Influencer marketing has become a powerful tool for many companies that are looking to build on brand awareness and grow trust within their target audience. Influencers help to provide credibility and authenticity, and most customers are influenced by the people in their community that share their same tastes and interests. That is why influencer marketing can really drive strong engagement and grow significant reach for an organization.
Partnering influencer marketing with paid advertising can take a solid strategy to the next level. Integrating these types of marketing can further amplify reach and boost credibility, ultimately leading to high conversion. Brands that leverage this approach can leverage content that is relatable to amplify campaigns and maximize ROI.
Why Influencer Marketing Helps to Enhance Paid Advertising
National brands like Dunkin Donuts and Nike leverage celebrities to influence their products and services, whereas local businesses may use influencers at a smaller scale to provide testimonials of their experiences with the brand. Most business owners understand the power of social media and the influencer landscape, but not as many incorporate this into their marketing strategies.
Now that we’ve established why influencer marketing is valuable for paid ads, let’s explore the specific advantages it offers.
Increased Trust and Credibility
Consumers trust product and service recommendations from people that they believe in or follow. When you use this type of content in a paid ad, the ad retains that level of trust or authenticity that traditional ads may not have. People don’t feel that they are being “sold” on something, but rather that they are using or buying something that a friend talked to them about.
Stronger Engagement
Influencers are good at creating content that resonates. People engage with this content, often asking questions or wanting the influencer to share their process or where they purchased an item. Therefore running paid ads on this content can result in higher click-through-rates (CTR).
Better Conversion Rates
The same can be said for conversion. The more clicks that the ad brings in, the more the business has the ability to convert the customer into a sale. Standard brand-created ads may not convert the customer as easily as an ad that is centered around user-generated content from an influencer.
Relatable Content
The most important aspect of the content is that it is authentic. It feels as if it is a personal recommendation from a friend or family member vs a corporation telling you to buy something. The overall authenticity makes the ad more effective than traditional ads, especially on platforms like Instagram and Facebook.
What Is the Best Way to Integrate Influencer Content into Paid Ads?
In order to integrate influencer content into your paid ads, there are various things brands can do:
Whitelist Influencer Content for Paid Campaigns
White listing (also referred to as white labeling) the ad allows you to run the ad from the influencer’s account rather than your business page. Most consumers don’t even realize that the ad is paid as it is coming direct from the influencer themselves. This approach maintains the credibility while at the same time allows the brand to have control over targeting and optimization.
Repurpose Influencer Content for Ads on Social Platforms
Your brand can take the videos, images, or testimonials and repurpose that content for paid ads on social platforms like TikTok, Instagram YouTube or Facebook. This strategy will extend the lifespan of the content and maximize its overall reach.
Leverage Influencer Generated Content for Display and Search Ads
Your brand can also use influencer content for Google Display ads, YouTube pre-roll ads or any other advertising campaigns. This means that after searching for a product or service that your brand sells or provides, the consumer will get served a paid influencer ad to hopefully drive high engagement and brand recall.
How Can I Maximize ROI With Influencer-Driven Paid Ads?
Paid advertising is at the center of a scalable marketing strategy. It is important to choose the right influencers (even your employees can sometimes be the best) when it comes to paid influencer ads. Choosing influencers that represent your brand authentically and would truly use your products or services is essential. Not all influencers are the right fit for a paid ad. The influencer must align with the audience that the ad is targeting.
In addition, testing the content against traditional paid ads can help to demonstrate how effective the ad is and compare engagement as well as the cost-per-click (CPC). Brands should use tests to analyze insights and refine targeting to reach the best audience that will likely convert.
You can also maximize ROI by accurately tracking key performance indicators (KPIs) such as conversion rate, CTR, and return on ad spend (ROAS). Close monitoring will ensure that you can adjust campaigns based on the data and maximize the overall effectiveness of the paid influencer ads.
Elevate Your Paid Ad Strategy With Influencer Marketing Services
Influencer marketing is a powerful asset when it comes to paid advertising strategies. This type of content really resonates with today’s audience and promotes a brand on social platforms that capture a meaningful audience. Integrating influencer content into your paid ads can help boost your credibility and drive strong engagement.
Ready to scale your marketing efforts and maximize your ROI? Speak to our influencer marketing specialists about influencer marketing services. We help select the right influencers for your brand, optimize audience targeting and then create compelling ad campaigns that will impact your consumers. Contact HardPart Media today to learn more!