5 Influencer Marketing Tactics to Increase Your Brand Engagement (Updated October 2018)
There’s very little doubt among marketers today about the effectiveness of influencer marketing campaigns. In 2017, 86% of marketers leveraged it for their marketing. And out of the ones who did, 92% found it to be very effective.
Not just that. In a study by Bloglovin’, 63% of companies reported that they plan on increasing their influencer marketing budgets. This is a clear indication of just how powerful influencer marketing has turned out to be.
Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue. In fact, influencer-created content can also help you boost the conversion rates of your ads.
Using influencer UGC is one of the most effective influencer marketing tactics that can help you boost engagement on your ads.
However, brands need to understand that simply collaborating with an influencer who has a large following can’t guarantee engagement. What if you end up partnering with a fake influencer whose followers are mostly bots and fake accounts? You can forget all about increasing your brand engagement then.
So how do you go about actually increasing your brand engagement with influencer marketing? In this post, we’ll discuss five simple and effective influencer marketing tactics to help you increase brand engagement.
1. Provide Creative Freedom
Influencers are a creative bunch of people. They know their audiences and their interests pretty well. If you’re overly restrictive with your content guidelines, rest assured that they won’t be able to deliver their best work. And that can significantly affect your engagement.
So you need to provide creative freedom to your influencers. Providing them with enough room for creativity is one of the most effective influencer marketing tactics to drive the best results.
Feel free to share your campaign goals and objectives and guidance they might need. However, make sure to stay clear of the actual content ideation and creation process. You can, of course, ask for a final review before they publish the content. Just don’t interfere in or try to control the creation process.
According to a study, overly restrictive guidelines for content development are what influencers like the least. In fact, creative freedom is what motivates them the most to work with a brand more than once. 77% of influencers in the survey have admitted to this.
On the occasion of Earth Day, Best Fiends introduced cute little panda characters to their gaming app. And any proceeds from the purchase of those characters in the game, would go to WWF.
To promote this campaign, Rosanna created a video in which she spoke about her addiction to the game. And to celebrate the charitable campaign, she also showed her viewers how to make some panda treats. This incredibly creative video has received more than 4 million views and 80K upvotes on YouTube.
Image Source – YouTube
2. Be Generous
If you truly care about generating significant engagement from your influencer marketing campaign, you need to be generous. That includes, but isn’t limited to, compensating influencers fairly for their work. To create compelling content, influencers invest a lot of their time and energy. And it is only fair to compensate them for their deliverables.
Many brands also offer rewards to acknowledge the effort and hard work of their top-performing influencers. This not only strengthens their relationships with the influencers but also encourages others to push themselves to perform better.
However, you may be surprised to learn that there are some brands who don’t even consider paying their influencers. Crowdtap have found this in their studies. In fact they also found that, 68% of influencers are motivated to collaborate with the same brand when offered fair compensation.
But what if you have a small budget, or you’re a startup with limited marketing resources? You can still compensate the hard work of your influencers non-monetarily. For example, by sponsoring a vacation or giving them free products or services. You can even have them host giveaways and offer a lucrative prize for the winners.
An all-expenses-paid trip is an excellent way of reimbursing your influencers. It will be an experience they can cherish and enjoy your hospitality and services. They’ll feel special and will appreciate the fact that you’re invested in their well-being. When implemented correctly, such influencer marketing tactics can create enormous engagement.
For example, Air Canada provided their influencers an all-expenses-paid trip to Brisbane from Vancouver. For influencers stationed in Vancouver, the airline offered their inaugural flight for free. The aim of the campaign was to promote the airline’s new flight course from Vancouver to Brisbane.
As a result, the influencers started to post their Brisbane travel adventures on Instagram with the hashtag #boardingbrisbane. The Instagram campaign encouraged Vancouver’s population to travel to Brisbane through Air Canada.
Image Source – Instagram
The success of this Air Canada campaign proves the effectiveness of such influencer marketing tactics. You can also increase your brand engagement by providing a valuable experience to your influencers such as a trip or a hotel stay.
3. Promote Unique Brand Stories
How you portray your brand to your audience is very important when you are trying to connect with them. Your messaging needs to convey your mission and values in a way that your followers can understand and relate to. In fact, 45% of a brand’s perception is derived from what the brand says and how they say it.
This clearly indicates that for successful marketing, it is important to sell an impactful and effective story. When you want to establish an emotional connection with your followers, stories are most helpful. So enable your influencers to share your stories in their content. It can be one of the most effective influencer marketing tactics to build your audience’s interest in your brand.
The impact of your stories also depends on the medium where they’re shared. Social platforms are a very effective place to help your message reach a large audience. You can successfully build a relationship between your audience and your brand with storytelling.
89% of companies rely on influencers for creating authentic stories about themselves. When your stories are real and compelling, it can significantly boost your engagement rates.
For example, Amber Fillerup, is a fashion influencer who has a massive following of 1.3 million. Fashion brands like Nordstrom and Urban Outfitters have often collaborated with her.
As you can see below, she posted a photo from her visit to Whistler, Canada. Even without much description on the post, her photo generated more than 47K likes. This implies that she is an expert in sharing her stories on Instagram just by using photos and captions.
Image Source – Instagram
However, finding an expert in your niche who is capable of generating the engagement you need can be challenging. Here’s where influencer marketing platforms can help you. Grin is great at helping you discover relevant influencers.
4. Use Relevant Hashtags
When you want to increase the visibility of your brand, what can be better than using relevant hashtags? If your brand is not visible enough on social media, how do you expect followers to engage with you?
Finding effective hashtags for your brand requires extensive research. However, even though the research may demand a lot of your time, it will be all worth it. You can generate high engagement rates when your hashtags are more specific to your brand or products. You also need to ensure that your hashtags are relatable for your target audiences.
Don’t forget to use variations of common hashtags and mix them up with unique hashtags. Once you discover the mix of hashtags that works best for your brand, stick to it. Use this successful combination of hashtags on all your social media platforms and encourage influencers to use them on their posts.
Many brands leverage relevant and engaging hashtags as one of their influencer marketing tactics to boost campaign results.
For example, for their influencer campaign, Mercedes-Benz teamed up with a group of German photographers. They used the hashtag #MBdolomates for the promotion of the Mercedes-Benz G-class. The picture shown below was taken by German Roamers. The picture generated more than 11K likes and nearly 140 comments.
Image Source – Instagram
5. Leverage Micro-Influencers
Though micro-influencers have far fewer followers than their peers, they can help you drive much better engagement. In fact, 82% of consumers are more likely to follow recommendations from micro-influencers than an average person.
Micro-influencers share close and trustworthy relationships with their audiences that help them influence people. That’s why many ecommerce brands consider working with them as one of the best influencer marketing tactics to drive more product sales.
The world-famous watch brand, Daniel Wellington, leverages various micro-influencers to increase brand engagement. They partner with fashion and lifestyle Instagrammers and even beyond.
Micro-influencers often include discount codes in their posts for Daniel Wellington to help the brand drive sales and track ROI.
Image via Instagram
Another reason why you should choose micro-influencers for your campaigns is that working with them is cost-effective. 84% of them charge less than $250 for an Instagram post while 97% of them charge less than $500 for the same.
Image via Bloglovin’
While influencer marketing with micro-influencers costs less, it is a great tactic to fine-tune your audiences and increase the ROI of your campaigns
Your brand can become a household name when people take an active interest in it. And influencer marketing has emerged as one of the best ways to increase your brand engagement.
The influencer marketing tactics mentioned above can help you boost your engagement rate effectively. If you know any other tactics to increase engagement, please share them with us in the comments section.