Influencer marketing has quickly caught the fancy of digital marketers. The increased reach and higher ROIs make this form of marketing very lucrative. However, you need to be cautious and collaborate with only the right influencers if you want to make your campaigns a success.
In influencer seeding, you skip the traditional approach of influencer marketing. Instead, you send out products to multiple influencers at the same time. You also encourage them to write about their experiences with the product.
The main idea behind influencer seeding is that of scaling your business. Instead of concentrating on building relationships with a handful of influencers, influencer seeding gets you in touch with many.
This helps you maximize your efforts and increase your reach tremendously. This form of influencer marketing works very well for the beauty and fashion industries.
Why Do You Need Influencer Seeding?
Influencer seeding is a great method of reaching out to micro-influencers. If you’re planning to scale up quickly, this method can help you reach multiple micro-influencers with ease.
The time you need to spend on developing a one-on-one relationship with each influencer is reduced significantly with this process. Even your cost of establishing these relationship is minimized.
With influencer seeding, you can quickly gain visibility with minimum time spent on managing influencers. This method of reaching influencers can also help you establish a strong first contact with the influencers. Doing this can help you develop solid relationships with them in the future.
How to Use Influencer Seeding
While influencer seeding is a quick process of reaching out to influencers, it can still take some time to plan. You need to find the right influencers for your brand before you can start influencer seeding.
Let’s look at how you can plan and use it.
1. Identify the “Real Influencers” in Your Segment
There are loads of fake influencers out there who purchase likes and followers. Partnering with these influencers will be anything but beneficial for your brand.
As many as 63% of marketers have had personal experiences working with fraudulent influencers in the past. Additionally, 64% of them are concerned about the effects of fake influencers.
That’s why you need to be wary of them and check all influencers thoroughly before influencer seeding. The first thing that you need to do is to check the social media reach of each influencer. The larger the reach, the farther your message will reach. However, do keep in mind that a huge reach isn’t always better.
Based on your goals, you need to find a balance. What is it that you want to achieve? Higher reach? Or maybe more leads or sales?
Generally, influencers with higher fan-followings have lower engagement rates. RivalIQ’s study found that Instagram influencers with less than 2,000 followers had an engagement rate of 10.7%. On the other hand, influencers with over a million followers got just 1.5% engagement rate.
As a rule of thumb, you can reach out to big influencers if you want to expand your reach. On the other hand, you can get in touch with micro-influencers if you want to generate more leads or sales.
You must also ensure that the influencer is from your niche and posts regularly about it. This will ensure that their target audience matches yours.
2. Shortlist Influencers According to Their Influencer Engagement Rate
As mentioned before, you need to first decide what your goals from the influencer marketing campaigns are. It is only based on these goals that you can determine which influencers you need to reach out to.
Influencers who have higher fan-followings may help you reach a wider audience. However, their fees for collaboration will be pretty steep. Also, their engagement rates will be significantly less compared to micro-influencers.
On the other hand, micro-influencers will have more than 2,000 but less than 50k followers. They usually have high engagement rates, but their reach will be significantly lower compared to mega influencers who have followers going into the millions. However, their charges are also minimal as compared to the mega influencers.
You should ideally target influencers who have a high engagement rate. The reason for this is that engagement signifies the interactions that their audience has with their content. If their audience doesn’t engage with their content, they may not notice your brand too.
A higher engagement rate guarantees that a vast audience will notice your brand. This can help generate buzz on social media. Do keep in mind that their engagement rates should be consistent across most of their posts. Fake influencers tend to buy likes, which may trick you into feeling that they have a high engagement rate.
Also, a consistent engagement rate signifies that their audience is continuously following their content and engaging with it. High engagement on selected posts means that only some of their posts can gain traction. It may not be beneficial to collaborate with such influencers.
3. Think of the Best Ways to Convince Influencers to Share Your Products
To ensure that influencer seeding works, you need to put yourself in the shoes of your influencers. Ask yourself what they would need to promote your product on social media. The product needs to be shareworthy. If it can’t create buzz on social media, there isn’t enough in it for the influencers to promote you.
The excitement of receiving a gift from your brand may not be reason enough to promote your products online. Do keep in mind that influencers get contacted by brands often. You need to do things differently to push them to promote your products.
PARKLU interviewed influencers to try to understand what motivated them to share products they’ve received through influencer seeding. The influencers stated that they were more likely to share photos of the gifts they’ve received if the packaging was good.
Additionally, your product should look great and fit their aesthetic. A photogenic product has higher chances of being shared by influencers.
A great example of influencer seeding is Daniel Wellington’s campaign. With a small budget, the company decided to send out watches to influencers. These influencers, in turn, posted photos of them wearing these watches. Each influencer was even given a personalized discount code to share with their followers. The codes also helped the brand track their success.
The campaign expanded over time, and thousands of people started posting photos of these watches in real-life situations. Through this method, they were able to expand this company from $15,000 seed capital to $220 million in revenues in just 4 years.
Influencer marketing helps brands achieve a massive ROI. In fact, for every $1 invested in it, brands get about $5.20 in revenue. You should have a long-term plan for influencer marketing, and influencer seeding should be a part of it.
Using this method of marketing, you can quickly scale up your marketing campaigns and reach new heights. Lastly, by finding the right influencers for influencer seeding, you can make your campaigns successful.
Brian Mechem is CRO and Co-Founder of GRIN, the #1 software solution for direct-to-consumer brands who run influencer marketing programs. GRIN's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.