The Rise of Influencer Campaigns
Finding the right person to deliver the right message is a common task we face in the world of agency PR. For years we’ve seen brands pair up with celebrities of all kinds, ranging from athletes to actors, but the consumer world has quickly evolved and influencers (yes, even those micro-influencers) are taking over!
Influencer work can easily mean different things to different people, so we’ve answered some common questions for you below.
Who Are These Influencers?
From a mom of four to the world-traveler, there are hundreds of influencers from across the world who have organically grown online and social media followings that are large and engaged enough to gain the attention of brands.
Whether you’re looking for the right outfit or the perfect dessert to bring to a baby shower, there’s likely an influencer who can help guide you through your purchase. Because of this, there’s a rising trend of brands utilizing influencers to share their messaging.
Are All Influencers Created Equal?
The short response is no. Because of the sheer volume of influencers online with different followers and with varying expertise, knowing the target audience for your brand’s message is imperative to be sure you’re teaming up with the right one.
Keep in mind that just because you think they are right for you doesn’t mean it’s a done deal. Influencer work is a two-way street and taking the time to learn the influencer’s audience and goals allows you to understand what they are looking for in a collaboration as well.
Do They Work?
There’s no doubt that the influence of bloggers on consumer purchase decisions is increasing. In fact, 92 percent of consumers trust recommendations from peers on social media above any other form of advertising and 94 percent of brands who have used influencer marketing have found it to be effective. In fact, it’s been so effective that influencer work has shown to deliver a 11x higher ROI than other traditional forms of digital marketing.
Peaked your interest? We’ll stop boring you with numbers and show you some results.
Driving website clicks
Adapting quickly to utilize the rise of influencers, BizCom has some success stories of our own to share.
Rug Doctor tasked us with driving awareness of their new FlexClean machine. Capitalizing on the timeliness of Spring Cleaning, we introduced the FlexClean to the audiences of 10 of the top mommy influencersthrough dedicated blog posts and social media shares.
Through executing a comprehensive campaign, we earned more than 6.3 million impressions, secured 10 featured blog posts and 75+ social media posts, grew Rug Doctor’s Instagram following by almost 120% and generated 750+ clicks straight to the website to purchase a FlexClean.
We’re currently introducing a nationwide delivery program for Gigi’s cupcakes to their target audience with the help of influencers. This campaign is allowing us to share Gigi’s key messaging with thousands of dedicated influencer followers through a voice they have grown to trust. And best of all, you don’t have to live in a market with a Gigi’s Cupcakes shop to order and receive cupcakes right to your door.
Now, there’s something to influence you!
Whether you collaborate to offer a product giveaway or raise awareness, there is more than likely an influencer out there you can work with to help meet your goals and share your message to the right audience. We look forward to continuing our influencer campaigns to maximize our client’s publicity!
If you’re interested in talking about a program of your own, contact Morgan Butler, our Director of Digital Services at firstname.lastname@example.org.