Influencers are highly effective allies for manufacturers seeking to drive consciousness and gross sales. In reality, 70% of US consumers 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 approach.
Beneath we stroll you thru three examples that illustrate methods to discover high influencers that aren’t solely a great match to your model, however have the potential that will help you attain new and engaged audiences.
3 Examples of The right way to Discover and Companion with High Influencers
Use knowledge and a performance-driven mindset like BFGoodrich
BFGoodrich is an American model based 150 years in the past that has at all times positioned two values on the middle of what they do: efficiency and fervour. The model sells each off-road and on a regular basis shopper tires, however is definitely greatest recognized in motorsports like rally raid (a sort 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 slim their search, the crew determined to search for influencers that embody its model values of “efficiency and fervour”, finally deciding to concentrate on Crimson Bull athletes in non-automobile sports activities.
To pick the precise influencers for its marketing campaign, the model combed by 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 select and validate their alternative companions based mostly on efficiency metrics like:
- Viewers credibility and high quality – the crew wished to seek out influencers that had audiences of actual, engaged folks. Utilizing Traackr, they have been capable of 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 crew wished high influencers which have a confirmed observe document. Utilizing Traackr, they appeared for influencers that had excessive common engagement charges from months of content material, thus making certain they’d constant efficiency.
- Viewers demographic knowledge and affinities – the crew wished to high influencers which have audiences which can be related to its model and product. Utilizing Traackr, they have been capable of seek for influencers which have followers which can be all for sport and different manufacturers within the business.
- Historic content material – the crew wished to make sure that its influencer companions would really feel genuine to the model. Utilizing Traackr, they have been capable of search by previous content material so as to consider whether or not their messaging and tone are in line with the BFGoodrich’s image and values.
To seek out out the outcomes of this technique, learn the total case research about BFGoodrich and discovering top 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 allows 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 crew received artistic, counting on a mixture of information analytics and sensible strategic selections. This included:
- Tapping into real-life networks. hims & hers supplemented its thorough influencer search (utilizing knowledge, viewers demographics, and historic content material) with real-life networking. In any case, 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 have been passionate or all for their mission/theme.
- Using a multi-tier technique. hims & hers knew it was essential to not depend on one kind of influencer, however as a substitute intention for range. The crew developed a multi-tiered method, partnering with influencers who’ve massive followings, and likewise together with decrease tiers (nanos, micros, mids) of their roster as properly. Tip: this technique is knowledge confirmed! Traackr’s Influencer Marketing Impact Report confirmed that nano and micro influencers are posted extra in 2022 with rising outcomes.
- Specializing in the tie between buyer persona and influencer kind. Range means way more than simply having broad tier protection. The hims & hers crew knew that partnering with influencers from all completely different life levels, conditions, and backgrounds was vital for inclusive illustration, and for making certain that influencer content material would resonate with all kinds of prospects.
“Influencers usually immediately relate to their followers, which opens up the door for manufacturers to succeed in their complete buyer base — not only one persona. There are a lot of 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 & Entertainment Marketing Consultant (hims & hers, Google, Lyft)
To be taught extra about this technique, learn the total story about hims & hers and discovering top influencers.
Dig into model values and voice like Beekman 1802
Beekman 1802 is a status goat milk-based skincare model, recognized for its artistic advertising, constructed on a powerful model of kindness and belief. As an indie model it has its work reduce out for it because it has a smaller crew and fewer assets than a few of its greater opponents.
The model wished to discover a artistic solution 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 crew determined to focus its power 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 crew:
- Outlined its model voice on TikTok. Earlier than the crew even began in search of 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 number 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 accomplice’s content material.
- Outlined its model values because it pertains to influencer companions. The crew additionally determined that it was essential for influencer companions to have the ability to symbolize the model’s playful and artistic model persona, and have its core values – resembling kindness and belief. Because of this, the crew developed an “Influencer Rubric” that was utilized in all partnership evaluations.
- Developed particular objectives and classes for influencer companions. The crew then outlined 4 classes of content material so as to decide which influencers they might accomplice with. The classes included: instructional, entertaining, value-specific (that includes messaging round kindness), and gross sales driving. This led to the crew deciding on a mixture of magnificence and non-beauty influencers — some have been new and up-and-coming (e.g. Katie Beth Miedenar) and a few have been properly established within the magnificence business (e.g. Dr. Dustin Portela).
To seek out out the outcomes of this technique, learn the total case research about Beekman 1802 and discovering top influencers.
