Influencer marketing is effective in promoting brands.
A survey of marketers in 2017 showed that 92% who used influencer marketing found it to be effective. Due to the success of partnering with influencers to promote a brand, roughly 40 percent of them plan to raise their influencer budget in the years to come. This shows that any businesses that are marketing their products and services can benefit from influencer collaboration including dropshipping businesses.
Over the past few years, the popularity of influencer marketing has grown steadily. Their influencing skills have been very effective because oftentimes, shoppers trust them more than celebrities when it comes to choosing brands and products to buy. This makes them ideal to promote your dropshipping products so you can reach more people who might be interested in what you’re selling. The more awareness your brand gets, the higher the potential you have of getting more sales.
Yet, influencer marketing is not a one-size-fits-all approach. It must be segmented to avoid failure. There are different types of influencers you can work with and choosing the right influencer is critical. If you didn’t choose your influencers carefully, there’s a higher chance that your campaign will not achieve its goals and you’ll just waste money without seeing returns.
What are the different types of influencers?
Influencers fall into 6 categories, mega influencers, macro influencers, micro influencers, advocates, referrers, and loyalists. They are categorized based on their audience which is why building a strategy around each is important to achieve your goals.
These types of influencers are more famous than influential. They may not be subject matter experts but they can reach an extremely huge audience in one hit. Celebrities are considered mega influencers as they have millions of followers and charges a lot of money when working with brands. Mega influencers are ideal for awareness campaigns as your product can get in front of a broad audience.
Macro influencers often rise to fame through the internet. They are not genuine celebrities but bloggers, podcasters, social media stars, and vloggers. They normally have an audience size of 100,000 to a million followers. If you are still in the awareness phase of your campaign and want to reach more people based on the topic, macro influencers are best for the job.
A type of influencers with an audience ranging from 1,000 to 100,000, micro influencers are experts on a topic and use their knowledge to build their followers. They are respected for their expertise and their audience is more invested in them and their chosen niche. Micro influencers can effectively drive the actions your dropshipping business is looking for in an influencer campaign – and that’s to drive leads to your website.
Micro influencers can become advocates when they speak positively about your brand. They can use your product to promote or defend it to their followers. As their audience trust and respect them, they can encourage them to try out your products. If your goal is conversion, work with advocates. Below is a sample on how advocates can promote your brand on their Instagram page.
Image via Instagram
When influencers drive people to your website with a trusted recommendation of your products they became referrers. You’re their first choice when recommending products to their audience. They are also effective in driving and converting leads for your store. Take a look at this post from a food influencer.
Image via Instagram
Loyalists are your brand’s customers and followers that have known about you via your influencer marketing campaigns. They have completely bought into your message and become your supporters. They believed in your brand and would advocate and refer you to their family and friends. Loyalists can help spread the word about your dropshipping business for having great merchandise and great customer service. They are the best type of influencers to promote your brand because they have used your products and have experienced doing business with you.
You should choose the right influencer at the different stages of your influencer marketing campaign to get the results that you want. You might end up collaborating with different influencers but the methods of promotion will be the same.
Here are 10 ways Instagram influencers can promote your dropshipping business.
- Post Instagram photos.
A photo and caption typically comprise a standard sponsored Instagram post. It can feature the product in the image but the most crucial part of the promotion is the caption. Here’s how it’s done.
Image via Instagram
- Promote through Instagram slideshows.
A slideshow post can be an all-image, all-video, or a combination of both images and videos. It allows for showcasing sponsorship in many ways. This type of post format can give the audience multiple ways to engage with the content.
- Create Instagram videos.
Video’s popularity continues to rise on Instagram and other social platforms. It might cost more to produce than images but it can drive more engagement than the latter. Behind-the-scenes and teasers are just a few examples of sponsored videos influencers can use.
- Run contests or giveaways.
Influencer’s followers are asked to do something for a chance to win a prize that you’ll sponsor. It can be your dropshipping products, a set of swags, discount coupons, and so on. Below is an example of a contest or giveaway content.
Image via Instagram
- Create Instagram Stories.
There are 3 methods an influencer can promote through Instagram Story – a photo or video Instagram Story, a swipe-up Instagram Story, and an Instagram Story with a poll. The cost might vary depending on the influencer.
- Add your link in their bio.
An influencer can add your link to their bio in the duration of the influencer marketing campaign. A call-to-action in the bio or Instagram post can encourage people to click on the link to visit your store.
- Create Story Highlights for your brand.
The influencer can create a Story Highlights cover for your brand in their profiles. This will allow them to extend the expiry date of the promotional Instagram Stories that they publish for your brand. It will be in a prime location on their account’s profile, so expect them to charge you higher for this than other formats.
- Do a brand takeover.
The influencer can drive their followers from their accounts to yours by promoting the takeover in their posts and stories. For an agreed length of time, your Instagram feed will be hosting the influencer’s content.
- Promote through IGTV.
IGTV has high visibility because it can show up at the top of the feed, next to the user’s highlights, and in the explore tab. It can go as long as 60 minutes if the influencer is verified and has a substantial audience. It can include clickable links but will cost more to produce.
There are multiple ways Instagram influencers can promote your dropshipping products. However, you have to choose the right influencer for your influencer marketing goals. The right influencer can yield amazing results, but the wrong one can make you lose more money than what you earn. Use this guide already to get the most out of your influencer marketing campaign.
Want to learn more about working with influencers? I recommend you check out these articles!