Capturing a particular viewers’s consideration takes loads of effort and care. And now it’s getting even more durable, as entrepreneurs typically discover themselves needing to do “extra with much less.”
So, you is likely to be considering, “What influencer advertising 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 modify your influencer advertising technique to take advantage of influence together with your funds.
Watch the total dialogue with Samantha and Tennille right here.
Prime 3 Influencer Advertising and marketing Methods To Seize Your Audiences’ Consideration
Diversify Your Influencer Program
As a model, it’s crucial that you just don’t fall into the fallacy of committing to 1 sort of companion, platform, or content material development.
In keeping with Traackr’s 2024 US Influencer Advertising and marketing Impression 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 advertising technique for every of the model’s goal audiences. They use a useful 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 principal goal (leisure, schooling, buying, and so on.)?
- How are you partnering with influencers to attach together with your viewers and inform your model story?
“The ILIA model is designed for the Millennial, her mother and her daughter. We’ve got to strategically take into consideration how these three totally different shopper generations have an effect on one another relating to consuming media and making buying choices. So, we’re enthusiastic about the highest of the funnel to the underside of the funnel on all totally 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 technique. The fitting components on 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 essentially the most bang on your buck. Manufacturers like ILIA Magnificence use Traackr’s influencer advertising platform, to hone this course of and assist their groups save time. Just a few of the issues Traackr may help with embody:
Keep away from Chasing Each Pattern
Right here’s a million-dollar query: do it is advisable leap on each sizzling development so as to keep related and seen on social media?
TikTok might need taught us that if you wish to keep forward, you’ve acquired to be nimble and leap on tendencies shortly. And it’s true that if performed appropriately, leaping on tendencies could make an influence in your influencer program. Nevertheless, it’s a harmful sport to get too into development chasing — not solely can it’s exhausting/unattainable on your staff, it might even find yourself damaging your model. So how are you aware which tendencies to hop on?
Samantha shared that there’s not one set rule on leap onto a development or be part of a cultural second, however it’s a complete technique that must be thought by way of. The necessary issue? Lead together with your model id and get your entire staff aligned. ILIA Magnificence has discovered success in embedding tendencies that align with their model values into totally different channels (social, influencer, e mail, and so on.). Incorporating tendencies into totally different advertising channels makes their tales 360 which resonates extra with their viewers.
“A development needs to be one thing that aligns with our model pillars as a result of if we’re attempting to leap on the whole lot, we’ll lose our distinctive tone of voice and model id that we now have labored so laborious to create and defend.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
However when you’re going to leap, leap! The lifecycle of a product or content material development lasts a most of 5 months (and sure much less these days). A classy influencer advertising technique will preserve its content material well timed and depend on influencers to say “what’s in” and “what’s out.”
And don’t fear when you assume you “missed out” on a development. They usually come again round simply in a unique kind. Particularly within the magnificence area, there are at all times totally different iterations of an analogous development biking by way of (i.e Latte Make-up). To identify tendencies which might be reappearing, it’s necessary to constantly be listening to what your influencers are speaking about. Traackr’s model buzz function is a superb software to maintain your finger on the heart beat of influencer content material.
Morale of the story: Be intentional with the tendencies you leap on and create a system together with your staff to behave shortly. Simply do not forget that when you’re at all times chasing the following “hottest” development, you may by no means begin a development your self.
“Dabbling in tendencies is enjoyable, however it’s so necessary to remain genuine to your self and discover your individual artistic voice. Should you’re spending an excessive amount of time taking a look at tendencies, then you definately’re by no means cultivating your individual voice. You by no means know if what you do might encourage another person and be the following development.” – Tennille Jenkins, Magnificence and Wellness Content material Creator
Lead with Authenticity
Influencers have confirmed to influence all ranges of the funnel (from consciousness to gross sales) and construct robust model loyalty.
Traackr’s 2024 US Influencer Advertising and marketing Impression 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 acknowledged that they’d check out a new social platform if an influencer they know and belief posts there
It’s clear that influencers influence customers’ buying behaviors, so how do you make sure you’re placing your finest foot ahead with every influencer partnership?
Give attention to the companion in partnership. As a model, it is advisable 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 temporary or not taking an influencer’s suggestion under consideration might result in each side shedding. On the finish of the day, an influencer is aware of their viewers finest, so deal with constructing a narrative collectively versus prescribing one to them.
“It tells me lots 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 together with your model.” – Tennille Jenkins, Magnificence and Wellness Content material Creator
Seemingly, small particulars like including a creator’s content material to a temporary can go a great distance. Should you’re trying to distinguish your self, deal with long-term partnerships, artistic campaigns, and out-of-the-box collaborations that transcend conventional sponsored content material.
Wish to hear extra from Samantha and Tennille? Watch the total video for extra key takeaways!
