Do you ever feel like influencer marketing is a bit of a mystery? It seems like everyone is doing it, but does that mean you should too? And if you do decide to give it a go, how do you know what’s going to work?
Part of the joy in what we do is seeing brands and retailers grow through clever marketing and connecting with their target audience. Working with influencers can be a critical element of this. If you’re thinking about dipping your toe in the influencer marketing pool, there’s a few things you need to know first.
WHY INFLUENCER MARKETING?
Over the last few years, influencer marketing has really taken off. According to Statista, it’s a market that has doubled in size since 2019, now with a value of more than AUD $19 billion. Given that there are now 4.48 billion people around the world who use social media, it’s no surprise that marketing has evolved to meet consumers where they are.
The 2021 Influencer Marketing Benchmark Report revealed that:
- 90% of respondents agree that influencer marketing is an effective form of marketing.
- 72% of respondents believe that the customers who find them through influencer marketing are of a higher quality than those they get from other types of marketing.
In terms of results, one study found that, depending on the type of content, influencers can help with brand awareness, education and purchasing decisions.
INFLUENCER MARKETING SUCCESSES
Many brands and retailers have seen great success from influencer collaborations. You’ve probably heard of brands that have sold out in minutes or seen their social following grow exponentially after an influencer who has shared their product.
Not every influencer collaboration is going to have those kinds of blow your socks off results, but by crafting a strategic approach you can have great success like these brands have:
Happy Way has more than 300,000 followers on social media. They work with “Happy Way fan-girls” including Ashy Bines and Sophie Guidolin who they credit with using their platforms to spread the Happy Way message. These influencers have huge followings and are absolutely aligned with the Happy Way values. They share recipes, new product announcements and an infectious love for the Happy Way brand.
When TikTokker Emily Mariko shared her leftover salmon recipe and used gimMe Roasted Seaweed Snacks, sales went through the roof. The video went viral with more than 12 million views and her following grew from just over 200k followers to now more than 7.5 million. But more than that, Instacart reported a 100% increase in orders that contained the two key ingredients – salmon and dried seaweed.
Laura Henshaw and Hannah Furst are two of the influencers that TOM Organic partner with to promote their feminine care range. Henshaw is the ambassador for the brand and she features in promotional campaigns as well as sharing products and brand news on her own channels. TOM Organic also leverages their influencer relationships to share their stories and break down stigma around period related topics.
For CLIF Bar, their approach is a little different. As a brand built by athletes for athletes, their ambassadors are all sports stars that align with their value of providing energy for any moment.
CREATING VALUABLE INFLUENCER COLLABS
Influencer collabs aren’t a one size fits all approach. The path you take depends on your goals and the influencer(s) you’re working with.
Influencer partnerships can result in more content for your brand and general awareness around what you do. They can help you tap into new markets and drive foot traffic, online traffic and sales. As a retailer, you can also leverage the influencer collabs of the brands you stock. Share them on social media, mention them in your eDMs or even create collateral in store to highlight the partnership.
If you’re working directly with influencers, here are a few ideas to make the most of the relationship:
- Invite your influencers to new store openings to increase awareness of new locations.
- Interview your influencers for blogs to share on your website or social media posts. Include questions about their favourite brands in your range.
- Use the content your influencers create across your own social media channels.
- Offer a discount code for your influencers to share with their followers to drive sales.
Most of all, it’s important to remember that authenticity matters. Influencers that align with your brand and that have a trusting relationship with their followers will get the best results. This is particularly important in the natural health industry. Influencers who make incorrect claims about a product or who don’t share the same values as your brand can do more harm than good.
GROW YOUR BRAND WITH UNIQUE
Influencers can skyrocket your brand… and so can stocking the best natural health products on the market. At Unique Health Products, we’re proud to distribute hundreds of incredible brands that produce natural, organic, fair trade and eco-friendly products. You can order online, anytime in our online shop or call our friendly sales team on 1800 787 904 If you’re a new Unique Health Products customer, you can register your account here.