First of all, you need to find suitable social media platforms that would be most likely engaging the target audience of your brand. According to the research of CROWDYHOUSE’s audience demographics, the average customer is a female of 35 years old, who has a stable income above average. She has a partner but feels quite free and ambitious to learn new things in life. She quite enjoys the comfort and especially creating authentic kind of atmosphere in her house/apartment. She has an eye for the detail in interior design, that’s why she is looking for some unique designer products with the story.
Choosing a suitable platform for your brand
There is all kind of influencers, creating different sort of content on social media. They can be divided into categories based on their niche-based content. The niche of the influencer should correspond to the brand’s values and its target audience’s needs. The influencer creates not only the awareness about the product he reviews but also drives to action. His/her tools for that differ from brand-like commercial with a beautiful visual and catchy slogan. They drive to action by actually sharing their opinion on their social media feed, it can be a video, blog post or an image of the product, depending on the platform (Brandignity.com, 2017).
Continue reading 2.1 Influencer marketing. Choosing the platform
In order to launch the influencer campaign, there should be done several preparatory steps. First of all, the research regarding the usage of influencer marketing for e-commerce business, based on the existing competitors’ campaigns. It’s quite hard to find a suitable influencer, who would satisfy all the demands of the company. There should be identified as a suitable niche (category) for your business type, where you can search for the influencer. There are more chances to find suitable influencers for CROWDYHOUSE in such categories as beauty, fashion, and lifestyle rather than gaming or entertainment.
In order to have a better impression on how to launch the influencer campaign, it is a good idea to have a look already existing influencer platforms with their own database of different influencers and internal analytics tools. Most of the influencer marketing agencies upload some of their successful campaign results, which are summarised in case studies. The case study gives you good insight regarding the steps, which have to be taken to launch the influencer campaign. In order to get the access to such case studies, it is required to create a free account at one of those platforms or try a free version for a limited period of time. A good example of the platform for advertisers/brands and influencers to get connected is http://www.influicity.com/. Influicity gives you access to the influencer database, analytics tool, and campaign execution tools, with agency-specific training, support and resources.
Continue reading 1.2 Research of the influencer marketing: overview and persona development