With 17% of companies spending more than half of their marketing budget on influencer marketing in 2019, this has been the year of influencer marketing. From billion-dollar brands to startups, each has experimented with influencers in some or other way.
Creating influencer marketing campaigns and making them work are two different things. While starting influencer campaigns might not be that hard, getting results from them is an altogether different game. For any business investing their dollars in influencers, getting it right is also crucial.
In this article, we will summarize some of the most important lessons we have learned from influencer marketing campaigns in 2019. These would be useful while planning your campaigns in the upcoming year.
Influencer Marketing Lesson #1: Keep Away from Influencer Scams:
According to our research, many influencers are fraudulent with their fake followers and engagement. More the number of followers, the higher the chances that the influencer may not be genuine.
Hence, for marketers looking for ideal influencers for their businesses, it’s a must to check the authenticity of the influencer before hiring them. Any influencer who gains or loses a lot of followers or engagement in a short while might not be trustworthy. A sudden hike might be true for accounts who go viral overnight, but the majority of influencers are expected to have a steep growth curve.
HypeAuditor can help you learn if an influencer has organic followers and engagement or not. Their followers and following chart, growth chart, engagement rate, and like-comment ratio can provide you detailed statistics on any influencer. Going through an influencer’s report will save you from hiring scam or fake influencers.
Influencer Marketing Lesson #2: Let your Influencers be Authentic
As brands are getting smarter, customers are getting smarter too. Millennials and Gen Z want to get away from any promotional marketing and engage with actual content. Creating influencer campaigns where influencers are free to give genuine reviews can be a good idea. It’s a risk but the followers of influencers want to know their true opinion and you must give just that.
An amazing example of such influencer campaign is Walmart. Walmart started a #fighthunger campaign where they promised to donate 10 meals for every engaged user that mentioned the campaign. To get the campaign rolling, Walmart hired influencers from the food-niche to create authentic posts while shopping from Walmart. Many other users followed the trend. The campaign ended gained 89k engagements in a month and 1 billion meals were donated.
Influencer Marketing Lesson #3: Invest in Instagram Stories
More than 500 million users are using Instagram Stories every day. And, any business that’s running influencer marketing campaigns should not just focus on Instagram posts, they also need to think about Instagram stories. Instagram stories is a brilliant idea to run Instagram campaigns because:
- Influencers with more than 10k followers can add links to their Instagram stories.
- IG Stories are more interactive as influencers can add polls or ask questions.
- Instagram Stories can be also highlighted and kept forever in your influencer’s account.
The brand director of Moët & Chandon says that while hiring an influencer, he also requires access to their Instagram stories. He believes than an influencer’s Instagram stories are a raw, unfiltered version of who they are and what they are up to. Hence, to check if an influencer aligns with his brand, he first checks for their Instagram stories.
Influencer Marketing Lesson #4: Make your Customers your Influencers
You don’t always need to hire influencers to get your influencer marketing rolling. Sometimes, your customers can be your biggest endorsers. And, if you can get your customers to share your product, then you’re already successful at influencer marketing.
An amazing example to learn from is Glossier. Glossier asked their women to create stories with their products. This helped them build a community and start a genuine marketing campaign. Their customer’s content would generate millions of views. Glossier shared their posts to gain credibility and reach more people.
Get Started to Get Going:
Influencer marketing is different for every business. And, to know what would truly work for you, you have to begin. The first step is to decide what type of influencer marketing is right for your business. Next, is to pick the ideal influencer for your niche and someone who would resonate with your brand. Once you start working with the influencers, be mindful of the influencer disclosures that are mandatory for the advertisers. And, lastly, evaluate how your influencer campaigns worked for you.