How Influencers Can Impact Your Marketing Campaigns By 2X / 3X
In today's digital landscape, influencer marketing has emerged as a powerful strategy for brands to connect with their target audience.
Our clients in luxury skincare, food and beverage, and real estate regularly leverage influencer marketing content to boost metrics across the board. Our past campaigns collaborating with content creators and synergistic businesses have yielded 2X performance in our key performance metrics.
Photo Credit: HubSpot
According to a HubSpot article, 90% of marketers believe incorporating influencers in their marketing strategy effectively increases sales. That leads to the fact that 50% of Millennials would trust the recommendations they see from influencers compared to just 36% from celebrities. Even in the Gen Z demographic, 33% say that they have bought a product based on the recommendation of an influencer.
Here are 5 key points you should consider when collaborating with influencers for your marketing campaigns:
1. Increased Reach and Exposure
Collaborating with influencers brings the advantage of expanded reach and exposure. Influencers have amassed dedicated and engaged followings on their social media platforms or blogs, whether that be macro-influencers or micro-influencers. The best way to evaluate this is by taking a look at the ratio between the influencer’s followers and then seeing how much engagement (likes, comments, saves, shares) their content gets.
By partnering with influencers, you can tap into their audience, which might be entirely new to your brand. This extended reach allows you to broaden your brand's visibility, generate awareness, and capture the attention of potential customers who may not have encountered your brand through other channels. Increasing exposure to different and new audiences adds to the potential customers entering the top of your sales and marketing funnel.
2. Trust and Credibility
One of the greatest assets of influencers is the trust and credibility they have established with their followers. Their audience values their opinions, recommendations, and expertise. When influencers endorse your brand or product in an ad, their followers perceive it as an authentic recommendation from a trusted source. This association with influencers helps establish trust and credibility, making your brand more appealing and reliable to their audience. The trust factor of associating with the influencer significantly amplifies the impact of your campaign.
3. Authenticity and Relatability
Influencers have mastered the art of creating authentic and relatable content. Their followers resonate with their unique style, personality, and experiences. By incorporating influencers into your ads, you infuse the campaign with their authenticity and relatability. This genuine connection with the audience enhances engagement and makes the ad more impactful. Influencers bring their own voice, stories, and experiences to the table, making the content more compelling and relatable to their followers. As a brand working with influencers, you want to leave them with room for creativity, to tell the story in their own style and tone; if it looks like an ad and smells like an ad, your brand and the influencer could face backlash for creating inauthentic content, so bear this in mind.
4. Content Creation and Storytelling
Influencers are skilled content creators who understand the preferences and interests of their audience. By involving influencers in your ads, you leverage their creativity to deliver your brand message effectively. Influencers bring a fresh perspective and creative input, making the ad more engaging and captivating. Before providing a standardized brief to the influencer, hop on a call with them to get their take on why they think their followers would be interested in your brand. Value their fresh perspective and allow them to incorporate it into their content to share your brand story with a new approach that still aligns with your company’s brand.
5. Amplified Engagement and User-Generated Content
Influencer ads often generate higher engagement rates compared to traditional ads. According to an article by Growth Collective, incorporating influencers in your ad strategy gives 11 times the ROI compared to traditional ads. Their followers actively interact with the content, leaving comments, likes, and shares. This increased engagement creates a ripple effect, expanding the reach of your campaign and driving organic growth. Additionally, influencer collaborations can lead to user-generated content as their followers are inspired to create their own content featuring your brand. One well-known example is the #EyesLipsFace challenge by E.L.F. Cosmetics on TikTok. The challenge generated 5 million UGC videos and resulted in 2 billion views. These metrics turned out to bring a 276% increase in sales. This user-generated content further amplifies the impact of your campaign, turning followers into brand advocates.
Influencers are a great way for brands to speak to the consumer market authentically.
Incorporating influencers in ads is a powerful strategy to amplify the impact of your influencer marketing campaign. By leveraging their reach, trust, authenticity, and creativity, you can create a strong connection with your target audience, boost brand awareness, and drive meaningful engagement. Remember to choose influencers whose values align with your brand and audience, and collaborate on creating authentic, compelling content that resonates with their followers–it’s not just about choosing the influencers with the biggest following. Embrace the power of influencers in ads to take your influencer marketing efforts to new heights and achieve impressive results.