The Cambridge Dictionary defines an ‘influencer’ in marketing as a person or group that can influence the behaviour or opinions of others: ‘the influencer is the individual whose effect on the purchase decision is in some way significant or authoritative.’
Previously thought to be a fleeting fad, influencer marketing has stabilised to become a common practise within the fashion, luxury and cosmetics sector. In fact, per a report by Launchmetrics, in 2016, 65% of professionals claimed to have worked on influencer marketing campaigns. In 2017, this number rose to 78% of professionals.
Today, fashion, luxury and cosmetics brands continue to claim that influencer marketing is highly effective. 90% of professionals say influencer marketing campaigns are most effective for generating brand awareness, while
69% of professionals say influencer marketing campaigns are most effective for boosting sales.
Showerstoyou.co.uk analysed ‘The State of Influencer Marketing’ report in detail, to identify the six things professionals say influencers look for when collaborating with brands, to highlight what brands should consider before implementing an influencer marketing plan.
To create the 2018 edition of Launchmetric’s report, more than 600 professionals in Europe and the United States were surveyed.
Showerstoyou found 27% of fashion, luxury and cosmetic industry experts claim ‘Monetary Rewards’ is the main incentive for influencers, while 20% say influencers are motivated by the ‘Exposure’ a campaign could offer them.
Other motivational factors include the opportunity to bag ‘Free Merchandise’ (18.08%) and to participate in ‘New Experiences’ (10.30%.)
Monetary and merchandise incentives aside, the possibility of career progression presents another two things influencers look for when partnering with brands. Industry experts believe curating ‘Valuable Content and Information’ for their communities is a driving factor for influencers (15.70%.) While ‘Networking with Other Peers’ encourages 8.30% of influencers to collaborate with brands.
Martin Smith, managing director of Showerstoyou, comments: “As we move toward 2019, it’s becoming increasingly important to reach audiences in a different way. Outdated tactics such as cold calling or placing impersonal, generic ads will no longer work with modern consumers.
“Influencer marketing is a great asset to explore because it shows brands are not just selling specs but a lifestyle. Whereby consumers can see a vision that is more than nuts and bolts, it’s how a product will work in their everyday.
“By taking on an influencer who aligns with your brand, you are creating an organic and personal feel to business. It will also help to target key demographics, increase engagement and boost sales, if implemented correctly.”
Study highlights at a glance
46% of brands prefer working with micro-influencers (a reach of 10K-100K followers.)
90% of professionals say influencer marketing is most effective for generating brand awareness.
27% of fashion, luxury and cosmetic industry experts claim ‘Monetary Rewards’ is the main incentive for influencers.
42% of professionals claim product launches are the leading scenario for which they implement influencer campaigns.
Tips: Partnering with the Perfect Influencer
Firstly, it’s important to remember working with an influencer is give and take. Money may be the main driving force behind collaborations, but there are other incentives to consider. Think early product access, networking opportunities or exclusives unbeknown to the influencer.
It’s important to provide and listen to feedback when partnering with an influencer. Yes, you want an influencer who commands their audience and has personality, but to be successful you need to find one that matches the tone of your brand. Understand your message needs to be consistent across the board and socials. This presents a strong bond and unity for brand and brand ambassador.
When you feel you have found the right influencer, don’t go in too hard with a nondisclosure and contract. If you start the relationship organically, it should flow through your partnership moving forward. Begin with picking the platform where your influencer is most active and reach out. That could be on Twitter, Instagram, or in the comments of a personal blog.
By contacting the influencer in the same way their audience does, you can start an open conversation that isn’t alien and impersonal. It will also provide good insight into how the influencer manages and responds to any contact made to their site.