You’re on the lookout for a new moisturizer to help with your child’s eczema.
These two pieces of content appear in your Instagram feed:
Which post are you more likely to engage with? Chances are, it’s option two. It’s posted by someone you trust, making it a more influential piece of content that drives you towards the brand’s website.
This is called influencer marketing—something brands are set to spend $4.62 billion on by 2023.
Want to get in on the action? In this guide, we’ll share everything you need to know about partnering with influencers for your ecommerce business’ social media marketing strategy.
Table of contents
Influencer marketing is the process of working with popular social media users in your space to promote products.
These people—like bloggers, podcast hosts, and content creators—have “influence” over their audience. Their followers think, “I trust what this influencer has to say, so this product must be good.”
And straight into their online shopping cart it goes!
Let’s take a look at the four types of influencer you can partner with on sponsored content.
Nano-influencers are social media users with fewer than 10,000 followers.
While they might sound like small figures, not every influencer has to have an enormous follower count to be worth collaborating with. In fact, a quarter of marketers say everyday consumers are the most effective people to partner with on influencer marketing campaigns.
Why? Because almost half of social media users are drawn to influencers who are “real people” (compared to just 10.4% being drawn to celebrities).
Nano-influencers have small (but mighty) followings. Their audience usually hangs off every word they say, with largely-overlapping interests—making them superb options for ecommerce brands to start promoting their products through influencer marketing.
Micro-influencers are social media users with 10,000—50,000 followers.
It’s the most common type of influencer, with data by Klear showing that 91% of all sponsored posts are created by micro-influencers.
John Frigo, Ecommerce Manager at Best Price Nutrition, is one marketer using this tier of influencer in sponsored campaigns: “I like working with micro-influencers, or even finding influencers among my own customers who have a decent social following.”
“I find them to be more authentic and genuine as they actually shop with our company—I’m not just paying a stranger to say good things about us. I also find that they typically work cheaper, or sometimes will work just for a free product or a gift card to our shop.”
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Mid-tier influencers have between 50,000 and 500,000 followers on their main social media platform.
Jason Falls, Senior Influence Strategist at Cornett and author of Winfluence, argues that the brand advantage of partnering with mid-tier influencers is they’re “just learning their way into brand collaborations and are willing to partner for low cost or just products or incentives.”
“Of course, if you’re not able to pay influencer fees, you should respect their time and talents and not ask for much. But I’ve seen programs where 300 influencers are sent $100 or less in product in exchange for a post—that has worked quite well.”
Macro-influencers have larger social media followings; more than 500,000 on their main social channel.
These are the TikTok or Instagram Influencers who we normally default to when thinking about influencers. But while their follower counts are huge, engagement rates tend to decline the more followers they have.
Ecommerce brands partnering with macro-influencers—or paying for celebrity endorsements—report lots of awareness but few sales in comparison.
Influencer marketing isn’t a new channel. Brands have collaborated with online influencers since the rise of YouTube vloggers back in 2009.
It’s a marketing tactic that has stood the test of time for three reasons:
These influencer marketing advantages come together to create the perfect storm for ecommerce brands.
It’s why 36% of marketers say influencer-produced content outperforms branded content, and more than half of marketers say their influencer marketing strategy converts at a higher rate than other channels they invest in.
There’s no doubt that influencer marketing has the potential to grow your ecommerce business.
Here’s how to build a strategy, so you partner with the right influencers for the right budget, producing content their audience will love (and purchase off the back of).
Just like any ecommerce marketing campaign, start by defining the goal for your new influencer strategy.
Research shows the most common influencer marketing goal is brand awareness, closely followed by increased product consideration and sales:
Don’t throw things at the wall and hope they somehow stick. That’s a recipe for disaster: you’ll be working with influencers on campaigns that don’t give a return on your investment.
Instead, use the SMART goal framework and set key performance indicators (KPIs) that keep your new influencer marketing campaign on-track. If your goal is to increase brand awareness, for example, KPIs could be:
They’re not necessarily the same metrics you’d benchmark if your influencer marketing goal was product sales. In that case, conversions and revenue would be higher on your priority list.
Next, produce brand guidelines to share with future influencers.
Marketers often glance over this step and assume the influencer should have total control over the campaign. They know their audience best, right?
Not necessarily.
There’s a fine line between giving too much control to your influencer and keeping it to yourself. Granted, the influencer knows the type of content their audience enjoys (more on this later!), but any influencers you partner with are seen as an extension of your brand.
