Make Influencer Marketing More Effective With These 5 Paid Social Strategies
Celebrities and brands have a long history of working together to reach and engage with their target audiences. The benefit is clear: people pay attention to trusted and recognizable voices. In addition to your brand’s own following, utilizing the following of a more established social presence like a celebrity or recognizable persona can further your message on social media.
With the emergence of real-time activation and an increasingly cluttered social landscape, there are several ways for brands to utilize social influencers. Here are 5 things to consider when leveraging influencers in your brand’s paid social strategy:
Think Carefully About Media Format and Platform
Each platform offers a unique opportunity to connect with your audience. The recently-released Facebook Branded Content tool helps brands team up with relevant influencers in promoted ads. Instead of having to share an influencer’s post, brands now can co-sponsor posts and promote them. With the trend moving away from organic social content, brands must learn to put paid support behind their influencer posts to help reach a broader audience.
Understanding that influencers and content creators are at the heart of its platform, Pinterest created the Pin Collective in 2016 to connect business to expert creators, as identified by Pinterest. It allows brands to collaborate with these top Pinners who have already mastered the science behind creating engaging content on the platform.
On Twitter, influencers can have their handles whitelisted by brands, giving those brands the ability to promote the influencer’s tweets. The real-time event-centered nature of the platform grants the opportunity for influencer content to reach an audience already engaged in a conversation. Promoting influencer content increases brand awareness by up to 50% and has, if tied with a DR offer, driven 5.2x more purchase intent. To further expand the use of influencer content to increase a brand’s presence, Twitter has formed partnerships with companies like Niche, which pairs brands and content creators in order to help paid social campaigns come to life.
Partner With Logical Influencers for Your Brand
If your brand already uses celebrity endorsements on traditional media channels like TV and print, a logical choice would be to extend that partnership to paid social. Instead of featuring celebrities solely in the ad creative itself, use your celebrity partners as tools to further distribute your brand’s content. You can then promote posts from your ambassadors’ pages, tag them in paid ads, and get tagged in their posts.
Target New, Broader Audiences
Save the hyper-targeting for a branded campaign; your influencer targeting should be broad. With an estimated 92% of consumers admitting to trusting people over brands, influencer campaigns are the perfect opportunity to open up to a larger audience.
With a trusted influencer, brands can explore new demographics in a controlled way – tapping into a new following and creating a curated partnership. Explore new territories with influencers that appeal to audiences that differ from your core demographic. For example, beauty brand Estee Lauder is typically known as a makeup brand geared toward an older, female audience. So they partnered with Kendall Jenner to expand their targeting and appeal to younger women. The brand used a popular and trusted celebrity to break into their desired audience and gain brand favorability among the new, younger segment.
Although influencer marketing might seem like a millennial play, research has found that 91% of Baby Boomers and Seniors (aged 50-82) are on at least one social platform. Furthermore, according to a study from influence.co, the age group most likely to seek out a product on Instagram is 60-74. Think outside your brand’s typical influencer box and you may find that your products resonate with a wider audience than you originally thought.
Time Your Influencer Campaigns Strategically
Influencers are the perfect fill-in for the lulls between big holidays or sales. They can highlight products that may be overlooked during a grand opening or big sale. Influencers can also be used when expanding into new locations. Local influencers are perfect for store openings as they can create a buzz in their local market.
New products are also great ways to use content by influencers. If your brand is hosting a launch party or sponsored event, influencers can post in real time on platforms like Twitter or image-heavy platforms like Instagram to show off new products in the best light.
Tie Influencer Campaigns to Event Sponsorships
Another great opportunity for leveraging influencers is to build brand awareness during sponsored events. For example, many brands sponsor athletes or sports figures (like NASCAR drivers), using them as social influencers to promote their sponsorship on event days.
Leveraging influencers during their own events allows your brand to capitalize on your out-of-home marketing efforts with a multi-channel media strategy. Make the most of your event sponsorships with influencers to build brand favorability and trust, cut through the clutter of traditional social content, and utilize the influencers’ network of fans to widen your target audience.
If you have questions about how to best leverage influencers in your paid social campaigns, contact Adaptly now >>