Partnering with influencers is key for product launches as they offer a level of authenticity and relatability brands simply can’t, so teaming with them is one of the best ways to drive awareness efficiently. So much so, 87% of shoppers admit they were inspired by an influencer to make a purchase. But, like any other marketing tactic, it’s important to develop an influencer strategy rooted in best practices that’s agile and adaptive.
When partnering with influencers for a product launch, here are strategy considerations and best practices to keep in mind.
- Content: What are you hoping to communicate via influencers?
- Platform: What format and placement is the best way to send your message?
- Objective: What is the expected outcome of the message you’re sending via influencers?
- Timing: When would users value hearing your message?
- Impact: What is the importance of your message?
Involve influencers in pre-launch
Identify ideal influencer partners and activate them pre-launch to sample products and provide creative input. As the voice of your target demo, their input can be valuable. They’ll feel a sense of ownership over the launch.
Supply promo codes to influencers
The perfect way for influencers to reward followers is to provide a promo code for a free sample or discount. Promotions help increase organic engagement and are one way to track individual influencer’s purchase rates. We know measuring influencer marketing can have its challenges, especially when it involves understanding engagement beyond the post. We’re solving this problem with trackable links that allow brands to generate custom URLs for each influencer partnership and view clicks to your desired destination–all within the Popular Pays platform. Learn more about trackable links here.
Test placements, messaging and content
It’s important to understand what’s resonating with your audience. After establishing successful influencer partners, employ strategies for testing placements, messaging and content. Test one variable at a time and iterate from there. When it comes to measuring influencer marketing performance, take a look at this blog for tips on dissecting the data.
*Placements pro-tip: Take advantage of Instagram Stories features like Questions to engage the audience in a dialogue. That feedback can be shared with the brand team so they can shift product or strategy as necessary.
Activate the brand’s page
53% of shoppers always do research before they buy to ensure they’re making the best possible choice. Repurpose influencer content created on the brand’s page and address common FAQ’s so consumers feel confident to purchase. Among everything, one of the biggest benefits of partnering with influencers is receiving the content, and lots of it! Take advantage of it not only by repurposing on the brand’s social pages, but on your website, digital ads, email ads and more.
Launching a new product can be stressful, but let us take the guesswork out of partnering with influencers and work with Popular Pays to create a marketing plan worth sharing.
Contact [email protected] for more information on partnering with influencers for your next product launch.
Check out our case studies to see how brands used Popular Pays to launch new products!