Marketers are seeing the growing demand from audiences to share more authentic and transparent content. They face the constant challenge of staying relevant and competing for attention on the News Feed, which is becoming increasingly more difficult. However, today content creation is no longer just in the hands of brands and agencies, influencers are having a key role in the stories brands communicate.
The fashion and beauty industries are the two most-engaging on Instagram, and they have both put influencer content center stage. Our data shows that 2/3 of all content from the 100 biggest beauty brands on Instagram mention another user, and that’s half of the content from fashion brands, respectively.
You’ve probably been hearing a lot about micro-influencers, influencers which have less than 100,000 followers. We found that 75% of all influencers mentioned by beauty brands were micro-influencers, for fashion brands that was 70%. This not only demonstrates that brands are relying heavily on influencers within their content strategy, but that they understand the power influencers have over a niche industry and specific audiences. In fact, influencers that have under 10,000 followers account for the majority of profiles mentioned by the fashion and beauty industry; that’s 37% from fashion and 43% from beauty. This clever strategy is truly working to keep audiences engaged on Instagram, as mentions of other users tend to drive higher engagement.
Tip > Mention the influencer’s profile name in your post, and give them credit for their content. Out of all interactions beauty brands collected on posts that mention other users, 58% came from posts mentioning users under 100,000 followers, and for fashion brands, that was 53% of interactions.
When developing an influencer marketing strategy, it’s critical that you calculate the potential ROI from such partnerships. For instance, if you’re a brand, you might garner a great deal of interactions from a celebrity, but the cost of having this partnership could outweigh the potential ROI. Compare these numbers with working with a smaller influencer, such as return per number of fans. Perhaps a micro-influencer could be the better option because they receive more engagement than a celebrity.
Audiences are looking for authentic forms of content, and influencer recommendations are becoming the new currency of transparency to build consumer trust.
According to research from Forrester, Influencer – and User Generated Content – helps customers discover and inform their purchase decisions: 37% of customers visit a brand’s website to research products or services, and 49% use a search engine, leveraging blogs, UGC, and reviews to explore product offerings.
Marketers have been building their presence on social media and growing their communities, and half the battle is keeping that audience engaged. They face the challenge of curating content that resonates with the right people. Reaching the right demographic and niche audiences will be a key focus for marketers in 2018. This is particularly why micro-influencer marketing is gaining so much attention.
Partnering up with influencers can help sustain the momentum of publishing new and authentic content. By seeking third party recommendations from influencers, much of those micro-influencers, brands are able to reach new audiences. Celebrity endorsements are expensive and require a lot of production.
We predict that in 2018 we are likely going to see more brands across many industries showcase influencers and micro-influencers in their content strategies. Learn how to build an effective influencer marketing strategy.
This post was originally published in Social Media Today.