Why selecting an influencer to advertise a product is harder than it appears

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Community advertising and marketing is essential for branding and product consciousness, particularly now, in occasions of pandemic. Since March, ecommerce has elevated by 36% in Spain, the third quickest rising market on the planet, in keeping with an eMarketer report revealed in December.

Ecommerce is a development that was already rising at double digits earlier than the pandemic however has accelerated because of the lockdown and altering habits of shoppers.

Because of this, conventional firms can discover nice alternatives on-line. There are other ways to advertise merchandise on social networks and probably the most efficient is influencer advertising and marketing.

However, though it could generally appear so, selecting an influencer to advertise a marketing campaign isn’t simple. All the things has an affect: from the subject material to the connection with their followers.

For Sara Werner, CEO of Cocunat, a very powerful factor is that the influencer’s subject material is said to the product. “For instance, I am not going to do a marketing campaign with a really large influencer (…) if all their content material is about vogue,” she explains. “The consumer who follows them is seeking to see vogue content material.”

Werner is the CEO and founding father of Cocunat, a web-based toxin-free cosmetics model that has a powerful promotional technique on Instagram, for which they depend on micro-influencers, shoppers of the merchandise, and non-regulatory fashions.

From promoting 400 physique lotions to creating one of many ‘poisonous free’ cosmetics manufacturers which have triumphed in Europe and the USA within the yr of the pandemic: the success story of a Spanish entrepreneur.

Cocunat’s CEO explains that the way in which wherein the influencer pertains to that consumer additionally drastically influences the selection. “She could have numerous followers, however her communication could not work the way in which I would like it to,” she explains.

“It is crucial that you simply see and discriminate very properly. It is now not simply the difficulty of engagement, or what number of followers they’ve (…), however it’s a must to see how they relate to your kind of consumer.”

Likewise, the kind of pictures within the Instagrammer’s feed additionally helps decide if they’re the appropriate individual to advertise a product.

“Even when [the influencer] takes pictures of every kind, you notice that they’ve a development. For instance, they take very nice footage, or they do not put up close-up pictures. Or they’ve extra inspirational content material,” Werner specifies. “If you see their pictures, you notice what sort of consumer is behind it.”

The kind of consumer will even decide the kind of actions that work finest. “Some individuals discover {that a} contest works finest for them, others discover {that a} suggestion works finest,” says Werner.

Clients themselves, your finest promoting

Werner explains that the model’s biggest promoting asset is its personal clients, who report themselves testing the merchandise and add them to networks. The CEO explains that they do that in a spontaneous and altruistic method and that the corporate doesn’t choose them or ask them to take action.

“Everyone knows that whenever you wish to unfold a message, the perfect factor to do is to put in writing to large influencers or individuals who have a really massive viewers,” she explains. “However if you wish to captivate or make individuals fall in love, have engagement, and click on with the shopper, the perfect factor you are able to do is to belief your product and get phrase of mouth. These days it is within the networks and you are able to do it”.

Werner is referring to a extra newbie kind of content material, recorded from house with a mobile phone. “That is among the secrets and techniques of user-generated content material, this technique that helps the patron to be the one who abandons and pushes the model,” she explains, including that though Cocunat makes use of all methods, that is the one they’re most centered on.

The corporate does share on social networks the content material recorded by its clients, the CEO explains, however once more emphasizes that they don’t obtain free merchandise or a reduction. Micro-influencers, then again, do obtain free merchandise in change for content material.

These are the keys to success as an influencer, in keeping with Marta Pombo, who has greater than 400,000 followers on Instagram.

In the intervening time, the corporate doesn’t have any referral program, nevertheless it does count on to launch one sooner or later. This kind of technique consists of encouraging clients to advocate the corporate’s merchandise in change for rewards.

Werner believes that micro-influencers are essentially the most honest of their opinions, as they don’t obtain any monetary compensation for creating the content material, however they additionally don’t detract from the worth of the opinion of the large influencers.

“There may be normally at all times paid content material, though that does not imply that influencer does not imagine within the product. Actually, nearly all of them attempt it first after which provide the evaluation,” she provides.

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