Influencer marketing
Influencer marketing is a newer term, but has actually been used for many years. However, it is more accessible today
For years, clothing brands have complemented musicians and celebrities with clothes in the hope that their fans will choose the same clothes in the future. When social media, especially Instagram, took off, there were suddenly "ordinary people" who gained far more followers than both TV celebrities and other celebrities. They simply reached a very wide audience. Many online shops recognized this and contacted these people. In the beginning, most people just got some products in exchange for mentioning them, but today there are several Danes who simply make a living as "influencers", as they call themselves.
Influencer marketing is simply about getting others to talk about your product. The vast majority receive payment for mentioning the products or services, but others simply receive the product.
When you use influencers, you often get access to their material, which is called UGC and UGC can be extremely effective in your marketing.
How effective is influencer marketing?
If you target influencers with the right audience and deliver your influencer message properly, influencer marketing can be extremely effective.
Conversely, it can have virtually no effect if you don't target your audience correctly.
Since it's difficult to measure the impact of influencer marketing, many people use discount codes, often combined with a bonus for the influencer. For example, you ask an influencer to do marketing for your protein powder. He gets a code called 1nflu3nc3r that he can share. It gives a 20% discount. Now you can measure exactly how many of your sales are attributable to his marketing. Sometimes online stores also offer him 10% of the sale, of course, to increase his motivation to mention the code several times, praise the product and make the discount code obvious. This can be a very effective way to find which influencers to focus on in the long run.
When selecting the influencer(s) to represent your webshop/brand, make sure to look at the person's previous sponsored posts and see if they interact with their followers and try to find out how big a reach they have.
Legislation and influencer marketing
In Denmark, legislation stipulates that if you have been paid in one way or another to promote a product or service, it must be clearly stated. And clear is not light gray writing on a certain background. There have been several examples of influencers who have tried to hide advertising markings and the Consumer Ombudsman does not accept this. So if you use influencer marketing, make sure that all posts are clearly marketed.
More about influencer marketing
The target group of influencers has grown so large that there is now also a Danish podcast on the subject.
In Sweden, there are so many that they have chosen to organize themselves into an interest group called Influencers of Sweden.
Companies that offer influencer marketing
There are a few Danish companies that are responsible for connecting influencers with webshops. They are:
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.