Influencer marketing has proven to be an extremely useful tool for brands to reach new audiences. Social media influencers have the ability to reach a brand’s targeted audience, most of whom have already built a trusted relationship with the influencer. Getting an influencer behind a product launch for a brand has proven to be valuable in generating buzz. Find Your Influence offers the following tips on how to best utilize influencers to create a successful product launch.
Choose Influencers Who Have A Relationship With Their Audience
Influencers have the ability to connect with their audiences in ways brands do not. They create close relationships with their following through regular engagement. Using a social media influencer who has an authentic bond with their audience creates a trust in the influencer that the products they are promoting are ones that they use themselves.
According to a study posted by Social Media Today, 87% of shoppers surveyed in May of 2019 were inspired by an influencer to make a purchase. If you consider this, that could mean that your brand’s product launch could perform above the standard branded content if you select to partner with the right influencers.
Select Social Media Influencers Who Align With Your Brand
It is important to note that the influencers you choose to work with should align with your brand’s values and messaging. So, when looking for influencers for your product launch campaign, look at what they have posted about in past posts. For example, if they have posted branded content, what is their engagement rate? Not only should they have a relationship with their following but they should also vary in total reach.
There are varying types of social media influencers, all with their unique follower range and engagement rates. In an earlier post, we shared insight into the value of micro and macro influencers and the values they bring to campaigns.
Addison Rae’s collaboration with ITEM Beauty is a perfect example of this. In August of 2020, Madeby Collective partnered with Addison as co-founders of the beauty brand ITEM Beauty. This partnership made for a great collaboration as she is the face of the brand and had previously focused a lot of her personal brand around beauty. It also didn’t hurt that Addison had grown a large and dedicated following.
Provide Influencers With Products
Brands should provide their contracted influencers with the product to promote across their platforms. This gives the influencer the ability to show off the product and how they use it themselves. This may include showing them using the product or creating a dance on TikTok involving the product. This can allow potential customers to see how or when to use it. If the brand’s values and message already aligns with the company, it should come easy to the social media influencer to do so in an authentic way.
Involve Social Media Influencers In the Planning
No one understands an influencer’s audience better than the influencer themselves. Brands should brainstorm with each contracted influencer to ideate on how to best position and curate the launch. Social media influencers know what their audience best responds to and brands should can that to their advantage. This may be as simple as opening up a question sticker on their Instagram Story for followers to ask questions about the product launch.
If social media influencers are not involved in the planning, it could lead to their audience having a difficult time connecting with the campaign and it’s message. If the influencer is directed what to do and say rather than being involved, it may come across as inauthentic when speaking to their audiences. Many followers will take notice of the difference in tone and may not be as excited about the launch. This can lead to low engagement, and therefore fewer sales.
Are you a brand looking to partner with an influencer for a product launch? Check out FYI Exchange and request a demo today.
Freelance contribution especially written for Find Your Influence by Gemma Weinstein.