Measuring the Impact of Influencer Marketing for Rapidly Increasing Your Brand Awareness Among a Wide Audience

Influencer marketing is a preferred lever for promoting one’s brand and generating purchase intent among consumers. As part of optimizing brand presence on social media, by partnering with influencers, companies benefit from the public’s affinity towards their brand, as well as its credibility.

Why opt for an influencer marketing strategy?

Aspiring to create additional visibility for products and services while favorably shaping the opinion of the target audience about the brand is a true goal in choosing influencer marketing. This is the main objective of advertisers who use this lever, even before generating online sales. To address this new challenge, it is essential for you to:

• Generate visibility and strengthen your brand awareness
• Develop credibility and affinity
• Reach the right audience and prioritize engagement
• Generate purchase intent and sales
• Support your content marketing strategy

Our ONOCASH-IMPACT Offer

Our team goes beyond your visibility objectives by effectively emphasizing your audience’s trust in your brand. Knowing that each content creation and dissemination campaign benefits from a customized approach to energize the brand and social accounts, we intervene in the unique search for influencers to target only relevant and targeted relays in order to optimize the return on investment of your influencer strategy.

For this, our teams take into account the identity of your company, your target audience, your products and services, as well as your business objectives. This allows us to develop a comprehensive and entirely tailor-made strategy for your company.

Generate visibility and strengthen your brand awareness

Establishing partnerships with influencers is an excellent way to quickly introduce your brand to a new, wide, targeted, and qualified audience.

You benefit from immediate visibility to an already created and engaged community, which you could never have developed and maintained with your own resources. It is therefore possible to communicate on platforms where you are not even directly present.

People affected by the influencer’s content are more likely to inquire about your brand and products. During your campaign, you will surely notice an increase in the number of subscribers and impressions on your own networks, as well as a peak in visits to your website. Hence the importance, as with any marketing action, of including a call-to-action in each content.

If the content is appreciated, some subscribers may even share it on their own accounts, which will mechanically multiply its initial reach.

Another significant point is that ad blockers do not work in influence. Although it is mandatory to mention the paid partnership, the publications are organic and are not considered advertisements by these tools.

Develop credibility and affinity

Regularly collaborating with the same influencer would have an impact on the trust and sympathy generated towards the brand. Subscribers are more likely to believe that the creator appreciates and supports it beyond the financial aspect.

Also, making an expert in a topic related to your market an ambassador for your brand reinforces the positive perception and preference of its audience towards your products. The theoretically objective opinion of an opinion leader often carries more weight than any of your communications.

The impact of influencer marketing on trust is even stronger if it is based on effective storytelling. If the creator succeeds in telling their story authentically, they will generate emotion within their community, which will contribute to creating a connection with your brand.

Reach the right audience and prioritize engagement

A successful influencer campaign starts with the selection of one or more influencers. Their community must be composed mainly of people who correspond to the target of your campaign for its performance to be optimal.

To maximize the performance of your campaigns in terms of engagement, consider selecting several influencers. You will also improve the inclusivity of your communications by collaborating with different profiles of creators.

Generate purchase intent and sales

In influencer marketing, $1 invested in a campaign would bring back $5.78. This is the figure that seems closest to reality. There are many mentions of average ROI of x11 or even x18 in web searches, but they are based on random calculation methods. Also, when planning your campaign, never forget that your budget does not only include the influencer’s remuneration. On average, they receive 50% of this amount. The rest represents the activation fees for the content and any fees if you use an agency.

Influence also seems to generate more qualified leads than other media. Hubspot states that 80% of professionals consider that the leads generated through this lever are of quality.

Support your content marketing strategy

The clearer and more precise your brief, the more coherent the content created by the creators will be with your overall content strategy. It will then be much easier to reuse them by sharing them on your own brand accounts, integrating them into other content, or even recycling them into a different format. However, be sure to integrate into your contracts the conditions for the transfer of rights or sharing of content created during the collaboration!

You can also leverage influencer marketing to generate UGC (User-Generated Content). UGC refers to content created by users of your products and services. Contests relayed by influencers are particularly effective in this context. For example, they can offer subscribers to post photos or videos showing your products to win prizes. All these contents can then serve you to enrich your editorial calendar as well as your reassurance and loyalty strategies.