Capturing a particular viewers’s consideration takes numerous effort and care. And now it’s getting even tougher, as entrepreneurs usually discover themselves needing to do “extra with much less.”
So, you could be considering, “What influencer advertising and marketing methods ought to I be investing in proper now?”
Fortunately, we had magnificence and wellness content material creator, Tennille Jenkins, and Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence, share their insights on easy methods to alter your influencer advertising and marketing technique to take advantage of influence along with your price range.
Watch the complete dialogue with Samantha and Tennille right here.
Prime 3 Influencer Advertising and marketing Methods To Seize Your Audiences’ Consideration
Diversify Your Influencer Program
As a model, it’s crucial that you simply don’t fall into the fallacy of committing to 1 kind of associate, platform, or content material pattern.
In keeping with Traackr’s 2024 US Influencer Advertising and marketing Affect report, shoppers usually tend to conduct product analysis on YouTube however buy merchandise on Fb. These outcomes differ throughout generations and gender which means that buyers are utilizing social platforms for varied functions.
At ILIA Magnificence, Samantha builds a tailor-made influencer advertising and marketing technique for every of the model’s goal audiences. They use a helpful framework referred to as the who, the place, why and the way methodology.
- Who are you attempting to succeed in?
- The place is that group already consuming media on a day-to-day foundation?
- Why are they on these platforms and what’s their important goal (leisure, schooling, buying, and so on.)?
- How are you partnering with influencers to attach along with your viewers and inform your model story?
“The ILIA model is designed for the Millennial, her mother and her daughter. We now have to strategically take into consideration how these three completely different shopper generations have an effect on one another in relation to consuming media and making buying selections. So, we’re fascinated with the highest of the funnel to the underside of the funnel on all completely different platforms, and the way we’re reaching these audiences with our influencer companions.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
There isn’t a one-size-fits-all influencer advertising and marketing technique. The appropriate method in your model requires fixed experimentation, analysis, and adjustment. Spend time constructing a system for figuring out what platforms, content material and campaigns are getting you probably the most bang in your buck. Manufacturers like ILIA Magnificence use Traackr’s influencer advertising and marketing platform, to hone this course of and assist their groups save time. A couple of of the issues Traackr may also help with embody:
Keep away from Chasing Each Development
Right here’s a million-dollar query: do it’s good to bounce on each sizzling pattern to be able to keep related and seen on social media?
TikTok may need taught us that if you wish to keep forward, you’ve bought to be nimble and bounce on developments shortly. And it’s true that if performed appropriately, leaping on developments could make an influence in your influencer program. Nonetheless, it’s a harmful sport to get too into pattern chasing — not solely can it’s exhausting/inconceivable in your group, it may even find yourself damaging your model. So how are you aware which developments to hop on?
Samantha shared that there’s not one set rule on easy methods to bounce onto a pattern or be part of a cultural second, however it’s a complete technique that must be thought by way of. The vital issue? Lead along with your model id and get your entire group aligned. ILIA Magnificence has discovered success in embedding developments that align with their model values into completely different channels (social, influencer, electronic mail, and so on.). Incorporating developments into completely different advertising and marketing channels makes their tales 360 which resonates extra with their viewers.
“A pattern needs to be one thing that aligns with our model pillars as a result of if we’re attempting to leap on every part, we’ll lose our distinctive tone of voice and model id that we have now labored so laborious to create and shield.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
However for those who’re going to leap, bounce! The lifecycle of a product or content material pattern lasts a most of 5 months (and certain much less these days). A classy influencer advertising and marketing technique will hold its content material well timed and depend on influencers to say “what’s in” and “what’s out.”
And don’t fear for those who assume you “missed out” on a pattern. They usually come again round simply in a unique type. Particularly within the magnificence area, there are at all times completely different iterations of an identical pattern biking by way of (i.e Latte Make-up). To identify developments which might be reappearing, it’s vital to persistently be listening to what your influencers are speaking about. Traackr’s model buzz characteristic is a good software to maintain your finger on the heartbeat of influencer content material.
Morale of the story: Be intentional with the developments you bounce on and create a system along with your group to behave shortly. Simply keep in mind that for those who’re at all times chasing the subsequent “hottest” pattern, you may by no means begin a pattern your self.
“Dabbling in developments is enjoyable, but it surely’s so vital to remain genuine to your self and discover your personal inventive voice. If you happen to’re spending an excessive amount of time taking a look at developments, you then’re by no means cultivating your personal voice. You by no means know if what you do may encourage another person and be the subsequent pattern.” – Tennille Jenkins, Magnificence and Wellness Content material Creator
Lead with Authenticity
Influencers have confirmed to influence all ranges of the funnel (from consciousness to gross sales) and construct robust model loyalty.
Traackr’s 2024 US Influencer Advertising and marketing Affect report discovered that:
- 53% of shoppers look to influencers for product suggestions
- 61% of shoppers really feel that influencers’ posts have some sway on their buy selections
- 57% of shoppers said that they might check out a new social platform if an influencer they know and belief posts there
It’s clear that influencers influence shoppers’ buying behaviors, so how do you make sure you’re placing your finest foot ahead with every influencer partnership?
Deal with the associate in partnership. As a model, it’s good to take into consideration the way you’re becoming into the influencer’s world. An genuine partnership is one which has an open dialogue. Being too prescriptive with an influencer temporary or not taking an influencer’s suggestion under consideration may result in either side dropping. On the finish of the day, an influencer is aware of their viewers finest, so deal with constructing a narrative collectively versus prescribing one to them.
“It tells me lots a few partnership when a model tailors a short to me. It’s actually useful to see particular content material particulars and which of my earlier content material resonates along with your model.” – Tennille Jenkins, Magnificence and Wellness Content material Creator
Seemingly, small particulars like including a creator’s content material to a temporary can go a good distance. If you happen to’re trying to distinguish your self, deal with long-term partnerships, inventive campaigns, and out-of-the-box collaborations that transcend conventional sponsored content material.
Wish to hear extra from Samantha and Tennille? Watch the complete video for extra key takeaways!
