Nov 16, 20202 min
Updated: Jul 23, 2023
As a new microbrand watch company, we have tried various ways to promote our products, including hiring influencers on Instagram. Does it really work?
The goal of using social media is to link your brand to digital personas that already have a good reputation and are followed by many people who share the similar personal interests. We have tested a number of times with influencers both domestic and international. Here are some lessons to be shared with you:
Never spend money before you carefully study the target audiences and observe the engagement level of influencers that you consider to hire.
Defining your targeted audiences and markets. If you are targeting international customers, then choose influencers in specific countries. For microbrands, it is wise to choose influencers with niche-based content, specifically focus on watches, lifestyle, fashion, etc. The highly specialized influencers may result better returns for your brand.
Finding the right influencers may require some time and communications with them. You will waste money if you are not working with the right people. For instance, if an influencer has tens of thousands followers but his or her postings have very low engagement level, such as very few comments, views, or likes, that tells you these followers might be "fake" ones. You'd better consider individuals who may have only 1000 or a bit more followers with much higher engagement rate. These followers are really loyal and truly interested in the contents.
An influencer with only a few followers may have a tighter-knit group that has a higher level of engagement on the postings. You shall watch influencer statistics very closely, observe the number of comments on each posting. We found out that regular individuals who are not professional "influencers" are much easier to work with, and they are more willing to negotiate a reasonable fee for hire.
Setting your marketing budget! Typically working with small name niche-market influencers do not cost too much. Each posting may cost $25-$50 and may include 5-6 photos of your product, a brief message, your Instagam handler or website address.
Searching influencers who are into watches, jewellery, fashion and lifestyle. Talk to them and learn how they work and their expectations, set up a protocol for a long term relationship with the right people.
Building brand awareness and recognition will take money and resources. Take your time to identify the right influencers who truly appreciate your product and brand, and start with some smaller marketing campaigns to see results.