Influencer marketing and how it shapes the packaging industry
Influencer marketing has taken the world by storm. Here’s why your packaging needs to be up to par in 2019 and beyond.
Influencer marketing isn’t just a new buzz word. It’s now a real form of marketing that every business needs to consider. If you’re not familiar with what it actually means, we’ll explain below.
Without being too technical, influencer marketing is the process of influencers – individuals with large followings, specifically on social media – sharing a product and/or service with their followers. They could share via any form of content marketing including but not limited to blogs, videos, pictures, etc…
Influencers come onto the scene by knowing the interests of their following and catering their content to that specific niche. They’ve shown the ability to be able to influence the decision making of their followers. Thus being given the label “influencers”.
Brands have taken notice. And now you can’t scroll through your Instagram feed without seeing #ad.
Social media has been mainstream for about 15 years now. First it was MySpace and then the emergence of Facebook, Twitter, Tumblr, Instagram, and more. Companies now have a new way to reach prospective customers. According to the Digital Marketing Institute, 74% of people trust social networks to guide their purchasing decisions. That means as a company, influencer marketing has to be on the top of your mind when determining where to spend your marketing budget.
Why your packaging is key for your influencer marketing efforts
Influencer’s have a strong following because their followers can see and hear everything they choose to share. Instagram, for example, is a platform made up of pictures and videos alone. Statistically, images are the most popular type of content with 69% of social media users posting them throughout the day. That means when an influencer posts a picture or video of your product, people are watching. And the first thing everyone judges? Your packaging.
What influencers and their users want to see is out-of-the-box thinking. Be unique enough to draw their attention and be creative enough to keep it. If you’re sending products to influencers in hopes that they’re going to share it, 72% of all influencers will do just that – IF they find the branding and/or product intriguing enough.
In 2018, our friends at Truly Social Games ordered their own packaging to go along with a promotion for their mobile game. Once players got far enough in the game, they won real gold and some influencers, specifically in the gaming industry, took to social media to share with their followers just how cool it was.
View this post on Instagram
YO I JUST GOT REAL GOLD FROM A GAME SENT TO ME SON @planetgoldrush is dope FOR REAL, thanks so much I appreciate the love and all you do is keep playing and playing get nice yo and get gold sent to ya crib, #planetgoldrush #gold #winrealgold had to do a quick #unboxing of it. @wolps new gameplay coming soon to. Download it check it out on mobile
If an influencer has a genuine love and respect for your brand, your new product launch and/or overall campaign could take off in a hurry. If they don’t? It could be back to the drawing board. Is now the time to re-evaluate your packaging?