We sparked some exciting conversation within the marketing community when we announced the results of the first influencer marketing ROI study, conducted in partnership with Nielsen Catalina Solutions and a Fortune 500 food brand.
The study proved what we knew all along: That influencer marketing boosts sales.
Although you can read the complete study yourself, here’s a quick recap.
- 250+ food and fitness influencers created original recipes using a select list of branded ingredients and shared them on their social channels.
- For several months, we tracked the buying behaviors of two consumer groups: One that had been exposed to the influencer content, and one that had not.
- Consumers exposed to the influencer content bought significantly more of the brand’s products. Those same consumers also shifted away from competing products.
The big news here? The influencer campaign ultimately resulted in an 11X higher return compared to other digital marketing channels. But what do the study results mean to you as an influencer? They mean that more brands are going to want more influencer content.
Brands that have been dabbling in influencer marketing now have a compelling, data-backed reason to dive in head first. Brands that have been holding back will be entering the game for the first time.
Here are three actions you can take right now so you’re ready to take advantage of the coming rush.
Update Your Influencer Profile
Whether you’re an influencer on the Tap platform or offer your services independently on a blog, website, or anywhere else, it’s imperative that you maintain an updated, appealing profile so marketers can learn more about you.
If you’re a member of TapExchange, make sure you’ve selected the appropriate category tags for your audiences. Marketers searching for influencers can do so using many different filters, including a drop-down list of content categories. If a marketer searches by category only, and if you haven’t tagged yourself in that category, then your profile won’t appear in search results. Be sure to fill out your profile completely. It sounds like a no-brainer, but you’d be surprised by how many influencers fail to complete their profiles.
Find or Strengthen Your Niche
Marketers are catching on to the fact that reach isn’t everything. The word is out that influencers with small, niche audiences typically create more engagement and higher returns than influencers with broad, generic audiences.
To strengthen your appeal as an influencer in the eyes of brand marketers, become more of an expert in one or two subject areas rather than spreading your work across several. The more you master your topic, the more you’ll grow your audience, and the more that audience will lean on you and seek out your input.
Keep Posting, Sharing, and Promoting
Even if you’re between gigs or in the process of looking for new brands to represent, keep the posts, tweets, pins, comments, and videos coming. Even if your audience is small, it’s still YOUR audience.
Large or small, if you’re not already posting regularly, steadily, and consistently, then now is the time to get started.
- Work up a social posting schedule that you can commit to. If you’re busy, and can only post two or three times a week, then set your schedule accordingly. Many influencers run into problems by dreaming beyond their means. Goals are crucial, but if you set them too high, you might end up disappointing yourself and your audience.
- Build up a supply of evergreen posts so you can stay connected even when you’re super busy or times are slow.
- Have trouble sticking to a schedule? Follow the “Create then consume” approach. Dedicate the first hour of your day to creating content for your audience. So before you check your email, before you browse Facebook or Instagram, before you consume other people’s content—create content for your audience.
By staying active, you’ll continue to build and engage your audience, which brands love to see when evaluating influencers. Now is the time to be motivated and inspired, and get ready to show the marketing world what you’re capable of.