The importance of influencers in PR campaigns

Social media influencers are everywhere today, and subconsciously or not we are influenced by what they say. Followers trust what their favourite influencers say, so working with them is crucial to your marketing strategy for your PR campaigns. In fact, the influencer marketing industry is set to reach $16.4B (£13.5B) in 2022.*

What is an influencer?

Influencers, as you may have guessed, influence people via social media by sharing what they do in a day, what they may be buying and their hobbies, typically with a significant following. Not all influencers have millions of followers … nano and micro influencers, for instance, might have between 1,000 and 50,000 followers, whilst celebrity influencers, such as Kylie Jenner and Ariana Grande, will have hundreds of millions.

What do influencers add?

Companies will choose the influencers they want to work with based on their business goals. They may want to choose people who reflect their characteristics, such as a baby company wanting to collaborate with a mum; or a company may want to target its audience at an older or younger demographic. When done right, influencers can be the key to boosting a company and its profits.

Successful influencer campaigns

  • Daniel Wellington: In 2011, founder Filip Tysander used $15,000 to launch an influencer campaign on social media, which he now owes much of his success to. In a time when influencers were not everywhere you turned, Tysander took a chance on this new way of marketing, and it paid off. He would exchange a watch to micro influencers in return for a post featuring the watch, quoting the brand. Today, Daniel Wellington is worth an estimated $35.87 million** and partners with the likes of Hailey Bieber and Kendall Jenner.

 

  • Dunkin’ Donuts: 2020 saw the then most followed person on TikTok, Charli D’amelio, collaborate with Dunkin’ Donuts releasing a drink titled ‘The Charli’. Her 95 million followers responded extremely positively to the campaign, and over the next year, Dunkin’ held a competition on TikTok with the #dunkinmenucontest gaining 43.5 million views. Charli and Dunkin collaborated on merchandise that sold out and ‘The Charli Cold Foam’ was released. Since the first drink came out, 3/4 sales skyrocketed; there was a 57% increase in app downloads and a 20% increase in cold brew sales.*** This campaign also allowed Dunkin’ to expand their consumer base to teenagers and children.

 

  • Levi’s: In April last year, the brand worked with six celebrities/influencers, from rapper Jaden Smith to youtuber Emma Chamberlain to climate activist Xiye Bastide, in their ‘Buy Better, Wear Longer’ campaign. For Levi’s, the ad was ‘a call-to-action for Gen Zers, urging them to reuse, repurpose and reduce their consumer footprint.’**** The various industries the influencers came from, and their different supporters, brought a wide variety of potential new customers. After the first half of 2021, Levi’s profits were up 198% … yet another great example of influencer marketing.*****

 

The influencer marketing industry is rapidly growing, so if you are not using this strategy, it may worth your time of day!

Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.

 

* https://influencermarketinghub.com/influencer-marketing-statistics/

** https://www.networthspot.com/danielwellington/net-worth/instagram/

***https://neoreach.com/the-charli/

****https://www.thedrum.com/news/2021/04/19/levi-s-enlists-jaden-smith-top-gen-z-influencers-first-global-campaign-3-years

*****https://www.forbes.com/sites/shelleykohan/2021/07/08/levi-profits-skyrocket-198-as-denim-trend-continues-to-evolve/?sh=37ef554f4b0d

Marketing trends to transform your strategy

The marketing sector is ever-evolving and at times it may feel overwhelming to keep up with all the tips and tricks to smash your marketing strategy. We know how that feels, so that’s why we have taken the load off for you and compiled some trends we think you should be honing in on.

  • Evoking emotion

Content that evokes emotion or hooks consumers to your message are more likely to succeed. In order to do this, you really need to understand your audience and work out what type of content works for them and what doesn’t. This means exploring with your content and analysing how each post performs, giving you a clearer insight into what your future content should also look like.

  • Utilise video content and live streaming

According to LearnHub, video content is 1200% more successful than other content – meaning that it can generate more shares and likes than both text and image content combined*. Beyond video content on stories and reels, 80% of consumer stated that they enjoy interacting with live videos and streams as this allows them to engage with influencers to discuss products and services in real time.

