Capturing a selected viewers’s consideration takes loads of effort and care. And now it’s getting even tougher, as entrepreneurs usually discover themselves needing to do “extra with much less.”
So, you is perhaps pondering, “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 impression along with your funds.
Watch the full discussion with Samantha and Tennille here.
High 3 Influencer Advertising Methods To Seize Your Audiences’ Consideration
Diversify Your Influencer Program
As a model, it’s important that you just don’t fall into the fallacy of committing to 1 kind of associate, platform, or content material pattern.
Based on Traackr’s 2024 US Influencer Marketing Impact report, customers usually tend to conduct product analysis on YouTube however buy merchandise on Fb. These outcomes differ throughout generations and gender that means that customers are utilizing social platforms for varied functions.
At ILIA Magnificence, Samantha builds a tailor-made influencer marketing technique for every of the model’s goal audiences. They use a helpful framework known as the who, the place, why and the way technique.
- 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, training, buying, and many others.)?
- 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. Now we have to strategically take into consideration how these three completely different client generations have an effect on one another in terms of consuming media and making buying choices. So, we’re interested by 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 precise system 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 number of of the issues Traackr can assist with embody:
Keep away from Chasing Each Pattern
Right here’s a million-dollar query: do you have to leap on each sizzling pattern with a view to keep related and seen on social media?
TikTok might need taught us that if you wish to keep forward, you’ve received to be nimble and leap on developments shortly. And it’s true that if achieved accurately, leaping on developments could make an impression in your influencer program. Nevertheless, it’s a harmful recreation to get too into pattern chasing — not solely can it’s exhausting/unimaginable in your staff, it might 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 leap onto a pattern or be part of a cultural second, however it’s a whole technique that must be thought by means of. The essential issue? Lead along with your model identification and get your entire staff aligned. ILIA Magnificence has discovered success in embedding developments that align with their model values into completely different channels (social, influencer, electronic mail, and many others.). 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 identification that we have now labored so onerous to create and defend.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
However if you happen to’re going to leap, leap! The lifecycle of a product or content material pattern lasts a most of 5 months (and sure much less these days). A classy influencer marketing technique will maintain its content material well timed and depend on influencers to say “what’s in” and “what’s out.”
And don’t fear if you happen to suppose you “missed out” on a pattern. They usually come again round simply in a distinct type. Particularly within the magnificence house, there are at all times completely different iterations of an identical pattern biking by means of (i.e Latte Make-up). To identify developments which can be reappearing, it’s essential to persistently be listening to what your influencers are speaking about. Traackr’s brand buzz feature is a superb software to maintain your finger on the heartbeat of influencer content material.
Morale of the story: Be intentional with the developments you leap on and create a system along with your staff to behave shortly. Simply do not forget that if you happen to’re at all times chasing the subsequent “hottest” pattern, you may by no means begin a pattern your self.
“Dabbling in developments is enjoyable, nevertheless it’s so essential to remain genuine to your self and discover your personal artistic voice. Should you’re spending an excessive amount of time taking a look at developments, then you definitely’re by no means cultivating your personal voice. You by no means know if what you do might encourage another person and be the subsequent pattern.” – Tennille Jenkins, Magnificence and Wellness Content material Creator
Lead with Authenticity
Influencers have confirmed to impression all ranges of the funnel (from consciousness to gross sales) and construct robust model loyalty.
Traackr’s 2024 US Influencer Marketing Impact report discovered that:
- 53% of customers look to influencers for product suggestions
- 61% of customers really feel that influencers’ posts have some sway on their buy choices
- 57% of customers said that they might check out a new social platform if an influencer they know and belief posts there
It’s clear that influencers impression customers’ 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, you have 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 brief or not taking an influencer’s suggestion under consideration might result in either side dropping. On the finish of the day, an influencer is aware of their viewers finest, so give attention to constructing a narrative collectively versus prescribing one to them.
“It tells me quite a bit a couple of partnership when a model tailors a quick 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 brief can go a great distance. Should you’re trying to distinguish your self, give attention to long-term partnerships, artistic campaigns, and out-of-the-box collaborations that transcend conventional sponsored content material.
Need to hear extra from Samantha and Tennille? Watch the complete video for extra key takeaways!
