Arguably the most popular marketing trend of the year, influencer campaigns continue to flood newsfeeds and brand strategies everywhere. From Beyonce levels of partnership, to collaborating with your local blogger, influencer marketing is an accessible and high-value tool any business can utilize. This is especially true for building hype and awareness of new products. But is it the right choice for your brand?
Here are six reasons you should consider utilizing an influencer campaign for your next product launch.
1. Establish product trust right out of the gate
‘New’ often comes with a touch of skepticism. This is the case whether you’re Apple launching a new iPhone or the small clothing boutique introducing a different line to your collection. However, if you strategically launch your product with the support of beloved sources, your customers will feel more at ease – and more excited about it.
This is especially true for millennial audiences. They are 247% more likely to be influenced by blogs or social networking sites. Millennials especially want to read third-party sources to gain information. So ensure your new product is on their minds by securing partnerships with the right influencers.
To launch their new collection with Amanda Forrest, The FAT Paint Company partnered with trusted interior designer and blogger Jacquelyn Clark to share the news and giveaway colours from the collection!
2. Reach new audiences
New product launches provide an opportunity to catch the eye of new audiences, and influencers are a perfect source of new customers.In fact, Bloglovin found out that 63% of marketers increased their influencer marketing budgets in 2017, with 67% saying that influencer marketing campaigns help them reach a more targeted audience.
Chances are, unless you’re an IKEA or a Target, there will be a few people who follow your chosen influencer who don’t know about you yet. With a strong influencer campaign, new audiences will fall in love with your brand before they even step into your shop or try your products.
Even if you’re an IKEA or a Target, they might not be following your social media channels, so it’s a great way to grow your online following as well!
3. User-Generated Content (UGC) is highly versatile
Once an influencer has created and shared content on your brand, it’s time to utilize that content for yourself. Don’t hesitate to share the images taken by the influencer on your Instagram, or tweet out the blog post three or four times. UGC brings a sense of authenticity to your brand.
UGC is also highly useful to share on your brand’s website. By doing so, you help position the product as relatable, as opposed to imagery with a generic stock model and a white background. According to Social Media Today, 61% of consumers say that social media is their most important source of information when shopping. Implementing user-generated social media content, such as influencer content, allows your brand to further influence their customers’ purchase decision.
Tease Tea was featured by Eva Catherine and we have since used her content on their Instagram channel a couple of times alongside in-house created content.
Oh Google, our finicky friend. How you rank on popular search engines can make or break your business. What helps to improve your ranking? Backlinks! Having reputable sources, such as influencers, link to your site lets Google know you are trusted and popular place.
Google also looks at the quality of content written on your brand, as well as how often that content is shared on social media. It’s true, Google does know all. And their opinion is important for your business.
5. Amplifies your brand story
The most effective way of influencing how people perceive your brand is in storytelling. And while it’s critical to tell your own story to shape your brand, having influencers contribute to that narrative is going to strengthen and amplify your brand. Not only does having an ‘outsider’ share your brand story validate it in the eyes of the consumer, but it helps distribute that story to new customers to ensure the initial perceptions of your brand are perfect.
Indigo positions itself as more than a bookstore, and the perfect solution to create an inspiring space thanks to this campaign with Lauren McPhillips.
6. Build strong relationships
Working with influencers allows your brand to develop a relationship with these content creators that can last beyond your sponsored campaign. For example, if you partner on a product-launch campaign, then invite the influencer to your summer event six months later, they are far more likely to attend (and share) the event than if you had no prior relationship with them.
We love working with influencers here at Sequoia Content Studio. Our values are often hyper-aligned and we both see the importance of quality content. Being able to collaborate with like-minded, creative individuals is exhilarating, and we’re so grateful for the relationships we have with the influencers we work with.