How to Increase your ROI with Influencer Marketing in 2022

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Create, form partnerships with marketing agencies, video and film creators and influencers who can work together to create a VOICE that is unmistakable for the BRAND. It is a path to increase ROI with influencers in 2022.

Yeni

2021-12-28

As we approach a new year, it’s a great time to start thinking about how to increase your ROI with influencer marketing in 2022. First things first, put in place a way to track each influencer and campaign by using unique links. You can use aggregated data from others, however once it's your money being spent, use your own analytics to evaluate effectiveness.

It’s easy to say this YouTuber generated X ROI for this Brand, it should work for me. We shouldn’t even have to point out that YOUR BRAND is different with a unique appeal. Even if you are comparing the results with a brand in the same niche, your brand needs a voice to call its own.

The DIY Effect and Influencers

In 2020 traditional ad budgets were slashed as people were forced by nature to spend more time at home. During the lockdowns of 2020 people became more interested in their homes, wellbeing, cooking and creating. This all led to a surge in social media hitsas they searched for tips and inspiration from others. Generally celebrities who were also stuck at home made more appearances on social media as their traditional venues were closed.

Although celebrities lost income from cancelled shows, tours, and movie gigs, their appearance on social media enhanced their reputations. They were seen doing household chores, cooking, relating to problems with 6th math, talking about their gardens and their flubs at being homebodies. This “different” look for well-known celebrities endeared them more to those also stuck at home.

People famous for DIY were suddenly not the only show on the road. Everyone was sharing they’re at home experiences and inspiring others to give it a shot. When the Tonight Show host broadcasted from home, suddenly it was clear to all that he suffered from his kids interrupting him just like they did as they tried to Zoom work from home. This all too real look at celebrities, sports stars, musicians, artists and even politicians gave a new level of credibility to all influencers.

The Video Surge

As 2020 stay at home morphed into 2021, the video consumption surged. TikTok, Facebook, Pinterest all gained market share as people searched for videos that inspired, instructed, and recommended. As a result the influencer market surged along with video consumption.

Industry and ad agency surveys showed that as video viewing surged so did ad budgets that involved hiring influencers from every walk of life. Along with influencers advertising their services directly to marketers, media agencies were scrambling to add video influencers to their offerings.

Creating the Bond Between Brand and Influencer

Marketers looking in the rearview mirror see a year when the demand for influencers grew by 25%. Most marketing executives see the trend continuing in 2022 and believe that the trust that influencers began building in 2020 will continue to affect ad buys.

There are strategies that can be used to increase the return on investment when hiring influencers.

Be The Creator

The Brand you are marketing is UNIQUE. Join with or become the creator in developing a unique voice that is your Brand. In creating an influencer marketing campaign, think about letting them take the order and not just endorse the product. “Just click the link below” or “buy now for my special discount” are effective when the influencer is appealing directly to the consumer.

Instant messaging where the consumers can ask questions and interact live is another effective approach. The marketing geniuses at QVC and The Home Shopping Network learned this years ago. They turned their show hosts into influencers who gained the trust of the audiences with live calls and interactions. Each year QVC tacks on another $1 Billion in sales, 93% is from repeat customers who are influenced by a trust that was established by the on-air hosts.

Partnering with the Influencer

Everyone knows the two or three household names that began their careers on YouTube. It’s great to have an ad budget that would allow a marketing department to hire one of these three big names. Consider the trust factor. Will the audience believe, accept, and trust that this big-name star is your voicing for your product because they believe in it or because they were paid the big bucks?

A better choice is to be the creator in partnership with an up and coming or unknown and turn them into the influencer of YOUR Brand. We all know the results. Major companies have used the same influencers for their cross-media campaigns for years. They do it because the ROI is tremendous not because they trapped themselves into a long-term contract with the spokesperson.

Create, Partner and Sell

This coming Chinese New Year is the year of the Tiger. It will also be the year of the Tiger for marketers and influencers who create, partner, and sell together in a unified social media and video approach. Familiarity is the road to trust.