New Features for Holiday Influencer Marketing on Snapchat, Instagram and Facebook
More and more, brands are trusting the influencers’ ability to create engaging content designed to appeal to target audiences — their followers. That content doesn’t always necessarily have to be for the influencer’s channel. Brands are also looking to influencers to help them develop content for their branded social channels as well — or they can use influencers as a spokespeople during their holiday campaigns to harness the power of customer loyalty and trust.
This year, Instagram announced the launch of its new polls feature, available within the Instagram stories platform. Users are able to post a question for their followers to provide real-time feedback on, something that brands like Starbucks and Sabra Hummus used to encourage followers to share preferences on menu items, product flavors and varieties. Influencers also took to polls, as roughly 66 percent of those surveyed claimed they had used or planned to use polls in the near future.
By using an influencer to post a product poll, brands can receive valuable, and in many cases unbiased feedback from target consumers about what it is they’re looking for and what they prefer from a product. These preferences and consumer choices can then be worked into future campaigns and product development strategies. In addition, these polls provide followers with a new way to engage with influencers instead of using only likes and comments. Polls allow influencers to ask followers for their opinion, and gives followers a meaningful way to feel engaged with the influencer, with their content and even with the brand’s product or service.
In August, Facebook released new capabilities where brands can directly promote an influencer’s post, providing greater transparency and a streamlined promotion process for brands retargeting influencer-created content. Previously, in order to promote an influencer’s post to targeted audiences outside of an influencer’s network, brands would have to share the post to their own Facebook page, promoting it as an ad.
Now, when an influencer tags a brand within the post, brands are able to promote the original post among existing followers and customers who are most likely to be interested through the Custom Audiences feature. For additional brand control over content, brands can specify which of their influencers are permitted to tag them. Promoting an influencer’s post directly instead of having to individually recirculate each post makes it easier for brands to manage multiple influencers and their content over the busy holiday season.
Consumers will continue to turn to social media and influencers while making purchasing decisions this holiday so it’s important for brands know how to maximize exposure of their holiday influencer marketing campaigns among popular social media platforms. Understanding the true value influencers bring to consumer shopping decisions and leveraging new features on social media platforms can help brands secure their place with holiday marketing this season.