The Rise of Influencer Marketing Amidst COVID-19
The COVID-19 pandemic significantly boosted the growth of influencer marketing. Nearly one in three Gen Z and baby boomers reported that content creators provided a sense of community during the pandemic. As a result, influencer marketing surged by 470% from 2016 to 2020 to meet the demands of virtual engagement and appeal to Gen Z consumers.
Understanding Influencer Marketing
An influencer can be a celebrity, public figure, or content creator with a dedicated and engaged audience. Influencer marketing leverages the credibility of these popular figures to promote your brand through paid endorsements and recommendations. By partnering with influencers, you gain direct access to a segment of prospects eager to buy your product.
Think of influencer marketing as a loyal customer recommending your brand to thousands of their closest friends. When consumers see their favorite content creators using a product, they’re more likely to purchase it themselves.
Navigating Influencer Marketing
Despite its effectiveness, many still have questions about how to use influencer marketing to benefit their brand. Influencers can increase your reach, followers, site traffic, generate more leads, build brand loyalty, and drive sales. Here are some key strategies and types of influencer marketing to explore:
- Sponsored Content
Sponsored content involves paid posts featuring your product. This method is popular because it’s straightforward and effective. The content should feel natural, tell a story, and offer useful information rather than overtly selling something.
To secure sponsored posts, pitch a campaign brief with your brand guidelines and posting instructions. Influencers might also reach out if they think your brand fits their audience. Provide influencers with a UTM link or promo code to track the campaign’s performance. Compensation can be a flat fee or pay-per-click arrangement.
- Affiliate Links or Discount Codes
Create discount codes and unique links for influencers to share with their followers. This approach leverages the influencer’s audience to drive sales to your store. Send product samples to influencers to help them create authentic content. This method is particularly effective with high-performing influencers who can scale your campaign.
- Contests and Giveaways
Contests and giveaways create excitement and buzz around your brand. Influencers offer prizes in exchange for brand engagement, encouraging followers to share the opportunity within their networks. Structure your contest around a valuable offering with clear instructions and minimal entry requirements to maximize participation.
- Running Influencer Content on Your Channels
Promoting influencer content on your platforms benefits both parties. It helps the influencer market their personal brand while driving their audience to your channels. Choose influencers with a highly engaged audience for maximum exposure. Let influencers know when you post their content, and include backlinks to their channels.
- Brand Ambassadors
Brand ambassadors are long-term partnerships with influencers who become the face of your brand. They build credibility, trust, and awareness over time, promoting product launches and diversifying content. While some companies choose a celebrity ambassador, working with multiple influencers can maximize visibility and ROI.
The Ongoing Growth of Influencer Marketing
Influencer marketing has evolved significantly since its inception in 2006. What started with bloggers sharing personal stories and product reviews has now become a viable career path for many content creators. The industry’s growth means more influencers are available to promote your product, regardless of your niche.
The Expansion of Influencer Marketing Opportunities
With more platforms and content options available, anyone can become an influencer. Influencer marketing agencies are also growing, offering brands a hands-off approach to finding and managing influencer partnerships.
Diverse Content and Niches
Influencers now operate across various niches and platforms, from Instagram and YouTube to TikTok and LinkedIn. This diversity allows brands to find influencers who perfectly match their target audience and marketing goals.
How Ecommerce Stores Leverage Influencer Marketing
Influencer marketing acts like word-of-mouth on a larger scale. High-quality influencer partnerships can significantly boost your brand visibility, enhance SEO, and drive organic traffic to your website. Here are some ways ecommerce stores can use influencer marketing effectively:
- Build Brand Visibility
Influencers can share your brand story in unique and engaging ways, appealing to their followers’ emotions. Enhanced brand awareness can increase your social following and improve SEO, signaling to search engines that your brand has a substantial online presence.
- Share User-Generated Content
Partner with influencers to source content for your page. Reposting their content can showcase your partnership and provide valuable social proof. Develop a plan to share this content strategically to support product promotions, holidays, or sales seasons.
- Offer Trusted Testimonials
Influencers’ honest feedback about your product can provide valuable social proof, easing customers’ apprehensions and increasing sales. Specify the type of testimonials you want in your campaign to capture the most relevant content.
- Run Exclusive Promotions
Partner with influencers to offer exclusive promotions to their audience. This strategy drives conversions by making followers feel they’re getting a special deal. Provide a direct link to streamline the purchasing process.
- Collaborate with Micro-Influencers
Micro-influencers, with their smaller but highly engaged followings, can be more effective than larger influencers. They offer targeted reach and authentic engagement, making them ideal for a more intentional marketing strategy.
Finding the Right Influencer for Your Brand
Use social communities or partner with influencer platforms to find content creators genuinely interested in your products. Platforms like Upfluence, Klear, Aspire, and Awario can help you discover relevant influencers, manage campaigns, and track performance.
By leveraging these tools and strategies, you can harness the power of influencer marketing to unlock new leads and drive brand growth.
