{"id":2361,"date":"2023-04-12T08:58:00","date_gmt":"2023-04-12T00:58:00","guid":{"rendered":"https:\/\/blog.ninjavan.co\/en-ph\/?p=2361"},"modified":"2023-04-12T09:00:05","modified_gmt":"2023-04-12T01:00:05","slug":"fashion-influencers","status":"publish","type":"post","link":"https:\/\/blog.ninjavan.co\/en-ph\/fashion-influencers\/","title":{"rendered":"How to Work Best with Fashion Influencers"},"content":{"rendered":"\n

Who hasn\u2019t heard of influencer marketing<\/a>? <\/p>\n\n\n\n

Admittedly, many will roll their eyes when they hear someone claiming to be an \u201cinfluencer,\u201d especially fashion influencers or fashion bloggers.<\/p>\n\n\n\n

What exactly do influencers do? Do they even have any real skills? What gives them the audacity <\/em>to ask for free stuff in exchange for an Instagram mention? <\/p>\n\n\n

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Some influencers have been controversial due <\/em>
to questionable practices.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

It doesn\u2019t help that influencers have gotten a bad rap from incidents like the Fyre Festival fiasco, a failed music festival built purely on hype from influencers and big names like Kendall Jenner<\/strong> and Bella Hadid<\/strong>. <\/p>\n\n\n\n

In the Philippines, Banana Beach Club, a beach resort in Siargao, called out influencers in 2019 after receiving multiple \u201cfree stay\u201d requests in exchange for exposure and content. <\/p>\n\n\n\n

All that being said, however, here\u2019s why influencer marketing is so popular and why you should use it to sell your products. <\/a><\/p>\n\n\n\n

It works<\/em>. <\/p>\n\n\n\n

It\u2019s how brands build their audience on social media. And it\u2019s particularly effective in the Philippines, where 70% <\/strong>of consumers said they\u2019ve purchased a product because it was endorsed by an influencer. <\/p>\n\n\n\n

Marketing case study: Sunnies<\/h2>\n\n\n\n

Take a look at Sunnies Studios<\/strong>. <\/p>\n\n\n\n

Established in 2013, the eyewear brand is one of the first local companies to leverage influencer marketing through the celebrity power of its co-founders Georgina Wilson<\/strong>, Jessica Wilson<\/strong>, and their socialite circle of friends. <\/p>\n\n\n\n

Sure, it helped that the company\u2019s selection of sunglasses and eyeglasses frames are competitively priced, but the slick, aspirational and influencer-led marketing defined Sunnies\u2019 image.<\/p>\n\n\n\n

Today, the eyewear brand is establishing itself as a full-fledged lifestyle company, expanding into cosmetics with Sunnies Face<\/strong> and even food with Sunnies Cafe<\/strong>. <\/p>\n\n\n

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Source: preview.ph<\/figcaption><\/figure>\n<\/div>\n\n\n

But if influencer marketing is so useful, why is it so controversial? <\/p>\n\n\n\n

For fashion brands, much of that boils down to a poor approach to influencer marketing and working with the wrong influencers. We\u2019ll cover all these and other mistakes below. <\/p>\n\n\n\n

Influencer marketing mistakes brands make<\/h2>\n\n\n\n

1. Looking at the wrong numbers<\/h3>\n\n\n\n

As a highly visual industry, fashion is saturated with influencers \u2014 some huge names in local showbiz and others emerging stars in their own right. So fashion brands should have no problem looking for an influencer to collaborate with. <\/p>\n\n\n\n

Of course, this begs the question: which influencer is worth working with?<\/em><\/p>\n\n\n\n

Working with someone with a high follower count is the logical choice for many business owners. But this isn’t always a good practice. <\/p>\n\n\n\n

Follower counts only tell one side of the story. <\/strong>You should also look at an influencer\u2019s engagement rate. The average engagement rate for an influencer with 50,000 to 100,000 followers is 1.87%.<\/p>\n\n\n\n

That means a quality influencer with 100,000 followers should generate an average of 1,800 likes and comments (combined) per post. If they only get an average of 200 reactions per post, it could mean their follower count is inflated by inactive dummy accounts. <\/p>\n\n\n

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Source: Upfluence<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

You should also check the quality of their comments. <\/p>\n\n\n\n

If you see hundreds of people saying \u201cNice post,\u201d or \u201c\ud83d\ude4c awesome\u201d repeatedly, these are most likely dummy comments.<\/p>\n\n\n\n

Have a look at influencer Rei Germar<\/strong>\u2019s engagement. As someone with 1.2 million followers, a post below gets approximately 140,000 likes \u2014 very close to the 1.21% average engagement rate of mega influencers.<\/p>\n\n\n

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Source: @reigermar<\/figcaption><\/figure>\n<\/div>\n\n\n
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#NinjaTip: <\/strong>If you\u2019re unsure of your analysis of an influencer\u2019s engagement, you can use a free tool like HypeAuditor <\/strong>to sniff out influencers with fake followers. <\/em><\/p>\n<\/blockquote>\n\n\n\n

2. Overwhelming the influencer <\/h3>\n\n\n\n

Fashion influencers are inundated with hundreds, if not thousands, of outreach emails. Don\u2019t complicate things by having multiple people reach out to the same person simultaneously. <\/p>\n\n\n\n

If you\u2019re running a small fashion boutique alone, this shouldn\u2019t be a problem. But if you\u2019re running a large fashion brand campaign, assign one person to conduct public relations outreach with potential influencers. This will help you avoid redundant cold calls and keep your messages on point. <\/p>\n\n\n\n

It\u2019s also a good idea to be creative when reaching out to influencers. <\/p>\n\n\n\n

Don\u2019t limit yourself to email and cold calling! We recommend tapping influencer networks, digital marketing agencies specialising in influencer marketing, and referrals from other fashion brands. <\/p>\n\n\n\n

3. Not asking influencers the right questions<\/h3>\n\n\n\n

Screen influencers the way you would screen new hires. Any fashion influencer you work with should be relevant to your brand and have a history of authentic promotions, legit followers, and a bonus record of being easy to work with. <\/p>\n\n\n\n

Once you\u2019ve identified an influencer who\u2019s interested in working with you, you can ask them screening questions, such as:<\/p>\n\n\n\n