‘Tis the Season for Influencer Marketing: 4 Reasons to Wrap Up Your Holiday Plan Now

By Lydia Bishop

If you want to be jolly at the end of Q4 2016 when you tally up your holiday sales, then now is the time to make your list of powerful influencers who can help drive your holiday business at scale. And with the help of influencer marketing experts, you won’t have to check your list twice.

Most consumers are spooked at the idea of shopping for the holidays before Halloween.

In fact, only 1 in 4 people admits to doing any holiday shopping prior to October 31 with 42% of women and 38% of men completing their holiday gift buying during the month of November. With the help of an experienced influencer marketing agency and the right technology, a robust influencer marketing campaign can be strategized, planned and executed in less than three weeks, so your brand can reap the benefits of authentic, engaging content in time for Cyber Monday.

Influencers yield returns that can make even the Scroogiest of CMOs say “ho, ho, ho!”

On average, influencer marketing receives $11.20 in earned media value for every $1.00 of paid media, according to a recent study. And the returns are even better for some industries:

·         Consumer Packaged Goods and Food: $12.03

·         Tourist Destinations and Travel: $18.98

·         Alcoholic Beverages: $21.03

Millennials are freezing marketers out, making them a harder sell this holiday season.

Nearly 70% of Millennials use ad blockers, making them a particularly hard-to-reach demographic for marketers. In addition, they aren’t buying into celebrity spokespeople often used in traditional advertising.

A Google study showed that 6 in 10 Millennials would follow advice on what to buy from their favorite YouTube creator over their favorite TV or movie personality. Furthermore, 4 in 10 millennial subscribers say their favorite creator understands them better than their friends. Influencers listen and interact with their fans, resulting in relationships that look more like communities of friends than fans. It isn’t surprising then that 51% of businesses using influencer marketing report acquiring a higher quality of customer through influencer marketing than other online customer-acquisition channels.

“All I want (to give you) for Christmas is…”- said hardly anyone ever.

A study by Google found that nearly 7 in 10 people are totally undecided or consider multiple gift options when they begin their holiday shopping. Once they have an idea of what to get, the overwhelming number of options often leaves people in analysis paralysis and unable to pull the trigger to make a purchase(which may explain why nearly 70% of holiday shoppers said they received a gift card last year).

We do know, however, people want to give others the best gift possible; so if your product is unique or a food ingredient that can be an amazing addition to a holiday recipe, spreading the word through influencers can help reach the right millions of prospective customers and support your efforts to convert them to a sale.

In fact, around 40% of people say they have purchased a product after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube and 20% have shared it with their friends and/or family according to a joint study by Twitter and analytics firm Annalect.

So to all you marketers out there: the holiday season is right around the corner.  Don’t miss out on the power of influencer marketing to help you put your brand on your prospective customers’ holiday wish list. 

Reilly Connect is an award-winning public relations and influencer marketing agency committed to helping brands rethink their approach to communications, marketing and public relations, using data-driven insights, analytics and technology as integral parts of our creative solutions. To learn more about how Reilly Connect can help your brand, contact us.