4 Key Elements of a Successful Influencer Marketing Campaign
Influencer marketing and celebrity endorsements have been around for a very long time. But new-age influencers in the digital age are markedly different; this is because they have personal connections with their social media followers.
A 2017 market study highlighted that 25% of business strategists predicted influencer marketing would be a catalyst for increased sales and ROI in their organization over the next 3 years.
In 2018, Olay chose Lilly Singh—aka Superwoman on YouTube—to be their spokesperson; this cements how entrenched influencer marketing has become today.
With millions of followers on YouTube, Instagram, Twitter, and Snapchat, present-day influencers engage with their audience through a clever mix of quality personal content and branded deals. Their reach is unlike anything the world has ever seen before.
No brand can afford to overlook the burgeoning potential of this new form of marketing. The problem? Influencer marketing can be very easy to get wrong. There’s no shortage of campaigns that have gone over abysmally.
So how do you execute one perfectly? Here are a few key tips:
Identify the Right Influencers for your Brand
It’s important to select influencers who resonate with your target audience. If you’re looking to launch your brand internationally, contact locally based influencers and social media personalities to market products and services in the region you’re going to be launching in.
If you’re launching a product that speaks to a specific ethnic or religious community, reach out to people that community already follows, and see if you can get them to advertise your product.
Don’t get lost in the numbers game. An influencer with 50,000 organic followers is better than someone with 2 million fans who has zero engagement. A good metric to gauge them by is their social media engagement rate when they go live and chat with their followers and answer queries on their page.
The Power of Authenticity
Consumers look for authentic and transparent content that doesn’t seem tacked on or overly sales-y.
Relatable and relevant influencers who seamlessly combine branded deals and paid promotions with everyday content are preferred. Explicit transparency in regard to free goodies, samples, and payments is also greatly appreciated by consumers.
A dishonest and deceitful brand promotion can cause everything from social media outrage to even your brand being boycotted!
Timing Is Everything
It’s essential to understand consumer psychology and the technicalities of social media to garner more views, likes, shares, and comments on social media posts. The influencer you choose needs to be familiar with the way Instagram and Facebook algorithms work and the active hours of their online users.
It’s all about following the trends and increasing engagement through active campaigns surrounding commercial holidays and local events.
Define KPIs and Track Performance
Establish Key Performance Indicators (KPIs) and the goals you wish to achieve with influencer marketing. Do you want more sales, more comments, more tags, more mentions?
Make sure your objectives are measurable and trackable with insights and tools that analyze organic clicks and visitors on the website.
GoDiversity is a Hispanic marketing consultant that specializes in designing innovating advertisements and marketing campaigns that target the Hispanic audience.
We offer end-to-end advertising solutions across a wide range of media including TV, radio, social media, print, direct mail, PR, and mobile apps.
Get in touch with us at (917)7976189 or email at [email protected] to successfully
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