#everything-marketing
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We have a new version of our product coming out and I would like to start utilizing influencers more. We sell baby products and the mom-influencer world is huge. However I get confused with how we should go about it.
It seems like there are a few different avenues. We could pay influencers to make distinct ad posts, we could pay influencers to do more “stealth” ads where they just incorporate our product in their page, or we could pay them to make more “UGC” style videos that would benefit us on our website and ads. Does this sort of encompass the different avenues people most often use influencers in their marketing mix?
We are still small so I am planning on manually reaching out to influencers. Should we plan on paying them per post/UGC video? Do you do up front payment + affiliate commission? How have you been able to get the most value out of influencers or what has been most effective?
I’m trying to wrap my head around all this, but I might be making it more complicated than it actually is.
If anyone has good resources in mind, feel free to pass them along.
@Wyatt Kern
We’ve found no single approach to the influencer channel works best in isolation, but the large majority of brands find best results utilising a mixture of three core strategies. That is:
- Influencer Seeding
- Influencer-Affiliate
- Paid Partnerships Each funnels into the next. Do seeding at scale, then nurture into affiliates, then run paid partnerships with the best.
In the ‘mumfluencers’ niche in particular this works incredibly well (being the most engaged audience on Instagram). We’ve outreached over 4000 Mumfluencers for one client alone (8-figure personal care brand) and consistently see great results both with awareness and conversions.
While I can’t share detailed info on public forum, ping me a DM and can go into more details on any queries about how best to approach influencer as a channel
I would test out paying upfront + affiliate for influencers that have over 50k followers with great engagement and giving out free products for nano influencers.
We target parents with younger kids … went through exactly the same thing since February. Direct outreach, gifting and UGC requests work really well for us. Didn’t use any agency or external help. Feel free to DM to chat.
Hi Wyatt. What is your company?