New yr, new influencer advertising and marketing technique! Nicely, possibly not a wholly new technique…
Nevertheless, it is a nice time to re-evaluate how your group is working with creators to have interaction and develop your viewers.
Fortunately, superstar make-up artist and content material creator, Melissa Murdick, and Alanna Marder, Senior Director of Built-in Advertising and Communications, SEED Magnificence, share their insights on methods to have interaction and win over your viewers with influencer advertising and marketing.
Watch the full discussion with Alanna and Melissa here.
Prime Influencer Advertising Methods for 2024
Influencer Advertising Technique #1: Depend on repetition
Focusing your influencer marketing technique on long-term partnerships will probably be key in 2024.
Why? Creators love them as a result of it offers them with monetary stability and continuity, whereas manufacturers see higher ROI outcomes. These higher ROI outcomes stem out of your target market seeing their favourite influencer frequently point out your product, propelling them to have interaction and/or purchase.
“I see folks getting annoyed with the one-off partnerships the place a creator shares why a product is the best possible factor on the earth after which by no means mentions it once more. Integrating the merchandise into your content material a number of occasions creates a extra cohesive and genuine expertise for the buyer. You’re not going to purchase the inspiration brush the primary time I point out it, however possibly after listening to me speak about it 5 occasions, you’re lastly going to go to my TikTok store and make the acquisition.” – Melissa Murdick, Superstar Make-up Artist & Content material Creator
That being stated, it’s necessary to watch out in how you choose these long-term companions. Deal with constructing long-term relationships with influencers who:
- Attain your target market. In case your model is closely centered on reaching a selected viewers, like Gen Z customers within the UK, discover influencers whose profiles match that meant viewers. An influencer marketing platform, like Traackr, permits you to simply search by means of influencer content material and filter by viewers demographics (age, location, pursuits, model affinity, and so forth). Spending extra time up entrance to seek out creators who will join along with your target market will in the end prevent extra money and time down the street.
- Point out your model. Look to the people who find themselves already speaking about your model organically. Hearken to their tales of how they discovered your model or how they use their merchandise. You would possibly discover out a brand new use case in your product!
- Drive essentially the most influence. For influencers you’ve beforehand labored with, use spend efficiency metrics like value per engagement (CPE) and price per video (CPV) to assist decide which influencers present essentially the most return on funding.
“Your viewers will begin to concentrate after they see your product a number of occasions from the influencers they belief.” – Alanna Marder, Senior Director of Built-in Advertising and Communications, SEED Magnificence
Influencer Advertising Technique #2: Return to the fundamentals
If there may be one factor in influencer advertising and marketing that’s fixed, it’s change. There’ll at all times be new social platforms to determine and content material traits to leap on. Whereas it may be simple to get wrapped up within the chaos and go after the following shiny object, it’s extra necessary to give attention to the precise relationship along with your creators.
This could are available many various varieties, however there are a couple of primary guidelines to foster belief along with your creator companions.
Keep away from artistic management. Being overly prescriptive along with your creative brief or asking for numerous revisions will probably value you more cash in the long term, says Alanna. Whereas it’s necessary to incorporate vital data like timing, utilization rights, and authorized language, it’s simply as necessary to let the creator work out methods to combine your product into their content material. Going again to the repetition theme, if a client sees the identical advert time and again, they’ll be turned off from making that buy.
“Once I get a superscripted temporary or a model has a number of revisions, it removes the genuine issue and seems like an advert. You should let creators do what they do greatest.” – Melissa Murdick, Superstar Make-up Artist & Content material Creator
Tip: When you’re battling methods to write one among these, try the template we created for influencer marketing briefs.
Host significant experiences. Individuals are itching to get again on the market and meet in actual life! Deal with carving time to verify in along with your influencer companions and invite them to experiences that present them a deeper aspect of your model. For instance, Alanna invited Melissa out to the ColourPop Cosmetics factory to be taught extra about how their merchandise are made.
“Individuals are excited to get off the pc and join in actual life. Whether or not you’re internet hosting dinners or taking folks out for espresso, discover methods to develop time offline that provides extra which means to who your model is.” – Alanna Marder, Senior Director of Built-in Advertising and Communications, SEED Magnificence
Audit your whole creator expertise. Put your self within the sneakers of the creator and ask, “Is working with my model expertise?” From preliminary outreach to fee processes, it’s necessary to suppose by means of all the main points of the creator’s expertise along with your model, so that they’ll need to companion with you once more. With an influencer marketing platform like Traackr, you possibly can handle all your influencer partnerships in a single house, making it simple to ensure a seamless expertise in your creators.
“Make your self obtainable to your creator companions whether or not that’s by means of integrating with TikTok store or having creators opt-in to obtain mailers. Make sure that you’re investing in methods that can present long-term returns.” – Alanna Marder, Senior Director of Built-in Advertising and Communications, SEED Magnificence
Influencer Advertising Technique #3: Discover your voice
“It comes throughout when a model is making an attempt to be one thing they’re not or haven’t developed a way of their very own persona on-line. Whoever is in your social group must be actively concerned in the neighborhood you’re making an attempt to construct.” – Melissa Murdick, Superstar Make-up Artist & Content material Creator
Since customers flip to social media to be entertained and inspired, it’s necessary to convey your individual voice and perspective to the desk. One of the best influencers construct an engaged group by offering worth to their viewers. For instance, Melissa shared that she focuses on creating content material that comes from her experiences and goals to focus on her perspective versus doing “what everybody else is doing.” Being a copycat received’t fly in 2024.
So how are you going to stand aside? Deal with:
- The place your model excels versus evaluating your self to your rivals. Belief your intestine!
- Prioritize partnering with a various set of creators particularly in case you’re in a extremely saturated market like magnificence.
- Experiment the place you possibly can whether or not that’s a brand new creator partnership, artistic marketing campaign, or platform. Simply be sure you have a system for figuring out what platforms, content material and campaigns get you the most bang for your buck.
Wish to hear extra from Alanna and Melissa? Watch the complete video for extra key takeaways!
