How Can FMCG Brands Work With Social Influencers?
Influencer Marketing has become popular in recent years with Social Media proving an effective way of broadening the reach of campaigns.
Social Media Influencers or Social Influencers are people who have a lot of influence on Social Media, as their name suggests. Brands such as ‘Coca-Cola’ and ‘Domino’s Pizza’ are already working with Social Influencers. You cannot identify a social influencer just by the number of followers they have.
You must look at the level of engagement they have with those followers. Influencers serve a particular niche and have a committed following. Followers often identify themselves as part of a community and are highly responsive when the influencer issues a call to action. This is what makes them so attractive to brands intending to promote their products.
Influencer Marketing has become popular in recent years because using influencers in Social Media campaigns has proven to be an effective way of broadening the reach of Social Media campaigns and positively impacting the bottom line. Should all brands be considering social influencers as part of their 2016 strategy?
Influencer Marketing is Sponsorship
Is Influencer Marketing really sponsorship called by another name? Yes. Influencers work with brands from all sectors to create tailor-made sponsored content for engaged audiences. There has to be an obvious synergy between the influencer and the product. The influencers with the huge Social Media communities are financially compensated for their work and for integrating the featured products into their content.
Example: FMCG Brands Reaching “Diet & Fitness” Communities
Joe Wicks is a personal trainer in the UK. He designs exercise and nutrition programmes for people to eat more healthily and develop leaner bodies. His brand is the ‘The Body Coach’. He publishes recipes that can be made in fifteen minutes and the hashtag that he developed for his community is #Leanin15. Instagram is his primary Social Media platform and he has 537,000 followers. His Instagram feed is filled with video clips of easy meal recipes and #leanin15’ Selfies posted by his community. His plans are literally transformational. He is a Social Influencer.
FMCG brand ‘Lucy Bee Coconut Oil’ sponsors Joe while ‘Total Greek Yoghurt’ and ‘Uncle Ben’s Rice’ have also run influencer campaigns featuring him. He regularly mentions all three in his Instagram feed. It is worth mentioning that he is also on Twitter with 84,000 followers, Facebook with 326,222 likes and You Tube with 38,508 subscribers.
How Can Brands Start Working With Influencers?
If you think that Influencer Marketing is right for your brand, you should follow these six steps:
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Identify – Identify potential influencers that are relevant for your products. Focus on the level of engagement they have with their followers, not just the total followers.
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Engage – Engage with a short list of potential influencers.
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Negotiate – Approach your chosen influencer(s) and negotiate a deal
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Execute – Execute your Influencer Marketing campaign in collaboration with the influencer taking care to include clear calls to action.
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Evaluate – Evaluate your activity, iterate and tweak as necessary.
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Repeat activity
Quotient (formerly Coupons.com), is a leading digital promotions and media platform that connects FMCG brands, retailers and consumers. We help FMCG brands & retailers engage with consumers. We would be happy to help you create a digital printable coupon that could be integrated into your Facebook marketing activities. Give us a call on T 44 (0) 208-865-1999 or send an email to ssankey@quotient.com to start the conversation.
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