Influencer marketing is unique in that it allows consumers to see products in action – by real people.
Rather than hoping that your target customers will be able to visualize themselves wearing your new line of handbags, why not show them exactly how it looks on one of their favorite Instagram fashionistas?
Social media personalities (non-celebrities who are basically celebrities) have earned the trust of their followers, so when they recommend a product or service in their niche, their audience is more likely to convert to a new customer.
Utilizing an influential figure rather than dumping money into an expensive advertising campaign can help you avoid problematic social media algorithms and an upsurge in ad costs over the holidays.
Instead, let’s increase your exposure to niche audiences who are more likely to spend their money using influencer holiday marketing.
How Can You Work with Influencers This Holiday Season?
Let the Influencer Take the Wheel
Influencer marketing is not about creating a new narrative; it’s about how your business fits into the influencer’s existing narrative. Their followers follow them for a reason.
The best influencers are popular because they are creative. They know how to produce aesthetically pleasing photos, and they know how to integrate and promote products in a way that their audience will enjoy.
They know exactly who their audience is and what they like to see. And, they’re usually way better at this then businesses are.
Rather than agonizing over how you’re going to create a new holiday marketing campaign that stands out from the rest, simply give your influencer your product and a few message ideas, and they’ll do the rest.
In fact, the fewer guidelines they have, the more creative they are likely to be when it comes to creating their content to their specific audience.
In return, your business will get an authentic message that promotes engagement and resonates with your future buyers. This is way less of an #ad feel and increases the chance for conversions.
Make sure you optimize for user experience metrics.
Are you optimizing for user experience? Enhancing site speed, content stability and interactivity can boost organic rankings, brand awareness and sales.
Choose Influencers that Embody Your Brand
An influencer marketing campaign is dropping a new set of wireless headphones on a beauty tutorial page.
While the influencer may reach some people who would be interested in the product, because hey, we all love music, it would be pretty limited.
This type of influencer is very niche and has a following largely consisting of people who want to learn makeup and skincare tips and tricks.
They aren’t following this influencer for music advice, though they may listen, it’s a stretch.
If the influencer suddenly posts a picture of themselves wearing these wireless headphones in a blatant #ad, it may be a bit off-putting and confusing.
There’s no strategy there. What are they going to say about them?
“I love wearing these headphones while I wash my face?”
No.
On the contrary, dropping a new line of activewear on a popular yogi’s social media page is the perfect way for a retailer to get the word out about their brand.