Use the right key performance indicators (KPIs). Keep scaling and optimizing your influencer program. Nearly three-quarters (72.5%) of U.S. marketers will use some form of influencer marketing this year, and that number will only increase over time.
Are you not convinced that advertising with influencers can generate real business results? Civic Science found that 14% of young people aged 18 to 24 and 11% of millennials had bought something in the past six months because a blogger or influencer had recommended it. Mega-influencers have more than 1 million followers, such as TikTok star Savannah LaBrant (28.3 million followers). Adore Me also used Bader's content to create an Instagram ad combined with an instant experience. This influencer advertising campaign generated a 25% increase in subscription, with a cost per customer that was 16% lower than their usual Instagram advertising campaigns.
Arguably, the most important step in implementing your influence strategy is the part of the contractual agreement. Nowadays, anyone can be an influencer, which creates more opportunities for brands to reach their target customers. After enough brand partnerships, some have turned influencer marketing on social media into a full-time career. Maintaining the authenticity and trust of followers will strengthen the perception of your brand, so no matter how tempting it may be, marketers must resist micromanaging the style and delivery of an influencer's message.
Social media influencers are often content creators who have built a sizeable community around a topic of common interest. An influencer with a large number of followers on Facebook may not be the right person if the majority of your audience is on Twitter. In this way, your followers learn to trust what is being advertised, so even if they didn't become customers the first time, seeing your brand name associated with an influencer several times will keep you as your top priority. Influencer content that includes a conversational tone and a personal narrative helps differentiate these posts from the type of posts driven by functions or sales that a brand could publish for the same product in its own feed.
That said, agencies can be practical, since all you do is talk about your influencer marketing strategy, approve content and write a check. As a general rule, the more an influencer works with your brand, the more they'll invest in your success. For example, to show off its inclusive swimwear sizes, Adore Me teamed up with body-positive creator Remi Bader. The stronger your strategy, the stronger your relationship with influencers will be and it can lead to multiple collaborations.
The best influencer marketing strategies offer a clear path to harnessing a creator's unique point of view, audience, and style to do something that a brand can't do on its own. The mindset for successful influencer marketing is to foster a long-term, collaborative and win-win relationship. You'll base compensation on your goals, the amount of work involved, the number of followers and the social network. It's always good to experiment with new influencers to see if they can exceed your average, always increasing the effectiveness of your influencer marketing strategy.