Next summer offers an ideal opportunity for brands to reassess and refine their strategies. One possibility is to invest in effective collaborations with impact. This article describes how brands can create successful partnerships with bloggers and influencers to maximize their summer sales.

The transition from Q1 2023 to Q1 2024 without a 25% increase in influencer sales through affiliate marketing channels and a 17% increase in gross merchandise value (GMV). This trend is particularly evident as markets stabilize post-COVID-19 inflation peaks. Brands should consider this data when planning long-term marketing strategies to maximize revenue influencer marketing while simultaneously reducing costs.

This approach is increasingly popular across social platforms, where effectors often embed promotional codes or affiliate links in their posts. It facilitates measurable results from these collaborations and increases sales potential. Additionally, this method can be a basis for negotiating contracts with influencers.

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1. Choose the right platform and niche

ConvertSocial's 2023 affiliate network data revealed notable differences in average order values ​​across platforms — $34 for Messengers, $25 for Instagram, and $24 for Twitter. This underscores the importance of choosing platforms wisely. Messengers may excel in categories like sports or beauty, but they may not be as effective for fashion bloggers.

The analysis also highlighted the top performing categories: Fashion: 17.9%, Home & Garden: 12.9%, Mother & Kids: 11.6%, Sports & Entertainment: 10%, Electronics: 9.7%. Choosing an influencer that specializes in a relevant niche rather than a general lifestyle can lead to more targeted and successful campaigns.

2. Take advantage of new social media platforms

While platforms like Instagram and Facebook remain influential, newer social media likes TIK Tok demonstrate significant commercial potential. TikTok has nearly 2 billion monthly active users and saw a 55% increase in sales generated last year through the ConvertSocial network, showing its effectiveness in engaging younger demographics.

Although clouds have gathered over the app recently and it is in danger of being banned in the US, many users continue to use it as a shopping guide. For example, the last one The Stanley Cup Epidemic was precipitated more by TikTok videos.

Also, different product categories benefit from specific formats; for example, fashion items can convert well through images and videos, depending on the presentation. On the other hand, technology products often require video demonstrations to effectively communicate features and benefits to potential buyers. To avoid losing such a juicy piece, Instagram has been much more focused on promoting Reels lately, and YouTube has been actively supporting the Shorts format for a while now. When working with influencers, brands should consider which formats are currently the “favorite kid” on the platforms.

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3. Monitor seasonal trends

The Internet, globalization, and improved distribution options have made it possible for local manufacturers to attract orders worldwide. effectors have also gained subscribers from many countries around the globe. For collaborations with Influencers to be truly local, it is essential to consider the nationality of their audience.

For example, the United States is predicting a heat wave and holiday season, while South Africa, on the other hand, is experiencing cold and inclement weather. Americans celebrated Valentine's Day in February, while in Brazil it will be celebrated only on June 12. It is important to be aware of these details if you want your content to reach the hearts of your audience.

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4. Fostering authentic connections

The effectiveness of an influencer marketing campaign depends largely on the authenticity of the influencer's voice. Consumers are more likely to trust influencers whose lifestyle and values ​​match their own. Brands are increasingly seeing the value of partnering with micro and small influencers due to their high levels of engagement.

While prominent influencers may have the support of an entire team, which can sometimes create a disconnect with their audience, micro-influencers tend to maintain a closer, more personal connection with their followers.

While searching for the right partner, it is also essential to check if they are values and the tone of voice matches company one. Brands should prioritize partnerships with influencers who genuinely resonate with their target audience to build trust and encourage engagement. The right influencer can become a resonant brand ambassador for your customers.

As 2024 unfolds, the landscape of influencer collaborations will continue to evolve. By keeping up with current trends, choosing the right influencers, and aligning with consumer interests, brands can effectively leverage the power of blogger partnerships. Thoughtful strategy and a focus on originality will enable influencer marketing to be vital to a brand's promotional toolkit, delivering significant returns through personalized and impactful campaigns.