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The upcoming summer is the perfect opportunity for brands to re-evaluate and refine their strategies. One option is to invest in effective cooperation with influencers. This article explores how brands can create successful partnerships with bloggers and influencers to maximize summer sales.
The transition from the first quarter of 2023 to the first quarter of 2024 meant: 25% increase in influencer sales via affiliate internet marketing channels and a 17% increase in gross merchandise value (GMV). This trend is particularly noticeable as markets stabilize post-Covid-19 inflation spikes. Brands should consider this data when planning long-term marketing strategies to maximize influencer marketing revenues while reducing costs.
This approach is becoming increasingly popular on social media platforms, where influencers often include promotional codes or affiliate links in their posts. It enables measurable effects of this cooperation and increases sales potential. Additionally, this method could also be the basis for negotiating contracts with influencers.
1. Choose the right platform and area of interest
ConvertSocial’s affiliate network data for 2023 showed noticeable differences in average order values across platforms – $34 for Messenger, $25 for Instagram and $24 for Twitter. This highlights the importance of selecting platforms properly. Messengers may excel in categories like sports and beauty, but they will not be as effective for fashion bloggers.
The evaluation also distinguished the categories that achieved the best results: Fashion: 17.9%, Home and garden: 12.9%, Mother and children: 11.6%, Sports and entertainment: 10%, Electronics: 9.7%. Choosing an influencer who specializes in a specific area of interest moderately than a general lifestyle can lead to more targeted and effective campaigns.
2. Take advantage of emerging social media platforms
While platforms reminiscent of Instagram and Facebook remain influential, newer social media reminiscent of TikTok show significant industrial potential. TikTok has nearly 2 billion monthly energetic users and saw a 55% increase in sales growth generated through the ConvertSocial network last 12 months, demonstrating its effectiveness in engaging younger demographics.
Although clouds have recently gathered over the app and it is facing a ban in the US, many users still use it as a shopping guide. For example, the recent Stanley Cup epidemic was most accelerated by TikTok videos.
Additionally, different product categories use specific formats; for example, fashion-related articles can convert well with images and videos, depending on the presentation. On the other hand, technology products often require video demonstrations to effectively convey features and advantages to potential buyers. In order not to lose such a juicy piece, Instagram has recently been focusing much more on promoting Reels, and YouTube has been actively supporting the Shorts format for some time. When working with influencers, brands should consider which formats are the current “favorite kid” on the platforms.
3. Monitor seasonal trends
The Internet, globalization and improved delivery capabilities have enabled local manufacturers to attract orders from around the world. Influencers also gained subscribers from many countries around the world. In order for cooperation with Influencers to be truly native, it is vital to take into account the nationality of their recipients.
For example, the United States is expecting a heatwave and holiday season, while South Africa, on the other hand, is experiencing cold and inclement weather. Americans celebrated Valentine’s Day already in February, while in Brazil it is going to be celebrated only on June 12. If you would like your content to reach the hearts of your audience, you wish to know these details.
4. Cultivate authentic connections
The effectiveness of an influencer marketing campaign depends largely on the authenticity of the influencer’s voice. Consumers are more likely to trust influencers whose lifestyle and values are consistent with their very own. Brands are increasingly seeing value in working with micro and small influencers due to their high engagement rates.
While high-profile influencers may have the support of an entire team, which can sometimes cause a disconnect with their audience, micro-influencers tend to maintain a closer, more personal connection with their followers.
When looking for a suitable partner, it is also price checking whether their values and tone of voice are consistent with those of the company. Brands should prioritize partnerships with influencers who truly resonate with their audience to build trust and encourage engagement. The right influencer can grow to be a resonant brand ambassador for your customers.
As 2024 progresses, the influencer collaboration landscape will proceed to evolve. By maintaining with current trends, choosing the right influencers and adapting to consumer interests, brands can effectively leverage the power of blogger partnerships. A well-thought-out strategy and focus on authenticity will make influencer marketing a must-have in a brand’s promotional toolkit, delivering significant returns through personalized, impactful campaigns.