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Influencer marketing

Influencer marketing is a marketing strategy where you work with people with an established social media following to promote your products. It builds on trust and authenticity rather than traditional advertising.

What is influencer marketing?

Influencer marketing is about using people with a credible and engaged social media following to promote your products. Instead of speaking directly to the consumer via ads, you let someone who the target audience already trusts talk about your product.

It works because recommendations from people we follow and trust carry more weight than traditional advertising. It's digital word-of-mouth marketing.

Types of influencers

  • Nano-influencers (1,000-10,000 followers): High engagement rate and strong relationship with followers. Cheap to work with, often for free products. Good for niche stores.
  • Micro-influencers (10,000-100,000 followers): Good balance between reach and engagement. Often specialized in a niche (fashion, fitness, food, etc.). Popular choice for webshops.
  • Macro influencers (100,000-1,000,000 followers): Broad reach but lower engagement rate. More expensive collaborations but high exposure.
  • Celebrity influencers (1,000,000+ followers): Huge reach but very expensive. Primarily for big brands with large marketing budgets.

Influencer marketing platforms

  • Instagram: The most popular platform for influencer marketing. Suitable for visual content, product presentations and stories.
  • TikTok: Fastest growing platform with strong organic reach. Short video format perfect for product demos and creative content.
  • YouTube: Best for in-depth product reviews, unboxings and tutorials. Content lives longer than on other platforms.
  • Blog: Detailed product reviews with SEO value in the form of backlinks to your online store.

Forms of collaboration

  • Sponsored content: The influencer makes a post or video about your product for a fee.
  • Gift packs: You send free products and the influencer shares their honest opinion. No guarantee of publicity.
  • Affiliate collaboration: The influencer shares a unique link or discount code and receives a commission for each sale. Low risk for you.
  • Brand ambassador: Long-term collaboration where the influencer regularly promotes your brand over a period of time.
  • Contests: The influencer holds a giveaway with your products to create engagement and new followers.

How to measure the impact

Influencer marketing can be difficult to measure accurately, but here are the main methods:

  • Unique discount codes: Give each influencer a unique discount code so you can track sales directly.
  • UTM parameters: Tag the influencer's links with UTM parameters to see the traffic in Google Analytics.
  • Engagement: Measure likes, comments, shares and saves on influencer content.
  • Reach: Number of views and unique users who have seen the content.
  • Web traffic: See if there is an increase in social media traffic on the day the content was shared.

Tips for success

  • Choose relevant match: The influencer's target audience should match your customer profile. 10,000 engaged followers in your niche beats 100,000 irrelevant followers.
  • Check engagement rate: follower numbers can be purchased. Look at comments and interactions to assess authenticity.
  • Give creative freedom: Let the influencer present your product in their own style. Followers see through scripted ads.
  • Follow the rules: Influencer collaborations must be clearly marked as advertising in Denmark (Forbrugerombudsmanden).
  • Start small: Test with nano or micro influencers first to learn what works before investing in expensive collaborations.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

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