Influencer Marketing: Three Tips for Successful Campaigns in 2019
The past few years have seen the growth of influencer marketing and for good reason. Collaborating with influential people on social media can be a powerful promotional tool to reach a targeted and captive audience!
However, some campaigns struggle to achieve their desired results. Today, CASACOM gives you three tips to help you drive effective influencer marketing campaigns in 2019.
- Integrate with a global strategy
Influencer marketing should not replace traditional advertising. According to the lecturer Frédéric Gonzalo, “Influencer marketing is the set of practices aimed at using influencers’ recommendation potential, most often understood as a digital influencer”. Like a loyal consumer, the influencer is an ambassador whose words resonate in a large network.
Unlike traditional advertising where key messages are put forward, the influencer is first influenced: he/she is informed on the purpose of the campaign so that he/she understands it and delivers an authentic message. Influencer marketing should therefore be part of an expanded communication campaign, where the message is conveyed in multiple ways and across multiple platforms.
- Choosing the right influencers
Influencers can be divided into three categories based on their subscriber count, with each one serving a different purpose. A mix of different types of influencers may therefore be relevant for a multi-purpose campaign.
- Nano: Up to 10,000 subscribers
They have, for the most part, a nested and engaged audience, similar to a small community. Their subscribers regard them as an acquaintance, and their endorsement of a brand can be considered word-of-mouth.
- Micro: 10,000 subscribers and more
They are followed by their many subscribers largely because of their lifestyle: because they have traveled all around the world or because their style is always impeccable.
- Macro: 50,000 subscribers and more
They are usually public figures, often doing less collaborations. Their subscribers quickly associate their face and personality with the brand they endorse.
The Daniel Wellington Case
Virtually unknown by the public a few years ago, the luxury watch brand Daniel Wellington teamed up with reality show star Kendall Jenner in 2017. The brand wanted to position itself as a high-end product in front of the 102 million subscribers of the influencer, known for its sophisticated lifestyle. In addition to this collaboration, the company has partnered with several other influencers with varying numbers of subscribers, each of whom has been given a unique promotional code to share. The result? Positioning their watch as an affordable luxury product. The company, created in 2009 with a $25,000 investment, reported an income of $230 million in 2017.
- Evaluate fallouts
What is your communication objective? A car brand promoting a lifestyle will not have the same performance indicators as a company selling lip balm.
Here are some things to consider when evaluating the performance of a campaign:
- The number of people reached
- Engagement rate (number of people reached versus interactions)
- Traffic on the company website
- The number of clicks on the influencer’s account that led to the company’s website
- The number of sales made with the promo code given to the influencer
Attachment to the brand:
- The qualitative proportion of comments published under the publication
- Engagement rate
To run an effective influencer campaign this year, remember that an influencer marketing campaign should be like other communication activities done by your company. By integrating it into your overall strategy, selecting influencers wisely, and counting the right results, an influencer campaign should enable you to reach your communication and business goals, as well as act as an advertisement.