Marketers are seeing the growing demand from audiences to share more authentic and transparent content. They face the constant challenge of staying relevant and competing for attention across critical touchpoints. However, today content creation is no longer just in the hands of brands and agencies, influencers are having a key role in the stories brands communicate.
The fashion and beauty industries are the two most-engaging on Instagram, and they have both put influencer content center stage. Socialbakers data shows that two-thirds of all content from the 100 biggest beauty brands on Instagram mention another user, and that’s half of the content from fashion brands, respectively.
The power of micro-influencers
You’ve probably been hearing a lot about micro-influencers, influencers which have less than 100,000 followers. Data from Socialbakers shows that 75 per cent of all influencers mentioned by beauty brands were micro-influencers, for fashion brands that was 70 per cent. This not only demonstrates that brands are relying heavily on influencers within their content strategy, but that they understand the power influencers have over a niche industry and specific audiences. In fact, influencers that have under 10,000 followers account for the majority of profiles mentioned by the fashion and beauty industry; that’s 37 per cent from fashion and 43 per cent from beauty.
This clever strategy is truly working to keep audiences engaged on Instagram, as mentions of other users tend to drive higher engagement.
One tip for brands is definitely to mention the influencer’s profile name in your post, and give them credit for their content. Out of all interactions beauty brands collected on posts that mention other users, 58 per cent came from posts mentioning users under 100,000 followers, and for fashion brands, that was 53 per cent of interactions.
Audiences are looking for authentic forms of content, and influencer recommendations are becoming the new currency of transparency to build consumer trust.
According to research from Forrester, Influencer – and User Generated Content – helps customers discover and inform their purchase decisions: 37 per cent of customers visit a brand’s website to research products or services, and 49 per cent use a search engine, leveraging blogs, UGC, and reviews to explore product offerings.
Marketers have been building their presence on social media and growing their communities, and half the battle is keeping that audience engaged. They face the challenge of curating content that resonates with the right people, and constantly feeding that content machine to capture attention at every stage of the funnel.
Partnering up with influencers can help sustain the momentum of publishing new and authentic content. By seeking third party recommendations from influencers, much of those micro-influencers, brands are able to reach new audiences. Celebrity endorsements are expensive and require a lot of production.
We predict that in 2018 we are likely going to see more brands across many industries showcase influencers and micro-influencers in their content strategies.
Co-written by Alexandria McCullogh, Senior Content Creator, Socialbakers