Being #instafamous, according to the top hit on The Urban Dictionary is “… a pretty girl who posts a thousand pictures of her face or whatever food she’s eating. This may also include pictures of other people’s food”.
As nonchalant (and somewhat ludicrous) as this definition may seem, #instafamous Influencer Marketing is a sensation that is continuing to boom into 2018 and beyond. Influencer Marketing is the first fully fledged consumer-driven marketing channel. It’s real people talking to other real people and that’s why is has such a powerful pull.
It is getting harder and harder for brands to be ‘heard’ on social media, amongst all the noise of poorly written ads and tacky creative (and with the recent news feed algorithm changes of course!). Influencers typically act as authentic advocates for a brand and are also super talented content producers/art directors/photographers/videographers and models at the same time (gosh what can’t they do!?). As a result, influencer content can achieve that cut-through so many brands are hoping to reach.
So as a marketer how do you incorporate #instafame into your strategy? We have 3 important methods to make sure you nail Influencer Marketing this year!
1.Try Before You Buy
Influencer Marketing can achieve a strong Return On Investment. When influencers post your branded content to their socials, not only are you reaching new audiences but you are able to analyse the organic results without committing to any media spend. From here a brand can pick and choose the best performing posts and boost on the brands channels. The Facebook UGC benchmark report 2017 stated that user-generated content on Facebook drives 6.9X higher engagement than branded content.
2.Big Things Come In Small Packages
When people generally think of influencers, they think of the Kylie Jenners of the world. With these tier 1 influencers (macro-influencers) come HUGE costs. Instead, smart brands are using micro-influencers – classified as someone who has less than 100K followers. With a smaller community, they tend to have a powerful and authentic influence over their followers. In fact, micro-influencers with followers of 3 -10K have a 338% stronger engagement rate (Tribe Data from 2017). Through engaging with micro-influencers, smart brands are now utilising their marketing budget to get a variety of happy snaps, stronger incremental reach and testing the creative for performance.
So you now have some #hotcontent which has saved you thousands of $$$’s in videographer, photographer and art director fees. Plus, you have reached new audiences in an authentic way. So what next? For a small fee you can actually use the influencer’s beautiful content, which you know has driven strong results, in your broader marketing plan. Think OOH, programmatic, EDM’s, website… to name a few. It’s a great way to not only showcase modern, creative imagery but to also grow your brand from a UGC (community) perspective. Your customers are the fastest growing creative solution on the planet, it’s the smart brands like Dan Murphy’s and Swisse that tap into this.
At The Wired Agency we understand the growing importance of Influencer Marketing in the social media world. We engage micro-influencers through the Tribe platform. We take the fuss out of the two-ing and fro-ing and do the hard work for you. Contact Us for a free consultation.
Words by Shae Duncan, Social Specialist