Influencer marketing and e-commerce : complete guide

92% of consumers trust influencers' recommendations more than the brands themselves (source: Nielsen). To gain the trust of their target audience (as well as credibility and authenticity), e-commerce sites have every interest in relying on this lever. This is known as word-of-mouth 2.0 or influencer marketing.

The aim for e-tailers is to forge partnerships with influencers, who can then promote their products online, particularly on their social networks. Interested in influencer marketing? Follow the guide and find out everything you need to know about influencer marketing in e-commerce.

What is influencer marketing in e-commerce?

Influence and influencer marketing: definitions

At the heart of the concept of influencer marketing lies that of the influencer. An influencer is a person who, through his or her notoriety and media exposure, has great power to influence public opinion and consumers. Now recognized as a profession, influencers create content for their audience. This content is often created in partnership with e-retail brands, to promote their products or services. When a brand chooses to work with an influencer, it implements an influencer marketing strategy.

Influencer marketing is a type of marketing based on a partnership between a company and an opinion leader (influencer). The aim is to promote a brand, product or service through content created on social networks.

Before choosing an influencer with whom to collaborate, the brand needs to decide :

• • The type of influencer: some public figures have a small, engaged audience of less than 5,000 people. These are known as nano-influencers. In ascending order, we then classify micro-influencers (between 5,000 and 100,000 subscribers), macro-influencers (between 100,000 and 500,000 subscribers) and celebrities (1 million subscribers).
    
  • The type of collaboration : among the various possibilities, we find the traditional product placement, through a post on social networks (this is a technique favored by 76% of influencers in 2023, according to Reech). Online stores can also be seduced by content sponsorship or the organization of a competition. In B2C, unboxing is also a popular format: the influencer unwraps a product received live, and expresses his or her emotions first-hand.
  • Retribution: in exchange for such promotion, the influencer may receive financial remuneration, a commission on sales or material compensation, such as a free product.

Influence marketing trends in e-commerce

Influencer marketing has been a preferred lever for e-tailers for several years now. Content created by influencers helps to increase visibility and boost sales. But every year, new trends emerge. Knowing about them and making them your own increases your chances of selling more... and better!

New trends in the e-commerce influencer market include, for example:

• The rise of long-term collaborations: Internet users are not fooled. To trust an influencer and a brand, they need to be sure that the collaboration is real, authentic and credible. Today, consumers prefer influencers who collaborate with fewer brands, but on a long-term basis. Your mission as an e-commerce site? To collaborate with an influencer ambassador, over a period ranging from 6 months to 1 year. The quality and durability of a partnership are real levers of trust.
  
• The rise of micro-influencers: campaigns run with micro-influencers generate an average engagement rate of 7%, 22 times higher than that of major celebrities (source: Influencer Marketing Hub study). This statistic confirms the impact of smaller influencers, capable of creating more personal and authentic relationships with their audience. E-tailers therefore have every interest in incorporating nano- and micro-influencers into their thinking in 2024. It's no longer the size of the community that counts... but the rate of engagement!
• An increasingly strict legal framework: the new Law of June 9, 2023 now provides a framework for commercial influence, in order to combat the excesses of influencers on social networks. This law now requires content creators to specify the words "advertising" or "commercial collaboration" when publishing a post paid for by a company. They are also obliged to declare for tax purposes the receipt of products or gifts sent by brands. To maintain their credibility, e-commerce sites therefore need to pay extra attention to the reliability of the influencers with whom they collaborate, as well as to compliance with the new legal rules

Source: Reech study, 2024

The benefits of Influencer Marketing in e-commerce

• Increased brand awareness

An influencer marketing campaign enables you to promote your e-commerce site to a wider audience. When a content creator communicates about your products, thousands of people discover (or rediscover) your brand.

In this way, you benefit from the reputation of an opinion leader to increase your own brand awareness. This rise in brand awareness is also accompanied by increased visibility and traffic on your e-commerce site, as well as on your social networks.

• Boosting sales and ROI

Influencer marketing is a genuine acquisition lever. It influences Internet users' thinking and buying behaviour, thanks to the recommendations of content creators.

