Lots of decorators will remember when embroiderer Marie Sophie Lockhart shot to veritable “decorator stardom” after a back-and-forth with rapper Drake on Instagram (she used the handle Good For Nothing Embroidery) in 2015. That led to a commissioned OVO prayer hands jacket that he wore for an entire tour. After that, Lockhart went viral, appearing in Vogue, stitching more custom pieces for Drake, and even collaborating with Marc Jacobs and Stella McCartney.
In fact, Lockhart’s experience is very similar to results that influencers today achieve for companies that want to grow brand awareness, sell more, capture leads, increase engagement, or even appear in major publications. And, yes, influencer marketing is heating up—and it can work for your decorating shop or distributorship.
An Association of National Advertisers (ANA) survey of brand executives shows that 75% of respondents use influencer marketing, and almost half (43%) plan to increase their spending in the next 12 months. A majority of respondents (54%) were either “satisfied” or “very satisfied” with the performance of their influencer marketing strategies. To note, of the executives who don’t currently use influencer marketing, 27% plan to start in the next year.
“Influencers provide great visual content for decorating and design-based businesses,” says Destiny Hagest, a West Coast-based content marketing strategist. “People already follow them because they love their aesthetic—leveraging those built-in audiences builds instant credibility for brands.”
Should you use influencers in your marketing plan? There’s positive proof in the numbers. A Tomson study found that businesses make $6.50 per dollar spent on influencers, with the top 13% of businesses earning $20 or even more. This is a huge ROI because businesses are finding out that customers gained from influencers are more likely to make a purchase—because they trust what the influencer says. The study also found that 49% of consumers depend on influencer recommendations and that 40% of consumers have purchased an item after seeing it on a social channel like Instagram or YouTube.Continue reading “Yes, You Should Try Influencer Marketing.”