Common pitfalls to avoid while engaging in influencer marketing campaigns: 2021
Influencer marketing is growing leaps and bounds. With the emergence of social media, brands can now reach their audience in a more effective and efficient manner. The market size of the influencer marketing platform is set to grow from USD 6.0 billion in 2020 to USD 24.1 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 32.0%
By using influencers to amplify your message, you are able to increase your reach exponentially. But there are a few pitfalls that brands often tend to make which retards the success of their influencer marketing campaigns. In this blog, we have mentioned a list of pitfalls that you must take care of.
Spamming Social Media With Ads
There’s nothing worse than seeing an advertisement in your social media feed five times in a row. Not only will this irritate people, but it won’t get you results. Be present on social media by sharing content that entertains and educates your followers. Interact with them over time to build a lasting relationship (and eventually convert them into customers). Choose relevant and limited influencers for your influencer marketing campaigns so that you don’t annoy your audience.
Giving Away Freebies
Look at it this way: What’s the value in having your followers constantly follow you for a freebie? (Never mind that they’ll end up not even liking you or agreeing with what you post.) If you’re going to give away free stuff, make sure it’s a planned campaign rewarding your genuine followers who follow you for your engaging content and good product reviews. If you are including giving away freebies in your influencer marketing campaign, make sure its planned and done with the right influencers so that you get an engaging audience and future loyal customers from them.
Not Understanding Your Audience
You can’t expect to sell unless you know who your audience is. This simply means that you must know where your current target audience hangs out. Once you figure out the right Social Media channel that works for you, use insights to analyze more about their location, gender, age and what type of content they find most engaging. In doing so, you can present information relevant to them. You should then analyze which influencers have a similar audience and select accordingly for your influencer marketing campaigns.
Prioritizing Reach Over Context
Context and relevance are just as important as having a large number of followers. You may have a great offer, but it’s of no use if your audience doesn’t like or understand it?
Many brands often target influencers with massive following irrespective of the relevancy of their content for their brand. You must be very careful and aim at providing value to your customers. When you search for influencers for your influencer marketing campaigns make sure your content is relevant for their page and also see that posts related to your content are getting engagement rather than seeing the number of followers they have.
Focusing On The Number of Followers
There’s absolutely no point in having a lot of followers if all they are going to do is fake like your posts. It’s important to keep your followers engaged and get them to interact with you like you would want them to interact with a friend. If you’re asking for them to buy something from you, then make sure that they are excited to try your product.
Being Too Complicated In Your Message
It’s a good idea to show off your value, but make sure that it doesn’t sound complicated. People will start finding it difficult to understand what you’re trying to say (especially when they’re not even interested in buying from you). Stick to the basics, so that they can understand what you’re trying to say. Influencers have the advantage of connecting with their audience very easily, you should make sure that you give that flexibility to your influencers rather than forcing them to use some typical words. This can make a huge difference in the success of your influencer marketing campaigns.
Not Testing Each Marketing Strategy
It’s best to run a few tests before implementing a new marketing strategy. The last thing you want is to spend your marketing budget on something that won’t work. You must analyse and make decisions for your Influencer Marketing Campaigns to work out well and thus ensure that you are now wasting your money.
To avoid these pitfalls you must take out time and plan your campaigns with complete research. You could also take the help of professional agencies like SavvyTree where we take care of your influencer marketing campaigns at each level. We have experienced and qualified individuals who can guide and formulate your influencer marketing campaigns to bring out the best results.
Contact us for a free consultation.
Popular influencer marketing campaigns in India: 2021 edition
Here are a few popular influencer marketing campaigns in India, that companies have used to leverage the power and reach of influencers.
Does Influencer Marketing work for E-commerce?
Do influencers really help to sell products in the e-commerce arena? That’s the question many in the marketing world are asking.
Role of Influencers in Brand Advocacy
The best way to gain a person’s trust is to show you truly understand who they are and what it is that they’re experiencing.
5 reasons why influencer marketing campaign strategies don’t always work and how to avoid them
In today’s dynamic marketing environment, where digital marketing is gaining importance more than ever, brands must keep up with trends, connect and maintain their audience reach, and evolve altogether.
Brands that prove Influencer Marketing was their secret to success
The celebrity culture in India isn’t halting at any point in the near future and online media influencers in India have now acquired this title.
How to find the right type of influencers to create a loyal customer base
Marketers see how lucrative influencer marketing can be to a brand – when it’s done correctly. 63% of marketers intend to increase their influencer marketing budget in the next year.
