STAY CONNECTED
BY NELSON LANE
Making the Most of Influencer Marketing
AFTER TESTING OUT THE OPTION OF REMOVING “LIKES” FROM
POSTS, Instagram received no shortage of backlash for their ini-
tiative to aid the mental well-being of its users by doing so. But
why would these backlashing users, specifically businesses with a
responsibility to champion mental wellness initiatives, respond
so negatively to this?
The answer lies in influence. More and more, influencer mar-
keting has grown to overshadow traditional marketing methods
because just one influencer account can reach follower counts of
tens of thousands, hundreds of thousands or even millions. Due
to the strictly defined theme of influencer pages, businesses can
locate influencers in-line with their own brand’s image and target
market, and partner with them to reach an already specified au-
dience.
At first, businesses were concerned that removing likes would
eliminate the chief ROI metric and keep them from measuring
their promotion’s impact. However, there are multiple methods of
engagement in addition to likes that go a long way in proving the
value of influencer marketing. Oftentimes, these are seen and
measured by offering influencer-specific promo codes for con-
sumers to use at checkout, providing businesses with an immedi-
ate performance metric to record and analyze direct sales. It may
take some trial and error to find which influencers are the best fit
for your brand in the long term, but once you find the right niche,
the sky is the limit!
Whether you’re a product company or a spa, partnering with
influencers will go a long way in reaching a wider audience that
already holds your values. If you can find the right influencers
who have credibility with their following, you only have to con-
vince one person that your product or spa is the real deal. And in
turn, that person—the influencer—will convince thousands (or
maybe even millions) more.
COVID-19’s
Impact on ISPA
ISPA’S YOUTUBE CHANNEL is a great way to receive updates from
ISPA leadership and ISPA members on the COVID-19 pandemic. ISPA Chairman Garrett
Mersberger and other ISPA members will be frequently adding videos addressing
a range of issues being experienced by ISPA members during this difficult time.
Check out ISPA’s YouTube page to view the latest
video updates, Lawrence Biscontini’s #ISPAInterviews series and more.
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