People tend to think of influencers as celebrities or people with large followings on social networks when they talk about influencer marketing.
“Influencers”, as we refer to them, are closer than reality TV stars to average consumers. They may have thousands or even millions of followers, but they aren’t as influential as you might think.
A recent Stackla study that surveyed over 1,500 consumers in the U.S., UK, and Australia showed that people were almost 10x more likely than traditional social media influencers to purchase after viewing a peer’s post.
Today’s largest group of consumers, Millennials and Gen Z, are savvy enough to know that celebrities and people with massive followings get paid to promote products, whereas posts from other everyday customers are viewed by consumers as inherently more trusted and authentic. And authenticity is king.
According to 90% of consumers, authenticity is an important factor in deciding on which brands they support and love. Not to mention the fact that recent scandals, frauds, and fakes have significantly diminished brand and consumer trust in influencers.
This could explain why many studies have shown that engagement rates decrease with more followers. When you consider the amount of money traditional influencers receive per post — which can range from $250 to $1,000,000 in some cases – the economics get very lopsided.
Stackla has seen these convergence trends and believes that the influencer market is shifting to more everyday consumers. Traditional influencer marketing focuses too much on the wrong types of ‘influencers.
Instead of spending tens, or even hundreds of thousand of dollars on a few posts by a few people with a lot more followers but not much genuine engagement, we believe brands are better served to engage and motivate the many real advocates who already produce tons of amazing visual content about their brands.
We are thrilled to announce the launch of Organic Influencers.
The Next Evolution in Influencer Marketing
Our Organic Influencers solution was created to assist brands in turning their organic advocates into influentials. You can easily locate, engage and motivate your best brand advocates. This will allow you to build loyal communities as well as rich libraries of high-quality, authentic content that delivers real ROI.
Here’s how it works.
CONNECT & DISCOVER YOUR BEST CREATORS
Organic Influencers allows you to easily identify, rank, sort and organize all people creating organic content about your brand. It also gives you an easy way to reach out to them and invite them into your advocate or influencer community. All of this is done from a single dashboard that allows you to manage all your advocacy interactions and content rights.
DISTRIBUTE CONTENT BRIEFS
Once people agree to be part of your influencer network, Organic Influencers allows you to create and distribute customized creative briefs to advocates through our private creator portal.
This creator portal is fully customizable for brands and allows you to outline what content you want your community to create. It also includes brand guidelines and mood boards that will help you structure and inspire.
Upon joining the community, all advocates will be agreeing to your brand’s specific Terms and Conditions. Therefore any content submitted to your brand via creative briefs will be automatically rights approved and sent directly to your Stackla Asset Manager.
You need a specific type of gallery to launch a campaign, product or event? You can also set time limits to limit when content must be submitted for each brief.
REWARD AND INCENTIVIZE ADVOCATES
Your advocates will be able to access the creator portal and receive any creative briefs your brand has invited them to take part in. Organic Influencers makes it easy to attach rewards and incentives to creative briefs to encourage your influencer network to produce and share the content you want. An advocate will receive the reward for accepting content that was submitted.
For example, if you shared a creative brief with your influencer community looking for content featuring your hiking backpack in nature, you could set a 2-week time limit on that creative brief and offer a 50 percent off coupon for a pair of hiking boots to anyone whose content you accept. Once your brand has approved the photo John Smith submitted from his Yosemite hike wearing your brand’s backpack, he’ll receive the coupon you designated for that creative brief. You get authentic, high-quality content, he gets a great deal on his next purchase as well as the opportunity to see his image featured throughout your marketing. Plus, the more merchandise he owns from your brand, the more opportunities he’ll have to produce new, relevant content in exchange for continued rewards. Win, win.
SCALE THE REACH OF YOUR ADVOCATES’ INFLUENCE
Once you have a lot of relevant, authentic and rights-approved visuals from your community, Stackla allows you to use that content beyond social media. This high-quality, influential content can be scaled seamlessly and is what sets Organic Influencers apart among other influencer marketing platforms.
Traditional influencer programs and platforms allow for the creation, payment and timing of small posts by someone with a large following on top social networks, such as Instagram or YouTube. Influencer marketing campaigns are more likely to live on the third-party channels where the influencer content was first shared (i.e. Brands often overlook the chance to leverage influencer content across their other omni-channel mix (except if they have negotiated additional payments for licensing).
Stackla’s enterprise grade platform allows Organic Influencers to be seamlessly integrated into your marketing strategy. This makes it easy to publish the content across all your key channels, from your website and commerce pages, to your emails, and digital ads.
Organic Influencers allows you to take a proactive approach to UGC while helping you put this content to work across all your marketing channels so you can ultimately tie real content to real revenue — driving ROI while you strengthen customer loyalty.
You can harness the authentic influence and engagement of everyday customers who already create content about your brand to increase brand awareness and content creation. This will allow you to build deeper relationships with customers and help you achieve a more sustainable and scalable brand.
To request a demo for Organic Influencers, and to turn your advocates into influencers so that your passion fuels your promotion, please fill out this form. Talk to your Customer Success Manager if you are already a customer.