Why Watch Out For Influencer Marketing In 2018
BY: JYOTI AGRAWAL ON MONDAY, JANUARY 22, 2018
The influencer marketing space is on the rise. Nearly 59% of marketers that Tomoson polled said that they would be increasing their ad spend in the area. The top metric for their decision: revenue. It turned out that businesses made $6 for every $1 spent on influencer marketing.
If you have struggled to generate profits from other forms of paid advertising, perhaps it is time to try influencer marketing in 2018. You have just enough time to develop your strategy. Keep reading to know what has worked for other brands:
Althea: Partnering with blogger communities
The Seoul, South Korea-based online shop offering beauty and skincare products taps blogger communities to widen its reach. Althea makes collaboration easy for people who are publishing content and at the same time in love with K-beauty brands. This effort not only helps the site establish strong ties with bloggers but also gives it the chance to expand its clout using a more personal touch.
Like Althea, you should be looking at the communities of content creators in your city, country, or region. According to Adweek, “47% of U.S. readers consult blogs to keep tabs on trends and ideas.” They seek out reviews and recommendations from these often-first-person platforms. They feel confident to ask for more information from the authors while the authors are likely to respond to every question. The connection formed in these communities is almost like that of a friend to friend.
GoPro: Supporting digital nomads
On top of partnering with communities, GoPro is known for complementing certain internet users. These include travel adventurers, digital nomads, as well as photography professionals and enthusiasts who take underwater and drone shots. It is worth noting that the action-camera brand already has 13.2 million followers on Instagram alone. Its official hashtag, #GoPro, has inspired almost 32 million posts on the social network.
GoPro’s case is a good example of how to approach user generated content (UGC). Foremost, as a business, you can rely on the virality of word-of-mouth marketing. Second, you can find your customers online without having to pay a single centavo (all it takes is one effective hashtag). If you apply analytics, you will be able to find out what they like or dislike about your products. UGCs can thereby function as entries to the virtual version of a focus group discussion.
Apple: Enlisting an army of evangelists
You may have heard of Guy Kawasaki, the man who may have popularized the term “evangelist” during his stint as such in Apple. He was, in his words, in charge of “maintaining and rejuvenating the Macintosh cult.” But in the late 2010s, the giant tech firm has been trying to unleash a sales force that does not need an official title. It is Apple’s unofficial army of evangelists.
Consumer tech has seen this strategy deployed during the launch of the Apple Watch. The company invited people to make an appointment to try on the product in any of its stores. As Forbes noted in an article, “By getting users acquainted with the product beforehand they will have less frustration and, perhaps more importantly, [Mike] Wehrs says -- the greater likelihood that users will want to show off the device to their friends.” If you are an online store, you may put up a pop-up shop or join bazaars and start with a small group of converts.
Michelle Phan & Tai Lopez: Becoming a brand
One of the earliest YouTube celebrities, Michelle Phan was an advertising partner of the platform. She is known not only for her makeup tutorial vlogs but also for a monthly cosmetic subscription service she co-founded called ipsy. Phan may have inspired a slew of vloggers focusing on beauty and cosmetics. On the other end of the spectrum is Tai Lopez, another YouTube personality. An internet self-help guru, he knows a thing or two about creating and promoting your own brand. The audiences of Phan and Lopez have one thing in common: they are after self-improvement.
Looking at these two examples, you may think of collaborating with influencers like them. In your search, keep in mind that your ideal collaborator should bear a similar thrust: helping their audience become better. After all, adding value is a way to wield influence. You and the influencers should agree on that.
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