Influencer marketing is on the rise and there’s a good reason for it. Collaborating with social media influencers is the latest way of partnering your brand with key social media thought-leaders across a variety of niches to showcase your product or brand in the simplest, most effective way possible.
Influencers, or content creators as they’re also known, have a highly engaged following who trust their opinion and heavily rely on their honest reviews of products, brands or services, prior to making a purchase. An influencer’s content is executed in a trustworthy way and aligns with their audience demographic, in terms of their likes, dislikes, and opinions.
We don’t just focus on macro-influencers with millions of followers and likes – we carefully research hundreds of UK-based and beyond, micro, mid-tier and macro-tier influencers to best place your brand and product with the right influencer. This allows the brand to make a genuine connection with the identified target audience and provide a stronger ROI.
Investing in influencer marketing and collaborating with influencers on engaging social media campaigns is a key marketing metric when it comes to delivering a long-term audience growth and customer retention strategy for your brand.
Over the last 12 months, influencer marketing, as a stand-alone service, has played an instrumental part in the further development of the brands within our portfolio via influencer and social marketing.
The parameters for compiling an influencer marketing strategy, and securing the correct digital creators for the campaign, are reach, engagement, authenticity, performance and niche.
Every successful influencer marketing strategy and social media campaign begins by identifying the most impactful influencers to participate. We tailor our influencer selection process to each brand, ensuring the digital influencers participating align with the target brand’s aesthetic, tone of voice and values.
If a particular campaign is working well, introducing a second tier of influencers is a great way of scaling the campaign and expanding the audience reach.
We've found collaborating on longer-term campaigns across a three or six-month timeframe leads to richer engagement, happier customers and provides us with marketing data that is more powerful and valuable for your business.
With a well-established Instagram following and online presence, top-tier influencers are known for their brand partnerships and trusted opinions. Macro influencers also have a dedicated, large following that has grown organically over time and are on the course to becoming a power influencer. Macro influencers deliver high-quality content that could be used across a variety of branded marketing channels.
Macro influencers enjoy using Instagram Stories because they can be more candid and real than in feed posts and because they can disappear within the 24-hour timeslot. Stories are also helping to bring influencer marketing closer to the purchase decision, because they allow outbound links.
Once it’s been identified that an influencer-led approach is required to communicate the brand messaging and we’ve recognised the type of influencers needed, identifying the appropriate platform for the content to be housed upon and the type of content required is the next step.
This element of the strategy often derives from the type of content the influencers selected to participate already create, as we want the brand messaging to appear as natural and organically as possible, without eliminating their audience.
Every influencer partnership will be solidified with a contract for the campaign, finalising everything involved in the partnership, deliverables for both parties, deadlines, any social media messaging and ensuring both sides are aware of how payment will work and how the campaign will run.
Celtic & Co wanted to raise consumer awareness and positive perception in addition to increasing consumer consideration for their seasonal Christmas gifting range of sheepskin knitwear and slippers. Hit Search decided to use an authentic influencer content campaign to accomplish this goal, collaborating with parenting and lifestyle influencers to drive sales and referral traffic to the ‘Celtic & Co' Christmas category pages and position the brand as providing the ultimate gift ideas for Christmas.
The blog posts and social media posts were designed to highlight the Celtic & Co brand and product offering to readers/followers. The campaign aimed to generate a strong brand presence throughout the seasonal period, utilising the beautiful image assets created by the influencers to support the campaign’s visibility on Instagram, whilst also speaking to the target audience through trusted influencers.
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