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.