There are plenty of options available for the brands that are planning to start their influencer marketing campaigns. On Instagram alone, there are more than 500,000 active influencers among whom 81% have followers between 15,000 and 100,000 users.
An all-around coordinated influencer can build up a true and faithful relationship with a brand that is significantly more remarkable according to buyers. Realizing how to find influencers has a significant effect.
This article will explore finding the right influencers for your brand and highlight the important points to keep in mind before collaborating.
Know what you are looking for in your influencers
Working with an influencer accompanies its own arrangement of dangers and prizes. Since influencers have their own brands to consider, they will conclude how to depict your image’s message on their feeds. That is the reason it’s imperative to guarantee whoever you work with wholeheartedly puts stock in your image’s qualities and will genuinely address your image to their supporters.
On the off chance that your image is put resources into variety and incorporation, for instance, in a perfect world, your influencers’ informing ought to likewise advance those equivalent qualities. Also, in case you’re a dress brand that qualities revolutionary straightforwardness, you’ll probably need to work with an influencer who is keen on the assembling cycle and how things are valued.
To guarantee this arrangement, set aside the effort to audit your association’s central goal and qualities before beginning your pursuit. Scribble down the qualities that are generally critical to your image and how they appear in your image’s social informing and substance. At that point slender down and target influencers similar as you would do while focusing on potential clients utilizing this data. Make an ideal influencer persona, in the event that it helps, and influence apparatuses like web-based media checking and tuning in to help you limited down your alternatives.
Realizing how to track down the correct influencers for your image is the distinction between guaranteeing your promoting joint effort nails the finish and a mission that flops with your crowd. While you can’t handle each post an influencer will make once you begin cooperating, you can find out about what’s in store by taking a gander at how they as of now utilize social media. With your waitlist of potential partners convenient, presently you can begin to dive into the social measurements to track down the privileged influencer for your specialty.
Social Media Metrics To Keep Note Of
1. Meaningful Content
The primary spot to look past follower size is the genuine substance an influencer is sharing. Look through each influencer’s feed (on all stages, not simply the one your association is keen on) to figure out the sort of messages they send and support. Would you feel great connecting your image with that influencer’s social posts? Does their substance move discussion? Assuming this is the case, what sorts of discussions are occurring in the remarks area, and does that influencer set aside the effort to react?
What you’re searching for is a feeling that the influencer’s substance lines up with your image’s qualities as well as really appreciate maintaining those qualities and bond with their crowd over them.
2. Credibility
While investigating an influencer’s substance and comments thread, you can likewise get a feeling of their degree of commonality and authority with your brand.
You must also check your influencer’s followers and following list. With the growing scope of influencers in the market, it is very necessary to check if the followers are genuine or just fake and phony numbers. To check if you are on the same page as your influencer you can also check who they are following. If they follow leaders relevant to your industry then this can be an indication that the influencer is suitable for your Brand.
3. Relevant Engagement
It is necessary to look beyond the likes and engagement on the popular posts of the influencer. You must see the engagement that the posts which are similar and relevant for your brand are receiving. Thus, your influencer must have an audience that genuinely believes in your brand’s belief. This way, you can be sure that the influencer’s brand shares your brand’s values for a one-two punch that’s sure to resonate with both audiences.
4. Audience
The objective in working with an influencer ought to be to additionally extend your customer base, so search for influencers whose supporters will be open to studying your image.
Dive into the comments on an influencer’s new posts to get a feeling of how their crowd responds to marked substance and what sort of local area they’re building.
That being said, don’t ignore an influencer who sets aside the effort to oversee supporters by pruning unconstructive remarks and tending to legitimate analysis. You can likewise check an influencer’s future reach by watching to see whether their crowd and commitment are developing or have leveled over the long run. On the off chance that you notice a respite or even a plunge in development and commitment, you might need to reexamine or address what elements might be adding to these battles.
After you have found your perfect Influencer it is not yet enough. It is necessary to form Influencer marketing campaigns that reach your audience and stays in their mind.
If you are not sure as to how will you create a perfect influencer marketing campaign then, SavvyTree, a digital marketing agency can help you formulate, strategize and execute your ideal campaign. Contact us for a free consultation.
Which social media platforms to look out for influencer marketing in India, 2021
2020 pushed organizations of different sorts and sizes to explore different avenues regarding advanced arrangements as all exercises from going to shows, and birthday celebrations to wellness meetings moved from the actual domain to computerized.
