What is Influencer Marketing?
Influencer marketing (also known as influence marketing) identifies and activates trending social media personalities to promote a product or campaign across various social platforms. Influencers are enlisted for their unique ability to endorse brands to targeted audiences, while remaining true to their unique voice and story. It is a beneficial partnership for brands looking to attract and retain new customers through a trusted, authentic source.
Influencer marketing is on the rise, with over half of marketers in the U.S. planning to increase their budgets for influencer-focused campaigns in 2017, per a recent poll. The same report concluded that over 70% of U.S. marketers found influencer partnerships the most effective marketing approach in 2016.
The Benefits of Influencer Marketing
Influencer Marketing Case Studies
Iconix, parent company of Joe Boxer, approached HYPR looking to create an organic conversation on social media surrounding their 2016 holiday apparel line at Kmart. More specifically, Iconix wanted to target consumers age 13-25 with strong levels of interest and engagement on the topic of fashion via a series of social media posts from a network of prolific fashion influencers.
HYPR successfully procured 17 influencers, each of whom posted three times on Instagram (linked to Twitter & Facebook) in support of the Joe Boxer @ Kmart collection—a total of 51 posts. Each post contained brand-specific messaging, encouraging viewers to check out Kmart.com for more details, a bit.ly tracking link (linked to the Joe Boxer @ Kmart landing page), as well as the hashtag #ShowYourJoe.
The campaign ran from November through to December 2016, and generated a reach of 2,276,200 and 175,362 likes. Each post received comments that were overwhelmingly positive in nature, which was indicative of the organic conversation successfully created around Joe Boxer.
Quaker Oats X Oat Meals NYC
The PepsiCo team approached HYPR looking to procure influencers to attend Quaker Oats “Oat-Tober” Media event at Oat Meals in New York City.
Influencers captured content featuring Oat Meals products, which contained Quaker Oats in each serving. Each influencer posted on their social channels to engage their audience as well as amplifying the brand and restaurant.
In just week, the HYPR team secured six Influencers in the healthy food category who attended the event. Influencer posts were uploaded on social media between the dates of October 4, 2017 and October 6, 2016, resulting in ten posts, 31,389 likes and 496 comments collectively on Instagram.
Do’s and Don’ts of Influencer Marketing
- Align your brand or campaign with an influencer whose core audience is in line with your target demographic.
- Have a strategy. Assess how you can leverage the influencer’s following to create a partnership that’s beneficial for both parties.
- Choose your platform wisely. A clothing brand, for instance, necessitates a strong visual presence via photography and video to show how the apparel fits and moves; a social gaming app geared for teens may have its biggest impact with the youth-oriented Snapchat; and a nonfiction book launch may be best targeted with a leading journalist or fellow writer on the more type-centric, news-minded Twitter.
- Infringe on the influencer’s creativity. They’ve built a loyal following based on what they do best: creating organic, unique content.
- Lose sight of your identity. Set guidelines and work collaboratively with the influencer to maintain brand consistency across posts.
- Approach influencers with a selfish mindset. Influencers receive endorsement opportunities often; it’s within your interests to deliver value in return.
Looking for more info? Check out our Influencer 101 Ebook!