Social media influencers are a significant part of many modern marketing strategies. True influencers contribute immense value in the form of loyal, like-minded audiences whose purchasing decisions are strongly swayed by the person they follow. These personalities can drive traffic, boost sales, establish credibility, raise brand profiles, and draw crowds to events. When you find the right fit between influencer and brand, your ability to attract your core audience in a fun, engaging, and memorable way grows exponentially, making a serious impact on your profit margins and ROI.
Social Influencers Are Not New, Just Different
If your company is skeptical about social media influencer campaigns because it seems like new and uncharted territory, it’s important to recognize that this is an age-old strategy simply delivered on a new platform. Influencers are the spokespeople of the modern era. The main difference is there are many more of them, and some that you probably don’t recognize despite their millions of fans.
Instead of using spokespeople like the top-3 most famous basketball players, actors, or musicians, influencers are created by fans all over the world across a myriad of segments. The channels—TikTok, Instagram, YouTube, OTV, etc.—look and function a bit differently than traditional approaches like cable television, radio, and print. Though these are still very much in play and should not be ignored, depending on your audience and industry.
In addition to modernizing your brand and reaching audiences in a fun and effective way, influencer campaigns also offer opportunities for immense data and insights. When leveraged in the right way, this type of information can significantly boost the quality and results of your marketing campaigns.
Tips for Successful Social Influencer Campaigns
Don’t Let Follower Count Distract You
At its inception, many brands dove head-first into social media influencer marketing only to be disappointed by their return on investment (ROI). One reason was the data required to make informed decisions was not readily available. In the absence of quality information, too much emphasis was placed on the number of followers rather than their relevance.
One of our clients came to us after being severely disappointed by the number of followers and sales they received after hiring an influencer with over two million followers. The company was trying to target women in the 18-35 demographic who were interested in fashion. This influencer was a female model, and we quickly discovered that her followers were primarily men over 45 who had no interest in what the company was selling. It was a costly lesson that could've been avoided with the power of analytics.
Use Data to Drive Decisions
Luckily, there are many data analytics companies out there now that specialize in social advertising and influencer campaigns. You can check out this list to see a few. With this type of insight, marketing research firms found that the number of followers was not the key. Instead, success comes when the audience and brand are properly aligned—it’s about audience fit and engagement. This revelation gave rise to the era of micro-influencers.
We have seen highly effective campaigns with influencers that have fewer than 10,000 followers because their following is dedicated, highly engaged, the right audience for the company, and have deep trust in the individual that runs the account. On the flip side, companies like the one mentioned before have spent over $100k to make just a handful of sales valuing less than $1000.
Create a Social Influencer Campaign Checklist
Though there are many questions to ask when putting together an influencer campaign or sponsorship program, here are a few to get you started.
Who is the audience?
Is it likely that their followers will become your followers?
What percentage of their followers do you already share?
What are the most successful types of posts that lead to active engagement on their channel?
Which influencers post content, hashtags, etc. most relevant to your brand?
How well are sponsored posts received by the audience?
What is the audience’s relationship with your competition or similar companies?
Is the influencer a good representation of your brand?
Will the influencer be willing to follow your campaign parameters?
How easy is it to work with the influencer and/or their team?
Campaign Examples
Nina Agdal for Kensie
Kensie was looking for a model for their new collection and leaned on us to find the perfect representative for social posts and in-person events who would be adored by their target audience of young women. Nina Agdal has a reputation as a model and advocate for healthy body image. Her outgoing personality and female-focused messaging attracted a large following of over 1.6 million that fit perfectly with the brand’s ideal demographic.
The national campaign included billboards in Times Square and Los Angeles, social media posts, and in-person events at retailers across the US. Our team was responsible for:
Hiring Creative Team Members
Project Management and Creative Direction of Photo & Video Teams
Photography & Retouching
Campaign Strategy & Production
Influencer Casting
Contract Negotiations
Location Scouting
CMR NASCAR Xfinity & NHRA Sponsorships
Influencers are effective in nearly any industry, from fashion, beauty, and wellness to technology, roofing, and construction. One of our roofing and construction clients, CMR, sponsors motorsports to grow its commercial client base. The social media, PR, and events included with these sponsorships simultaneously strengthen brand recognition, community engagement, and appreciation from fans within their residential target audience.
However, CMR must ensure their sponsored teams and drivers align nicely with their values and audience and will contribute to their content and PR strategies. When executing ongoing sponsorships and influencer programs, working in tandem is essential. We are proud to work with CMR’s talented in-house motorsports expert, Chuck Spicer, and directly with the teams like Kalitta Motorsports to maximize the benefits of this relationships for all involved.
Need Help with Your Social Media Influencer Campaign?
If you have questions about an upcoming social media influencer campaign or ongoing sponsorship and would like a quick consultation, contact us.