After the COVID-19-prompted lockdown, with TVC shoots on hold and individuals stuck at homes, brands understood that the influencer promoting model is appropriate in a period in which the crowd is searching for some motivation, looking through DIY recordings, learning new plans, or zeroing in on self consideration. This represented a decent chance for brands and influencers to draw in with their crowds with effective informing. Brands realigned their methodologies, opened up their spending plans for computerized media to use the rising interest for influencer advertising.
Let’s have a look at the social media platforms to watch out for in 2021 for influencer marketing
According to a study by Influencer Marketing Hub, 67% of respondents use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing. This network relishes huge popularity among the general public, and marketers worldwide regard it as the most important social media platform for influencer marketing. According to a report by Statista, the spending on influencer marketing is estimated to be $8.08 billion in 2020. Today, Instagram ranks as the #1 most strategically important social media channel for influencer marketing.
Nearly 80% of the marketers are increasing their budget for influencer marketing. Sponsored marketing and ad marketing on Instagram is growing fourfolds with even politicians jumping in the fray. With the launch of IGTV Instagram is poised to capture even more users and ad dollars moving forward.
These numbers are growing at a fast pace and there’s no chance of stopping. Instagram has been successful in developing a thriving influencer community and providing valuable audience insights.
Thus, these statistics prove that Instagram is growing expeditiously and is an important platform to look out for influencer marketing.
YouTube
Youtube has reported over 2 billion monthly logged in users in 2021 with a view time of billions of hours. There are over 50 million content creators on the platform which is just 5% of its total user base. It is also observed that Millenials tend to watch youtube 2 times more than traditional T.V. This is the reason YouTube is a platform to watch out for in 2021 for Influencer Marketing.
YouTube is a platform that is used the most by individuals to access videos uploaded by Real People, Brands, Companies and Institutions. It is very likely that the majority of users will take an action after viewing an ad on youtube. Therefore, the effectiveness of advertisement on YouTube is very high and thus marketers need to utilize videos uploaded by popular video creators, or influencers, to best reach their audiences on YouTube. It must also be noted that YouTube has creators from every possible niche. This diversity in its content increases its potential as a platform for influencer marketing in the present as well as in the coming future.
With over 2.80 billion monthly active users, Facebook has the most stretched outreach of any channel. Because of its huge crowd size, Facebook arrives at virtually all age socioeconomics, albeit younger crowds (like Gen Z) are starting to move away from the stage, as Instagram and YouTube are getting more attention. However, it is a fact that since its creation, Facebook has ruled the world of social media, and there’s no stopping the giant.
A huge number of influencers use Facebook as a subsequent channel, as opposed to their essential stage. That being said, it tends to be an important channel for enhancing an influencer crusade. Facebook Live videos are watched 3x longer than standard recordings and can be utilized by top influencers to arrive at their fans in a crude and organic way.
Therefore, Facebook is also considered a potential platform for Influencer marketing which can enhance your marketing campaigns.
Blogs
Blogs for the most part give admittance to a somewhat more established segment of 25-49-year-olds. Sites take into consideration more itemized, account, and long-structure narrating. Online journals are an incredible channel for advancing items or administrations that need inside and out clarification (for instance, through a point-by-point audit of a first-class thing like bedding), or for giving a more extravagant setting about novel parts of your image mission.Effectively supported blog entries can likewise construct organic traffic over the long haul.
Thus we must note that even though blogs do not have as much traffic as the above-mentioned social media platforms, they can be engaging to the readers and have a more organic and credible audience.
Twitter has over 350 million active users. Its audience is dominated by younger and middle-aged users. The real-time immediacy of the platform makes it a key tool for following influential creators. 61% of Twitter’s users follow a creator and has an organic engagement. As far as how influencers on Twitter work best with brands, the specialists tracked down that 93% of makers hope to cooperate with brands that need to hear their thoughts, and tap into their voice, empowering them to give valid substance and keep up crowd association in a certified manner. Although the number of users on Twitters are far less than Instagram or Facebook, the underlying fact is that the limited users have huge engagement which makes it a successful platform for influencer marketing.
Influencer marketing is very relevant at this point and every brand must have a definitive plan to keep up with these potential platforms. Perfect planning and execution of these campaigns can bring a change in your business. If you are looking for an option to create and execute your ideal influencer marketing Campaign, We at SavvyTree are here to help you formulate the same. Contact us for a free consultation.
Influencer marketing and its future roadmap in India
Influencer marketing has collected a good deal of interest within the course of the foremost recent number of years. Indeed, over the recent three years, the quantity of Google searches for “influencer marketing” has expanded by 1500%. This shows that the eventual fate of influencer showcasing is ready with promising opportunities.
