Page 26 - CBM19

~ Pattern ~

percentage of potential customers.

For example, in China, we have worked with a nutritionist
KOL to promote a supplements brand we sell on Tmall.
Her audience cares a lot about their health and wellbeing
and is therefore likely to buy supplements.

For Amazon, we’ve even worked with a micro-influencer in
the United Arab Emirates who runs an Instagram account
for their dog; to promote the pet brand we sell on Amazon
to other dog owners.

Long-term relationships: Building ongoing relationships
with influencers improves results. When they regularly
use and promote your products, their reviews and
recommendations are more authentic. You can also test
multiple post or activity types with them, including live
streaming in China particularly, to see which produces the
best results.

Measurement: To benefit from a test-and-learn approach
and demonstrate an ROI, it’s important to be able to
measure the success of influencer campaigns. Trackable
links for sales attribution are crucial to complement more
traditional social measures such as reach and engagement.

In fact, during one recent campaign using two micro-
Text: Nico Hoeijmans // Photos: Dagmar Sporck, Drestige
influencers to drive customers to an Amazon listing,
we found that one influencer generated much more
Instagram, Facebook and YouTube all attract different engagement with her posts (such as likes and comments),
types of influencers and audiences in the West. In China, but the post from the other influencer led to many more
you will need to make similar choices between platforms sales. This shows that more engagement doesn’t always
and KOLs. When looking to directly increase sales, the equal more sales.
most expensive influencers and KOLs with the biggest
audiences do not always provide the best return. Tmall makes it easy for brands to be able to track the
success of their influencer campaigns, and Amazon is
Team: Influencer marketing tends to be run by brands’ increasingly following suit. Amazon’s Attribution tool
social, PR or brand marketing teams. However, when allows marketers to measure not only sales from influencer
creating campaigns to directly drive online sales of specific campaigns but also other metrics such as page visits and
products, we find results are improved by having campaigns how many users added to the basket too.
managed by the same team running other performance
marketing channels. Meanwhile, social platforms are making it easier for
shoppers to convert while they are engaging with content,
One example of why we work like this is that we will with click to buy buttons and other such functionality.
combine influencer campaigns with retargeting activity. While China is far ahead in the social selling race, we
If a potential new customer comes to an Amazon product expect these developments will see the role of influencers
listing from an influencer recommendation and isn’t in Western acquisition marketing grow too. ••
immediately ready to make a purchase, we can serve them
retargeting ads in the following weeks to remind them they
viewed the product and encourage them to convert.

Micro-Influencers: We have found that in both China and
the West, micro-influencers – who are often specialists FOR MORE INFORMATION ON HOW INFLUENCER MARKETING CAN HELP TO GROW
on certain topics or product categories – provide more YOUR AMAZON AND TMALL SALES, DOWNLOAD OUR FREE GUIDE AT:
bang for your buck. They will have between 10,000 to HTTPS://INFO.PATTERN.COM/INFLUENCER-MARKETING-REPORT
100,000 followers, but within that audience will be a high

26