Apparently I’m not the only one who is totally obsessed with unboxing videos Instagram.
I know this because GLOSSY just confirmed that 2018 will be the year of the ‘influencer’ as marketing strategies for fashion and luxury brands, are increasingly centralizing around them.
And while this is obviously great news for both micro and macro influencers, GLOSSY notes the frustration around brands, as they are still trying to figure out how to track not only the results of campaigns and sponsored posts but also conversions and the value in engagement.
With that, it is important to that that data tools are becoming more and more sophisticated, allowing influencers to obtain additional insight into their platform power.
“The good news: As the space has become more established, power has shifted in favor of the brands, who have gotten smarter than to spend hundreds of thousands of dollars on an Instagram post from an influencer with a lot of followers.”
With that, Mike Froggatt, director of intelligence at L2 says:
“As influencer marketing continues to mature, it’s becoming more and more measurable. Brands are relying less on cherry-picking from a list of influencers with big follower counts, and throwing money at them to see what does and doesn’t stick, and starting to utilize more data to find the right fit and actual benefits.”
With that, you can expect a major increase in the influencer roster.
To avoid being burned (like many brands before) by influencer marketing, avoid dropping a ton of money on one-off influencer partnerships.
Because, they make very little impact.
Instead, opt to work with a strong group of influencers, with a nice mix of micro-influencers and macro influencers.
And work with them repeatedly, creating long-term campaigns, event promotions and sponsored posts.
That’s where the real value is.
“That’s the holy grail: relying on a stable of influencers that have a closer relationship with the brand. It benefits everyone to have a long-term relationship, not a series of one-offs.”
Froggatt uses the Victoria’s Secret Angels as the most distinguishable influencer roster of them all.
Danise Lee, the founder of luxury women’s activewear brand Alala tells GLOSSY:
“We work with a lot of NYC-based influencers, and that’s how we connect with people the most. We do a fair number of immersive events to get to know them better, like inviting them to take classes with us, where we connect with them one-on-one.”
And also notes:
“Everyone gets bombarded with so many product requests, it helps us stand out when they have a face to put to the brand. We spend a lot of time developing those relationships.”
And while this approach to marketing does require brands to carefully vet the influencers they want to represent them and is a longer process in general, the time and energy can be well worth it, as with this kind of investment, brands can expect to see higher engagement and sales later down the line.
So, why does this work?
It’s pretty simple, audiences are more likely to try or use a product an influencer they follow, truly uses and recommends.
With that, brands that create their own influencer roster and continues to use the same influencers repeatedly, will see results.
And brands are getting much smarter. Don’t expect them to blindly offer up money to influencers with a large following.
Say goodbye to campaigns simply based on likes and shares.
Those days are over.
These days, brands are really focusing on their return and turning to cost-per-click and conversion.
Eyal mentions that Amazon is in the middle of testing a tactic that only pays an influencer once they drive a specific number of purchases via affiliate links, not before.
Eyal predicts more big brands will make the shift in this direction.
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