Here we share our top tips iff you want to start working with influencers, or scale up existing influencer collaborations.
How to identify the right influencers?
The key to identifying whether an influencer is right for a particular e-commerce is exactly the same key as for almost every other digital marketing – target audience. A targeted campaign against the right target group by influencers is undoubtedly not only the most modern way of targeting a particular consumer group – but also one of the more credible ones. Match product, message and target audience – then you know it’s right.
If you find it difficult to find the right influencers or simply do not have the time to administer the campaigns, it is of course very good to turn to a platform or agency that manages collaborations.
How do I measure results in the best way?
Measurement of results is a fairly broad question in influencer marketing
since you can measure so many different parameters / KPIs.
– Unique landing pages.
– Personal discount codes.
– UTM parameters or traceable links.
Engagement and reach:
– Measured easiest by counting the number of views, readers, comments, shares and likes.
– The scope can almost always be taken into account in discussions with the influencer or influenza network at the end of the collaboration.
– Always use some form of traffic tracking. UTM parameters are recommended.
– Follow up through Google Analytics or any similar tool.
– Having own channels (social media for example) such as CTA in collaboration with influencers is common, not least in connection with competitions or just in general. Set goals before collaborations and inform the influencer about the goal. The outcome is most easily measured directly in your own channel statistics.
The content for the campaign
You as an e-retailer have a hard look at your products – and the influencer has a hard look at its target group and what kind of content that engages without it becoming too intrusive.
If you have a hard time catching up or simply not only have the knowledge to work with influencers to develop the best types of collaborations, you can of course turn to an industry player with control of the situation, or simply start small scale and test yourself in different target groups and through different channels.
How to create credible collaborations
In clear dialogue with the influencers you work with. One can easily assume that an influencer has a specific target group and should reasonably design a collaboration with a certain way – but in the end, it is none other than the influencer himself who is best in control of the target group and how the collaboration should be designed to be authentic, credible and engaging.
Which channels usually work best? Blog, Instagram, Facebook, YouTube, podcast etc?
The answer is that it depends a little on what focus you as a business as well as what kind of product you sell or want to market. The focus you have as a business is quite often the scope, commitment, sales, messages and in some cases a focus on links. The latter speaks for itself – it’s blogs that apply. For the four former, all other channels work.
Instagram is a good channel to collaborate with influencers on whether engaging in their own channels, a short message or sales is the focus.
YouTube is a great channel for gaining high reach, great engagement and for conveying messages and increasing sales. YouTube is also a good channel to use if you as an e-retailer sell products that are advantageously displayed in different environments or in the home environment of the influencer.
Podcasts are a really good alternative for messaging, branding and sales. Podcasts are also something that the slightly older generation quite often follow slavishly, which makes it clear that influencers do not necessarily have to reach the young consumer, but that it is also possible in an authentic way to reach older people.
Can you give an example of an e-commerce that has been successful with collaborations with influencers?
Common mistakes with influencer marketing
One of the most common pitfall when it comes to collaborations with influencers as both small and large e-retailers is to invest in quantity before quality. Basing only collaborations on the number of followers in front of who the followers actually are, I would say is the most common pitfall. Microinfluencers (smaller influencers with between 8 – 50,000 followers / readers) can in many cases be a better and more credible alternative than focusing on macro (larger influencers).
The single most important thing is target group. Target audience is everything. Target group is the prerequisite for successful collaborations and good results.