by Jenni Burton
It’s the latest hot topic: social influencers. They’re not new, but brands of all sizes are now focused on finding influencers and leveraging their reach for the benefit of the brand.
Engaging social influencers can be done well (note: transparency to consumers is a must) become wildly successful for brands who find the right influencers for their product.
We are big fans of experimentation and testing here at Quantifi, so the first thing we’ll say about influencers is: test it! Social influencers could be a great strategy for your brand and part of a broader winning social strategy (#winning). We are especially keen on the idea of leveraging micro-influencers.
Micro-influencers can be a cost-effective ambassador for your brand. And because their audiences are smaller and likely more geographically or interest-focused, you can get a better brand-to-consumer match than you would with a mega-influencer (i.e. Kim and Miley). This ultimately leads to a better cost-per-acquisition (CPA). Because a micro-influencers are usually more focused, you can build a more genuine relationship–and that connection will read as genuine to prospective customers.
However, there are a few things you should know before going all in with a social influencer strategy. Each of these questions can be answered through micro-experimentation with social advertising.
What imagery works best for converting new customers?
Oh, no — you just paid a bunch of money for a social influencer to post an image on Instagram, and it flopped! Determining which images yield the best response for new customer acquisition is vital; you can quickly test these creatives with a series of relatively small paid social advertising campaigns.
What is your ideal customer profile?
Lack of clarity on target audiences can result in engaging the wrong influencers altogether. Let’s say you’re a meal replacement drink, and you think your audience is health-conscious bodybuilders.
But a little research could reveal your target should be computer developers who want an efficient supply of nutrition at their desks. That kind of miscalculation likely would have led to engaging the wrong influencer. From our own internal survey here at Quantifi, it’s rare that a developer is following bodybuilders like Kai Greene.
Where are your customers and where do they want to find you?
At this stage, chances are you have a large number of potential customers across several social platforms. But what platform is the best fit for your product? Where is the highest density of your ideal customers, and on which platform are they most likely to convert?
If you’re considering a social influencer strategy, we’d love to chat with you. Our team will share how social advertising experimentation can help inform your influencer strategy, while also providing valuable market research insights and improving your social media advertising ROI.