Increasing Trend of Influencer Marketing
According to a study by Influencer Marketing Hub, Influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021.
The global Covid 19 pandemic has posed a good opportunity for brands and influencers to engage with their audiences with impactful messaging. The importance of influencer marketing as a core marketing strategy has grown during the COVID-19 crisis.
There is a continuous shift of consumers towards OTT and social media. However, due to a decentralized consumer base, organizations cannot target their potential consumers through traditional marketing techniques. Therefore, they are moving toward the influencer marketing technique that enables them to target potential buyers.
Influencers can build relations with customers by engaging with them and directly communicating with them. It is a fact that consumers’ demand is based on product authenticity and reliable products and services. Therefore, when a product is promoted by an influencer they trust, it automatically convinces them to look for the product and as a result, makes the consumer trust in the brand too.
Famous Brands using Influencer Marketing
There are many examples of famous brands that use influencer marketing to build their consumers and increase their sales.
Adidas
Adidas, for example, is one of the most famous brands using influencer marketing to promote their products. Adidas got in touch with influencers to increase their reach on social media. They wanted to focus on a younger audience, so they chose to do an Instagram influencer marketing campaign. That worked well because nearly 70% of Instagram users are aged below 35. They collaborated with influencers like Iga Wysocka and Selena Gomez and introduced the #MyNeoShoot contest.
Zara
Zara is another example of a brand with a successful influencer marketing campaign. Zara wanted to highlight their latest products by showcasing them in a way that would appeal to their target audience. Their Instagram posts usually resemble photos from the pages of a fashion catalog, which people can look to for ideas and tips on what’s trending in the fashion industry. By collaborating with influencers, they were able to give the impression that their products were more accessible than high-fashion clothing. Influencer marketing is also one of the reasons they have 43.2M followers on Instagram.
Brands established through influencer marketing
Influencer marketing not only helps established brands but has also been helpful to brands who are yet to establish themselves.
Danielle Wellington
We can take the example of Danielle Wellington which has become successful and made a $200 billion business just because of Influencer marketing. The brand started with micro-influencers but is now being promoted by celebrities like Hailey Bieber. The company’s reach and influencer marketing are absolutely commendable with Instagram followers of 4.9 Million.
Ipsy
Partnering with creators on YouTube and Instagram has been part of Ipsy’s strategy from the very beginning. To gain a moderately higher commitment rate, Ipsy has been collaborating with more micro-influencers and practicing their parts to cater to diverse client needs. They try to build a community of influencers by conducting various programs like ‘Creators Day’ to gather influencers together. This sort of occasion causes influencers to feel associated with the brand, blend and exchange data, and make showcasing content about Ipsy that truly close up.
The most common measure of influencer marketing success is conversions/sales. These companies are a showcase of how influencer marketing is helpful to them and has definitely increased their sales, brand reach as well as brand credibility. It is helpful for all kinds of businesses whether it is new like Danielle Wellington or Ipsy that have established themselves because of influencer marketing or already established famous brands like Zara and Adidas who have promoted their product and increased customer reach because of influencer marketing.
Problems because of massive growth
The influencer marketing technique has been immensely growing since 2016, as consumers have shifted from TV to social media and other OTT channels. Therefore, organizations are competing with each other to engage with authentic and effective influencers for promoting their products and enhancing sales. The growing competition has increased the demand for micro and macro-influencers. However, with the growing competition, identifying authentic influencers with a large number of followers has become the biggest challenge for brands and organizations. Many influencers use fake followers through bots to show their popularity and attract big brands. Therefore, brands must be careful of such fraud and protect themselves from the same.
The brands have diversified influencer marketing by implementing various types of organic and inorganic growth strategies, such as new product launches, product upgrades, partnerships and agreements, business expansions, and mergers and acquisitions to strengthen their offerings in the market. Companies must continue to depend on influencers to act as their spokespeople and execute their messaging in a trustworthy and human way.
Finding influencers remains the most significant challenge for those running campaigns in-house, but there are agencies like Savvytree where we will clear this obstacle for you and connect you with suitable influencers for your brand. We will take care of everything from Idea generation to analysis and implementation.
Book your free consultation now.
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How to get started with Facebook Marketing Strategy
Facebook is the leading social media platform, reaching 59 percent of social media users. It has a monthly active user base of 2.80 billion users. So, how important is it to have Facebook marketing strategies? Well, it can really be a game-changer for your company.
Get ready to master Facebook marketing with SavvyTree!
