Why “Gifting” Influencers Is Critical When Promoting Your Brand On Social Media
Influencer Marketing itself has now moved well beyond the “fad” discussion.
However concerns over expense, authenticity and scalability remain a 'roadblock' for emerging brands and online store owners wanting to get into influencer marketing.
‘INFLUENCER GIFTING’ has emerged as the solution to many of these roadblocks.
Using an influencer gifting strategy, conversations around influencer marketing being too expensive, inauthentic or not scalable get thrown out the door. Influencer gifting remedies all of these issues and then some.
“Gifting” or sending free product to a wide range of micro-influencers in exchange for Instagram Posts and reviews has quickly become recognized as one of the most successful marketing strategies for generating huge exposure and sales for new and established brands.
With gifting, instead of paying people to create branded posts, influencers can feel free to create genuine, personalized posts and reviews for their audiences. We’ve seen many examples of brands being hugely successfully just through gifting influencers. Companies like Hismile, Fashionova, Revolve, Missy Empire, Gymshark, Anastasia Beverly Hills, and Daniel Wellington are some examples.
Here are 3 reasons why gifting influencers is critical when promoting your brand on social media.
1. Gifting works better with micro-influencers
On Instagram, micro-influencers are influencers who have between 5K and 100K followers.
It’s no surprise that micro-Influencers typically will accept gifting more readily and be prepared to offer more content in exchange for your product than larger influencers or celebrities. However what is sometimes overlooked in the quest to get as much exposure as possible – is micro-influencers are much more likely to have a higher percentage of engaged and loyal followers than larger influencers or celebrities.
This is supported by spate of recent findings. According to Collective Bias 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger. Consumers can relate more to these influencers and value their opinions more than that of celebrity influencers. In the same survey they found 70% of millennials prefer product endorsements by non-celebrity bloggers.
Google also revealed, 70% of teenage audiences are influenced more by YouTubers than traditional celebrities. In the same study, Google also found fans are much more engaged by influencers than celebrities. Top YouTubers get 3X more views on their videos as compared to celebrities.
Hugely successful brands on Instagram like Fashionova, for instance, prefer to gift product to influencers with high quality Instagram profiles and content rather than just high follower counts.
2. Gifting creates more trust and authenticity
To drive sales in today's social setting, it's critical to build trust and authenticity with influencers and their audience. When accepting a gift in exchange for product, influencers are posting to their followers because they genuinely like your product. This frees them to share a more genuine, personalised review about your product to their audiences.
Receiving authentic reviews about your brand is incredibly important:
According to a recent report by Stackla surveying 2,000 adults in the US, UK and Australia, 86% of people say authenticity is important when deciding what brands they like and support and an overwhelming 90% of Millennials say brand authenticity is important. This data proves that young consumers prefer 'real and organic' over 'perfect and packaged'.
Additionally in the same report 57% of respondents indicated that less than half of brand created content resonates as authentic.
Collective Bias also revealed, that while shopping at a store, 60% of consumers have been influenced by a social media post or a blog review.
This means for brands, that getting authentic content and reviews created by real people should be their top priority when trying to attract customers on social media.
3. Gifting doesn’t break the bank
Instead of shelling out a big budget for a few larger influencers, your brand can afford to gift more product and reach potentially hundreds of influencers. This helps you reach a wider range potential customers and make your campaign more visible for longer periods of time.
This type of exposure is extremely important on platforms like Instagram where it has become increasingly difficult for brands to get the same organic reach they used to get. Having more influencers talking about your brand greatly improves the chance your brand will get noticed and gets your brand in front of new audiences.
Anastasia Beverly Hills, for example, almost exclusively gift product to influencers in exchange for reviews and content. This has allowed them reach a wide audience, receiving the most US beauty influencer posts on Instagram in 2018.
What Does This Mean For Brands?
To drive sales in today's social setting, it's critical to build trust and authenticity with influencers and their audience.
Running an influencer gifting campaign will allow you to leverage hundreds of micro-influencers, with highly engaged, loyal audiences, without breaking the bank.
Most importantly, gifting empowers influencers to create and share authentic content about your brand that connects with their audiences. Remember when working with influencers authenticity is your brand's social currency.
More About BrandSnob:
Over the last four years BrandSnob has become known as the go-to-influencer marketplace for Instagram’s fastest growing brands. Hundreds of brands have run gifting and paid campaigns on BrandSnob to find the right influencers, which has helped them explode on Instagram in generating millions of dollars in revenue and social engagements.
The BrandSnob App has purposely been built around making influencer gifting easy for growing brands.