E-commerce and Influencer Marketing: How to Navigate This Winning Combination?
Posted: Tue Jan 21, 2025 5:42 am
Daniel Wellington, Glossier, Purelei, and Honest Beauty – there are many online brands that have succeeded thanks to their influencer marketing campaigns. By partnering with the most relevant KOLs (Key Opinion Leaders) for their brands, these brands born on the Internet have been able to scale up to become key players in their fields. In this article, find out how content creators influence consumer behaviour and what influencer marketing can specifically bring to your company. Let’s get started!
The importance of influencer marketing in the purchasing decision
According to a recent study by Statista , 94% of respondents say that positive reviews posted online make them more likely to buy a company’s products or use its services. On the contrary, negative reviews drastically reduce consumers’ willingness to buy, as 92% say that negative reviews would make them less likely to be interested in a brand . Another significant fact is that 79% of respondents say they trust online reviews as much as personal recommendations from friends and family.
Using KOLs to promote your products or services is undoubtedly an effective strategic lever for making yourself known and boosting sales. However, these figures vary greatly from one country to another. Indeed, according to a second study by Statista, while in Brazil, China or India more than 30% of respondents say they have bought a product after it was promoted by celebrities or influencers , this figure drops dramatically to 12% in France, which has the lowest rate, 15% in the United Kingdom or Germany, or 17% in the United States. Even if they do not always directly influence the act of purchase, content creators are nevertheless an excellent vector for improving brand awareness.
There are also significant differences depending on the size of the identified KOL community. In fact, while macro-influencers or celebrities allow for the best visibility thanks to their large audiences, it is well known that nano- and micro-influencers have closer relationships with their respective communities and are appreciated for their transparency and honesty. Althou payroll directors email database gh they have fewer followers, the close bond they maintain with them and their ability to create relevant content encourages these followers to make a purchase.
Nowadays, before making any purchasing decision, we all tend to turn to the internet to look for online consumer reviews, either directly on blogs or on social media. Posts on social platforms play an important role in building trust in brands. KOLs give you instant access to an engaged audience that you wouldn’t be able to reach with more traditional marketing methods.
Influencer Marketing remains a performance lever that generates excellent results, provided you know how to choose the right influencers to work with. When fully mastered, influencer marketing allows you to identify specific audience segments led by a KOL on social media. According to a study by Influencer Marketing Hub , finding influencers is the biggest challenge for those running internal campaigns. Technological solutions such as Kolsquare can help you identify the most relevant profiles for your brand thanks to the wealth of information and data you can find about them: where their followers come from, who they are, what their average engagement rate is, what they are interested in, etc.
The importance of influencer marketing in the purchasing decision
According to a recent study by Statista , 94% of respondents say that positive reviews posted online make them more likely to buy a company’s products or use its services. On the contrary, negative reviews drastically reduce consumers’ willingness to buy, as 92% say that negative reviews would make them less likely to be interested in a brand . Another significant fact is that 79% of respondents say they trust online reviews as much as personal recommendations from friends and family.
Using KOLs to promote your products or services is undoubtedly an effective strategic lever for making yourself known and boosting sales. However, these figures vary greatly from one country to another. Indeed, according to a second study by Statista, while in Brazil, China or India more than 30% of respondents say they have bought a product after it was promoted by celebrities or influencers , this figure drops dramatically to 12% in France, which has the lowest rate, 15% in the United Kingdom or Germany, or 17% in the United States. Even if they do not always directly influence the act of purchase, content creators are nevertheless an excellent vector for improving brand awareness.
There are also significant differences depending on the size of the identified KOL community. In fact, while macro-influencers or celebrities allow for the best visibility thanks to their large audiences, it is well known that nano- and micro-influencers have closer relationships with their respective communities and are appreciated for their transparency and honesty. Althou payroll directors email database gh they have fewer followers, the close bond they maintain with them and their ability to create relevant content encourages these followers to make a purchase.
Nowadays, before making any purchasing decision, we all tend to turn to the internet to look for online consumer reviews, either directly on blogs or on social media. Posts on social platforms play an important role in building trust in brands. KOLs give you instant access to an engaged audience that you wouldn’t be able to reach with more traditional marketing methods.
Influencer Marketing remains a performance lever that generates excellent results, provided you know how to choose the right influencers to work with. When fully mastered, influencer marketing allows you to identify specific audience segments led by a KOL on social media. According to a study by Influencer Marketing Hub , finding influencers is the biggest challenge for those running internal campaigns. Technological solutions such as Kolsquare can help you identify the most relevant profiles for your brand thanks to the wealth of information and data you can find about them: where their followers come from, who they are, what their average engagement rate is, what they are interested in, etc.