The internet is taking over and fast becoming a powerful platform for communicating and influencing consumer behaviour. This growth is propelled by social media gaining momentum and an influx of online communities where consumers turn to influencers for assistance. These influencers help impact and expedite product and service purchase decisions with the help of recommendations, insights, and guidance. To maintain market relevance, influencers generate compelling content that resonates with the target audience while also generating meaningful engagement.
To harness the potential of influencers effectively, brands and marketers must adopt a strategic approach to content creation. There are several ways to best leverage this influence to work in your favour.
Prepare and Share ‘How-to’ Tutorials
A trend gaining traction is influencers uploading detailed ‘how-to’ tutorials of certain products. Partner up with an industry-relevant influencer who will provide step-by-step instructions, tips, and tricks for the brand’s product. This approach helps demonstrate and build value for the brand and its products and services. Deliver this content using engaging mediums such as videos and infographics, as it aids in information comprehension and retention. It essentially helps consumers familiarise themselves with the product or service and set the correct standards of expectation.
For example, a beauty brand can collaborate with a well-known influencer from the same industry. Provide the influencer with the relevant products and detailed information on them. The influencer can simply showcase and use the products while explaining their uses and advantages, along with helping create a daily sustainable beauty routine.
Conduct Honest Product Reviews
An influencer with a large following means consumers trust their reviews and recommendations. Use the authority and credibility the influencer commands in the specific industry to generate product reviews that resonate with the target audience. This builds a positive brand image. Provide the influencer with the particular product or service through a paid or barter collaboration with access to the products or services. This allows the influencer to personally experience the benefits and features. Make sure to encourage transparent and honest feedback. Expect the influencer to highlight the strengths and advantages, along with the areas for improvement as well. Authentic and honest product or service reviews build credibility and trust in the community. Additionally, a review also addresses any consumer concerns while encouraging better-informed purchasing decisions.
User-generated Content Campaigns
Influencers collaborating with the brand’s user-generated content campaigns is another great way to attract and engage the target audience. Encourage their follower base to share their testimonials, experiences, and interpretations of the product or service. The influencers should be equipped with challenges, incentives, or prompts to encourage participation as well as expand the brand’s reach. This user-generated content can then be featured across the brand’s marketing channels as a way of celebrating and rewarding customers who actively promote and recommend the brand.
Interactive Q&A Sessions with the Audience
Have an industry-related and recognised influencer host an interactive Q&A session with their followers. It is a smart move to get featured on the influencer’s social media handles as well. A Q&A session is an opportunity to understand the target audience and share relevant and helpful information with them. Invite followers to reach out and submit concerns or queries related to the brand, products, services, or industry. These sessions can be pre-recorded or live, where the influencer is prepared with FAQs and answers, provides expert advice, addresses any common queries or challenges, and essentially opens a dialogue between the brand and consumer. Social media platforms like Facebook and Instagram offer interactive livestreaming features to increase participation and engagement.
Influencers are key players for organisations looking to increase consumer engagement and brand promotions. They possess the power to address queries, mould perceptions, spark engaging conversations, and influence purchase decisions among their followers. Connect with Digitally Scrambled for influencer marketing services in Goa and beyond.
