With the introduction of features such as shoppable posts on Instagram, and shoppable features across Facebook, Snapchat, and Pinterest, social media is becoming more and more of a ‘retail platform’. Influencers play a crucial role in this, with 49% of consumers depending on influencer recommendations, and 40% stating they have purchased something after seeing it on social media.
Influencer marketing not only raises brand awareness, but it helps build the authority and credibility of a brand. Audiences put trust into who they follow to provide them with genuine recommendations. If your clothing brand isn’t yet working with influencers, here are our top tips to getting started.
Define your goals
The first step is to define your influencer campaign goals and objectives. Determining these will help you measure the success of the campaign, and should be a clear focus throughout.
What do you want to get out of the campaign? Potential goals to consider include brand awareness and reach, traffic to your website, sales, followers and engagement, and brand image / reputation.
Discover potential influencers to work with
Choosing the right influencer fit for your brand will be crucial to the success of your influencer campaigns.
Aside from their following, important factors you need to be looking at include:
- Engagement & Comments – do their followers comment? Does the influencer respond to engagement?
- Other brands – It’s important to look at the types of brands the influencer represents. How do you feel about the brands the influencer has previously worked with? Do they target a similar audience to yours?
- Authenticity – there is a growing skepticism around influencers who just want to get paid, and so seeking influencers who are relatable with true credibility is important. Is everything they post #sponsored?
Ways to work with your influencers
Once you’ve discovered influencers that are a good fit for your brand, there are several ways you can work with them.
An Instagram takeover is when an influencer temporarily takes over a brands account to create and share content. This can be mutually beneficial to both the brand and the influencer. As a clothing brand, a takeover can help you reach new followers, benefit from fresh content, and boost your engagement.
One of the most common ways of working with influencers is on a gifting basis. Although gifting doesn’t guarantee coverage, it is a good way of introducing an influencer to your brand. If the influencer features your clothing, then it is a low cost way to spread awareness and expose your brand to their following.
An Instagram outfit post featuring an influencer wearing your clothing is a great way of getting your brand in front of their following. The influencer can tag your brand in their post, and the content is usually paid for or in exchange for gifted items, depending on what is agreed.
Launching a new collection? Throwing an event and inviting multiple influencers to attend can maximise potential reach by getting a group of social media stars in the same room together, giving your brand a ton of exposure. This has been a huge success for the likes of Revolve, who organised Revolve Festival at Coachella. What started as a small party with a handful of influencers, has turned into a star studded event attracting influencers, celebrities and A-Listers.
Once you understand your audience, define your goals and budget, research your influencers and develop your campaign and messaging, you’re ready to start!
But it doesn’t end there, be sure to manage expectations with your influencers, and measure results on an ongoing basis dependent on your goals.
Influencer marketing can be a great way for clothing brands to build brand awareness and drive sales, so get creative and create a collaboration that is mutually beneficial to both your brand and your influencers.
Need help? Get in touch.