Millennials are going crazy with BTS, the Korean boy band. Most sports lovers glorify Cristiano Ronaldo. Mr. Beast tops the YouTube leaderboard. All of them were called influencers. Brands and businesses partnered with them to promote products and services. So, how can influencer marketing drive sales for your business? We’ve got you covered!
WHAT IS AN INFLUENCER?
An influencer is a person or group with the ability to sway the buying decisions of many consumers. They may have authority over a specific subject, expertise in a certain niche, or simply be popular in their own craft such as acting, blogging, singing, and dancing.
There are 5 types of influencers based on their number of followers. These are the following:
- Nano-influencers of those with 1,000 to 10,000 followers
- Micro-influencers of those with 10, 000 to 50,000 followers
- Mid-tier influencers of those with 50,000 to 500,000 followers
- Macro-influencers of those with 500,000 to 1,000,000 followers
- Mega-influencers of those with more than 1 million followers
Influencer endorsement is a powerful social proof as it can boost brand awareness and reach new potential customers. It is because they command much more trust than faceless brands. Their recommendations can sway the audience because they have already captured the audience’s trust.
HOW DOES INFLUENCER MARKETING DRIVE SALES FOR YOUR BUSINESS?
Influencer marketing means partnering with influencers in the form of branded content and sponsored promotions.
Build Consumer Trust with Authentic Influencer Content
Clinique Australia launched its Clinique ID range for imperfections. To raise awareness and encourage customers to try their new products, the company partnered with Cheryl Law, a local content creator. With 19,000 followers on Instagram, Cheryl created a short video using punchy pop music while applying a Clinique moisturizer to her cheeks. She pitched it as a way to refresh during the colder months. Cheryl further noted that for Clinique, skincare is self-care. Because of that video, Clinique earned an 8.7 times return on ad spend by building consumers’ trust.
Create Content that Uses Real-Life Experiences
ASUS wanted to convey its unique selling point as it launched the new Vivo Book laptop. It was very light and portable. ASUS partnered with Vamp from Meta business to connect with the right audiences. Vamp showcased the product daily uploading videos in home offices and on-the-go scenarios. Vamp also shared branding guides on what to and what not to do with a laptop. The campaign resulted as an instrument to expand the reach of ASUS in Poland. By showing target customers the real-life application of the Vivo Book laptop, influencer marketing can drive sales for your business.
Integrate Branding Subtly
L’Oréal worked with 15 global beauty creators to subtly promote their brand palette for consistent color, composition, and skin tone. Each creator detailed their own skin concerns and their experiences with L’Oréal Revitalift Hyaluronic Acid Serum. These helped the audience associate the creator’s content with L’Oréal products boosting its sales.
Mix Accessible and Aspirational Content
Konvy is a Thailand-based beauty products retailer. It aimed to boost awareness on its 11.11 Single Day campaign. Konvy collaborated with 8 female beauty and lifestyle influencers during their 2020 winter campaign. The influencers delivered fun and positive photos and videos showcasing Konvy product discounts. By mixing accessible and aspirational content, Konvy’s brand credibility and sales eventually increased.
Pair Branded Content Ads with Daily Campaigns
A challenge in working with influencers is that the content or post can only reach the influencer’s followers. But when you pair branded content with their daily campaigns, a brand or business can expand its reach and influencer marketing can drive sales for them.