Influencer marketing is gaining traction, especially among fashion and beauty advertisers. A December 2015 poll of fashion and beauty marketing professionals in the UK and US, conducted by Econsultancy, found that almost 30% were spending 10%-29% of their total budget on content collaboration with well-known bloggers and social media personalities. Why?
This marketing approach combines the impact of word-of-mouth, a loyal following and native advertising into one powerful package - and the results speak for themselves. As an example, when 50 influential Instagrammers wore the same Lord & Taylor dress last spring, the item sold out within days.
There are many ways that brands can harness the power of the internet's most popular users to drive revenue for their paid social media campaigns.
Learn the strategies that these four fashion and beauty brands use for successful influencer advertising:
1. The Gap Fits In
On social sites like Facebook, Twitter and Instagram, ads are often integrated right into a stream of organic posts. Influencers tend to gain loyal followings because they share authentic photos and relatable content; therefore, it's important that your ads mimic the style and approach that the influencer would normally take.
Linen you can live in. #styldby: @juliahengel Shop the collection through the link in our bio.
A photo posted by Gap (@gap) on Mar 25, 2016 at 2:01pm PDT
When The Gap paired up with fashion blogger Julia Engel, the brand opted for a natural, everyday image instead of one that looked like a staged shot from a catalog. This image features Julia going about her daily routine in an outfit she styled from The Gap's collection. Not only does the image fit in with Instagram's candid and unstaged organic content, but it also fits in with the types of photographs found on Julia's blog.
2. TRESemmé Shines
Just including an influencer in your ad isn't enough to guarantee views and inspire audiences to take action. The creative still needs to be well-crafted; ideally you want to provide a fun or entertaining experience. Give users a reason to view your ad, and they'll be that much more likely to take the next step toward conversion.
My hair has gone from "Look; don't touch," to "LOOK TOUCH PET ADMIRE." I owe ya, @TRESemme #ReverseYourRoutine #adhttps://t.co/oEpW8TqGEN
- christine teigen (@chrissyteigen) March 1, 2016
Above, hair brand TRESemmé features model and popular Twitter personality Chrissy Teigen in a Twitter video ad. Instead of making this video all about shampoo, TRESemmé lets Chrissy shine with the quirky and fun personality that made her an influencer in the first place. The video is shot in a loose and candid manner that makes it feel less like an ad and more like a piece of organic content that Chrissy herself would share. Because the video comes across as entertaining organic content instead of a stiff, sales-driven ad, audiences are more inclined to watch and take action.
3. Cost Plus World Market Gets Helpful
Many influencers gain their popularity by offering audiences helpful tips and advice. Because their suggestions are already so valuable to their fans, aligning your own brand with their recommendations is a good way to make your ad a natural extension of their content.
Food and lifestyle guru Brandi Milloy already shares content with her numerous fans on ways to eat - and live - better. So it makes sense for Cost Plus World Market to share tips in a Facebook video ad featuring Brandi. In the video above, Brandi discusses decorative themes for summer parties and naturally incorporates Cost Plus World Market products in her suggestions. Because the video provides style ideas from a trusted source, viewers will be more motivated to make a purchase on Cost Plus World Market's website.
4. Kohl's Stays Goal-Driven
Successful ad campaigns build on a common goal, and drive users to complete a particular task. Oftentimes, approaching the right influencer with that goal in mind (instead of securing their involvement and then figuring out how to work them into your campaigns) is an effective way to construct ads that help your brand achieve an ultimate objective.
Fall (down the rabbit hole) for the new @LCLaurenConrad Alice in Wonderland collection: https://t.co/POYYZNGa6r pic.twitter.com/99Jxnok0S1
- Kohl's (@Kohls) May 3, 2016
Kohl's use of reality TV star/fashion designer Lauren Conrad in its Twitter ads is a win for both sides of the partnership. By being featured in Kohl's ads, Lauren gets to promote her Alice in Wonderland-inspired fashion line. Kohl's, meanwhile, benefits from Lauren's online influence and popularity. Because both parties have the same objective in mind, this campaign is a win/win.