5 ways to use influencers in holiday marketing for growing brands

In the era of evolving trends and consumer dynamics, the undeniable influence of the Internet on purchasing decisions is evident. For brands navigating the complexities of contemporary marketing, a robust online presence is not an optional tactic but a foundational strategic imperative.

A study from Statista stated that many individuals trust influencers—friendly people freely sharing their lives on social media—considering them acquaintances. This unique bond is a distinctive trait of influencer marketing, positioning influencers as catalysts that spark consumer interest and guide buying behaviour. Influencers step forward as reliable guides in a marketplace flooded with choices, distilling the overwhelming array of options into a personalised and relatable shopping experience.

Leveraging the trust and credibility of online content creators, brands can make the most out of their festival and holiday campaigning. Influencers enable brands to roll out exclusive holiday promotions, tapping into the urgency and excitement of this time of year. With their knack for creative content and targeted appeal to specific demographics, influencers become invaluable partners, ensuring that brands connect authentically and effectively with their audience during the festive period.

Tapping into influencer might: Redefining holiday marketing

Strategic micro-influencer testing: Contrary to popular belief, the expansive reach and large following of macro-influencers need not always be the answer to a successful campaign. Despite catering to a smaller audience, micro-influencers establish a more authentic and relatable connection with their followers. According to a Statista survey, 26.7% of micro-influencer followers purchased after reading a post, with 45.4% indicating they tried something the influencers had advised. Brands may also find working with multiple micro-influencers more cost-effective, promising a similar reach to macro-influencers. For growing brands eyeing a successful holiday season, partnering with micro-influencers can be a strategic move to maximize impact effectively.

Understanding and maximising ROI for the festive season: In holiday marketing, where the emphasis is on creating memorable experiences rather than just offering discounts, influencers play a significant role.  ROI is a crucial gauge of effectiveness and a launching pad for future budget planning. To kickstart your strategy, delineate clear campaign goals— whether it's boosting sales, raising brand awareness, or enhancing engagement. Prioritize authentic influencers aligned with your demographic for trust-building and well-rounded reach by diversifying across influencer tiers. Monitor real-time performance closely throughout the campaign and consider cultivating long-term relationships with influencers for lasting impact.

Creating a campaign arsenal: Influencers go beyond mere collaborators. They are the modern-day architects of comprehensive campaign arsenals. Consider developing a thematic approach that follows a similar brand narrative, combined with influencer creativity, to develop unparalleled campaigns, impacting the purchasing patterns of individuals across different platforms and multiple touchpoints. And why stop with one? According to a report by Linqia, apart from Instagram, 68% of marketers wish to use Facebook and 48% wish to use YouTube for their influencer marketing needs. The possibilities on various platforms are endless, provided brands create compelling campaigns that cater to the nature of the platform they wish to promote themselves in with the help of influencers. A striking contrast can be observed between Instagram and LinkedIn, with the former catering to playful and creative content while the latter focuses on professional and business-related content. Brands can leverage this difference to their advantage by tailoring their content to the specific platform and target audience. By doing so, they can effectively communicate their message and achieve their marketing goals.

Aligning influencers with ethos: The labyrinth of festive commerce requires brands to reach consumers in a way that goes beyond creating awareness. A compelling campaign narrative goes a long way in making brands stand out from their competition. Brands will find collaborating with influencers who reflect their beliefs and ethos beneficial to make a lasting impression. A brand's ethics and an influencer's values may create a potent mix that amplifies the holiday message authentically and fosters trust and loyalty. One effective way to streamline this is by utilising influencer marketing platforms. These platforms can help brands find influencers who align with their genre and share the same values and vision based on affinity.

Community-inspired UGC: Today, modern consumers consider the reviews of average consumers like themselves whom they can relate to before purchasing. Consumers are 2.4 times more likely to view user-generated content as genuine than brand-created content, according to a Stackla survey. As a result, by transforming influencers into catalysts for user interaction, brands can establish a feeling of community around their brand, promoting a collective holiday celebration. This contributes to the “Social Ads” strategy, where campaigns reach the right target audience with the help of a social media platform’s algorithm.

Modern-day influencers: Key to growing business success

It is time for brands to advance by using technological innovation in their marketing strategies. Having an online presence for a brand has become an inescapable necessity. Here, influencers emerge as modern-day wonders, shaping the purchasing decisions of contemporary consumers and transforming influencer marketing into an advantageous strategy for companies.

Integrating influencers into a robust marketing strategy during the holiday season can elevate growing brands significantly. Thus, by tapping into the power of influencers, brands can boost holiday sales and establish lasting connections with their target audience, making the season profitable and memorable for both brands and consumers. According to a study by Deloitte, 60% of Gen-Z and 56% of Millennials turn to social media for holiday shopping ideas. Leveraging influencers for holiday marketing offers an efficient way to drive year-end goals. The relationships formed now can extend beyond the fourth quarter, setting the stage for a strong 2024.