“Influencers are not the core storytellers for your brand, but they can certainly help move the story along if they are properly informed and aligned. They should have a similar “why” as you so that their storytelling about your brand makes sense.”
— Anne-Marie Faiola, founder and CEO of Bramble Berry
Don’t worry—it doesn’t need to be overly complex. Your brand guidelines can be as simple as a one-pager that details:
Prepare the document in advance so it’s not rushed. Provide it to influencers before they run away with content ideas that don’t necessarily fit your brand style. You can stay closely aligned before the campaign goes live to ensure the campaign will resonate and be on-brand.
Once your brand guidelines are in play, it’s time to move on to the most exciting part: finding influencers to collaborate with.
Do this through:
Once you’ve got your shortlist, go through each potential influencer’s content or profile with a fine-toothed comb.
Influencer partners need to make more money for your business than the fee they’re charging. And remember: the influencers you’re partnering with are an extension of your brand. Everything they do needs to closely overlap with the brand guidelines we mapped out earlier.
Here’s a simple checklist to make sure you’re selecting the right influencers for your next campaign:
Got your shortlist of influencers? Before reaching out to them, iron out the terms of your collaboration.
Kyle Dulay, co-founder of Collabstr, argues that “One of the main reasons influencers ignore you or decline to work with you when you reach out is because the project is not well-thought-out.
“You should have a campaign brief that specifies exactly what your brand does, what your goal is, examples of content you would like to see, and any documents the influencer should take a look at.”
Kyle continues, “This tells the influencer that you have already planned everything out, and now you just need them to execute the content creation.”
Start by figuring out what the influencers will be promoting. The most common topics for brand<>influencer partnerships are reviews (which influence 42% of social media users’ purchasing decisions.) A brand sends the influencer a free product in exchange for a sponsored social media post.
Other ideas include:
“Add value to influencers by collaborating on a giveaway. That benefits them because they will grow their following while adding value to their followers.”
— Sophie Bowman, CEO of Gifts for Entrepreneurs
Jason Falls, Senior Influence Strategist at Cornett and author of Winfluence, says: “Each creator should be both focused on—and an expert at—engaging their audience.”
“The brands that engage them should trust that they know how to best do this. That doesn’t mean you can’t or shouldn’t approach them with ideas, but make sure those ideas are very audience-focused rather than brand-focused.
“If you go into it thinking, “What’s in it for me?” the campaign will fall flat. You have to help the creator build something their audience wants to engage with,” Jason adds.
Next, choose a format that best suits that content type. Short-form videos are the most popular form of influencer content format, with 27% of influencers using Instagram Reels or TikTok videos in their campaigns.
That’s shortly followed by permanent posts on their feed (24%) and long-form videos (23%).
Maximize the value you’re getting from an influencer by extending the campaign beyond a single post. Data shows that most Instagram influencers produce between one and four sponsored Instagram posts per collaboration, though you can agree to a multi-channel campaign if the influencer is active across several platforms.
(This is common: A report by Collabstr found that on average, influencers monetize 1.8 different platforms.)
Finally, figure out how the influencer will drive attention towards the sponsored content. Some 86% of marketers use shoppability functions in their influencer campaigns. Directly linking to the website is the most popular, though small percentages use social commerce features like Instagram checkout and Facebook Shops.
“Once we source a suitable influencer, we reach out to them with our vision for the campaign. We brief on what we want to gain from the collaboration and set out payment and timelines.
Once both parties are happy, we will both sign a contract to ensure both parties are aware of what is wanted from one another. We will then send payment and the product and the influencer creates content.”
— Katie Johnson, founder of The Fragrance World
Regardless of what your collaboration looks like, understand the rules associated with the sponsored content an influencer posts:
“If there’s a connection between an endorser and the marketer that consumers would not expect and it would affect how consumers evaluate the endorsement, that connection should be disclosed.”
Do this by having your influencer explicitly state that the content you’ve collaborated on is sponsored. Use terms like:
One in five people would unfollow an influencer if they weren’t transparent about brand collaborations. Dishonesty could also land your brand in hot water with the FTC.
Awkward money talk incoming:
Influencing is a full-time job for many social media users. They deserve to be paid for the work they do when collaborating with your brand. But at the same time, you don’t want to overpay. The more you spend on an influencer marketing campaign, the greater the pressure to make that money back through selling to their audience.
Ask shortlisted influencers for their rate card. Explain the type of partnership you want to initiate, and the workload included.
