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Farfetch is an online shopping platform that partners with more than 400 luxury boutiques and brands. They’re known for their innovation and careful curation of the luxury brands it features on its site. So it should come as no surprise that the team at Farfetch puts the same time and attention toward micro-influencer partnerships as they do toward the unique brands they thoughtfully curate.
Couple Farfetch’s strategic approach to micro-influencers with Curalate’s robust visual content tools, and you have a recipe for success. That’s why we teamed up with The Drum reporter Natalie Mortimer, Curalate’s Marketing Director Brendan Lowry, and Farfetch’s Global Online Communications Manager Emily Auchincloss to produce a webinar teaching you everything you need to know about running successful micro-influencer campaigns. Here are five takeaways:
1. Rise of the micro-influencer. Estimates vary but micro-influencers typically have between 10,000 to 100,000 followers, but the clout they have with their audience is invaluable. Experticity says that 82% of consumers are highly likely to follow the recommendation of a micro-influencer. Why? Because they’re focused on engaging with their audience rather than just plugging products to earn cash.
2. It’s all about storytelling. Micro-influencers are experts at creating their own unique narratives. When they do choose to work with a brand, their sponsored posts are worked into their feed in a very authentic way. When you find the right influencer-to-brand fit, these partnerships add a cohesive element to both stories, rather than changing the storyline altogether. With Curalate’s Explore tool, Farfetch can review thousands of micro-influencer accounts quickly and easily, getting a feel for each one’s taste at a glance and saving the best ones in organized lists.
3. Choose partnerships wisely. For Farfetch, finding the right micro-influencer is extremely important. They consider the campaign goals, an influencer’s average engagement rate, their aesthetic, and the type of promotion they want to do (such as an account takeover or a product post). With Explore, Farfetch can plug in these criteria and more all at once, fine tuning their search for the right person. The micro-influencer has a decision to make too. Curalate’s Brendan Lowry, a micro-influencer himself, shared a few things that convince him to work with brands such as exclusive access to something new or unique, and flattery for the aesthetic he’s so carefully cultivating on his accounts. Find the right fit, and the relationship has the potential to be long-lasting.
4. More than just content creation. A great influencer campaign means increased exposure for a brand and so much more. When Kimpton Hotels ran an account takeover, letting Brendan post 3-4 photos per day on their behalf for just three days, they increased their follower count by 13.3% and drew 40% more likes per post. Better yet, the results persisted with post-campaign average likes per photo coming in at 65% higher than pre-campaign. Similarly, when tampon subscription service Cora encouraged super fans to post on their behalf with a product giveaway, they saw more than just a 300% increase in followers. Cora received a 200% return on investment, with 90% of those sales being driven from super fans who were, in fact, micro-influencers.
5. Results that scale. Just because you found a micro-influencer on social doesn’t mean the content has to stay on social. Farfetch uses high-quality content from micro-influencers in their multi-channel marketing efforts. They incorporate these assets into SEO for links, boosting their customer relationship management on Instagram, celebrating fans by adding user-generated real-life product photos on site, and optimizing their performance marketing and social retargeting efforts. By sharing this visual content across departments, they add real value at different stages of the marketing funnel, and help close the gap between discovery and purchase, no matter where a consumer finds their brand online.
For a quick, painless way to find influencers, use Curalate Explore, which allows you to discover micro-influencers who are posting high-quality content about your brand and sharing it with their dedicated group of followers.
Want to learn more about influencers? Check out our free guide How to Win Fans & Influence Purchases: The Low-Down on Influencer Marketing how to get started, how much it costs, how to measure ROI and why micro-influencer marketing is the future.
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