Following months of social distancing and working from home, Americans are spending significantly more time in front of a glowing screen. In fact, 63% say they are viewing and/or posting more often on social platforms, and 50% say they’ve increased the amount of time spent watching live-streamed social content. With access to millions of eyeballs at stake, brands are embracing influencer marketing as a means of delivering authentic branded content to drive consumer sentiment and purchasing behavior.

A May 2020 survey found more than 60% of consumers are likely to trust recommendations from a friend, family member or influencer on social platforms, compared to only 38% being likely to trust recommendations directly from a brand. In fact, according to Influencer Marketing Benchmark, influencer marketing will encompass a $9.7 billion market this year.

Here are a few tips from WCG’s team of influencer marketing experts on how to select, maintain and expand upon influencer partnerships to drive awareness, engagement and sales.

Start Small and Select Authentic Partners

Getting started with influencer marketing can be overwhelming due to the sheer volume of influencers available for partnerships. We advise that early-stage brands develop strong parameters for understanding their targeted consumer, including demographics and psychographics. This will help you select the best influencer for your brand. Influencer partners who are naturally aligned with your brand personality will be able to wield greater influence among their followers.

Once you have a strong sense of your consumer target, we recommend beginning with nano and micro-influencers – those with smaller followings but very high engagement. According to the Influencer Marketing Benchmark Report 2020, engagement has surpassed impressions as one of the top measurements of influencer success – second only to conversions/sales.

When it comes to selecting the best influencers for your brand, focus on authenticity – ensuring alignment with your brand’s core values. The better the fit they are with your brand, the more likely consumers will resonate with and act upon their messages.

Work Collaboratively to Sustain Authenticity

To translate a message authentically and successfully to consumers, especially when related to making a product purchase, the influencer’s credibility is key. Influencer campaigns are most successful when the content and messaging are authentic to the influencer themselves. Consumers are extremely savvy and highly skeptical when they believe they are being delivered an advertisement. They look for influencers whose product reviews and advice sound genuine. The most effective and successful influencers collaborate with brands to internalize messaging in ways that translate seamlessly into their content.

Maximize Content for Greater ROI

Influencer marketing is not just posting on social media. When contracting influencers, consider all marketing channels where their content could add value. For example, influencer photography, blogs, testimonials and recipes can also be used on your website, in brochures, digital advertising or sales materials. Additionally, if you select an influencer who is an authentic ambassador and has a larger following, consider leveraging their expertise as a spokesperson with media.

Measurement is Key

There are many ways to measure ROI and sales conversation beyond impressions and engagement. Consider an affiliate program or custom coupon code for online sales with the influencer. This will allow you to track sales conversions and ROI. If you are unable to offer online sales, provide influencers with trackable links, such as links with UTM parameters, to use in their posts or place in their bio. These are custom links enable brands to track click-through to their website.

At Wilks Communications Group, we offer a variety of influencer and digital marketing services including contract development, negotiation, relationship management, digital optimization, measurement and reporting. Our highly skilled team has years of experience in the influencer marketing space and has executed successful campaigns that produced higher-than-anticipated results. Allow us to transform your brand’s influencer marketing strategy by reaching out to us at hello@wilksgrp.com. We look forward to helping your brand navigate the ever-changing world of digital influencer marketing.