Should you consider influencers within your eCommerce marketing strategy?

LinkedIn Twitter Facebook

 

Author: Becca McDonald, Business Development Executive, eCommerce Worldwide

 

As one of the most digitally savvy regions in the world, the Nordic countries are a prime target for social influencer marketing.

 

These influencers are key individuals who hold sway over potential customers, and likely have either an expert insight into the market (e.g. beauty bloggers) and / or a large social media following.

 

Facebook is the most popular social media platform in the Nordics. YouTube however, also has a strong user base and represents some interesting opportunities for brand communication; either directly or via video bloggers (vloggers). Buzzador reports that Facebook is by-far the most popular social media channel with 90% of the Norwegians surveyed using it at least once a day, if not more regularly. 42% of Swedish respondents are using Instagram daily.

 

Social Media Influencers Banner

 

Vloggers may be particularly interesting for online brands as YouTube attracts 1 billion monthly unique visitors between the ages of 18 and 29. Top vloggers can have hundreds of thousands of subscribers and millions of views per week, often more than prime time soaps. Their audience trust them, they cross-promote on other social networks and their power can be influenced by products selling out mere days after being mentioned.1

 

Nordic companies are cashing in the social media currency, such as Stockholm’s Nordic Light Hotel, who offer discounts or free stays based on your social media clout (ranging from a 5% for customers with 500 or more Facebook friends up to a free stay for those with 100,000 followers.2

 

Considered to be one of the most stylish parts of the world, fashion bloggers from this region dominate the charts of most viewed bloggers, who also boast some of the largest social media followings. If you’re seeking influencers yourself, freemium tools, such as Klout, Social Blade and Klear can be a good place to start to quantify the social media presence of your chosen influencer, crunching numbers across social networks such as Twitter, Facebook and the blogosphere.

 

Kenza Zouiten, Sweden’s most popular fashion blogger, boasts over 1.5m Instagram followers and 45,000 Twitter followers and has since launched her own fashion brand. She is ranked as having a 98/100 influencer score by Klear but may be more difficult to engage with due to her popularity.

 

Kenza Zouiten Social Media

 

There has been a lot of buzz around the term 'micro-influencers' on platforms like Instagram. These micro-influencers, may have a moderate sized following however the analytics show that their 'like' or engagement rate is proportionally much higher compared to the super influencers (often celebrities and models) who have millions of followers.1 They are also easier to reach than the super influencers who will be inundated with requests from companies.

 

Social Media 500 Influencers

 

This engagement rate was found to be true for both unsponsored and sponsored content, where research shows the optimum influencer, would be the micro-influencer with 10,000-100,000 followers. Conversely, others may define micro-influencers as up to 200,000 followers and others, less than 10,000.3

 

In brief, a promoted post featuring your product on the profile of a famous celebrity or a large brand may seem like a quick way to get access to millions of potential fans but engagement would be far lower.3 Scott Guthrie, digital director at Ketchum states sums it up nicely stating '"Influence isn't the same as popularity. Influence drives action. Influencers are change agents'."4

 

Studies have shown that influencers are capable of producing a 'ripple effect' for brands, due to the trust they instil in the consumer (92% of consumers trust recommendations, even from people they don't know, compared to company-created content.). Influencers, and to a larger extent, micro-influencers are valuable to brands because of their ability to connect with the consumer, rather than their fame alone. At present, over 2/3rd of brands use influencer marketing and 53% have allocated a stand-alone budget for sponsored posts.3

 

Some industry experts are still sceptical of influencer marketing, conceding that it may be easy to get carried away in pursuit of a quick win with return on investment that is also potentially difficult to quantify. It is also vitally important to consider the long-term goals and how obviously sponsored posts may damage your brand’s reputation if you do not build trust among consumers.4

 

 

1 - Forbes
2 - Linkdex
3 - Social Times
4 - The Drum

 

LinkedIn Twitter Facebook

Royal Mail Sponsor

Register today for unlimited article views, and unique insights

Register Now

Black Friday growing strongly in Brazil

Black Friday growing strongly in Brazil

The phenomenal performance of Black Friday rippled around the world and Brazil was no different with eCommerce Brasil reporting billions in sales. So what are the figures coming out of Brasil on this bargain-hunting shopping day?
eCommerce in Brazil: Going local is key

eCommerce in Brazil: Going local is key

As with anywhere, Brazil has its fair share of problems – but with a population of 200 million, a tech-savvy and consumption-driven middle class and arguably the most internet-connected population in the world, is Brazil seen as a necessary evil for international merchants looking to expand internationally?
Why international e-tailers should re-visit the top of the funnel

Why international e-tailers should re-visit the top of the funnel

The role of brand awareness is increasingly critical to international expansion and with various platforms offering better reach and targeting than ever before, why is it important for international retailers to revisit the top of the funnel to help create a more compelling picture?
Quality of delivery offer important to Dutch shoppers

Quality of delivery offer important to Dutch shoppers

Cross-border eCommerce in Belgium and the Netherlands is making big strides and with a population of 28 million people and combined GDP of €1.08trn and English spoken widely, it’s no wonder it offers an attractive market to international merchants looking to expand into new territories. But does the quality of delivery offered that important to Dutch shoppers?
How to maximise your chances of success in India

How to maximise your chances of success in India

eCommerce is growing at an unprecedented rate in India thanks to a number of factors and with the percentage of online retail sales growing rapidly, what do retailers need to consider in order to maximise their chances of success in India?
What do Russian consumers want when it comes to cross-border shopping?

What do Russian consumers want when it comes to cross-border shopping?

Russia is the 9th biggest country in the world with roughly 30 million online Russian shoppers in 2015 which only continue to grows in 2016. However, with cross-border shopping being the fastest-growing segment of the Russian eCommerce market, what do Russian consumers want when it comes to cross-border shopping?
The importance of understanding what it is to be Russian

The importance of understanding what it is to be Russian

Russia, in terms of internet penetration, did lag behind most other European countries but is rapidly playing catch up. Not surprisingly, eCommerce has increased alongside internet penetration with an estimated 148 million orders generated in 2015. But with so many unknowns surrounding entering the Russian market, what are the golden rules?
What should retailers know about Russian attitudes to parcel deliveries?

What should retailers know about Russian attitudes to parcel deliveries?

Russia offers a potentially attractive market for international merchants, however the market needs careful consideration in order to get it right. Things to take into account include the distinctly different Russian way of thinking, along with the legal rules and political context of the country. So what are the key things retailers need to know?
Retail Pricing in a post-Brexit world

Retail Pricing in a post-Brexit world

Since Brexit, a number of events have taken place which has meant the price of items has significantly dropped in the UK. But what are the affects of the UK leaving the European Union on retail pricing?
Australia extends tax to foreign eCommerce

Australia extends tax to foreign eCommerce

For a number of valid reasons, Australia is still a destination firmly in the minds of any business looking to expand into the APAC region. With an attractive foreign eCommerce tax law favoring companies coming into Australia, what are the big changes coming down the line in 2017?

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2016© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More