Brand influencers have the ability to get your products and services in front of the right people. That’s why so many marketers use influencers in their campaigns, with 75% of brand marketers allocating some of their budgets toward the influencer space in 2022. Here we explain what brand influencers bring to the table in service of your business and how to find the right influencers.
The Benefits of Brand Influencers for Business Growth
There are three reasons why bringing a brand influencer on board is an advantage for your business.
1. Increased Brand Awareness and Exposure
Getting eyes on your brand is a major priority, with data from Nielsen showing that marketers rank it above customer acquisition, retention, and advocacy. Successful influencers have huge audiences you can leverage to build brand awareness and drive sales.
2. Enhanced Credibility and Trust
According to stats from Social Shepherd, almost two-thirds of people (61%) say that they trust the recommendations their favorite influencers make. With trust being a core component of any relationship between brand and consumer, having somebody on board who has built-in trust with an audience grows your brand’s credibility.
3. Improved Engagement and Conversions
Influencer Marketing Hub shares that 60% of marketers believe influencer-driven content creates more engagement than standalone branded content. Engaging your audience creates connections, with those connections leading to more conversions.
Case Studies: Successful Business Growth With Brand Influencers
The stats show us that marketers believe in influencer marketing. But does it work in the real world? These case studies show how much of an impact it can have.
Case Study 1 – Cogent World Generates Over 140 Million Impressions for Modelo
When brewer Modelo came to Cogent World, it had just rebranded with a new tagline, “Brewed for those with Fighting Spirit.” To get the word out, they wanted to launch streetwear collections partnering with fashion designers whose life and work harmonized with this tagline.
With the help of an influencer marketing campaign that brought five leading tastemakers on board, Modelo achieved a staggering 143 million impressions in just one of those partnerships.
Case Study 2 – Dunkin’ Donuts Gets a 57% Increase in App Downloads
Dunkin’ Donuts started its influencer marketing campaign in 2020 shortly after the launch of its new app that wasn’t getting the traction it needed.
Teaming up with social media icon Charli D’Amelio (who has 47.9 million Instagram followers at the time of writing) solved that problem. The brand created a signature drink for Charli, dubbed “The Charli”, with D’Amelio regularly sharing pics of her enjoying her eponymous beverage. The campaign was a huge success, triggering a 57% increase in app downloads for Dunkin’.
How to Find the Right Brand Influencers for Your Business
While it’s clear how much of an impact influencer marketing can have on your brand, you must work with the right tastemakers. Here are three quick tips to get the right influencers on board:
- Know Your Target Audience and Goals – No influencer campaign can succeed without defined goals and audience. Spend time brainstorming what you want to achieve and who you want to reach with your campaign before searching for influencers who align with your goals.
- Research and Vet Potential Influencers – Your research and vetting processes need to tell you everything about the influencer, including what they stand for and the authenticity of their audience / engagement.
- Negotiate Contracts and Manage Partnerships – – Negotiation and proper management ensure you connect with the right influencers and that they successfully promote your brand and products.
Measuring the Success of Brand Influencer Campaigns
Once you have a brand influencer on board, you need to measure the success of your campaigns. These are the key metrics to track:
- Return on investment
- Cost per acquisition
- Brand sentiment
- Brand awareness
- Social media engagement
- Website traffic
The data shows you everything you need to know about your campaigns’ success (or lack thereof). Use that data to optimize future campaigns with your brand influencers and help secure new partnerships.
Unleash the Power of Influence
The right brand influencers increase awareness among a large audience, build trust within that audience, and help you achieve sales. Working with a top influencer marketing agency can help you realize those benefits.
That’s where Cogent World comes in.
With over 500 brand partnerships, Cogent World is perfectly positioned to help you find the right brand influencer. Get in touch today to find out how we can help you.