Nearly one-fifth (19%) of Americans have purchased a product or service because an influencer promoted it on social media, compared to 10% because of a celebrity endorsement, according to Civic Science. However, while influencer marketing can be a powerful tool to drive engagement and even conversions, retailers need to choose influencers that align with their brand in order to ensure that their messages don’t come across as fake or staged.
This how-to Tech Guide details best practices for retailers looking to maximize influencer programs’ impact, including:
- Providing influencers with immersive information about the brand to help them understand its relationship with its customer;
- Ensuring that influencers come across as authentic and interested in their interactions;
- Setting realistic growth goals that accurately lay out what is expected from the relationship, and using KPIs that fit the brand’s objectives; and
- Creating in-store and other public events to expand influencers’ reach beyond social media.
