New study: two thirds of retailers want to work more closely with social media influencers
The poll of over 500 representatives of ecommerce retailers by Affilinet found that 24% had already worked with a blogger or social media influencer. In addition, 51% said they wanted to do more activity with bloggers, while 67% stated that they wanted to do more activity with social media influencers who had popular accounts on Twitter, Facebook, Instagram, Pinterest or other similar platforms.
All respondents who had already worked with social media influencers and bloggers were asked to reveal the most effective means of driving sales through these channels. Offering exclusive discounts/vouchers was revealed as the most popular method followed by in-depth reviews, giveaways and freebies, and competitions.
The respondents who stated that they would like to work with bloggers and social media influencers in the future were asked who their dream partners would be if budget was unlimited. Fashion and beauty vlogger Zoella was the top choice with 21% followed by plus size model Tess Holliday with 19% and health and fitness advisor Kayla Itsines with 17%. Others in the top five list of choices included beauty blogger Sophie Hannah Richardson and fitness and television host Jessie Pavelka.
Affilinet’s UK managing director Helen Southgate said: "Retailers that are yet to start working with bloggers and other online influencers are missing out on an excellent marketing opportunity and one that could deliver a huge return. Providing that there is total transparency when retailers work with influencers, it's certainly one of the best ways to generate a wider general awareness and help to increase sales. After all, bloggers aren't referred to as influencers for no reason; they have huge sway on their audience's opinions and buying habits."
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