Enjoyed Turkey Time? Put Some Influencer Marketing Gravy in your Strategy

Here we are. Congratulations! You made it. Thanksgiving is over and Black Friday is here, what a beautiful time to be grateful for so many things in life. If you’ve been following our series about holiday marketing, you’re pretty much set for your Black Friday and Cyber Monday strategy. We’d like to end our fall strategy saga with the cherry on top of the cake: Influencer Marketing. Get ready because this is your last chance to get a piece on that shopping spree cake. Let’s talk business.

According to Shopify, 2017 holiday ecommerce demolished all records to date:

  • $1 billion every day Nov. 1-22

  • $1.52 billion on Thanksgiving

  • $5 billion on Black Friday

  • $6.6 billion on Cyber Monday

  • $108.15 billion overall

Buyers from Influencer Marketing write more product or company reviews than the average consumer.
— @globalwebindex

WOW. Are you speechless? Well 2017 was good money but 2018 will be bigger. Let’s talk about why you should double your efforts with your Influencer to close out the season.

Instagram Influencer Marketing Growth

The decline of traditional TV and the growth of social media have given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020. Instagram is one of the most quickly developing segments of the growing Influencer Marketing market. But lack of transparency and reported metrics with regards to advertiser spend mean that there’s no official tally on the size of the Instagram Influencer market. So to estimate the size of that market, a projection based on research was created.

From micro-influencers making $50 per post to Instagram superstars like Ariana Grande that command half a million dollars per post, the Instagram Influencer market runs the gamut in terms of following, audience, and engagement; but it has even the biggest brands buying in. Target, H&M, Adidas, Samsung, American Express, Toyota, Fairmont, Microsoft, and many more brands are finding ways to partner with Instagram influencers to reach audiences.

Value your Influencer Content Higher than Ads (Because your Buyers Do)

Nielsen Catalina did a remarkable study comparing Silk Almond Milk purchasers exposed to influencer content about the brand to a control group that was not exposed to that content. For every 1,000 people, the influencer-content shoppers spent an average of $285 more on almond milk. The influencer content was 11 times more effective than banner ads in terms of driving real sales lift.

Well-constructed influencer marketing can drive sales, but the measurement must be built from the beginning. At times, correlated sales lift is the only realistic measure based on budget or limitations of the sales channel. And whether that correlation is “clean” depends on what else is happening in the marketing universe.

Massive Shopping, Massive SALES, Massive money spent. But brands are all about connection now, how that sale made that customer feel about the brand? Will the customer be spreading the word of a good sale through all their social media or will this purchase be just another thing that they bought because it was on sale. How does the brand feel about the sales? What about the upcoming new clients who are approaching by any content or influencer marketing strategy?

Powerful and Meaningful Strategies

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue. In fact, influencer-created content can also help you boost the conversion rates of your ads.

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue.   Photo courtesy of Rebecca Stice ( @aclotheshorse ).

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue.

Photo courtesy of Rebecca Stice (@aclotheshorse).

Let’s review some powerful and meaningful strategies to give a quick twist to your brand in order to connect and engage more with your possible customers by using Influencer Marketing. Some of these we’ve mentioned before but let’s go through them with this point of view in mind:

  • Provide Creative Freedom: Influencers are a creative bunch. They know their audiences and their interests pretty well. If you’re overly restrictive with your content guidelines, rest assured that they won’t be able to deliver their best work. And that can significantly affect your engagement.

  • Be Generous: If you truly care about generating significant engagement from your Influencer Marketing campaign, you need to be generous. That includes, but isn’t limited to, compensating influencers fairly for their work. To create compelling content, influencers invest a lot of their time and energy.

  • Promote Unique Brand Stories: How you portray your brand to your audience is very important when you are trying to connect with them. Your messaging needs to convey your mission and values in a way that your followers can understand and relate to. In fact, 45% of a brand’s perception is derived from what the brand says and how they say it.

  • Leverage Micro-Influencers: Though micro-influencers have far fewer followers than their peers, they can help you drive much better engagement. In fact, 82% of consumers are more likely to follow recommendations from micro-influencers than an average person. Micro-influencers share close and trustworthy relationships with their audiences that help them influence people. That’s why many e-commerce brands consider working with them as one of the best influencer marketing tactics to drive more product sales.

