Today’s digital influencers can be ideal partners for brands who want to reach their target market in an engaging, credible way. Influencers have dedicated social followings and are often viewed as experts in their areas of interest. They know what their audiences respond to and can tell creative, compelling brand stories that don’t get tuned out as often by ad-weary consumers.
Between rising consumer distrust in brands and the growing use of ad blockers, it’s no wonder that influencer marketing has emerged as an effective alternative to traditional advertising methods. The endorsements and reviews shared by influencers provide the social proof that can transform consumer interest into action.
With influencer marketing spending on the rise, it might seem contradictory to invest in social media ads. As an influencer and content agency CEO, I’m often asked why paid media is a big part of our recommended strategies. The truth is that as influencer marketing continues to evolve, using paid media to boost brand content shared by influencers isn’t just a savvy move — it’s becoming more and more critical for success.
Here are five ways paid amplification can greatly improve the effectiveness of your influencer marketing campaign:
1. It Increases The Visibility Of Your Brand
If there’s one constant in the social media world, it’s that platforms are always changing. Social media platforms use algorithms to determine how to display posts in a user’s feed, and the rules for relevancy are often a moving target.
No matter how many followers an influencer has, there’s no guarantee that every follower will see a given piece of content. While it used to be enough to simply publish a post, today’s overloaded feeds combined with ever-changing social platform algorithms have made it far more complicated to reach audiences organically.
As platform engagement continues to fluctuate, perhaps the best way to ensure that content gets seen is to invest in paid amplification. Paid options such as Facebook and Instagram ads and boosting not only increase visibility, but they also offer deep-dive targeting and reporting.
2. It Allows Your Brand To Reach Specific Audiences
With an influencer campaign that doesn’t include boosting or paid support, the content will only reach the influencer’s followers. But by adding a paid element to a campaign, you can expand your reach to the specific audience you’re targeting. And with Facebook and Instagram, there is a “Lookalike Audience” feature that targets people who are similar to your existing customers or an influencer’s followers.
Platform ads can be targeted based on all sorts of granular data: age, location, interests, behaviors and even the apps people use, the ads they click on and the accounts they follow.
Facebook and Instagram’s Branded Content tools were made specifically to help businesses reach targeted audiences beyond the people who follow brand and creator accounts. By boosting influencer content using these tools, businesses can reach relevant audiences via the influencer content that consumers are drawn to.
3. You Can Optimize For The Objective You Want
Your influencer marketing campaign may have more than one main objective — you may be interested in driving overall brand awareness but also want to encourage video views, for instance. By selecting the right objective for your social media platform boosting, you can achieve different goals.
Using Facebook Ads as an example, if you’re interested in driving audiences to click through to a brand website, blog post, e-book or another brand asset, then the traffic objective becomes your paid media goal. Other objective options include video views, app installs, lead generation and engagement. (This objective is ideal if you want people to interact with the content via likes, shares, comments, etc.)
Base your ad objectives on your business goals, and update them as your business evolves.
4. It Provides Valuable Campaign Performance Insights
When you amplify influencer content on a social media platform, both the brand and influencer can get useful information about how the paid posts perform. By monitoring and tracking the results, both parties can adjust their content strategies to better reach relevant audiences.
Ad analytics include the number of people you reach, impressions (reach is different from impressions, which can include multiple views of your ads by the same people) and results based on your objectives (i.e., how many people clicked through to buy, engaged with the content or viewed a brand asset).
5. You Can Leverage The Right Kind Of Content
Today’s consumers aren’t interested in old-school ad tactics. Brand claims simply don’t hold the weight they used to, and digital audiences tend to ignore sales pitches in favor of word-of-mouth recommendations.
By amplifying organic influencer posts, brands can use powerful ad tools without resorting to traditional ad content. Paid social media boosting lets brands get more from their influencer marketing investment: Their message is shaped and shared by influencers who are both trusted sources and experts in content creation, and it’s ultimately exposed to an even larger, more targeted audience.
The Final Word
When you put paid social behind influencer content, you can help ensure that it reaches the people you want it to. It may no longer be enough to create and share amazing content; in today’s attention economy, social media amplification can help you get the visibility that drives results.