Influencer marketing is worth doing when there is a business case for it. If you decide to try it, first read three good reasons below why you should leverage influencers in your marketing.
Well-executed influencer marketing delivers really effective results when measured by both brand and sales metrics. According to our effectiveness report*, for example, 75% of people who have seen YouTube collaborations feel that the video sparked interest in the presented product, and 50% of them have purchased that product or service. When you create a campaign yourself or brief an agency, you should first set clear KPI metrics. What do you want to achieve? For example, effective brand building and tactical actions are difficult to achieve simultaneously. They should be interspersed as part of a longer-term entity at both the individual influencer and multi-influencer campaign level, one example of which is shown below (click on the image).
Influencer marketing is a cost-effective way to produce content compared to traditional advertising. Influencers are content creators who have their own media. When you produce content with them, you also get distribution to the influencer's engaged audience. If you want to further optimize the collaboration, agree on content rights with the influencer and leverage the content in your brand's own social media advertising. Often a familiar face in context improves visibility and conversion, which also improves the cost-effectiveness of advertising. Below is a working example of leveraging an influencer as an advertising face.
In international marketing, the challenge is producing local content cost-effectively, so many use the same English-language advertising video in different countries. This of course works for some brands but does not resonate as effectively with local consumers. Leveraging influencers is also a cost-effective way in this regard. Once you have built a top-level influencer strategy based on your marketing strategy, find suitable local content creators with the help of technology or local partners. Self-purchasing is quite easy nowadays, you can buy target audiences and mass media. Often content creators are purchased from small language markets who have overlapping target audiences and who all create content based on the same brief. In such cases, advertising can easily turn against itself or implementations are mediocre.
Influencer marketing is so saturated that advertisers must create creative, genuinely distinctive and influencer strategy-backed content solutions together with content creators. The best results from influencer marketing are achieved in the content planning and execution phase itself, which deserves allocated resources.
