Within your industry, there are influencers. They have the power to send consumers either toward or away from a brand. In fact, 92 percent of people trust recommendations from individuals (even if they don’t know them) over the recommendations of brands.
How can your brand harness the power of influencers who already exist in your industry space?
Scour Popular Hashtags
There is a treasure trove of engaged users who post images using the hashtags #dogstagram and #catsofinstagram.
By determining who’s posting consistent, quality images and receiving a high number of likes each time, pet brands can cultivate relationships with Instagram users to authentically introduce their products into the Instagram world. It’s as easy as a sleeping pet in a dog bed that makes viewers envious. A happy cat with a food bag in the background. A dog sitting pretty waiting on his favorite treat.
The options are truly endless for brands to find popular hashtags in their industry and build brand trust through top posters.
Track Top Industry Blogs
Two words: Mommy. Bloggers. Few times in history has a group of people writing from their homes had so much power when it comes to product and brand reviews. Take Southern Momma’s Reviews, a blog where Lauren shares her honest reviews with other moms, to the tune of nearly 15,000 followers on social media
No matter the industry, someone is writing about it. Find the top bloggers in your space and work with them to share your content, products and information. If they trust your brand, their audience likely will, too.
Look at Loyalty Programs
Does your brand offer a loyalty or point program? If so, look at your top performers. These customers obviously love your brand and would likely be willing to take advantage of further opportunities to earn more rewards. The beauty distribution store Sephora offers a points program for customers purchasing makeup, skincare and fragrances.
In a $56 billion dollar industry such as cosmetics, loyal customers who are passionate about the product provide the perfect database of influencers who can take your brand to the next level.
Cash In on Celebrities
A highly effective yet slightly more expensive option for cultivating brand influencers is looking to celebrities. High profile personalities hold a certain sway, which brands can use to their advantage.
Look for celebs with personalities and values that align with your brand messaging. For example, reality television star Scott Disick portrays a high society life style synonymous with flashy cars, expensive clothes and looking good — an opportunity the teeth-whitening brand Pearly Whites took advantage of.
No matter where you find influencers for your brand — whether it’s online, in stores or the traditional celebrity method—the important thing to remember is finding people who will represent your brand in alignment with your core values. Their ability to impact your audience and influence consumers is a powerful force waiting to explode.
