A relatively new way to generate clicks is through influencers' Instagram Stories. With stories, influencers can post photos or videos on their profile, which can only be viewed for 24 hours. When an influencer has more than 10k followers on his or her channel, this option is expanded with the option to add a swipe-up link. When the viewer swipes up on the screen during the story, they go directly to the linked page. For example, an influencer can tell something about your product and the viewers can take a look right away.
Conversions
Conversions, that's what we do it for: the consumer who takes action in your online environment. This does not necessarily have to indicate someone who makes a purchase; signing up for a cambodia telegram data weekly newsletter or requesting a quote can also be a conversion. How can you then link the sale in your webshop to the influencer's content? You can mark the link that he or she has used in the content with a UTM tag. This tag allows you to follow the user online, see which route they take and which product they ultimately purchased.
Cases and statistics
Now that we have the basics covered, it is time to look at some concrete cases. Who has worked with influencers as performance marketing, what have they achieved? And more importantly: what can we learn from them? I will discuss the cases of Remington and Mobiclaim.
The top performing influencer generated 5,347 visitors, with a total reach of only 179,000 followers!
Remington
Early 2019, electronics brand Remington launched a campaign for the Keratin Protect Collection. This is an innovative collection of straightening and curling irons that provide extra support for your hair through keratin and almond oil. This new collection, and a promotion with €10 cashback, was brought to the attention of influencers. This campaign was carried out by an online marketing agency with a lot of experience in the field of performance marketing. They therefore decided to set up the campaign in such a way that all results would be measurable.
With the campaign, Remington reached over 1.5 million followers via the social media channels of young, influential influencers. This campaign used the swipe-up links in Instagram Stories. Overall, the influencers performed well, but a few influencers stood out.
It was notable, for example, that the influencer with the most reach did not achieve the most clicks. The influencer with the largest reach (875,000 followers) achieved 3840 clicks to the product page. The best performing influencer delivered 5347 visitors, with a total reach of only 179,000 followers! This difference proves that influencer marketing works extra well when you have reached the sweet spot of your target group.
Mobiclaim
Did you take out or renew a mobile subscription with a mobile phone before September 2016? Then you may be eligible to get a generous sum of money back. This possibility arose due to a ruling by the Supreme Court: in their eyes, subscription contracts with a free phone are invalid if the contract does not clearly state what you paid for the device. The highest court in the Netherlands ruled that a 'free' device was in fact a personal loan. That is why the strict requirements of a personal credit apply to these subscriptions. Requirements that the subscriptions often did not meet, which means that you as a consumer can get a lot of money back.