So, as you can see, Influencer Marketing is only growing as brands see positive results. Instagram Influencer Marketing alone is expected to reach $2 billion by 2019. As those numbers increase across platforms so will the expectations be put upon content marketing teams by upper management.

So if you’re ready, stay ready because November is ending but December is coming and Christmas is just around the corner. We know we’re ready! Let us hook you up with a badass Influencer Marketing strategy, our #GNBSquad is HOLIDAY SALES ready and we can create for you. Take a look at our roster and see how we do.

Does my Brand Even Need Micro-Influencers for the Holiday Success?

We established in our previous post (get educated!) that the holidays are coming, and as a company and brand you should be in final steps of planning your strategy to maximize sales success.

Consumers use micro and macro influencers to make purchases, they rely on their experience as customers and their connections (organic, of course) between them and the brands they represent. Do you ever read reviews before buying something you’re interested in? Well, influencers are like living reviewers that tell you all you need to know before you make a purchase.

Now, let’s talk about micro-influencers. Now, when it comes to micro-influencers, the first big assumption people make are that they are BIG names or celebrities with big budgets. But we’re here to set the record straight. Micro-influencers give brands specific insights for certain communities. Say, a mother that became insta-famous for the content that she was sharing to other mothers out there. This mom is sharing her knowledge and experiences, so people decided to follow her and be influenced by the content that she puts out. Clearly, she has now turned into a great ally for all baby and child related brands. That is micro-influencing in a nutshell.

Photos courtesy of Marwa Atik (@marwaatik) and Stella Simona (@stellasimona).

So, are the holidays all about finding the best price or the best item/service/experience? Influencers can help supporting brands with special offers and sales strategies that you may be into for this upcoming season. Don’t have any? We gotchu, boo ;)

Micro-influencers are people who have already built the audience a brand is looking for, and they’ve already established trust with them
— Barett Wissman, Forbes

But the question that always arises when it comes to micro-influencers and their strategy is, how small does the niche have to be to be a good micro-influencer? What if that small niche isn’t the community I’m trying to reach? It’s ok to have questions and doubts about them, but keep in mind, that you have to always analyze your candidates. Find the right person who speaks to the community your brand is trying to speak to. Do I need a huge pop celebrity turned into influencer or does my brand need a different approach in order to better connect with my target? Is micro-influencing, then, the real way?

First things first, what qualifies as a micro influencer?

The key metric is influence, not reach. Some will say it is somebody between 5,000–10,000 followers. Others say it is less than 100,000. These numbers are arbitrary divisions, if you are trying to compare them with say, Lady Gaga or the infamous Kardashian empire.

We decided to work with micro-influencers as opposed to larger-scale influencers due to budget as well as due to the fact that micro-influencers, even though they have smaller audiences, have a more engaged and targeted following, leading to better use of money spend.
— Alon Popilskis, who handles marketing for Mom’s Mason Jar Rack, a product developed by a small Los Angeles-area business called Otter Lab.

Still not into this alternative strategy? Let’s bring it down to facts, shall we:

  • Your ideas and brand will be flowing in a natural and very organic way with micro-influencers because their community is more like a friend-fan base. So they can naturally speak directly to them and be confident about anything.

  • We wish our budgets could afford A-lister celebrities, but even if you could get Madonna, is she the right one to speak about your brand and also, will it be believable?

  • Their friend-fan base allows them to have high rates of engagement so the interaction will be higher and more specific than expected.

  • You can easily measure the ROI by directing consumers with user codes or name codes for purchases or even with a simple traffic direction from your website.

We all have the same question. “If they are influencers, why are they micro?” or “if they’re still micro, does that mean they are not that influential to work with my strategy?” Well, our answer will always be, don’t worry! We will always present you with a media kit or a presentation that supports any of your micro-influential business inquiries, so that way you get to know the person behind the brand and also the community that they represent.

If you still have some questions about the process, or you’re ready to go -- let’s talk! God & Beauty + Sociologee is taking on the world of micro-influence with the level of detail that has made G&B itself a success., Let us know what your brand and community is into and we will work with you to create the right strategy. What are your main goals when it comes to working with an influencer and most importantly, what is the message that you and your brand need to communicate to a community? Does your brand have an established community already? Be sure to contact us for any assistance, we’ll represent your brand and take it to the right place.