{"id":8672,"date":"2022-10-07T22:22:47","date_gmt":"2022-10-08T06:22:47","guid":{"rendered":"https:\/\/blog.free-ebooks.net\/?p=8672"},"modified":"2022-10-07T22:22:48","modified_gmt":"2022-10-08T06:22:48","slug":"influencer-marketing-how-to-make-it-work-for-performance","status":"publish","type":"post","link":"https:\/\/www.free-ebooks.net\/blog\/influencer-marketing-how-to-make-it-work-for-performance\/","title":{"rendered":"Influencer Marketing: How to Make It Work for Performance"},"content":{"rendered":"\n

Influencer Marketing: Truth bomb time<\/span> – influencer posts are, more often than not, a total waste of money for us performance marketers. <\/p>\n\n\n\n

We part with thousands of dollars for a single Instagram post or story from some D-list reality star talking about our product, and in return, we get bubkes. And by bubkes, I mean maybe a few dozen clicks to our website and zero orders.<\/p>\n\n\n\n

Nevertheless, we\u2019re tempted to try this costly strategy time and again due to all the buzz around influencer marketing and maybe also the appeal of a specific celebrity. <\/p>\n\n\n\n

But unfortunately, we usually fail in terms of performance because the influencer\u2019s audience is not our target audience, or, even if they are the right audience, they\u2019re simply not engaged with the influencer\u2019s content and aren\u2019t receptive to their product recommendations. <\/p>\n\n\n\n

In any case, with the low reach organic posts typically achieve nowadays, there\u2019s a limit to what a single post can get us.<\/p>\n\n\n\n

Does this mean influencers are of no value to performance marketers? Of course not. But if conversions and ROAS are what you care about at the end of the day, you need to be especially careful about which influencers you invest in and what you do with their content.<\/p>\n\n\n\n

Here at Particle<\/a>, a rapidly growing direct-to-consumer men\u2019s personal care brand, we\u2019ve managed to utilize influencer content to drive sales and revenue rather than just brand awareness or vanity metrics like Instagram Follows. What\u2019s our secret? Here are a few key principles to follow to increase your chances of success.<\/p>\n\n\n\n

<\/p>\n\n\n\n

  1. Run the influencer\u2019s content, whether static images or videos, as branded content ads<\/a> on Facebook and Instagram; that is, ads that run from the influencer\u2019s profiles yet remain entirely under your control. <\/strong>

    Beyond allowing you to make use of the content over an extended period, these ads are often perceived by consumers as more authentic and relatable than traditional ads. After all, the influencer not only shot an endorsement for your product, but they\u2019re also promoting it through their own social media channels.

    As shown in     this case study from Meta<\/a>, we saw a 24% improvement in return on ad spend by combining branded content ads with standard ads from our own Facebook and Instagram profiles.<\/li><\/ol>\n\n\n\n