Tapping influencers to promote your e-commerce brand is arguably one of the most ROI-positive strategies available for Instagram. This summer, Instagram further helped brands harness the power of influencers by rolling out its Branded Content ads.
Branded Content ads give brands the ability to promote organic content on Instagram using Facebook’s powerful advertising capabilities. According to Instagram’s own research, 68 percent of users say they come to Instagram to interact with influencers.
With the help of Branded Content ads, brands can promote influencer content to new target audiences that are most likely to provide value to the business. In addition, Instagram recently gave brands the ability to buy Branded Content ads with a Conversions objective in order to convert customers at the bottom of the funnel.
As we approach this year’s holiday season, brands are expected to lean into influencers to help drive sales. Here are five paid targeting strategies to help get the most of your influencer strategy:
1. Interest-based targeting to hit niche audiences
If you sell women’s sweaters and work with Danielle Bernstein to help promote your brand. You can target people interested in women’s fashion with Bernstein’s post to help drive sales through Instagram. These users are likely to be highly interested in purchasing your product. By combining a highly targeted audience with your top influencers on Instagram, your brand can be on its way to a successful holiday season.
2. Custom retargeting audiences on product pages
There’s a good chance your holiday season customers know who you are and what you sell. In fact, they may have even considered your brand in the past. Utilizing influencers is a great way to help convert website visitors that have visited your product pages but didn’t convert into a customer. Your influencers can help turn those visitors into customers with a captivating video or by offering an exclusive sale.
Even the best advertisements won’t necessarily convert website visitors into customers the first time around. That doesn’t mean they won’t convert later.
By targeting influencer content to previous product page visitors, you can better position yourself to bring those visitors back by keeping your brand top-of-mind.
3. Win over high-value customers
Any good marketer knows that by speaking to everyone, you reach no one. Fortunately, most e-commerce brands have a segmented customer list of high-value customers. These are customers that have either bought from your brand multiple times or made some big-ticket purchases.
In the past, marketers relied on this segment for up-sell opportunities by providing special offers, promotions and exclusive experiences. But Facebook targeting has changed the game for utilizing high-value customer lists.
Creating a look-alike audience helps your brand find more potential customers that fit the attributes of your most valuable customers. Imagine if you could ensure that your influencer campaigns appeared in the Instagram feeds of this highly valuable look-alike audience.
The potential ROI means bringing hundreds, if not, thousands of new customers that could bring in the bulk of your sales this holiday season. This strategy lets you harness the incredible buying power that comes from collaborating with influencers to reach an incredibly competitive audience.
4. Use your influencer to differentiate your brand
Does your competition have a loyal following on Instagram? Your influencer can hijack that following by running highly impactful content on how your brand stands out from your competitors. Influencers can give a brand additional credibility and persuade loyal advocates of your competition that would otherwise be difficult to win over.
A recent study suggests that brands on Instagram average a $5.20 ROI for every dollar spend on influencer marketing. Putting influencer content in front of your competition’s audience helps you convert an audience that is both down-funnel and allows you to gain market share.
5. Behavioral targeting for intention-based purchases
With e-commerce brands, tracking intentional data is everything. So imagine you’re a beauty brand and Michelle Phan creates an Instagram post that is promoted to everyone that bought red lipstick in the last 30 days.
Whether they follow her or not, she can create videos or pictures that show the type of products that match with the lipstick they just bought. This guarantees your influencers are reaching customers that are highly in-market for your products and could result in easy wins for your brand.
Influencer marketing is expected to play a significant role in this year’s holiday season. With the help of Branded Content ads, you can be sure that your influencers reach the right audience in order to reduce wasted ad spend and finish your year out strong.