Learn How Retail Brands Are Leveraging Influencer Marketing During The Pandemic
44% of Generation Z has made a purchase based on a recommendation from a social media influencer, thanks to Instagram, TikTok, Twitch and Facebook.
Although Facebook continues to be the world’s most largely-used social network, Instagram, TikTok and Twitch have experienced unprecedented audience growth this past year, – sped up by the pandemic, of course. These platforms have tapped into new audiences, that up until now, – had not been reached before.
A recent study by Kantar has shown that 44% of Generation Z has made a purchase based on a recommendation from a social media influencer. And the rise in social commerce has given brands a new way to leverage technology: just one example is augmented reality: new technology has enabled customers to “try-on” makeup and garments, without leaving the comfort of their home, – perfect for lock-down(s).
Thus, social networks are generating unique shopping experiences for each user, displaying dynamic content at the most opportune moments, making social media, social commerce, and influencer marketing an evermore important acquisition channel for retail and consumer brands.
From sweepstakes to contests, to challenges and dances, influencer-led content is now seen as a credible, authentic and legitimate form of communication, and as a solid method for brands to reach their target audiences, build their profiles, and influence consumer purchasing decisions.
One example of this is a campaign which was carried out by Walmart to promote its Black Friday offers, which went viral on TikTok. Walmart worked with six influencers to raffle out $100 gift cards, and to encourage their followers to take up the challenge of posting videos of themselves dancing in the aisles of Walmart stores, under the hashtag #DealDropDance.
But like all other digital marketing channels, working with influencers is subject to obtaining the best possible performance, – even more so after a year in which retailers and brands have reduced their marketing budgets and redirected them towards new digital channels, and of course, – social networks.
Therefore, it is not surprising that measurement (through advanced analysis tools) has become a fundamental element of any influencer campaign. And this was confirmed by Eva Martín, the Co-Founder and CEO of Tiendeo, – the leading platform for offers and promotions within the retail sector:
“In order to achieve your goal, you must understand where to start, how to evolve, which actions work, and which do not, and so on. Optimising your campaigns is key. It is pointless using influencer marketing if a performance measurement system is not implemented beforehand, – that allows for your campaigns to be analysed.”
The need for brand authenticity has led to a strong tendency towards micro-influencers: personalities who generally have less than 50,000 followers on their social networks, but who are able to respond to all requests (DM’s and comments), and who typically maintain a close bond with their followers, whilst ensuring that both brands and retailers increase loyalty amongst their target audience (through long-term collaborations).
Another benefit of working with micro-influencers is that they often allow brands and retailers to reach a hyper-local audience, – very important if you want to carry out a campaign in a specific geographic area. For instance, a London based blogger called ‘Ellensinwonderland’ runs a passionate London-based blog about style and fashion. She has a little over 9,000 subscribers, with lots of interaction, which attracts a lot of small brands.
Social networks now provide(s) a multitude of opportunities for users to interact with brands and retailers: from consulting catalogues and interactive product sheets, through to live shopping to making direct purchases. Via social networks, users can now access a “store” tab, from which they can find a selection of a retailer’s products to get inspired by, – before going into a store, or buying online there-and-then.
You can find out more about Tiendeo here: https://www.tiendeo.co.uk