Influencers and Social Commerce

Jul 24, 2021 | Blogs

Social media influencers are so-called for a reason. In a recent consumer study, 95% of respondents said that they turned to influencers for product inspiration, and 64% indicated that they particularly followed influencers to learn about new goods.

Therefore, why do less than a third of retail marketing executives consider influencer marketing to be “very” or “very” essential to their strategy?

Our most recent survey report shows an important missing piece of the puzzle: The majority of marketers struggle to tie influencer marketing to sales and quantify the effect of engaging in an influencer program.

However, this ignores the “concert effect,” which recognizes that many touch sites operate in concert. Additionally, our research shows the following:

The metrics used by retail marketing executives to evaluate influencer marketing and sales.

The obstacles marketers face when attempting to quantify influencer effect

Why marketers are misinformed about the effect of influencers on sales

Which platforms, according to marketers, have the most influence on social commerce?

Due to its excellent return on investment, strong influencer engagement rates, and smart targeting of online audiences, influencer marketing has established itself as a critical marketing channel for eCommerce companies.

Influencer marketing enables brands to accomplish their objectives by harnessing the reputation of influencers via paid endorsements.

Indeed, it is one of the most successful marketing strategies available to eCommerce businesses of any size. Numerous eCommerce businesses, such as Glossier, Naked Juice, and Audible, have started their brands with tremendous success by collaborating with influencers.

This marketing channel leverages the trustworthiness of social media influencers to persuade consumers to try a new company for the first time and eventually become a repeat client.

Additionally, because of the personal nature of creator material and the additional value it provides to their followers, their engagement rate is often greater than that of brand accounts with more corporate-feeling content.

Finding the right influencers to represent your business does not have to be a time-consuming endeavor.

Rather of sifting through individual social media accounts, eCommerce businesses have an unmatched chance to cultivate an influencer network from their online consumer base.

Customer recommendations and referrals are a time-honored method of marketing, showing the efficacy of word-of-mouth recommendations among friends and colleagues in attracting new consumers.

An genuine influencer marketing approach is built on the organic nature of consumers’ enthusiasm for your brand and goods. By partnering with content producers that already like your company, you can ensure that influencer relationships are real and connect even more with your target audience.

The key here is to find your most influential consumers, individuals that like your company and have a sizable online social following, earning them the title of ‘organic influencer.’ While social influence varies per consumer, you may discover prominent people who can serve as brand ambassadors or micro-influencers for campaigns.

To begin discovering and developing your own network of influencers among your eCommerce customers, use a technology like Upfluence Live Capture, which integrates seamlessly into your eCommerce site and captures social data provided by users through a pop-up.

Upfluence derives information such as follower count and engagement rate from each user’s social handle, allowing marketers to quickly discover influencers!

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