December 6, 2021 / CPOVs
‘Tis the Season for More Influencer Marketing
Courtney Marlow, Public Relations & Social Media Manager
During a time when most people are (hopefully) looking at their phones less, marketers have to make moments on social media really count. Consumers are looking for guidance and tips when it comes to fine tuning shopping lists, decorating for holiday parties, entertaining guests, and finding the perfect gifts for loved ones. So how can brands join the conversation and actually HELP make these purchasing decisions easier for consumers? If you ask me… ‘tis the season for more influencer marketing.
Sure, every part of a brand’s holiday marketing strategy is important, but influencers are called influencers for a reason – they are truly influential! Your everyday life decisions can constantly be influenced by those you follow on social media. For example, in a recent survey we conducted, we asked social media users whether they would be more likely to make a recipe if it’s posted by an influencer or a brand and a whopping 76% claimed that an influencer post would be more impactful.
So how can you take advantage of influencer marketing amidst the chaotic holiday season? For starters, it’s important to identify your brand’s goals and priority products/services, the consumers you are trying to reach, and the types of influencers who would best resonate with your target audience and align with your brand. From giveaways and discount codes, to simply sharing gift guides and shopping inspiration, there is no better time to look to influencers as an extension of your brand.
With all that said, here are five holiday influencer campaigns that made me say ‘Alexa, add to shopping list’:
#SpanxGiving by @spanx: Aligned with its mission to empower women, the brand is teaming up with 12 different ‘girl boss’ influencers as part of its #SpanxGiving campaign. For each daily giveaway, people are encouraged to ‘like’ the post, follow @spanx and the corresponding influencer partner, and tag a Spanx-loving friend in the comments. (Example post)
#PrimeLife by @amazon: Focused on highlighting Amazon.com’s wide selection of products and speedy delivery, participating influencers have been posting about their tried-and-true Amazon finds, encouraging their followers to check out various gift guides linked in their Instastories. (Example post)
#MintedHoliday by @minted: Working with a large number of influencers to promote holiday cards available on Minted.com, partners have been posting their own card creations and sharing a 20% off discount code with their followers. With influencer-specific codes, the brand will be able to track the traffic and purchases driven by each partner.
#CrateStyle by @crateandbarrel: As a way to create extra excitement around holiday decorating, Crate & Barrel has partnered with various influences, known for their home decor-focused content, to showcase products that make their homes festive and cozy. (Example post)
#WFMForTheHolidays by @wholefoods: With holiday grocery shopping and cooking in full swing, Whole Foods Market worked with a few food and lifestyle influencers to highlight their Thanksgiving menu, as well as encourage their followers to check out the store’s catering options. Overall, influencers highlighted Whole Foods Market as their one-stop shop for all of their holiday cooking needs. (Example post)
Will you be decking the halls with influencer partners this holiday season? With the new year right around the corner, it’s a great time to learn, grow, and perhaps even change the way you work with influencers. I personally can’t wait to continuously watch the industry change and evolve. Cheers to that!