Facebook Shares Influencer Tips from Big Brand Wins
Why are big brands turning to micro-influencers to tell their stories? Here’s what we learned from Facebook’s guide to about what drives a good influencer strategy Influencer marketing is a good way to approach target demographics, increase audiences and strengthen loyalty among consumers. Businesses are adopting influencer marketing, with more substantial marketing budgets being allocated […]
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Why are big brands turning to micro-influencers to tell their stories? Here’s what we learned from Facebook’s guide to about what drives a good influencer strategy
Influencer marketing is a good way to approach target demographics, increase audiences and strengthen loyalty among consumers. Businesses are adopting influencer marketing, with more substantial marketing budgets being allocated to strategies involving influencers.
Influencers have become central to how people discover new brands and products, even persuading their purchases. And with the COVID-19 pandemic driving people to spend more time online, the popularity of digital creators has only grown.
For brands, the most effective influencers to partner with are those seen as authentic, trustworthy and relatable by their audiences. In fact, 60 per cent of global consumers say they’d follow a brand, product or service after seeing it promoted by a creator who shares their values and interests.
Influencer Marketing Creates Opportunities For Global Growth
Facebook sought to find out with its latest study, for which it analysed 12 campaign in five different verticals, to glean more insight into what results influencer marketing is generating for brands.
It highlights the massive growth of influencer marketing, which is set to reach $13.8 billion in spend in 2021.
The State of Influencer Marketing 2021: Benchmark Report, Influencer Marketing Hub
Build Consumer Trust With Authentic Influencer Content
Influencers have become central to how people discover new brands and products, even persuading their purchases. And with the COVID-19 pandemic driving people to spend more time online, the popularity of digital creators has only grown.
By working with authentic and relatable influencers, businesses can build trust with consumers.
Here are some examples of how brands have effectively collaborated with influencers, as well as creative guidance for building campaigns.
L’Oréal: Integrate Branding Subtly
L’Oréal incorporated consistent colour, tone and composition across all of their influencer content. The brand engaged 15 influencers for a fun campaign that tied together through
style and colour. This created a subtle but consistent branding and puts the spotlight on the business.
Clinique: Mix & Match To Create Aspirational And Accessible Content
Clinique achieved accessible content by mixing beautiful visuals with authentic influencer content. Clinique created regular ads that enticed users through highly polished visuals. Meanwhile, influencers produced accessible content by speaking about their personal experiences of using the product.
ASUS: Use Real-Life Experiences To Showcase Your Product
ASUS tasked influencers with creating relatable content that showcased the product in everyday settings, such as home offices, and being easily carried on the go. They also shared branding guidelines with the influencers with specific recommendations on things to do or not do. The result was creator content that was on brand and felt relevant to the consumer’s lifestyle.
WIPPY: Leverage Diverse Influencers To Appeal To Wider Audiences
Wippy worked with a variety of influencers to showcase different use cases of their social networking application, from meeting new friends to sharing about your favourite coffee shops.
The influencer marketing industry shows no signs of stopping. In fact, micro-influencers – content creators with a following of less than 25,000 – are driving better results than macro-influencers. Their appeal is rooted in their abilities to create relatable content that showcases their knowledge and conveys the passions they share with their highly engaged audience.
So while teaming with a major celebrity will definitely have reach and awareness benefits, smaller creators can also drive strong results due to their more intimate community connection, which adds more weight to their endorsement.
In its broader study, across 12 campaigns, Facebook found that influencer marketing certainly improved response, with big increases in purchase intent and conversions.
The State of Influencer Marketing 2021: Benchmark Report, Influencer Marketing Hub
Influencer Marketing Helps Drives Sales
Influencer marketing drives outcomes throughout the entire customer journey, from brand awareness and action intent to actual purchase conversions. Overall, the numbers speak for themselves: adding branded content ads into your existing campaign strategy drives more sales 8 out of 10 times.
Conclusion
For best results, focus on developing long-term bonds with influencers. Gestures such as introducing them to the network, sharing freebies, and staying in touch with them even when not in need will assure that influencers are invested in the campaign’s success.
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