Some of the smartest eCom marketers we know let us in on a secret...
They're (quietly) all in on influencer marketing.
THREAD: Here’s how they’re doing it 👇
They're (quietly) all in on influencer marketing.
THREAD: Here’s how they’re doing it 👇
1) Brands that win with influencer marketing figured something out:
They realized that they get a higher ROI when they create campaigns that make their influencers feel like they're promoting THEMSELVES.
They realized that they get a higher ROI when they create campaigns that make their influencers feel like they're promoting THEMSELVES.
...Here's how:
• Start small: Run giveaways with your influencers. Let them provide value (free product) to their audiences
• Then scale: Create products with your best, long-term influencers—they're brand ambassadors. Run a collab. Get them to invest in your brand
• Start small: Run giveaways with your influencers. Let them provide value (free product) to their audiences
• Then scale: Create products with your best, long-term influencers—they're brand ambassadors. Run a collab. Get them to invest in your brand
2) Influencer marketing is MOST EFFECTIVE for brands w/ high-quality, physical products:
• Quality products: Influencers prefer to promote products they actually use (+ strong word of mouth amplifies returns from campaigns)
• Physical products show well through video & photo
• Quality products: Influencers prefer to promote products they actually use (+ strong word of mouth amplifies returns from campaigns)
• Physical products show well through video & photo
3) Work w/ creators > "influencers"
Creators are craftspeople (writers, photographers, artists). Prioritize them over legacy IG celebrities.
They care more about quality in their craft than follower count—which leads to more engagement & commerce.
Creators are craftspeople (writers, photographers, artists). Prioritize them over legacy IG celebrities.
They care more about quality in their craft than follower count—which leads to more engagement & commerce.
4) Influencer marketing = designing a community.
You’re working with humans, not dashboards.
Each influencer is a relationship. And your influencers represent your brand.
Put in the work to find the right influencers. Then empower them to find other influencers for your brand.
You’re working with humans, not dashboards.
Each influencer is a relationship. And your influencers represent your brand.
Put in the work to find the right influencers. Then empower them to find other influencers for your brand.
☝️ How?
Once you find great long-term influencer partners, incentivize them to activate other great influencers.
• Create a referral system for them to sign up other influencers
• Give them a % of sales generated by influencers they activate
They'll help you scale.
Once you find great long-term influencer partners, incentivize them to activate other great influencers.
• Create a referral system for them to sign up other influencers
• Give them a % of sales generated by influencers they activate
They'll help you scale.
5) Performance influencer marketing:
Brands are tiring of wasting money on campaigns that lack a clear ROAS
So some are moving away from paying lump sums for "sponsored posts"
Instead, they're compensating influencers based on the conversions they drive—an affiliate model
Brands are tiring of wasting money on campaigns that lack a clear ROAS
So some are moving away from paying lump sums for "sponsored posts"
Instead, they're compensating influencers based on the conversions they drive—an affiliate model
...And top brands deploy a mixed model.
• They pay some cash for their best creator's content
• Then ALSO pay a small % of each sale that comes in through their affiliate link
^ this approach often leads to long-term, win/win partnerships between influencers and brands
• They pay some cash for their best creator's content
• Then ALSO pay a small % of each sale that comes in through their affiliate link
^ this approach often leads to long-term, win/win partnerships between influencers and brands
6) Seek long-term relationships over one-off campaigns
Brands that are reinforced over time to an influencer's following —> high affinity.
Find influencers who want to be a true representative of your brand.
The result? More consumer trust and often lower influencer rates.
Brands that are reinforced over time to an influencer's following —> high affinity.
Find influencers who want to be a true representative of your brand.
The result? More consumer trust and often lower influencer rates.
7) Most startups should start with nano & micro influencers
Nano: Under 10k followers
Micro: ~10-100k
Macro: 100k +
As influencers grow, their audience becomes diverse. It's harder to deliver personalized messages, so engagement & conversion often decline.
Nano: Under 10k followers
Micro: ~10-100k
Macro: 100k +
As influencers grow, their audience becomes diverse. It's harder to deliver personalized messages, so engagement & conversion often decline.
...Another reason to prioritize nano or micro > macro influencers:
Influencers with smaller followings are more accessible & trusted than their celebrity counterparts.
You’ll get better targeting (higher conversion) for a lower fee since they have less reach.
Influencers with smaller followings are more accessible & trusted than their celebrity counterparts.
You’ll get better targeting (higher conversion) for a lower fee since they have less reach.
8) Seek relationships with fast-growing influencers.
Especially for long-term partnerships.
They'll likely charge less than large, inflated, slower-growth accounts.
And over time, they’ll get you in front of their rapidly growing audience.
Especially for long-term partnerships.
They'll likely charge less than large, inflated, slower-growth accounts.
And over time, they’ll get you in front of their rapidly growing audience.
9) Offer creative control
Make sure you allow influencers to maintain some creative control over content.
Why?
• The content needs to be authentic, not scripted.
• Creators know their audience best. Give them a chance to create content that goes viral/gets great engagement.
Make sure you allow influencers to maintain some creative control over content.
Why?
• The content needs to be authentic, not scripted.
• Creators know their audience best. Give them a chance to create content that goes viral/gets great engagement.
10) Know when to "gift"
Gifting = sending influencers products for free.
This works best for nano influencers who aren't creating "full-time."
If they like your product, ask them to post about it.
Brands get low-cost exposure since their cost is inventory, not cash.
Gifting = sending influencers products for free.
This works best for nano influencers who aren't creating "full-time."
If they like your product, ask them to post about it.
Brands get low-cost exposure since their cost is inventory, not cash.
11) Attribution is notoriously difficult in influencer marketing.
You can try to track traffic/sales through influencers' URL or discount code.
But this doesn’t always tell the whole story—people will hear about you from an influencer but purchase later from another source.
You can try to track traffic/sales through influencers' URL or discount code.
But this doesn’t always tell the whole story—people will hear about you from an influencer but purchase later from another source.
...The workaround?
Add a post-purchase survey to figure out the # of people who heard about you from influencers.
Click/coupon data might show a low ROAS, but you might find that your ROAS is much higher once survey data is accounted for.
Add a post-purchase survey to figure out the # of people who heard about you from influencers.
Click/coupon data might show a low ROAS, but you might find that your ROAS is much higher once survey data is accounted for.
btw real quick before we finish up…we send a growth newsletter 2x per month. Check it out here: demandcurve.com/newsletter#3ec…
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