Photo credit: Ashkan Forouzani
It’s almost that time of year again—when virtual shopping carts the world over are filled to the brim with holiday goodies, and e-tailers across the internet prepare for a veritable onslaught of excited shoppers looking to discover this season’s hottest deals. That’s right, Cyber Week is just around the corner, and if you’re serious about maximizing your influencer marketing campaigns you’ve had these dates blacked out on your calendar for quite some time. It’s safe to say that by adding pieces on their wishlists, customers have been planning their shopping lists for months, so if you haven’t already, it’s time to get prepared!
Last month, we gave you three examples of Cyber Week campaigns to inspire your own—this time, we’re here to help you choose the right influencer to ensure your collaboration piques consumers’ interest and makes your campaign one-of-a-kind. More and more, people prefer to shop in the comfort of their own homes, so it’s a good idea to invest in an influencer marketing campaign with a strong KPI to entice them to just swipe, browse, and shop as easily as possible.
In a matter of years, Cyber Week has gone from being a niche, US-based event to one of the biggest shopping days of the year worldwide. Between 2017 and 2019, we at Collabary saw a whopping 300% increase in Cyber Week and Black Friday campaigns run on Collabary. Numbers like that simply don’t lie—and there are some demonstrable benefits to specifically mounting an influencer campaign during this time.
Firstly, proximity to customers: in a social-first world, shoppers are likely to engage with an influencer over a brand page. This makes swipe-ups super effective because potential customers can go straight from their favorite influencer’s Stories to your shop or landing page.
Secondly, it’s all about trust: people want to engage with accounts they feel are realistic and authentic, and not just posting endless spon-con. Finding an influencer with a low ad-to-content ratio is a must here, as it shows real curation and thought was put into the collaboration.
Lastly, they’re called “influencers” for a reason! 44% of Gen Z shoppers have said that they have bought something based on a recommendation from an influencer, so these content creators can really help you get the word out.
The ads to content ratio shows the ratio between content the creator has marked as advertisements and all of the creator’s posts. This identifies easily who’s sharing a lot of sponsored content and, on the other hand, whose audience might be less saturated, thus more available for your campaign content.
And another tip: don’t forget the added benefit of discount codes and vouchers to drive sales! You can even personalize them to specific influencers so you can track the progress of the promotion.
There are so many influencers out there, that sometimes it can be a little intimidating. Who to choose to best represent your brand when there are so many competent creators? Luckily, there are several really solid KPIs to look out for when you are selecting an influencer to collaborate with on a campaign.
You’ll want to choose someone with a high reachability (the likelihood of the content being viewed by the audience) and credibility (someone who posts organic content on a regular basis). And remember, only accounts with more than 10k followers can use Instagram’s swipe-up feature.
When it comes to Stories, there are also format-based KPIs, namely Story reach and Story impressions, to take into consideration. Furthermore, the general KPIs help you to find someone who posts frequently and has a solid comment ratio (average number of comments per 100 likes).
Keep an eye on their demographic numbers too: age, gender, and overall audience interest are also super important.
OK, we know, this seems like a lot of KPIs to keep straight. But don’t worry, there’s a very simple way to find the right influencer for your campaign with maximal results and minimal headaches. Through the Collabary Discovery you can search and filter through thousands of influencers by all the aforementioned metrics and more, to make sure their KPIs match exactly what you need.
Any time you visit an influencer’s profile on Collabary, you’ll have access to all of their insights and KPIs, on both their Instagram Feed Posts and Stories – and, of course, other channels like TikTok.
You can also take a look at their Campaign History to have a quick check on how they performed in your future campaigns. This is invaluable information when it comes to influencer marketing, so feel free to go over it with a fine tooth comb.
Last year, Zalando took to both Instagram and TikTok for their Cyber Week campaigns, using all the strategies we’ve outlined in this article. For a bit of context and inspiration, here are some highlights.
Zalando collaborated with prominent German TikToker Lisa-Marie Schiffner for this fun look into her Cyber Monday order. From her choosing the clothes to unboxing of the outfits, the video follows every stage of her Cyber Monday experience—with a €500 gift voucher giveaway at the end to boot!
Meanwhile, Munich-based Instagram influencer Natalie Boderstein had a more traditional but no less effective approach to the Cyber Week campaign post: a sleek and chic grid post directing followers to her Story, which in turn would send them to her Get the Look page on Zalando.
In conclusion, the important thing is to start planning your Cyber Week campaigns as soon as possible and make sure you’re keeping a keen eye on the KPIs of the influencers you choose, as to get the most bang for your buck. With a little organization and the Collabary Discovery feature, you’re sure to find a fit that works for you. Best of luck with this year’s shopping bonanza!