  • User-generated Content (UGC)

Named one of the most compelling ways to build your brands credibility, UGC is on the rise more than ever as consumers tend to trust in brand reviews made by other customers over claims made by the brand itself. When done right, UGC will drive awareness, increase conversions and social engagement, expand reach, and cost-effectively grow your business.

  • Share your values

Showcasing your brand purpose is essential for growth with 77% of customers claiming that they prefer to buy from brand who share their values**. Consumers have started holding brands even more accountable, and have shifted to mindful purchasing habits (which shows no signs of slowing down). Using your platform to showcase your brand’s values allows your audience to connect with your brand further.

We believe incorporating these points into your marketing strategy will open your brand up to a more engaged and loyal audience – ultimately resulting into more sales and leads.

Do you need help putting your strategy into practice? Get in touch and to see how you can make the most out of your marketing strategy via our email hello@jenniehollandpr.co.uk or call us on 0115 998 3048.

* https://www.future-marketing.co.uk/how-to-use-live-video-streaming-on-social-media/

** https://bit.ly/3M7hJk2

Four ways to keep communication strong during the pandemic

With numerous local lockdowns and the UK government enforcing a six-person maximum rule for social gatherings, it’s clear that COVID-19 restrictions are tightening once again and businesses are bracing for what’s to come.

We’re all sick of hearing ‘new normal’ and ‘in these uncertain times’, so whilst including ‘COVID-19-esque’ content in a communications strategy is both timely and relevant at present (this blog included), it’s nice to be reminded of life pre-COVID, so we should ensure that comms don’t solely focus on this.

Whilst many business owners may feel cutting communications is one way in an unpredictable climate to bring down costs in the short-term – having a presence on social media and in the press, and ensuring company news, services, team culture, ethos and brand values are still communicated, will keep consumers informed and instil confidence that a brand is still active and healthy, otherwise you run the risk that both existing and potential customers will think your brand is suffering or worse, no longer in business.

As PR professionals, we have worked with clients across a variety of sectors to refocus communications during the pandemic, ensuring brands are as strong as possible when tackling the many issues that came with an economic crisis. Reflecting on the last year since March and looking to the future, we have compiled four ways to keep communication strong at this time.

Four ways to keep communication strong during the COVID-19 pandemic:

  1. Take media opportunities as they come

As well as proactive media relations that will increase the online visibility of your brand – an invaluable part of public relations in this increasingly digital world, it’s important to jump on and take advantage of ad-hoc opportunities as they arise. Whether a journo request is looking to speak to industry experts or a particularly relevant news story has landed in the press and a proactive comment can be drafted and issued to key media – journalists will often put feelers out there on social channels, looking for comment and insight into particular issues (both COVID and non-COVID), so if a topic is relevant to your brand, then it’s beneficial to capitalise on these opportunities, at a time when communication is so important to maintain and strengthen the reputation of your firm.

  1. Keep social active and engaging

Social channels are essential for marketing your business, and keeping channels populated helps to demonstrate what you do to wide audiences, bolstering overall brand awareness, shaping tone of voice, connecting with existing and potential customers and ultimately driving leads and sales. Social platforms often have regular business-friendly updates, a recent one being Instagram’s shop tab, currently in its testing phase, which will allow platform users the option to browse and buy from top brands and creators without leaving the app. A good PR will always keep abreast of social updates that can be beneficial for clients, and will advise on how to utilise functions wherever possible.

  1. Be proactive with contact

Being open with communication is so important when it comes to keeping existing clients reassured, and of course contacting potential new clients. Updating social channels, websites, sending emails and picking up the phone for a few minutes is incredibly valuable and shows an element of care. Personal contact is not to be underestimated, especially at a time when everyone is monitoring an economic crisis in which many well known businesses are suffering – customers deserve to know what’s going on and it’s important to let them know.

  1. Go above and beyond

Buying attitudes are changing constantly and now more than ever consumers are looking for more than just single products and services. They want to trust what you are offering as a company is both high value and quality, so demonstrating authenticity, provenance and corporate social responsibility in terms of charitable and environmental efforts adds credibility to brands and will do wonders for reputation and consumer interest.