Think about it: every brand claims its products are the best. So how do you make sure your brand stands out from the rest? Key in social media marketing. Now social media marketing in itself isn’t enough to make your brand unique; in fact, most businesses have a social media presence nowadays. The difference is that not all brands are interacting with influencers. An influencer is a person with a large social media following and because of this, they have the power to impact, or “influence” the purchasing decisions of their audience.
Influencer marketing has become even more popular through the Covid-19 pandemic because social media users are spending an increased amount of time online, both scrolling on social media and online shopping, so why not combine the two?
Influencers are talented at not only building an audience but also engaging with that audience. They build and nurture relationships with their followers by posting captivating and oftentimes relatable content.
Keep reading to learn why your eCommerce business should consider investing in influencers to compliment your overall marketing strategy.
Return on Investment Sees an Average of $5.78 for Every Dollar Spent
If you’re a data person, Influencer Marketing Hub’s 2020 report indicates that you can earn up to $18 in earned media value for every dollar spent on influencer marketing, with the average being closer to $5.78 per dollar spent.
In short, it’s the fastest-growing marketing channel for brands, outperforming traditional forms of marketing.
Why does Influencer Marketing Work?
1. Influencers feel like trustworthy friends
Influencers work hard to post engaging content that feels familiar to their audience. This is how they nurture close relationships with thousands of people, most of who they’ve never met in person. Influencers also offer valuable information, such as how-to videos explaining recipes, workouts, self-care routines, and more. Some people look to them for advice or for ideas on how to improve their lives.
According to Business Wire, “The majority of consumers find these influencers’ content appropriate and helpful – with an overwhelming trust in influencer content over posts from brands, impacting purchasing behaviors.”
Let’s look at the data from the Matter Communications study: 61% of consumers are likely to trust recommendations from an influencer on social platforms, but only 38% are likely to trust recommendations from a brand on social platforms.
An even more convincing statistic for you: 82% have either purchased, researched, or considered purchasing a product or service after seeing influencers post about it.
Influencers truly influence the market and buyer behavior, especially for their long-term followers.
2. Influencers are Talented at Disguising Promotional Content
When consumers see social media posts from brands, they often scroll past without engaging. Why? Because brands are generally not good at creating content that feels non-promotional.
The best marketing content is content that consumers don’t recognize as “salesy”. No one wants to feel like they’re being sold to; that’s why many influencers are skilled at creating content that is entertaining or helpful, while simultaneously being promotional for a brand. On TikTok, for example, if an influencer starts doing really well not only do they get paid to post about products, but brands have started pulling these TikTokers into their actually ads themselves, so it truly looks like a regular video from the TikToker (but it’s actually an ad from the brand itself!).
The moral of the story here is that people will still interact and engage with promotional content as long as it’s done well. After all, it’s in the influencer’s best interest to make the material engaging to maintain their followers and their relationships with various brands.
3. Influencers Know What Their Audience Wants
Influencers don’t have large audiences for no reason; they can grab and maintain an audience’s attention over a prolonged period of time. They know how to feed their consumers the type of content they want.
As a marketing team, it can be really hard to curate the content that your audience wants. Influencers can reach your audience in a unique and interesting way.
What is the Most Effective Platform for Influencer Marketing?
Unsurprisingly, this depends completely on your business and your audience. Different platforms will help you reach different groups of people. For example, depending on a consumer’s age, they will trust influencers on certain platforms more than others. Consumers ages 16 to 24 trust influencers on Instagram and TikTok the most. In contrast, consumers over the age of 25 trust influencers the most on Facebook.
A good rule of thumb is that if you have ads and/or regular posts doing better on one social platform over another, that will probably also be the platform where you’ll see an influencer marketing strategy work best.
Contribute to your Influencer’s Success
The key to success for influencer marketing is that consumers truly trust the advice from the influencer. If a trustworthy influencer recommends your products, their followers will most likely believe their word and will try your product out for themselves.
That’s why authenticity in influencer marketing is so important. Within an influencer contract, you are often able to detail the type of content you want.
Since consumers love influencers for their genuine trustworthiness, consider what content makes consumers view them as authentic:
Influencer marketing content is important because you don’t want boring and unconvincing content, but rather entertaining, educational, and natural content.
Influencers are a Compliment to your eCommerce Marketing Strategy
The data supporting influencers is striking. For example, 74% of consumers are dodging brand messages. To reach those consumers, influencer marketing is the way to go. There’s no denying the fact that influencers are an excellent investment in your marketing budget.
However, don’t focus solely on influencer marketing when it comes to your overall eCommerce marketing strategy. Make sure your own marketing content is ready for when your influencer drives traffic to your social media platform, website, or landing page.
Don’t Rely Solely on Influencer Marketing
Your marketing influencers are a tool to grow leads, but you still have to propel the consumer further down the sales funnel.
Don’t rely solely on influencer marketing. Your influencer might drive traffic, but if your website is set up poorly, you’ll experience a high bounce rate and low conversions.
Make sure your website is ready for traffic. Create your own great eCommerce content, build a website free of technical issues, optimize your checkout process, and add powerful calls to action (CTAs), among other things.
You can even use your influencer’s content within your own eCommerce marketing campaign. For example, your brand could share the influencer post on your story or page to highlight the influencer, contributing to your own content.
How to Create an eCommerce Influencer Marketing Plan
Now that you’re convinced influencers will elevate your eCommerce marketing strategy, learn how to create an influencer marketing plan for your eCommerce company. It is our ultimate guide in assisting you to build a powerful influencer marketing campaign!