Parties, trips, dinners with friends, days on the beach, adventures to remember and colorful sunsets: summer is an open invitation to posting on social media.This is true for everyone: from people like us to influencers. Indeed, in this season there is a 30% increase in activities on social media.
It is now the beginning of August and many companies, due to the summer holidays and the semi-deserted offices, are starting to slow down their communication activities. Nevertheless, right now there are great opportunities to increase brand awareness and transform likes into buys. Would you like to find out how? Are you curious to discover how you can transform these hot weeks and the following back-to-work season in a bountiful period for your business leveraging on the power of influencer marketing? Here are some easy tips from our dedicated influencer marketing division, Velvet Touch.
What is influencer marketing?
Influencer marketing is a marketing strategy that allows you to leverage on the influence and notoriety of a well-known person to:
- increase brand awareness;
- grow loyalty;
- create unique and tailored content;
- attract a new audience;
- get an honest and genuine feedback.
One of the highlights of influencer marketing is the capacity to engage an audience and ignite conversations around your product/service, thanks to the creation of authentic and credible content.
Identify your goal clearly
Before launching a new campaign, it is crucial to define which one of these is your main goaland plan activities accordingly. Having clear objectives in mind will also help you in setting specific KPIs, allowing you to better measure the success and ROI of your campaign.
Your target is your North Star
After having identified your goal, you can define the channels, messages and influencers according to your target. If you wish to make your product known among 16-year-old teens, the most appropriate platforms are Instagram or YouTube. If you want to grow loyalty among your 50-year-old users, Facebook is likely to be the most appropriate social network. Your target audience will guide you also in the choice of the language, tone of voice and influencers. Indeed, it is crucial to choose influencers that your audience will identify with, to increase the credibility and relevance of your messages.
Micro-, macro- and mega-influencers
An influencer is a journalist, an expert, a celebrity, an athlete or a blogger with many followers and who is considered knowledgeable regarding a specific topic on social media: food, fashion, traveling, fitness, sports, tech. We can distinguish three main categories:
- Micro-influencers: less than 10.000 fans or followers;
- Macro-influencers: between 10.000 and 1.000.000 fans or followers;
- Mega-influencers: more than 1.000.000 fans or followers.
At this point you will be wondering which category is the best one to help you promote your business. The answer? It depends a lot on your main goal and on your available budget, but don't think that you need a huge budget to implement an effective influencer marketing strategy. Certainly, if you want to work with influencers like Chiara Ferragni or Cristiano Ronaldo you will need to make a big investment, but you can obtain great results also partnering with smaller influencers.
Furthermore, adopting a blended campaign approach is often the most effective strategy. Macro- and mega-influencers can help you gain significant reach, while micro-influencers can give you access to strong relationships and more authenticity.
Content co-creation is a winning strategy
Influencer marketing offers the magic opportunity to communicate your brand key messages by leveraging the unique voice of a well-known, trusted and respected influencer. Therefore, it is essential to collaborate with influencers themselves in the creation of an editorial plan, a style of communication and a type of content able to be well-received and recognized as authentic by followers. Indeed, influencers should be regarded as partners that can be involved also in defining the type of activities and actions to be carried out for the campaign, which can go from a simple participation to an event to an active participation to the designing of a new product.
We're ready for departure, and you?
What are you waiting for to make your influencer marketing strategy take off from the ground? Contact us right now: we are ready to help you today or as soon as you come back from the holidays!