3 Examples of How you can Discover and Companion with Prime Influencers I Traackr

Influencers are highly effective allies for manufacturers trying to drive consciousness and gross sales. Actually, 70% of US shoppers usually tend to purchase a product from a model in the event that they work with an influencer they know and belief. 

Even higher? Influencer companions can assist entrepreneurs attain differing types of audiences in an genuine manner.

Under we stroll you thru three examples that illustrate easy methods to discover high influencers that aren’t solely a very good match to your model, however have the potential that will help you attain new and engaged audiences.

3 Examples of How you can Discover and Companion with Prime Influencers

Use information and a performance-driven mindset like BFGoodrich

BFGoodrich is an American model based 150 years in the past that has all the time positioned two values on the middle of what they do: efficiency and fervour. The model sells each off-road and on a regular basis client tires, however is definitely finest recognized in motorsports like rally raid (a kind of off-road racing).

Whereas the BFGoodrich is well-known in motorsport, the model wished to broaden its model consciousness by reaching a youthful and bolder viewers. 

To slender their search, the group determined to search for influencers that embody its model values of “efficiency and fervour”, finally deciding to give attention to Crimson Bull athletes in non-automobile sports activities.

To pick out the particular influencers for its marketing campaign, the model combed via Crimson Bull athletes, figuring out these in excessive sports activities that match the model’s values. Then, they analyzed their social media profiles utilizing Traackr to choose and validate their alternative companions primarily based on efficiency metrics like: 

• Viewers credibility and high quality – the group wished to search out influencers that had audiences of actual, engaged folks. Utilizing Traackr, they had been in a position to see whether or not potential companions had followers which can be bots, spam accounts, or individuals who observe so many accounts that they’ll by no means see that influencer’s content material
• Engagement price over time – the group wished high influencers which have a confirmed observe document. Utilizing Traackr, they seemed for influencers that had excessive common engagement charges from months of content material, thus guaranteeing they’d constant efficiency.
• Viewers demographic information and affinities – the group wished to high influencers which have audiences which can be related to its model and product. Utilizing Traackr, they had been in a position to seek for influencers which have followers which can be fascinated by sport and different manufacturers within the business. 
• Historic content material – the group wished to make sure that its influencer companions would really feel genuine to the model. Utilizing Traackr, they had been in a position to search via previous content material so as to consider whether or not their messaging and tone are in keeping with the BFGoodrich’s picture and values. 

To search out out the outcomes of this technique, learn the total case examine about BFGoodrich and discovering high influencers.

Faucet into real-life networks and make use of a multi-tier technique like hims & hers 

hims & hers is a multi-specialty telehealth platform that permits entry to remedies for a broad vary of circumstances, together with these associated to sexual well being, hair loss, dermatology, psychological well being and first care.

Whereas the model has discovered success with one-off partnerships, it wished to shift in the direction of an “always-on” technique the place influencers function ambassadors and voices for the model. 

In an effort to determine influencers that might make nice long-term companions, the group received inventive, counting on a mix of knowledge analytics and good strategic choices. This included:

• Tapping into real-life networks. hims & hers supplemented its thorough influencer search (utilizing information, viewers demographics, and historic content material) with real-life networking. In spite of everything, influencer advertising is all about relationships! The model requested the brokers, entrepreneurs, and others in its business community in the event that they knew any influencers who had been passionate or fascinated by their mission/theme.
• Using a multi-tier technique. hims & hers knew it was necessary to not depend on one sort of influencer, however as an alternative intention for variety. The group developed a multi-tiered strategy, partnering with influencers who’ve massive followings, and in addition together with decrease tiers (nanos, micros, mids) of their roster as properly. Tip: this technique is information confirmed! Traackr’s Influencer Advertising Impression Report confirmed that nano and micro influencers are posted extra in 2022 with rising outcomes.  
• Specializing in the tie between buyer persona and influencer sort. Range means way more than simply having broad tier protection. The hims & hers group knew that partnering with influencers from all totally different life phases, conditions, and backgrounds was crucial for inclusive illustration, and for guaranteeing that influencer content material would resonate with all kinds of prospects.

“Influencers usually instantly relate to their followers, which opens up the door for manufacturers to achieve their complete buyer base — not only one persona. There are numerous tales that tie right into a product, so begin with a holistic understanding of why a buyer would care. When you determine these parts you’ll uncover simply what number of tales and views there are to share.” — Bette Ann Fialkov, Influencer & Leisure Advertising Advisor (hims & hers, Google, Lyft)

To study extra about this technique, learn the total story about hims & hers and discovering high influencers.

Dig into model values and voice like Beekman 1802

Beekman 1802 is a status goat milk-based skincare model, recognized for its inventive advertising, constructed on a robust model of kindness and belief. As an indie model it has its work minimize out for it because it has a smaller group and fewer assets than a few of its greater opponents. 

The model wished to discover a inventive method to entry millennial audiences – not solely elevating model consciousness, however constructing its authority within the skincare business and driving in-store gross sales for 2 new product choices at Ulta Magnificence. 

From the onset, the group determined to focus its vitality on TikTok. Why? As a result of after conducting analysis they felt that TikTok had the best potential to assist them rapidly construct model consciousness and adoption amongst millennials. In an effort to discover high influencers, the group:

• Outlined its model voice on TikTok. Earlier than the group even began searching for influencer companions, it determined it was key to grasp what labored for the model on TikTok. So, Beekman 1802’s various worker community spent a couple of months creating and testing content material. They discovered that the content material that resonated probably the most with audiences was genuine, unfiltered, and value-packed which gave them a way of what to search for in potential associate’s content material.
• Outlined its model values because it pertains to influencer companions. The group additionally determined that it was necessary for influencer companions to have the ability to signify the model’s playful and artistic model character, and have its core values – similar to kindness and belief. Because of this, the group developed an “Influencer Rubric” that was utilized in all partnership evaluations.  
• Developed particular objectives and classes for influencer companions. The group then outlined 4 classes of content material so as to decide which influencers they might associate with. The classes included: instructional, entertaining, value-specific (that includes messaging round kindness), and gross sales driving. This led to the group choosing a mixture of magnificence and non-beauty influencers — some had been new and up-and-coming (e.g. Katie Beth Miedenar) and a few had been properly established within the magnificence business (e.g. Dr. Dustin Portela).

To search out out the outcomes of this technique, learn the total case examine about Beekman 1802 and discovering high influencers.