An effective way for e-commerce brands to extend their reach further than ever is to utilize influencer-generated content. Thousands of brands are taking this steadfast approach to boost efforts and ensure that millions of consumers can learn more about their brands and what they're selling.
One of those brands is KISS Cosmetics. The famous cosmetic brand collected influencer-generated content from a makeup influencer with 13.6 million followers on TikTok. And how did it happen? Because the brand focused on collecting how-to and FAQ content from creators using its products on their favourite platforms.
Because 61% of consumers trust recommendations from influencers, influencer-generated content is, by far, one of the most incredible ways to get people interested enough in your brand and what you sell. If you're ready to reach new audiences and increase sales, earning more profit than ever, learn the top four best practices to leverage the power of influencer-generated content within your marketing strategy in this article. It won't take long for you to see the result of this modern, highly effective approach to marketing your e-commerce shop.
1. Target micro-influencers
- Micro-influencers typically have a minimum of 20,000 followers on their favourite social media platform and currently hold 91% of the market share.
- Mega influencers are just some of the ones who can help you garner attention from thousands of new people. Because micro-influencers tend to have great engagement rates, it's worth working with them, too!
Some brand owners are sceptical about influencer-generated content because they think they will need to reach out to mega influencers and face the possibility of rejection. After all, mega influencers often have millions of followers, meaning they're far more likely to turn down offers if they need more time or want to create content for a brand.
If you're feeling this way, don't stress over it. Instead of reaching out to people with millions of followers, go for the micro-influencers with around 20K followers. These people are building a name for themselves online and are often more willing to work with all kinds of brands. In addition, they're less likely to expect payment for their content and are more likely to appreciate the free product you're offering.
Find micro-influencers creating content that aligns with your brand's values. Connect with them, send free products, and watch the magic unfold as they begin creating content surrounding your brand and its products!
Recommended Tool: Create a community for your brand using WeWiink! The tool simplifies turning loyal customers into brand ambassadors who support your business. With a strong community full of supporters, you can quickly see an increase in overall sales.
2. Use It on Your Website
Use influencer-generated content on your website to gain credibility and appear even more authentic to consumers. Once you've sent out free products to influencers, it's a waiting game. But once the content starts rolling in, you will have more reviews, tutorials, and how-to videos for your brand than ever before. There are a few different ways to use the content generated by influencers on your website.
You can do some of the following things:
- Place a special section at the top or bottom of your homepage that shows consumers who've used your products and uploaded the content using your brand's hashtag.
- Put a "See What Our Customers Have to Say" section on your site where potential customers can watch footage of others using your products and raving over them. The short-form content is engaging and relatable, which can help boost sales.
- Create an influencer section of your site with photos of influencers holding one of your products or supporting your brand. Consumers are more likely to trust your brand if they see others buying from it and using the products you sell.
Post-influencer-generated content directly to your site to prove you're a trustworthy brand that provides high-quality products. People who see influencers using your products are more likely to buy them!
Like Impala Skates, you can create an influencer-friendly website that encourages more people to work with you. Some of the steps you can take when creating an influencer-friendly website include:
- Having a page for brand ambassadors to signup and agree to represent your brand
- Creating landing pages with promotional offers or influencer-focused events you're hosting
- Posting influencer-generated content across different pages of your website
Simple measures like this can make your brand appear more influencer-friendly, helping you connect with hundreds of influencers ready to collaborate with your brand.
3. Use it in your FAQ content
Start collecting how-to and FAQ content that helps answer consumers' questions about your brand or products you've released. The reason it's best to collect this content is that it provides consumers with valuable information they may want or need to know before deciding to make a purchase. If you can answer questions they have for you, they're more likely to go right ahead with buying your products.
Si Si La Paillette is one of several brands using FAQ content to its advantage. In this TikTok video, you will notice the brand offering swatches of some of its products, which answers the question, "Are these pigmented?" It also gives consumers an idea of what the outcome will look like on their skin.
Check out our Product Seeding Playbook: The Key to Becoming an 8-figure Brand with Influencer Marketing for details on using FAQs and how-to content to reel consumers in and get them interested enough to buy from your brand.
4. Use influencer whitelisting & dark posting
Don't forget to use a combination of influencer whitelisting and dark posting, two techniques that have helped hundreds of brands reach new audiences.
In case you missed it, whitelisting is a process in which influencers allow brands access to their social media solely to post advertisements to specific audiences. While it's less user-friendly than influencer-generated and user-generated content, it still gets impressions. It can even earn a return on investment by appearing more credible because you're connected to social media influencers that people trust.
Can people tell these are advertisements? Yes! But they're still more likely to pay attention if they see their favourite influencer's name. ROWSE, one of Bigblue's clients, has implemented influencer whitelisting into its Facebook advertising strategy, which helped reduce its CAC by 30% while boosting its ROAS by 5x. That means you can have the same success with your e-commerce shop.
Along with whitelisting, dark posting has become increasingly popular. In this case, social media ads appear in the news feeds of specific users but won't appear on the influencer's profile page or news feed. A dark post can appear as an advertisement for people following the brand or the social media influencer. Still, it also tends to appear on those targeted to see the ad based on their demographics, such as location and age range. While most people will know dark posts are advertisements, they're still an effective way to reach the right audience, helping them discover your brand and products.