News Oct 26, 2018

Influencer marketing in premium segment

For the recent years, luxury brands turned heads to digital influencers, who became the driving force of their overall brand strategy. Brands involve influencers into their marketing communications, making more engaging content.


Premium segment is fond of Instagram. This channel is more demanded by brands, than Twitter and Facebook. The New York Fashion Week (NYFW) official report stated that an overwhelming 97% of interaction during the event was related to Instagram users. Only 2% took place on Facebook and 1% left for Twitter.  


So, influencer’s opinion matters. Researches based on Instagram content shows that for the past year advertisers spent $1 bln on influencers on Instagram. And it is only 10% of the overall budget for marketing needs. In 2019 we can expect that income from advertisers to influencers will grow up to $2.38 bln and it applies only to the Instagram bloggers.


Choose your voice

Researches from the year 2017 show that 92% of consumers prefer to rely on influencers opinion rather than trust to an advertisement or celebrities.


Usually, influencers are first to have the direct access to the new products, which they can unbox, touch, smell, hear and give us the brand with a soul and personality so we can see if it fits us. Using a simple language, being natural and honest they provide visibility of the product, giving the first brand experience to their audience. Generally, the followers stay involved, share the content and return to the influencer’s page.


Studies for the last year show that 30% likely buy a brand endorsed by micro-influencers.

Most marketing experts recommend exploring the cooperation with micro-influencers (from 1K to 100K followers) also. By being small influencers they have a range of advantages ahead of celebrities.


Budget. Cost less – rates rise  

They ask less money for advertising than large influencers with one and more millions of followers or mid-tier influencers. The average cost per post of high-ranked opinion leader could cost $5,000, mid-tier influencer will ask $2,500. Same time micro-influencers around $150 only.


Engage with community

Micro-influencers are close to their communities. They tend to inspire engagement within their followers. The communication and interaction with the audience making people talk about the brand. Which is good, isn’t it?   


Influencers are creative

Most of them made themselves by being passionate experts and content creators. Usually, they come up with the idea of how to promote the brand. Celebrities mostly use the status and connect the product to their personality.  


Provide precious data

Influencers are not just a marketing tool – they feel markets sentiment. They can be a good marker of audience flow and audience interests. They receive feedback from followers, which could help brands to understand their customers and build more engaging marketing strategies.  


We gathered a few good examples which show how influencers may help to build an amazing campaign and even get a high rank in the industry.


The partnership between Apple and influencer iJustine



She helped the brand to increase visibility. They’ve made a successful Apple Watch unboxing campaign. She gained more than 1.7 mln views.


Diageo and micro-influencer Nick Offerman



Diageo, the parent company of Scottish whiskey brands Lagavulin and Oban made a viral video promoting the drink. For 44 minutes Offerman is staring into the camera and sipping the whiskey. It was awarded a Shorty Award for Best Influencer Marketing Campaign.


Brands are looking for new ways to present their products and choose micro-influencers more often. Point is that micro-influencers more passionate about new opportunities and projects – they easily inspire their followers and keep them tuned on the subject. Micro-influencer has dozens of benefits and that is the power we can count for.


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