I’m sure we can all appreciate the power of social media in the 21st century. When it comes to public relations and marketing, the likes of Instagram, Facebook and YouTube (among other platforms) play a massive role in brand awareness and can even translate to sales. The statistics speak for themselves – 71% of us are more likely to make a purchase based on a social media reference.
While it’s important for brands to have their own presence on social media, a great way to gain even more exposure is to get products into the hands of social media influencers.
Over the last few years social media influencing has become a booming, multi-billion-dollar industry. This year alone, a Medikix study estimates that total spend on Instagram influencers has exceeded $1 billion. This amount is expected to double by 2019, so, if you think you have what it takes to influence the masses, now might be a pretty great time to jump on the influencer band-wagon.
Here in littleBIG land we’ve been busy bees working on our latest influencer seeding campaign for Creativity for Kids Australia (CFK).
Based on our experiences, here’s our top seeding tips to make the most of an influencer seeding campaign:
Know who you’re trying to reach
Influencers have the potential to tap into enormous audiences – 800 million monthly active users on Instagram, 2 billion on Facebook, and 1 billion on YouTube. However, when engaging with influencers it’s important to keep in mind who you’re trying to reach, and to select relevant influencers who speak to that audience.
In preparation for our CFK influencer seeding campaign we hand-picked 50 high-reach influencers with strong audience engagement across both parenting and craft, with the hopes of reaching parents with purchasing power, and kids (young and old) with an interest in getting creative.
Pack your seeding boxes full of goodies to heighten your chances of gaining exposure across influencer channels (remember, if you’re using a contra approach the recipient isn’t obligated to post).
When selecting additional products to send, think about the influencer’s experience upon opening the package. Consider: What do you want them to do, think, or feel? What do you want their social post to look like?
Use a personalised approach
When it comes to gifting it really is the thought that counts. Know who your influencers are and tailor each gift to the individual recipient. In our approach for CFK, we read up on our influencers to ensure that we selected the right craft kit for their child in terms of age and gender. A personalised note is always a nice touch, too!
Stay tuned for updates on the outcomes of our Creativity for Kids Australia influencer seeding approach!