Bear in mind there may be large differences in rates from influencer to influencer. How much a social media influencer charges for a sponsored campaign depends on various factors, including their:
Follower count also largely impacts influencer fees.
Influencer Marketing Hub shares a rough breakdown of how much you should expect to pay to work with each type of social media influencer:
Remember those influencer marketing goals we set back at the beginning of this strategy?
Once you’ve worked with the influencer and your sponsored content is in their social media feed, circle back to the KPIs you set and figure out whether the campaign was a success or not.
Let’s take a look at the most popular indicators of influencer marketing success and how to figure out whether you achieve them:
To take your influencer marketing campaigns to the next level, you can personalize the page that visitors land on when they click on the influencer’s post.
Sure, you could just send these visitors to the standard page for the product, collection, or whatever else it is that you may be promoting. But by going the extra mile and adding elements that reference the influencer, such as a custom product description or an image of the influencer enjoying the product, you’ll provide a more seamless transition for the visitor as they move from social media to your storefront.
This will make the visitor feel more connected to your brand and remind them why they’re visiting your store in the first place. In general, research has shown that personalization offers many benefits for ecommerce merchants, such as:
Of course, influencer-based content would be confusing for any visitor who lands on the page from another source. So, you’ll need to design and publish a version of the page for influencer marketing campaign traffic as well as a version of the page for everyone else, and you’ll need to direct each of these traffic flows to the right page variant.
Shogun’s Personalization feature makes this possible. To set this up, you simply need to follow these steps:
Step 1. As mentioned above, you should create custom UTM links for each of your influencer marketing campaigns — this will allow you to track which visitors are landing on your page from the campaign.
UTM stands for Urchin Tracking Module — this tracking system is named after the company that developed it, Urchin Software, which was acquired by Google back in 2005.
UTM links add UTM parameters, also known as tags, to the end of a standard URL for tracking purposes. There are five types of UTM tags/parameters:
Google provides a helpful tool, the Campaign URL Builder, that you can use to quickly generate UTM links. In this example, the Campaign URL Builder gave us the following link for our influencer marketing campaign: https://www.yourstore.com?utm_source=instagram&utm_medium=social_media&utm_campaign=jardashian_colab
Provide the custom UTM link to the influencer you’re collaborating with and instruct them to use it in their post.
Step 2. Open the Shogun app and select the “Personalization” option in the left sidebar.
Step 3. Select “Segments”.
Step 4. Select “Create segment”.
Step 5. There are four types of conditions you can use for your audience segments in Shogun: Referrer, Location, URL, and Klaviyo. Choose “Referrer” and adjust the settings as necessary for your UTM campaign. Then, select “Save segment”.
Step 6. Now that your segment has been created, the next step is to make a new variant of your landing page for the campaign traffic.
Select the “Pages & templates” option in the left sidebar.
Step 7. Select the page you would like to customize.
Step 8. This will open Shogun’s visual editor, which allows you to fully customize any page on your ecommerce store. Click on the “Personalization” icon, which can be found near the top-right corner of the editor.
Step 9. Toggle the “Enable Personalization” option on.
Step 10. Give your new page variant a name, assign it to the segment you created earlier for your influencer marketing campaign, and then select “Add variant”.
Step 11. You can use the tabs near the top of the page to switch between which variant of the page you’re editing.
Step 12. Customize the page variant that will receive traffic from the influencer marketing campaign with content referencing the influencer.
If possible, we strongly recommend featuring images or videos of the influencer on your page, and ideally this media will depict them using your product. While custom text is always a nice touch, visual information makes much more of an impression.
Once you’re done editing your page variant, save your changes and select “Publish All”.
That’s it! Your campaign traffic will now see the new page variant while everyone else is still shown the original version, which will help you significantly increase the conversion rate of your influencer marketing efforts without affecting the user experience for all your other visitors.
Influencers have the ability to drive potential customers toward your products—but only if you approach it in the right way.
Take your time when selecting influencers to partner with. The perfect collaborators for you have audiences that overlap with your target customer, charge a reasonable fee for sponsored content, and align with your brand values.
Before you get started, we’ll leave you with this bonus tip from Jason Falls: “As you cultivate relationships that prove productive for you, carve out more long-term arrangements to work with those creators.
“They can not only provide great exposure as they grow, but also serve as an extension of your creative team and provide valuable product feedback of their own, or from their audience.”
#cta-visual-pb#Is your ecommerce store ready for influencer marketing success?See how to create a dynamic, revenue-driving ecommerce site with Shogun Page Builder Advanced.Learn more