Getting audience attention on the internet is becoming increasingly difficult considering the insurmountable amount of noise and distractions in the digital world.
It compels brands to chase influencers and strive to execute successful influencer marketing campaigns. However, with the rise in influencers’ costs, many brands are pulling back on their influencer marketing investment. Nonetheless, no brand has decided to eliminate it entirely from their media mix.
With the number of options for audiences to choose from when purchasing any type of product increasing, they seek recommendations. In that regard, influencers play a significant role in influencing consumers purchasing decisions.
It also emphasises the significance of influencer marketing in today's competitive digital landscape.
However, sometimes a change of approach will kick-start the new game.
In that regard, the DTC shower brands' novel approach towards influencer marketing looks much more effective, budget-friendly, and beneficial to brands. In our opinion, more brands will soon begin to embrace this strategy to make the most of their influencer marketing budgets.
Furthermore, here are a few lessons marketers can take away from their successful influencer marketing strategy:
Begin your game early: It is important to circulate your products to influential people as early as possible. So that marketers will be able to generate more content through influencers. As a result, they can use those multiple variations of content for their paid ads. And, as it won’t appeal to salesy or pushy audiences, the chances of it positively influencing the target audiences will be relatively higher.
Don’t restrict their creative freedom: In an effort to have some level of control over the content produced by influencers, sometimes brands restrict their creative freedom. While it is important to understand what influencers’ post, it is critical to let them add their own opinions to the content so that it looks authentic and natural.
Never hesitate to experiment with new approaches: Trying out new approaches adds more competitive advantages for brands—just like Julie and outlines. In addition, it may lead them to discover a new meaningful path to reach large audiences at a lower cost and drive conversions far more effectively than traditional methods.
Overall, in our opinion, the DTC brands' new approach towards influencer marketing is something marketers must pay attention to so as to reap the most of their influencer marketing investments.