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Imagine this: a friend who always knows the latest trends, recommending an incredible product that you can buy right away without any hassle. That is the power of influencer marketing and social commerce, two effective strategies currently trending in digital marketing.
We are no longer in the era of rigid advertisements that bore us. Now, we have influencers, the “online friends” with many loyal followers. They showcase products and build an emotional connection with the audience.
The Power of “Influencer”
Several things make the role of influencers affect the behavior of their loyal followers. For example, the figure of an influencer has an impression of authenticity. Ultimately, the recommendations influencers give feel more honest and personal, like chatting with friends.
Second, influencers have a specific audience. Their role is segmented for several products and services. This makes it advantageous for a brand to promote its products or services by collaborating with influencers.
Third, influencers create lively content that sparks conversations with their fans. This has the advantage of increasing people’s interest in a brand’s products or services. The content created by these influencers is not just a passive spectacle.
A brand must also be discerning in choosing influencers when they want to collaborate. Influencer Marketing Hub explains that there are at least six steps to determine influencers for a brand.
First, choose influencers who have personas that align with your brand values. Who is the best fit for your brand or your brand campaign?
Second, find out the compensation and value proposition. Instead of setting a fixed rate, payments can be made based on a percentage of the sales they generate. This is an effective way to ensure that the value you pay corresponds to the value they generate.
Third, create a list of influencers. After completing the above two steps, compile a list of potential influencers. Fourth, reach out or approach influencers who align with your brand values.
Fifth, seek approval. You can negotiate at this stage. Sixth, once there is an agreement, you can give the right direction to clarify what they should do next.
Shopping is as Easy as Scrolling Social Media
Forget about the hassle of switching between apps. Social commerce brings the store directly to your fingertips on your favorite social media platforms. Just click, pay, and you can immediately use or enjoy the products and services you purchase!
Social commerce platforms like TikTok Shop, Instagram Shop, and Facebook Marketplace provide added value to every user. They can enjoy the fun of scrolling through social media while shopping.
However, the role of influencers is also important here. Goat Agency provides a case study on influencer collaboration with social commerce.
Those of you who are reading an article in The Guardian have clicked on an advertisement where you happen to recognise the influencer in the creative? You’ve increased the number of clicks for the advertiser by clicking on it. It’s that easy!
Influencers can also encourage their followers to share their experiences with the promoted product. They can also create multipurpose content and distribute it on various social media platforms, such as TikTok, Instagram, and Facebook.
This diversification helps brands reach more potential customers and customise their content to match the strengths of each platform.
Diversifying content distribution also means brands can get more profits. For example, working with influencers to stream on YouTube, the content can be cut and shared on TikTok and Instagram. Product links can be tagged! Practical and effective!
