Social networks have become the place where inspiration and commerce come together. If we add to this Black Friday, Christmas and New Years, the equation becomes a great opportunity to join forces with micro-influencers and reach more audiences. How to maximize the results of your end-of-year campaign?
Young people are turning more and more to social platforms to find that something so special that they are looking for and that also fits their budget. According to recent data, 60% of Gen Z (born between 1997 and 2012) and 56% of millennials (1981 to 1996) will do at least some holiday shopping on TikTok, Instagram or YouTube.
For example, Black Friday is the biggest day for retailers of the entire year. In 2021, online sales on this date reached $8.9 billion.
5 keys to make your end-of-year campaign with influencers a success
To take advantage of the power of micro-influencers and make your end-of-year campaign a success, here are some tips:
1. Find your audience where they are
Young people spend most of their time on social networks. They make “life” in them, that is, they not only consume content, but also create and interact with it. Brands are tasked with knowing the demographics of their target audience well and going to find them where they spend all that amount of time.
In terms of age demographics, for example, most people say they use YouTube and Facebook, while Instagram, Snapchat, and TikTok use is especially common among adults under 30. A similar trend is seen on the live streaming platform Twitch, where more than two-thirds of users are under the age of 35.
The good news is that micro-influencers (social media content creators with 10,000-50,000 followers) are everywhere these days. According to Nielsen research, TikTok’s micro-influencer community is thriving by leaps and bounds, and Instagram is reporting similar numbers.
2. Choose the micro-influencers
Knowing well which public the brand wants to reach, the next thing is to find the influencers that this group follows, track their interests and affinities. Let’s remember that social networks are increasingly moving away from the concept of “friendship” for relationships in social networks and is closer to that of “interests”.
Micro-influencers are at the center of the booming creator economy, driving the growth of legacy and emerging platforms alike, from Instagram and YouTube to TikTok and Twitch.
Finfluencers, bookstagrammers, and cleanfluencers on TikTok are just a few of the new microinfluencer segments on the web. Your main competitive advantage: providing high levels of engagement through content specific to your niche.
Today’s consumers want a more authentic connection with brands, and micro-influencers can provide this experience. In fact, according to Nielsen, 71 percent of consumers trust the products or services featured by influencers. When compared to other forms of digital advertising (such as mobile ads: 34 percent; online banner ads: 38 percent; and online video ads: 33 percent), it’s easy to see how micro-influencer relationships can be more fruitful.
3. Show your product in a creative way
Social consumers don’t necessarily need a polished aesthetic; instead, they want to see authentic content that tells stories and evokes personal responses. The most engaging content on social media is often informative, entertaining, or appeals to our emotions and allows us to see ourselves reflected and understood. After all, what brands really want to leverage is the influencer’s relationship with their audience.
For this end of the year, brands can work with micro-influencers in creative review videos, your product can be part of a customized list (picklist) or reveal itself when opening a package (unboxing).
4. Know the engagement
Measuring the engagement rate is crucial because it is the most accurate indicator of how much the content resonates with the influencer’s audience and how engaged and attentive they are.
Research has shown that micro-influencers generally offer higher engagement rates than other groups, although these rates also depend on the social networks themselves.
It is important to understand engagement to manage brand expectations. While only 12% of YouTube content breaks the 5% engagement rate mark, this changes dramatically with 28% of TikTok and 44% of Instagram content delivering an engagement rate above 5%. When it comes to engagement levels of 20% or more, TikTok stands out as the undisputed leader.
To calculate the engagement rate for a particular post, you can use these formulas based on the number of publicly available interactions:
- instagram: number of likes + number of comments divided by the number of followers x 100
- Facebook: number of reactions + number of comments + number of shares divided by the number of followers x 100
- Twitter: number of likes + number of comments + number of retweets divided by the number of followers x 100
- Youtube: number of likes + number of dislikes + number of comments divided by the number of views x 100
- TikTok: number of likes + number of comments + number of shares + number of saves divided by the number of views x 100
5. Make the experience easy and satisfying
Remember that people are increasingly using social networks as search engines. If credible micro-influencers are added to this, the combination can be a winner. But once the follower has been interested and is willing to buy, the ball is no longer in the influencers’ field but in the brand’s.
It is extremely important that the purchase have the components of convenience and good service. That is to say, that it can be specified from the social network, that different forms of payment are available and, very important, that the customer service is activated and really efficient.