70,000 direct engagements and 500,000 impressions. The campaign reached 1.5 million people on Instagram and Facebook. Along with that, the launch resulted in a 700% increase in revenue.
Let me tell you something interesting. Ad blockers are used by approximately 40% of online users. What about the rest? They are oblivious to advertisements. That means you won’t be able to reach your customers easily. The future of advertising appears bleak. It’s almost non-existent as more and more people block advertisements from their lives.
Even if you were able to break through the ad block barrier, it would be of little use. According to a study conducted by the American Association of Advertising Agencies, 96% of internet users distrust advertisements. That is a resounding majority. So, even if you get in front of people with ads, all you’re doing is making yourself appear untrustworthy.
You should demonstrate your brand as a trustworthy company to build trust. You can put your faith in influencers. Influencers are making a name for themselves. Continue reading to find out how big the impact is and how you can benefit. In the following sections, you’ll learn how to use influencers to reach a specific audience. And, while you’re at it, how to make sure they have a positive customer experience.
How do influencers build trust?
According to a TrustBarometer survey, 61% of people believe information from someone similar to them is trustworthy.
Customers frequently make a purchase based on the recommendation of an influencer. Users of social media share product recommendations made by influencers. You can gain trust and connections for your brand by working with social media influencers. When an influencer promotes your product, your brand gains social proof.
What is the purpose of social proof? We have an innate need to trust others, which is fueled by social proof. It’s also known as herd behavior. When we are unsure and in unfamiliar situations, we tend to look for cues to guide our own actions. We look to the crowd to satisfy our need for social proof. When a popular influencer promotes a product, it’s as if a large number of people choose that product. Because of its association with an influencer, the product becomes superior to others that do not have the same association.
This is why influencer marketing is so effective. We rely on the power of social proof when we hire an influencer. Let’s take a look at how influencer marketing affects customer experience.
Influencers make product discovery easier for customers.
Customer experience is based on the idea of reducing customer effort. Influencer marketing shortens the amount of time it takes a consumer to find something. You’re all too familiar with the standard path. It takes a long time. There are far too many steps to consider. The prospect must read reviews, testimonials, and look for product guides.
All of that can be avoided if they have faith in an influencer. An influencer in any niche gains influence as a result of the value they bring to the table. Their tips, tricks, and ideas take them above and beyond the ordinary.
That is why they are referred to as influencers. Fans want more of the same. They’re perplexed. They require direction on what to do and how to live better lives. This need for knowledge extends to product purchases as well. Followers want to know what the influencer thinks about a product.
Here’s an illustration: YouFoodz, a meal delivery service, collaborated with 81 influencers to share their healthy winter recipes.
Here’s another example. Tesco Foods partnered with food blogger Kimberly Espinel, who runs @thelittleplantation. In the post below, she talks about the difficulty of finding affordable vegan meals. She goes on to describe how Tesco makes it easy with their WickedKitchen offerings. To top it off, she shares a delicious picture of a meal from there.
Her post has a great presentation. I love it because of how well she tells the story of the partner brand. Influencers know the pulse of their followers. They often ‘wow’ with their storytelling abilities. Influencers aid product discovery. For one, this improves customer experience. Two, it builds brand awareness and generates a stream of high-quality leads for you. Influencer recommendations are a pretty good strategy for this. Recommendations help people make decisions.
There’s something that can make this even better. Get influencers to make videos.
Influencer videos help people better understand the product.
A customer who knows how to use a product has a more positive experience with it. Influencers’ clout can help brands spread the word about their products. Customers can make informed decisions thanks to their recommendations and reviews. As a result, customers are more loyal to your brand.
What better way to disseminate these recommendations than through video? Videos are far superior to text. Because we are visual creatures, our brains process visuals more quickly. These videos are widely shared. As a result, they reach a greater number of people than text alone. Textual reviews are useful, but they leave much to the imagination. The barrier is broken down by video content. You witness the product in action.
Here’s what Levi Olmstead, Director of Marketing at 2ndKitchen said:
Video is so impactful because it holds the attention of a user more than written content. In fact, viewers on average retain 95% of a message that they watch in a video compared to just 10% of a text-based message. And in 2019, the barrier to entry for video creation is much lower than it was in comparison to just a few years ago with easy to use and affordable video editing tools.
You could spend hours writing elaborate descriptions of a product and still not sell it. Consumers gain a deeper insight with the help of video content marketing. They are aware of the item’s functions, target audience, and selling points. We face a formidable disadvantage in the competitive landscape of e-commerce marketing compared to traditional brick-and-mortar establishments. People can see the product in its entirety in a physical store. They’re able to physically interact with it. Nothing even comes close to that exists online. A video is a great way to give your customers an almost hands-on experience with the product you’re selling. Here is a guide to making the most of videos.
