Take Advantage of Influencer Marketing & Takeovers with New Social Media Features
Great Opportunity Lies with the “New” Type of Influencer and Social Media Takeovers
To think that influencer marketing is a new trend would make you about a century behind. Long before Kim Kardashian started promoting Sugar Bear Hair, the queen and the Pope were endorsing patented medicines before the turn of the 20th century. Marilyn Monroe’s endorsement of Chanel No. 5 had women flocking to department stores, and Santa Clause even got his turn, encouraging people all over the world to buy Coca-Cola since the 1920s.
The current group of marketing influencers, however, are an entirely new species of their own. The average person is exposed to more than 10,000 advertisements a day, according to the American Marketing Association, and the consumer has caught on. Gone are the days when consumers gladly bought cigarettes just because the Marlboro man was doing it, and they don’t want to be marketed to anymore. According to Clickz, 84 percent of millennials don’t trust traditional advertising.
On the other hand, Twitter research shows that 56 percent of users look to friends for recommendations, and 49 percent rely on influencers’ suggestions. The meaning behind influencer has also changed. The consumer is more receptive to normal, non-famous people. A study from Collective Bias found that nearly a third of consumers surveyed are more likely to purchase a product suggested by a non-celebrity blogger than a celebrity. Marketers have lost consumers’ trust, but have gained a resource in this new kind of influencer marketing.
How to Use Influencer Marketing
The influencers you choose to partner with should be an extension of your brand strategy and message. With over 700 million active users on Instagram and 2 billion active Facebook users, finding the ideal influencer can be overwhelming. The main goal of using an influencer should be to drive conversation about your brand, boost credibility and engage with your industry’s community. An article by Hootsuite says social media influencers allow you to piggyback on someone else’s follower base, by either expanding your audience or laser-targeting a segment that wouldn’t be possible through your own social media. Through tools such as Twitter Advanced Search, BuzzSumo and LinkedIn, you can narrow in on influencers who fit into your brand values and goals.
By seeking influencers with fewer followers, typically in the thousands and ten-thousands, may prove even more beneficial. Research from a Markerly analysis shows that as an influencer’s number of followers increases, the engagement falls. Micro-influencers, on the other hand, have more credibility and will cost you less.
By allowing an influencer to take over your own social media for a day, event or campaign is a great way to boost engagement and reach new audiences. You can have an influencer create “day in the life” posts on your Instagram story or show behind-the-scenes perspectives on Snapchat, for example.
Instagram live and Facebook live give you real estate. They are a great source for informal, live content and interaction with fans. It’s a great way to identify your superfans. By allowing an influencer to use your live social media, will gather both the influencer’s super fans and your own, making for an engaged audience. It also shows viewers that the influencer trusts your product.
There is also a major opportunity for for cross-platform promotion. Instagram stories allow users with over 10,000 followers to link to longer form content such as a product page or blog. Snapchat just rolled out a similar feature called Paperclip, which allows all users to link out to websites, giving them an advantage over Instagram. These features can be used to direct users back to blog posts, product pages and websites.
For best results, combine influencer marketing on your channels and the influencer’s. Twitter data shows exposure to a brand Tweet creates a 2.7 times lift in purchase intent, but exposure to both a brand tweet and an influencer tweet more than doubles that lift to 5.2 times. Set goals and metrics to watch. Consider tracking brand awareness through follower growth, reach and number of views or engagement through likes, comments and views. Finally, plan influencer content so that your strategy shows through and think outside the box with your content.