How Influencer Marketing And Social Media Work Together
Influencer marketing and social media marketing strengthen one another; here are five ways they work together.
#1: They Amplify Each Other
When you’re posting on owned channels and working with influencers, you can amplify one another’s posts.
For example, you can make a stitch on TikTok from your brand account with a clip of influencer-generated content, or share content featuring one of your brand ambassadors.
Or you can simply re-share the post in its entirety by sharing an influencer’s Instagram post to your Instagram Story.
This helps boost engagement, something TikTok influencer Melissa Desm said is absolutely critical.
“I think the most important thing to every brand is engagement,” Melissa said at an exclusive Creator Club Event. “You can have millions of views, but if you don’t have any likes or shares, it’s kind of useless to the brand.”
#2: They Bridge Each Other’s Gaps
The reality is consumers typically trust their favorite influencers over brands.
But at the same time, when someone hears about something from a trusted influencer, they want to see that the brand is active on social media.
This one-two punch can make your marketing funnels much more effective through a social selling approach.
Influencers share messages that introduce people to your brand and make them feel they can trust you.
From there, owned social media gives potential customers the next step, showing your personality and learning about your products and services before becoming customers.
#3: They Help Reach New Audiences
Simply put, influencers have access to audiences you don’t: their own!
When you only post on your owned channels, you can absolutely reach new people, but that can take more time.
When you add influencers to the mix, you can prioritize creators who already have connections with users in your specific niche.
For example, an eco-friendly fashion brand might want to connect with a sustainable fashion creator like Lily AKA @ImperfectIdealist.
You get high-quality audience targeting on social media and benefit from the creator’s relationship with their audience; this trust and engagement makes it easier for someone to listen to the branded message.
Plus, platforms like Influence make it easy to source and work with influencers.
#4: They Both Provide Valuable Data & Insights
Both organic social media and influencer marketing – especially when tracked properly – provide answers to similar questions:
When you have comprehensive analytics for both at the same time, you can learn more and discover insights from your marketing funnel.
For example, you might find that influencer marketing has a higher conversion rate than organic social, so you can put more resources into your influencer campaigns.
Or, social listening and social media analytics might reveal that potential customers love your organic social content, suggesting you might benefit from investing in new channels or hiring a new team member.
The longer you track your analytics, the better benchmarks you get. With that data, you can make decisions across the entire influencer-social funnel.
#5: They Unlock Content Repurposing Opportunities
Influencers and creators are not just people with audiences; they also create content for your brand.
Collaborating with influencers means you can use their talents for high-quality content for your channel.
This influencer-generated content makes your brand seem more authentic and allows you to spend more time on other components of social media management.
Tools like Social’s social media scheduler quickly enable you to repurpose and re-share content – plus, you can analyze performance and plan content for 7 social channels in the platform.
Start a free trial of any plan today.