Let’s start with the basics.
What are the types of Facebook posts?
Facebook offers different kinds of posts, each with its own benefit and different kind of engagement. Here’s a list of different kinds of posts you can use for your content creation.
- In real-Facebook Text posts: these include just text, no photos, no videos, no links
- Facebook Photo posts: Photos are a great way to engage potential customers.
- Facebook Video posts: Videos are seen to be even more engaging than photo posts
- Posts with links attached: These are posts with a link attached to them.
- Facebook Stories: Facebook Stories live at the top of the News Feed
- Pinned post: This post will be the first thing that people see on your page.
- Watch party: They are a way to screen a public video on Facebook time.
Types of Facebook ads
Facebook has a number of advertising options. Let’s have a look at them
- Image ads: These are simple ads to get started with your Facebook advertising. They are easy to create and gather interest. This is how Bewakoof used image ads.
- Video ads: Video ads can run in the News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. You can offer a lot of variety in your videos which gather engagement. Here’s an interesting video ad by Lakme.
- Poll ads: Using poll ads you can offer an interactive component by adding a two-option poll to an image or video ad. You can add a separate link for each poll choice.
- Carousel ads: You can use these to showcase up to 10 images. This can be very helpful in elaborating various aspects of your product or the importance and uses.
- Slideshow ads: Slideshow ads are short videos with a collection of still images, posts or existing videos. They have an eye-catching motion and draw the attention of your audience.
- Collection ads: These allow you to showcase five images or videos that customers can click to buy a product or service. Shoppers stop has added a collection of ads in the above post.
- Lead ads: They are specifically designed so that customers can give their contact information without typing much. They’re great for collecting newsletter subscriptions, signing someone up for a trial of your product, or allowing people to ask for more information from you.
- Dynamic ads: Dynamic ads promote your product to target customers who are likely to be interested in them. They use retargeting about which will be explained later in this article.
- Augmented reality ads: Augmented reality ads use features like filters and animation to allow people to interact with your brand. The ads allow users to take selfies with the filter and share them on their own channels. This will help in increasing your reach.
There are other options such as messenger ads, stories ads, Instant Experience ads as well.
Keys to perfect marketing strategies
Starting with the strategies is the hardest part of it right? Don’t worry we have got you covered with basic tips to kickstart your perfect Facebook marketing strategies.
Set your goals
Goals are essential for any plan. You must know what results you are looking for, whether it be brand awareness or increasing website traffic, gaining leads from your Facebook business page, or any other goal. Thus, your Facebook marketing strategies must cater to your specific needs. It must also be noted that the goals decided by you must be specific, can easily be tracked and measured, realistic, and have a time component. This is important because vague goals are unattainable.
Understand your target audience
Facebook is home to so many users but you need to identify your target audience in order to get an effective strategy. Once you have identified your target audience all you have to do is find them on Facebook. To find your audience on Facebook you can use Facebook ads Manager and to get familiar with your own demographics you can use Facebook insights. While creating your custom audience, you must also note that You are not being too specific or too broad in your choices.
Retargeting
Retargeting means targeting the audience who have already visited your website. This definitely narrows your audience but it increases the possibility of purchase since 100% of your audience is familiar with your brand and they have shown interest in it. It is often seen that people don’t make a purchase on their first visit to the website but when they see the brand again it triggers their interest and thus your audience becomes your customer.
Prepare a content calender
Posting randomly without a plan is as good as not posting. It is very necessary that you prepare a content calendar and schedule your posts. Balance your mix of content types and maintain an organized frequency. It is important to post consistently and at the right time . This also helps in being prepared beforehand for any upcoming holidays and events and avoid last-minute preparations.
Plan engaging content and ads
Your content must relate to the brand, have a consistent tone, and must have a clear and precise call to action. It must be catchy enough to get attention from the ones who are just scrolling. Using high-quality images with the right text can get you going a long way. It is also noticed that videos get more engagement. Using emoticons also increases the number of likes and comments on your post.
Facebook prioritizes meaningful, engaging content instead of mere sales promotion, so plan your content accordingly to increase your reach. While preparing ads, you must keep your target audience in mind and end it with a clear call to action. You can offer incentives such as discounts, coupons, and giveaways to interested people by Retargeting as discussed above. Once you have scheduled your posts you must also monitor them and see the results.
Facebook advertisements can be tricky and hard to manage along with your other business goals. It needs your full time devotion to start getting real results. If you need help with you Social Media Strategy and Management, reach out to SavvyTree!
Book your free consultation now.
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