1. By means of footage of product packaging being opened
Every month, tens of thousands of people conduct a search for “unboxing.”
Many of them view them on YouTube. Video reviews of products in their unboxed form are widely used by influential people to share their thoughts on those products with their audiences. The capabilities of your product appeal to a wide audience. The full beauty of the product can be appreciated by the buyer. That’s not a recommendation or endorsement they’re taking in here. That makes for a much more immersive experience.
The industries represented in unboxing videos are vast. You can buy just about anything there, including clothes, furniture, and electronics. Emotions are easily triggered in viewers of unboxing videos. Can you recall the thrill of Christmas morning when you first opened your presents? You’d be waiting a whole year for that moment to arrive. We can’t help but feel nostalgic while watching unboxing videos. Feelings of joy and excitement similar to those felt when opening presents are evoked.
Videotaped “unboxings” allow curious consumers to see the goods before they buy. They can take a look inside the box before deciding whether or not to buy it. As good as going to a physical store, really. The item is removed from its packaging and presented to you in its unaltered form.
To encourage influencers to film unboxing videos, consider the following:
One should look for these “influencers” on social media platforms like Instagram and video sharing sites like YouTube. Type in keywords associated with your field to begin your search for niche influencers. Use phrases like “cooking, baking, kitchen,” “retail,” and variations thereof if you’re looking to buy or sell cookware. This provides a list of key opinion leaders to approach. Unboxing is another term that can be used with the same set of keywords. Unboxing videos will become very popular among influencers in your niche in this way.
Second, allot some of your advertising funds to be spent on providing free samples of your wares to influential people in your field.
3. Scan the influencer landscape for advocates of rival brands. If your rivals are paying attention to them, you should be too.
And then, fourth, you should get in touch with them and offer your product in exchange for an unboxing video.
Ijustine is a popular channel on YouTube, and its face is Justine Ezarik. Her unboxing videos are regularly scheduled and uploaded. Over six million people have subscribed to her channel. She attributes some of her success to the unboxing videos she uploads. She devotes a lot of her channel to it. All parties involved, including Justine, benefit from this arrangement. There must be at least two dozen brands getting in touch with her every month, given the volume of unboxing videos she uploads. It’s the most up-to-date one I could track down, and it shows her opening the box containing her brand new Macbook.
The Second Step: Join Forces with High-Traffic Outlets
Video content is extremely versatile, and unboxing videos are just one example of their usefulness. The world we inhabit is driven by programs like “How Stuff Works.” Nike teamed up with the YouTube channel “What’s Inside?” to promote their newest offering. The channel features videos in which common items are disassembled to reveal their inner workings.
There were 3.6 million total views, and 32,000 people liked it. The new Nike Air VaporMax gained a lot of attention as a result.
Knowing your target audience is essential to online success. Using an influencer can speed up the process of guiding a customer to the best product for their needs. The advice of influential people is respected. All the more so if the suggestions are presented in a video format. Advertisements that show only a small portion of the full product, like “teaser” campaigns, “unboxing” videos, and “video reviews,” are all good examples. Last but not least, the point of working with influential people is to gain and merit their trust.
Yet, some fresh worries have been raised about influencers. The use of social media influencers in advertising is, without a doubt, on the rise. Marketers are shelling out a humongous amount of cash to influencers in an effort to win over consumers. But there are also examples of influencers who had millions of followers but ultimately failed to make an impact. Despite having 2 million followers, this influencer only managed to move 36 shirts.
Consequently, the success of such campaigns becomes doubtful. According to Economic Cost of Bad Actors on the Internet, a study co-authored by CHEQ and economist Roberto Cavazos, fake influencers may cost brands as much as $1.5 billion by 2020. According to Roberto, anyone can buy fake followers and likes with little effort. As a result, people stop trusting you as easily. Influencer marketing can only succeed if genuine influencers are not diluted by pretenders.
Wait, there’s more. According to Techcrunch, Facebook is eliminating like counts for all users to see. Post authors alone will be able to see their posts’ like counts.
There will be an immediate effect on people’s faith in others. Because of this, you won’t have any endorsements to feature on your home page or any other pages. In other words, you won’t have access to Facebook and Instagram’s engagement metrics. It will be impossible to measure progress without any baseline information. The effectiveness of social media and influencer marketing will decrease.
In spite of the criticisms, influencer marketing remains an effective strategy for expanding your brand’s reach. If you want to expand your customer base and boost your bottom line, you need influencers. Most of the pitfalls we discussed can be avoided if you take the time to determine whether or not a particular influencer is worth the money you’re spending on him. A higher return on investment is achieved as a result.
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