According to Globalwebindex, there are 3 definitions of “shoppers”
- They use social media to research products to buy
- Social media is one of the main sources they use when looking for more information about a product, brand, or service
- The option to use a “buy” button on social media would make them more likely to buy something online. – this helps with impulse purchases
As we all know, online shopping is very popular these days, but have you considered shopping on a social media platform such as Instagram? Social media shopping also known as social e-commerce has been emerging. At first, a consumer would follow celebrities and brands to keep up with the latest products and services. Consumers would find these products but would question if the celebrity who marketed the product is just in it for the money or because they’re being endorsed? How can a consumer really know if the average person who has a similar lifestyle to them would make the same purchase? Well, fast forward a few years to present day, and we now have Influencers who are helping make the purchase decision easier.
From a branding and advertising perspective, utilizing Influencers as a marketing tactic, can not only increase brand awareness, but also help achieve conversions. The end goal for every brand is to increase revenue and in doing so, they need to find the best tactics for their target audience. Influencer marketing is a great way to achieve the end goal.
Let’s first understand how influencer marketing works. Brands can connect with influencers either through their social media platform or their blog. For example, if an influencer has a blog and an Instagram (they usually have both) a brand can reach out to them and start a collaboration. But how does a brand find influencers that reach their target audience? There are multiple platforms content creators use to connect with brands. Revfluence, Social Native, Swayy Group, to name a few, which are all social platforms that influencers utilize to collaborate with brands. These platforms connect their Instagram analytics and blog analytics, to ensure the brand can reach their target audience. Brands can request content approval prior to campaign launch to safeguard the brand and prevent any legal implications that could arise. Once the brand approves the content, the influencer can then post on the respective platform. Once the campaign closes the brand then compensates the influencer.
So how does Instagram integrate within Influencer Marketing? Instagram is a visual platform that brings to life products and services to increase brand awareness along with engagement. We all know brand awareness is very important, if a consumer doesn’t know your brand exists, then you won’t make any sales. Instagram helps brands be able to connect with influencers and engage with their target audience on a day to day basis. However, what about brands that are already well recognized across the globe? What can we learn from them and how they utilize Influencer marketing?
59% of micro-influencers think Instagram is the most effective social media platform to engage their target audience”
Take Nordstrom as an example. Nordstrom works with fashion, beauty, and lifestyle influencers who have more than ~75K following on their Instagram alone. These influencers model the newest clothing line across different departments in the store and will influence their followers to purchase the same items. It’s a very simple concept- have the average girl wear a pair of $100 jeans and her followers will want to do the same. This is where the conversion process takes place. Consumers can’t afford the lifestyles of the rich and famous, but they can of the everyday person. Influencers are there to give the consumer their honest opinion on products and services, which they find aligned with their own lifestyle and principles because after all they are trying to create themselves as a brand. It is important to note however, that, Influencers use different selling tactics themselves, that are available on Instagram. One being, affiliate networks such as RewardStyle and ShopStyle. These affiliate platforms and Apps give the consumer another way to shop an influencer’s Instagram post, which included all the products tagged. Instagram also gives business accounts a “swipe up” option in Instagram stories. So, if a consumer is following their favorite influencer or brand, they can easily shop their products with a swipe up of the screen and purchase the exact item right then and right there. Talk about conversion at its finest.
“Because 81% of consumers are influenced by product reviews and will frequently buy items which they have seen shared on social media.”
In addition, brands also need to be able to engage with their customers especially since word of mouth is the best marketing tool. Instagram helps bring together brands and consumers where customer service is now taken to the digital media arena. When it comes to purchase decision, customer service, is one of the most important aspects to a consumer. Brands need to stay up to date and on trend with their target audience and what better way than to connect and engage with them on a visual platform like Instagram.
To conclude, purchase behaviors are changing and shifting towards a more social approach. Brands need to be in front of the consumer at the right place and the right time. influencer marketing has become the forefront of advertising and can help convert consumers to products and services they wish they had. Which leads to loyal customers and the continuation of brand loyalty.
Sources: Globalwebindex.com, Influencermarketinghub.com, Influence-Central.com, Bloglovin.com
Hashtags: #influencermarking #instagrammarketing #digitalmarketing #contentmarketing #socialmedia #socialmaediamarketing