited a team of 26 so-called Samsung Snapshooters to build awareness for what its smartphone cameras can do. These professional and amateur photographers are tasked with everything from showing off the beauty of their city to creating abstract pieces to help show the versatility of Samsung’s smartphone cameras.
Samsung has taken an optimal approach to build awareness for its products, as it has found a way to show what it’s products are capable of by harnessing the photo-sharing nature of social media. Snapshooters collectively have millions of photography-enthusiastic followers, giving Samsung the perfect avenue to target customers who may be drawn to purchasing the phone based on one of its best attributes.
Similarly to building awareness, influencers can also be utilized to spread information about a brand or product. For example, if there are changes announced to how your business is operating or any fundamental details about your product, you can recruit influencers to spread the word through their highly engaged follower base. If the message is important or engaging enough, your customers will then help to spread the message further on.
The most recent example is when influencers around the world were recruited to help spread their local government’s Stay at Home message. Considering the young age of many influencers’ followers, this was the perfect time for content creators to wield their power to influencer impressionable followers. While this may seem like an isolated approach, let it be an example of just how effective influencers can be in sharing and reinforcing an important message.
Contests and giveaways are another great way to use influencers to create a buzz around products. Typically, influencers will be asked to share an image of the product with competition requirements to enter. This may entail having to first follow the brand account, which helps to boost a brand’s follower count and creates a direct communication channel between brands and audiences.
Photo credit: Grace Montana
Then, by creating a sense of urgency and desire around a product, influencers can build engaging conversations around a brand. Participants in competitions may also be incentivized to share word about the product and further amplify the message to their own friends and followers. This spreading curiosity within followers will help to keep audiences intrigued about a product and may be the deciding factor that inspired them to purchase it if they don’t happen to be one of the lucky winners.
When a brand or product is about to launch, influencers have proven time and time again to be incredibly capable of drumming up interest and excitement. Whether you’re simply trying to build awareness or boost sales, influencers have a knack for starting meaningful conversations around a launch and leading their followers in the right direction.
For example, when Rimmel London wanted to build hype for its newly launched Ultimate Jelly beauty range in Europe, it recruited over 20 influencers to show off the products in their own voice. Influencers were asked to post Instagram image carousels and Stories with the tag #ReadyForThisJelly and share their experiences of using the products while listing their benefits. Instagram Stories also utilized swipe-up links to lead followers to sales.
The content was so engaging millions of followers were reached, an average engagement rate of 3% was achieved, and Rimmel was able to continue using the content across their own channels. Instagram Stories content was also so engaging that 81% of followers completed all frames of the stories. The Ultimate Jelly range later launched to huge fanfare amongst millennials, and there’s no doubt that it could have done it without the help of influencers.
A store opening is a perfect way to make a big impression with consumers, as it allows you to paint a picture of just how much interest is in your brand. It’s for this reason that influencers can be the perfect addition to any opening. Influencers can be recruited to take their online audiences and mobilize them en masse in a physical setting to build further hype.
At the store, influencers may participate in meet-and-greets or host live tutorials and Q and As.
By seeing a large, eager turnout at a new store, passerby customers are also more likely to perceive the store with a higher value and come in. During and after events, both influencers and customers are able to share stories online about the opening and spread further awareness, increasing the longevity of the buzz around the opening.
Influencers can also be a great addition to events, whether to help boost attendance or to even strengthen relationships between brands and creators. As more marketers are looking at the power of experiential marketing, influencers can be the perfect conduit to attracting online audiences to make a meaningful, in-person connection with products and brands.
Inviting influencers to events uses the same principle as having celebrity appearances at store openings or product launches. Confirmed appearances create a buzz and ensure that the event is kept exciting. Of course, nailing the organization for events is incredibly important, so we suggest reading our influencer marketing event guide before you begin.
Do you still have more questions on how you can use influencers to achieve your marketing goals? Then send us an email at firstname.lastname@example.org to learn how our social media experts can help enhance your influencer marketing game.
If you’d like to have a deep dive into campaign objectives, have a look at the debrief and the recording of our webinar “Influencer Marketing Guide 2.0: KPIs and ROI”.
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