E-commerce is growing rapidly, especially in recent years. Therefore, directing people to online stores and product pages is an increasingly popular goal in influencer marketing. How to leverage influencer marketing for e-commerce to get the best results? Here are some tips and case studies! 👇🏼
Why use influencer marketing for e-commerce?
• Influencers are a great way to reach a niche audience.
Most influencers focus on a specific niche within their content – which means their followers are also following them especially for this kind of content. Therefore, influencers are a very good way to reach a specific target group.
• Influencers’ followers trust their recommendations
Influencers are often followed for product recommendations. For example, if someone starts sharing their hair growth journey on Instagram, they’d probably attract followers who are interested in growing their hair. Thus, their followers would also be interested in the influencer’s feedback and product recommendations for hair care.
• Influencer marketing can be measured and optimized
With the help of personalized discount codes and trackable links, it’s very easy to keep track of how many website visitors, new customers, purchases and revenue did each collaboration bring.
• No need to compete with ad blockers
42.7% of internet users globally use ad blockers – which means that the effectiveness of banner and display advertising is decreasing. Fortunately, ad blockers aren’t smart enough to block influencers’ content yet!
4 tips on using influencer marketing for e-commerce:
1. Ask influencers to use Instagram Story links
Sharing links on Instagram has always been difficult: previously, only influencers with over 10K followers could add “Swipe up” links to the stories! Fortunately, in 2021, Instagram released story links to everyone.
In e-commerce campaigns, story links should definitely be used. If the influencer introduces the online store, they can add a link to the store. If they show a specific product, they can add a link to the product page. This way, it’s really easy for their followers to go to the store and do the purchase!
2. Constantly measure and optimize results
The last step of every campaign is measuring the results. Using influencer marketing for e-commerce, you probably want to measure the store visits, purchases, new customers, and revenue. In general, there are two common ways to do it: using personal discount codes or trackable links.
• Personal discount codes
The most popular way to measure influencer marketing results is by giving each influencer a personal discount code. In this case, you will not see the number and quality of visits to the website but you will know exactly the total amount and sum of purchases made using the specific code.
• Using Trackable links
Using UTM Tag Builder, you can create a personal link for each influencer. Afterward, you will see the results on Google Analytics – and know exactly how many website visits, new visitors, purchases and revenue did each collaboration bring. Read more about using UTM tags here!
In addition to the overall profitability of the campaign, measuring the results shows which influencers bought you the most website visitors, new customers, sales, and revenue – those are the influencers you should continue working with! It’s basically the same as optimizing PPC ads.
A case study of using influencer marketing for e-commerce:
An e-commerce brand worked with 7 Instagram micro-influencers (1,500 to 15,000 followers) of their field. Every influencer was given a personal -10% discount code. Here are the campaign results:
1. influencer with 9000 followers – code was used 5 times
2. influencer with 3500 followers – code was used 6 times
3. influencer with 1800 followers – code was used 8 times
4. influencer with 2000 followers – code was used 4 times
5. influencer with 5000 followers – code was used 52 times
6. influencer with 6600 followers – code was used 14 times
7. influencer with 12 000 followers – code was used 86 times
According to the Pareto principle, 20% of the efforts bring 80% of the results. That also applies to influencer marketing! In other words, you can assume that 80% of the impact is created by 20% of the influencers you work with. Looking at the results, you can clearly identify two influencers who matched with the brand. Those are the influencers they should continue working with, while in parallel, testing out new influencers.
3. Choose the right reward
a) Paying influencers in products
If your campaign aims to draw attention to a particular product or a product group, it’d be a good idea to use the same product as a reward. In case the product is in a lower price class, you can do a combined reward: products and money.
Another powerful argument favoring paying in products is that it is usually more cost-effective than offering a monetary reward. Here is an example of the statistics of one specific product campaign: influencers were rewarded with a selection of products (under €500 in total). For this investment, the brand reached nearly 160,000 people and got 20 awesome photos to use on their social media.
However, keep in mind that bigger influencers usually don’t work for products only. In this case, a combined reward of product+money would be better.
b) Product credit or a gift card
Another way is to reward the content creator with an online store product credit or a gift card, for which the creator can order products of their own choice. This works well if the focus of the campaign is not on a specific product group but on the store or brand as a whole.
One popular campaign idea for e-shops is to ask content creators to list and introduce their favourite products from the store.
For example, a Finnish beauty store, Cocopanda, followed this. Resulting in sincere, personalized, and valuable collaboration posts of content creators introducing their favourite beauty products!
c) Rewarding influencers with money
The most common way to reward influencers is money. For e-commerce stores, that can be combined with credit or products – so that the influencers will actually have the experience of ordering from a specific online store before recommending it to others.
One of the coolest e-commerce campaigns with a monetary reward on Promoty was Yaga’s “Love fashion and our planet? Let’s bring two good things together”, where influencers were rewarded with money and given a choice: a) order something from Yaga (using their own money) or b) create a wishlist of products they would want! As Yaga’s product range is so wide, many content creators bought something they liked and shared their goods on social media.
4. Be strategic when planning your campaigns
When working with influencers, you should definitely highlight the goal of the campaign in the campaign brief. This way, the influencers can write their campaign post in a way that supports the goal – and add a specific call to action to their followers. For example, if the goal is to direct people to the online store, the influencer can share the link in the stories, add it to their bio and refer to it in the post caption.
Secondly, the brand should clearly define the target group before setting up the campaign. The better a brand can define its target audience, the more likely it will find the right influencers for the campaign! Additionally, it will also be easier to formulate an effective message that will speak to potential customers.
On Promoty, brands can currently target campaigns to content creators in Norway, Sweden, Finland, Estonia, Latvia, Lithuania, Denmark, and the Netherlands. Several international online shops have already benefited from this. For example, an e-commerce beauty store MyLook set up holiday campaigns for Estonian, Latvian, Finnish markets and Estonian Russian-speaking target group.
In Estonia, Finland and Latvia, influencers were asked to make two posts for MyLook’s Christmas campaign. For the Russian audience, influencers had to make two posts for their New Year’s campaign. In order to give content creators the experience of shopping on MyLook, each influencer was given an e-store gift card and a monetary reward. 10 posts by 5 micro-influencers resulted in a total of 3301 likes, 132 comments and the cost per engagement was a total of 0.07 € (not including product credit).
Doing multiple posts with a single influencer is a strategy we always recommend. Firstly, long-term influencer partnerships are more reliable. Secondly, most consumers need multiple touchpoints to make a purchase decision; therefore, numerous influencer campaigns significantly impact sales.
The easiest way to start leveraging influencer marketing for your e-commerce brand is using an influencer marketing platform like Promoty. With Promoty, you can find the influencers who want to work with your brand and whose audience matches your target group; run effective influencer marketing campaigns and manage all the collaborations, content, and payments in one place.
If you’d like to learn more about the platform, get in touch with us – we’d be happy to talk! 🙋🏼♀️