71% of consumers are more likely to buy a product or service thanks to a publication on social networks (Source: Hubspot). As for influencers, the average conversion rate achieved thanks to their sponsored content is 2.55% (Source: Grapevine study).

So it's no surprise that many retailers are investing in this marketing strategy. Return on investment is a driving force: 89% of marketers claim that the ROI of influencer marketing is comparable or better than that of other marketing channels (source: Mediakix study).

Let's take an example of collaboration, between the Lancaster brand and influencer Juste Zoé. Together, they decided to go further than sponsoring a TikTok video or organizing an Instagram contest. The brand and the content creator co-created a unique handbag in 6 colors. In just one weekend, over 800 sales were made, with the bag selling out in 48 hours. This success story perfectly illustrates the power of influence on sales!

• Increased credibility and confidence

When a popular content creator recommends one of your e-shop's products, you instantly increase your "trust capital". As we've seen, Internet users are more likely to trust recommendations from trusted third parties, such as friends or influencers.

This impact on trust goes hand in hand with an increase in credibility: if a subscriber trusts an influencer who recommends a brand, then he or she is more likely to find the brand credible... And to make a purchase.

So, to develop your credibility, brand awareness and customer acquisition, you know what you have to do: rely on influencer marketing. 

How do I find influencers?

Now you know why you should implement an influencer marketing strategy. Ready to take action? The first step is to find the right influencers, to create the right partnerships. 34% of brands say they have difficulty finding influencers, not least because 67% are concerned about fraud or unreliable content creators (source: Shopify).

So, to find influencers, here's our advice for e-commerce sites: if your social network monitoring isn't working, get in touch with influencer agencies. These key partners offer complete support, to set up the whole campaign, in complete security. While the price may be higher, this solution offers a great deal of comfort.

 

Which communication channels should I choose for an e-commerce influencer campaign?

Territory Influence recently told BDM: "In 2024, as audiences diversify their online presence, brands need to adjust their strategies accordingly. This requires collaborating with influencers whose presence spans multiple channels".

Among the most effective communication channels for e-tailers' influencer marketing campaigns are :

1. Instagram

Instagram is the world's most powerful social network for influencer marketing. With overa billion monthly active users, brands can take advantage of a wide range of target demographics. What's more, the average engagement rate for an influencer on Instagram is 1.9%: a very good score!

On this social media, influencers can publish visual content, whether photos, videos, stories or real. The formats lend themselves perfectly to different types of collaboration: insights, sponsored ads, unboxing... Or even direct collaborations with influencers via Instagram Shopping.

On the other hand, influencer marketing is increasingly competitive and expensive on Instagram. With the rise of influencers on the network, some collaborations may seem less authentic. Finally, beware of frequent algorithm updates, which can affect the visibility of brand publications... And influencers!

2. TikTok

TikTok has only been around since 2016, but had accumulated over 1.5 billion active users on the app by January 2024. 45% of marketers use Tik Tok for their influencer marketing campaigns, mainly to target a young, dynamic audience that appreciates the short video format, a symbol of engagement and virality.

On this medium, the power of micro-influencers is no exception to the rule: they have an engagement rate of 17.96%, compared with 4.96% for better-known influencers (source: Affde). The algorithm is also favorable, as it values organic discovery and trending content.

However, e-commerce sites need to understand that a young audience dominates on TikTok, which may not be suitable for all products to be promoted. What's more, the lifespan of a video is only a few days. As trends evolve rapidly, long-term campaign planning can be difficult.

3. Facebook

Facebook is the most widely used social platform, with 2.8 billion monthly active users . Thanks to its highly precise advertising tools, influencer campaigns can be targeted effectively, and performance can be measured efficiently.

On Facebook, influencers can also leverage different formats: written posts, photos, videos, stories, groups and communities in which to interact... Community interaction is also at the heart of Facebook usage, particularly within groups.

