On social media, posts and the success of content creator accounts can turn a lot of brands off. For many years, they have been investing in social platforms to grow their community, gain engagement and turn their subscribers into customers. Some have found the solution to amplify their actions : mix in their social media...
On social media, posts and the success of content creator accounts can turn a lot of brands off. For many years, they have been investing in social platforms to grow their community, gain engagement and turn their subscribers into customers.
Some have found the solution to amplify their actions : mix in their social media strategy, kind of influence marketing.
In October 2020, Zalando decided to launch his French account on Instagram. To break the codes, the ready-to-wear site does not solicit the usual models but surrounds itself with a team of influencers. Léna Situations, Romy, Carla Ginola, Sundy Jules and Paola Lct are part of the adventure.
For the official launch of the profile, they each posted a contest and someone from their followers won a photo shoot with them for the company. The photos taken were then used on the site’s Instagram account to highlight the new products. In the publications description, the references of the clothes worn are mentioned.
If Zalando has decided to integrate influencers directly into its social media strategy, many brands still do not relay this content on their own social presences.
Agorapulse, a French social media management tool, gives you some keys to capitalize on the content created by influencers and boost your social media strategy.
What does a social media strategy with influence look like?
In recent months, even more with the lockdowns, brands relied on influencers to animate their social networks. These produced publications were regularly used by advertisers. Here are some examples :
Lives
During the first lockdown, the use of lives on Instagram exploded by 70% in the United States. In France, the content designed for direct has multiplied, on each of the platforms allowing it (Instagram, YouTube, Twitch, TikTok, etc.).
Content creators regularly meet with their communities to interact with them, but not necessarily from their accounts.
At the end of 2020, Undiz decided to use this leverage to highlight its new products. Several groups of influencers were asked to become the muse of a collection: Nicolas Simoes and Coline Alg as “Couple goals”, Romy chose “Strong Princess”, KAOaosvmd, Ultia, Mariecpalot and LadySundae went for “Classic Hero” and Loynaphe and Knoetzie to “Santa’s Babe ”.
The content creators took turns to host a live on the brand’s Instagram, YouTube or Twitch account. They presented the products worn, some even did it from a store. This animated the brand’s social accounts right before the Holidays.
More recently, Badoit opted for a strategy similar to Undiz. Several content creators were asked to imagine photos and videos on their Instagram account. The creations were then taken over by Badoit on his own profile. The collaboration ended with a live where users were able to learn with each influencer how to make a cocktail.
Videos
During the lockdown, TikTok attracted many users. More than 800 million people are active on the platform every month. In France, the application attracts 11 million users who watch an average of just over an hour of video per day, according to data shared by Bloomberg in September 2020.
In a very short time, profiles like Lénna Vivas, Justine Marc or Jojo Akamsenough have gathered millions of followers, to attract the eyes of advertisers. Seeing the success of these accounts, some brands wanted to get started on TikTok. To bring together as many people as possible, they were supported by content creators already well established on the platform.
Hair care brand Naturée Moi has invited several TikTokers to produce short, dynamic videos featuring the natural range. The content was then posted on the brand’s TikTok account. The videos were all imagined by an influencer.
Sephora France is also a very good example of influencer marketing collaboration coupled with a social media strategy. The team has surrounded itself with content creators who, throughout the year, create and highlight the latest news. In the Reel below, Marion Caméléon staged the brand’s latest palette. The video was produced especially for Instagram and was not shown on the YouTuber’s profile but she relayed it her stories.
