Last week, we talked about hiring as an owner/founder, this week, let’s talk about influencers. Chances are you’ve probably seen many brands pouring their money into these influencers to have them showcase their products. Having started my career as an influencer first and in later years ran influencer campaigns for some of the largest eCommerce brands in the space, there’s a ton of learnings that I’ll share today.
How many times can you remember buying a product because one influencer posted about it? How about when multiple people you follow talked about a product, do you feel more convinced to check it out?
Influencer marketing has evolved a lot over the past few years, but so did consumer’s behavior and perception towards influencers. Years ago, a single post from influencers can easily generate thousands of dollars within the first hour, now it might get you some clicks and a few sales but the magnitude of output just isn’t there anymore.
For you to get what you want out of influencer marketing, you can’t think of it as a pure acquisition channel anymore. It’s now a top of funnel display placement that needs a lot more help to convert a customer.
For influencer marketing to really work (without going after a big fish with a big budget), you need to work with influencers with overlapping audience and really good SEO.