Influencer marketing witnesses growing adoption amongst brands and businesses globally

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For the last two years, the global digital landscape got transformed, and as a result, e-commerce websites and social media have become an integral part of a customer's life. This new trend played a crucial way for brands to reach new audiences, and social commerce has been an important channel for brands to reach a younger audience. Consequently, brands and businesses are reaching for newer avenues to promote their products through influencers on their social media platforms. Therefore, marketers are finding these social media influencers accessible, measurable, and effective in achieving their business goals. 

To improve product visibility, brands enter into strategic partnerships to get influencer support on social media platforms. This can be achieved either by paid partnerships or organically, with already established influencers and content creators on social media platforms, which will help the brand increase its customer base. For instance,

• In May 2022, United Kingdom-based online women's wear retailer PrettyLittleThing announced to launch of a collection in partnership with fashion and lifestyle influencer Nella Rose. This collection, 'PLT presents Nella Rose,' will showcase summer wardrobe essentials inspired by Rose's love of the summer months with a vibrant tropical color palette, from rich greens to fluorescent pink and smoky orange.

Social commerce combined with influencer marketing has worked for many brands to increase customer conversion and, thus, revenue. In September 2021, this brand partnered with beauty and fashion influencer Lila Loves for maternity edit, including dresses for day-to-night occasions, co-ords, jackets, trousers, and many more.

• In June 2021, L’Oréal USA expanded its partnership with Pinterest for a new campaign that leverages the platform’s content creators and influencers. Under this partnership, more than 20 Pinterest creators will create branded content for seven L’Oréal’s personal care subsidiaries. The content will be in a short-form video called Idea Pins covering beauty tutorials and trends. Therefore, with the surge in the beauty searches on the platform, L’Oréal started leveraging influencers and creators to promote its products by employing its content marketing strategies.

In the social commerce space, customers are more dependent on user-generated content; therefore, influencers effectively persuade their audience since they usually are experts in the topics. Therefore, several social UGC and influencer marketing companies are introducing new features to attract more brands and businesses. For instance,

• In June 2022, Leading Social UGC, Influencer Marketing, and Ratings & Reviews provider Pixlee TurnTo announced new Instagram Reels functionality that will enable brands to collect, combine and publish user-generated Instagram Reels within the platform. 
• Pixlee TurnTo allows brands to harness user-generated content from Instagram for marketing and e-commerce channels. This additional feature will enable brands to provide the users with more impactful, community-powered video content across the customer journey. Additionally, this feature will allow the brands to populate content albums with Reels across various marketing channels.

Therefore, it is expected that this new functionality will attract more brands to partner with the platform since Instagram Reels continue to gain traction with content creators and influencers across the social commerce space.

• Notably, brands such as Alo Yoga, Lamps Plus, and Nixon incorporated Pixlee TurnTo's tools for Instagram user-generated content collection to create website displays featuring content from influencers. Since Lamps Plus saw a more than 500% increase in the average number of site visits due to the showcasing of diverse user-generated content, it is projected that more brands will be attracted to see growth over the long run.

To know more and gain a deeper understanding of the global social commerce market, click here.