In fact, according to "The State of Influencer Marketing" by Launchmetrics, in 2016, 65 percent of professionals claimed to have worked on influencer marketing campaigns. In 2017, this number rose to 78 percent of professionals.
In 2017, the word "influencer" made it into the Cambridge Dictionary and is officially defined in marketing as a person or group that can influence the behavior or opinions of others: The influencer is the individual whose effect on the purchase decision is in some way significant or authoritative.
Today, fashion, luxury and cosmetics brands continue to claim that influencer marketing is highly effective. Ninety percent of professionals say influencer marketing campaigns are the most effective for generating brand awareness, while 69 percent of professionals say influencer marketing campaigns are the most effective for boosting sales.
"The State of Influencer Marketing" identifies the six things professionals say influencers look for when collaborating with brands to highlight what brands should consider before implementing an influencer marketing plan.
To create the latest edition of Launchmetric’s report, more than 600 professionals in Europe and U.S. were surveyed.
Findings indicate that 27 percent of fashion, luxury and cosmetic industry experts claim "monetary rewards" is the main incentive for influencers, while 20 percent say influencers are motivated by the exposure a campaign could offer them.
Other motivational factors include the opportunity to bag "free merchandise" (18.08 percent) and to participate in "new experiences" (10.30 percent).
Monetary and merchandise incentives aside, the possibility of career progression presents another two things influencers look for when partnering with brands. Industry experts believe curating "valuable content and information" for their communities is a driving factor for influencers (15.70 percent). While "Networking with Other Peers" encourages 8.30 percent of influencers to collaborate with brands.
It’s increasingly important to reach savvy audiences in a different way in 2019. Outdated tactics such as cold calling or placing impersonal, generic ads will no longer work with today’s consumers.
Influencer marketing is a great asset to explore because it shows brands are not just selling specs but a lifestyle. Whereby consumers can see a vision that is more than nuts and bolts, it’s how a product will work in their everyday.
Taking on an influencer who aligns with a brand creates an organic and personal feel to business. It also helps with targeting key demographics, increasing engagement and boosting sales, if implemented correctly.
Partnering with the Perfect Influencer
- Remember that working with an influencer is give and take. Money may be the primary force behind collaborations, but there are other incentives to consider. Think early product access, networking opportunities or exclusives unbeknownst to the influencer.
- It’s important to provide and listen to feedback when partnering with an influencer. Yes, you want an influencer who commands an audience and has personality, but to be successful you need to find one that matches the tone of your brand. Understand your message needs to be consistent across the board and socials. This presents a strong bond and unity for the brand and brand ambassador.
- When you feel you have found the right influencer, don’t go in too hard with a nondisclosure and contract. If you start the relationship organically, it should flow through your partnership moving forward. Begin with picking the platform where your influencer is most active and reach out. That could be on Twitter, Instagram, or in the comments of a personal blog.
By contacting the influencer in the same way his or her audience does, you can start an open conversation that isn’t alien and impersonal. It will also provide good insight into how the influencer manages and responds to any contact made to his or her site.