How to use an influencer in a livestream event

The Internet has changed the way we socialise and the way we behaved as consumers. Influencers have become an essential part of the latter dynamic, and any brand should include them in their strategy. So, how to use an influencer in a Livestream event?

But first of all, who is an influencer? An influencer is a public figure that through his/her exposure on social media has become a public figure with a certain number of close-knit followers. 

Every influencer has a reliable public. It can be a worldwide group of followers making the influencer known cross-industry such as Chiara Ferragni. Or it can be a micro-influencer with a very concrete public and often niche interests. In both cases, the influencer builds a relationship and strong credibility among his/her followers. 

According to a 2018 Gartner study, 91% of luxury brands, 84% of athletic apparel brands and 83% of beauty brands rely on influencers to drive their sales.

//BENEFITS OF THE INFLUENCER MARKETING

Social media are influencers’ natural habitat. Therefore, they have become essential for marketing strategies of several brands. As a result, influencer marketing is growing faster than traditional digital ads.

The high credibility, influencers have, gives an added value to their message and has a direct impact on buying behaviour. Twitter and Annalect report that 40% of the users have bought a product online after an influencer was using it on social media. 

//WHAT DO WE NEED TO INVESTIGATE?

• How do I find the right influencer? An essential part of the strategy is to discover the right influencers. So you need to do your research and find an influencer that shares the same values of your brand. Values connect your consumers to your brand. So if you use the wrong influencer, there is at stake the credibility of your business. Do your research on the influencer’s feed and history, look through the tagged photos, and previous collaborations.
• What is the difference between a nano, micro and macro-influencer? A nano-influencer has between 100-5,000 followers. Some consider a nano-influencer someone with up to 10,000 followers. A micro-influencer has between 10,000 and 50,000 followers while a macro-influencer has more than 100,000 followers. Chiara Ferragni has 21,9 million followers, just to have an idea of the authority that such an influencer can have. To the point that we could refer to her as a mega-influencer. 
• What should I look for in an influencer? First, you should look at the number of followers. Then there are several data that you can analyse: engagement rate, number of likes per post, or share- but what matters the more to you, it is the characteristics of the followers of that specific influencer. They are the audience you are aiming to attract. So ask questions about it! Ask about the audience demographics, location or other detailed data from any previous post that can relate to your brand. 

//TRUST PEOPLE YOU WORK WITH

As you can see, the elements to take into consideration when setting up a strategy, that involves an influencer, is complex. You should take into account also other aspects: influencer’s commission, business contract, additional costs, positioning of the strategy, use of the channels, etc. Using social media can boost your brand but can also damage your image if the collaborations are not transparent and in sync with your business. 

A research carried out by Facebook in 2018, revealed that 83% of the participants used Instagram to discover a new product or service. Influencers are impacting sales based on their credibility and endorsement. We can support your strategy and find the best influencer for your brand.

Would you like to use an influencer for your next Online Pop-Up event?

We work with Americanoize, a leading international Influencer Marketing Agencies.

Are you still doubting how to use an influencer in a Livestream event? 

Contact Carolina Argenté, Digital Channel Manager at carolina.argente@gopopup.com, and we can create together a strategy supported by the best influencer for your brand.