How influencer marketing is helping D2C brands
What is influencer marketing?
Influencer marketing is a form of marketing in which brands work with influencers to promote their products or services. Influencers are typically social media users with a large following, who have the ability to influence the decisions of their followers. By working with influencers, brands can, in the same budget, reach a larger audience than they would be able to through traditional advertising methods.
Why is influencer marketing gaining traction among D2C brands?
There are many reasons why D2C brands are turning to influencer marketing. First, D2C brands often have limited budgets for marketing and advertising, so they need to find cost-effective ways to reach their target consumers. Second, D2C brands tend to be focused on niche markets, thus, it can be difficult to reach their target consumers through mass-market channels like television or print advertising. Influencer marketing provides a way for D2C brands to reach their target consumers through social media, which is where many of them are already spending their time.
Third, influencer marketing can be more effective than traditional advertising methods because it feels more personal and authentic. When an influencer promotes a product or service on their social media account, their followers are more likely to trust their opinion because they see the influencer as a friend or authority figure, rather than as a paid advertisement.
Some examples of successful influencer marketing campaigns
Some of the most successful influencer marketing campaigns, globally, have been executed by D2C brands such as Glossier and Warby Parker. In 2016, Glossier launched an influencer marketing campaign called #GlossierReps, which recruited over 100 micro-influencers to promote their products on social media. The campaign was a success, driving over $500,000 in sales in just one month. Warby Parker, another D2C brand, has also had success with influencer marketing, partnering with celebrities like Anna Kendrick and Olivia Palermo to promote their products.
Conclusion
While influencer marketing can be an effective way to reach consumers and drive sales, it is important for brands to carefully consider who they partner with. The key factors to consider when selecting an influencer are: reach (the number of followers they have), engagement (the percentage of their followers who interact with their posts), relevance (how relevant their audience is to your brand), and influence (how much sway they have over their followers).
Additionally, staying true to the influencer’s content grammar to get as much organic traffic from its audience. TVA, through the campaigns it has executed, has learnt few hacks:
- Keep the first 10-15 seconds brand-free: stick to how the respective influencer’s content would go
- Opt for subtle brand integration in the second half to ensure brand recall but not trade off shareability in the attempt
When done correctly, influencer marketing can be a powerful tool for D2C brands. It allows them to reach their target consumers at a lower cost than traditional advertising methods, and it provides a more personal and authentic way to promote their products. As D2C brands continue to grow in popularity, we can expect to see more of them using influencer marketing to drive sales and reach new audiences.
Have you executed an influencer marketing campaign for your D2C brand? What tips would you add? Let us know in the comments!