However, organic engagement (or reach) is declining over the years, requiring brands to increase their advertising spend. The audience also tends to age, which can be a disadvantage for e-commerce sites targeting a younger audience. Finally, if you're new to marketing, the complexity of Facebook's advertising tools can be frightening.

4. Other promising channels

Other promising channels for influencer marketing (B2C or B2C) include :

• LinkedIn: ideal for reaching a professional and B2B audience, LinkedIn also helps reinforce a brand's credibility and authority. The audience and engagement rates are more limited, and influencer campaigns can be costly, but it's a platform of the future for B2B influence.
  
• Twitch: this live streaming platform broadcasts reliable, authentic content. Subscribers can respond live to content creators' product presentations, increasing engagement. To date, 6% of professionals say Twitch is their most influential channel.
  
• YouTube: vlogs, tutorials and reviews (of brands and products) are the most popular content on this platform. With its accessible, dynamic video format, it's a preferred lever for marketers. Today, 90% of Internet users discover new brands thanks to YouTube videos... A great opportunity to increase visibility and boost e-commerce sales!

5 tips for a successful influencer marketing campaign

Would you like to launch an influencer strategy to promote the products on your e-commerce site? Excellent decision. To help you implement this new marketing lever, here are our recommendations:

1. Define objectives: clear, measurable objectives are the common thread running through your strategy. So, why do you want to use one or more influencers? On average, 50% of the campaigns launched are aimed at improving brand image, 42% at generating online sales and 39% at expanding the audience.
   
2. Choose the right influencers: depending on their relevance, the size of their audience, their positioning on one or more themes, their rate of engagement... To help you choose and contact influencers, you can call on the services of a specialized agency.
3. Draw up a precise brief: to ensure that the influencer's communication is as credible as possible, your mission is to brief them effectively. A brief document can include a presentation of your e-commerce site, your values, a detailed presentation of the products to be promoted, examples of arguments to be put forward... The brief is also accompanied by a contract, to secure the expectations and financial terms of the partnership.
   
4. Discuss the content: before the influencer publishes a post or video, discuss and agree on the content to be created. The more personalized the campaign, the greater the impact of the content. For long-term collaborations, also discuss an editorial calendar, various commercial highlights and brand news. At the time of publication, also make sure that the content creator complies with the legal framework in full transparency, by mentioning the collaboration.
   
5. Track and measure performance: this is the final step in any influencer strategy. Performance analysis is essential to calculate the campaign's ROI. To achieve this, monitor the following KPIs: engagement rate, number of subscribers on the brand's social networks, evolution of website traffic, conversion rate... Depending on the results, you can make continuous improvements to your future marketing campaigns!

E-commerce: 3 examples of successful influencer campaigns

• Joone

This baby care brand has increased its popularity through influencer marketing, in particular through long-term campaigns with influencers. Macro and micro-influencers share Joone's values: transparency, authenticity and simplicity.

Thanks to publications on social networks, over 3 million targets have been reached. The EMV (earned media value), which corresponds to the means of measuring the return on investment of the content created, is around €96,000.

• Hello Jack

Hello Jack is a D2C (Direct to Consumer) pet food company . To conquer the market, right from its launch, the brand relied on an influencer marketing strategy: for the first two months, the company sent products to over 500 KOLs (Key Opinion Leaders) on Instagram and Facebook.

The results? Nearly 3 million reaches of the publications, and the creation of an active community of 9,000 followers on the brand's Instagram, as well as numerous sales.

• Daniel Wellington

The watch brand is a benchmark in influencer marketing. Daniel Wellington has collaborated with hundreds of micro-influencers and macro-influencers, to promote their products. Influencers share photos of themselves wearing the watches, on Instagram, with a dedicated hashtag and a promo code for their followers.

In one year, thanks to these advertising campaigns, over 1.2 million publications have been indexed thanks to the hashtag. The company's subscriber base grew by 1.1 million, and sales soared: 214%!

Conclusion

Have you just created your e-shop, from an e-commerce site or marketplace? Now you know how to boost your visibility and product sales... Thanks to influencer marketing.

In addition to this acquisition strategy, think of other useful marketing levers to boost your growth.