Influencer Marketing uses endorsements and product mentions from individuals who have credibility and influence over a specific audience. Followers of influencers trust them, so, when an influencer recommends something, they are, by association, transferring that trust to the company that’s selling the product or service. Think of it as social vouching. The influencer is saying to their followers, “You can trust this company.”
1. Mix Things Up
When identifying influencers, it’s best to take the combination approach. Create a strategy that uses a mix of influencers with sway across platforms (e.g. one might be big on Tik Tok, while another may be more influential on Twitter), where influence varies from general to niche (e.g. general influencers may have a wider audience with more reach, while niche influencers may have a smaller audience with more passion toward a specific subject or product), and followings range from small to large.
2. The Real Deal
Working with influencers who actually use or like the product is vital to establishing trust with a consumer. Authenticity should always trump notoriety, regardless of how tempting it may be to enlist influencers for the mere size of their audience. If you can find people with a genuine passion for your particular product, you’ve struck influencer gold.
3. Think Omni-Channel
The consumer journey no longer follows a single path. Consumers might start to research a purchase on their desktop, but complete the transaction on their phones. Or, maybe in-store signage drives them to a social campaign which, in turn, refers them to a virtual experience where they can then “click” to buy. Develop a strategy that leverages influencer content across channels in order to give customers a seamless brand experience, regardless of platform, device or touch point.
4. Technology is Your Friend
One way to create an omni-channel brand experience is by leveraging technology. There are tools that make it easy for brands to pull user-generated content into feeds on their own website. This means that if an influencer or customer posts content about your product on their own social channels, as long as that content is public, tagged, and meets company standards, then it can be displayed anywhere on your brand website, including your homepage or product pages.
5. Show Interest in Pinterest
Pinterest is one of the largest visual search engines in the world, with a community of “pinners” who have become accustomed to searching for new products and trends on the platform. Brands looking for unique collaboration opportunities can often find influencer partners with true passion for their products.