Re-using the content from your Influencer Marketing campaigns as retargeting ads on social media is an efficient way to enhance your campaign performance. Influencers are creative experts, producing engaging content for your brand and products. So it would be a shame if that content would be used only once for a single campaign.
In this blog post we will explain you why retargeting can enhance the performance of your Influencer Marketing campaigns, and how you can also do it.
Retargeting vs. remarketing
Before we go further, let’s agree on the terms. Remarketing and retargeting are often used to mean the same thing which is advertising or sending another type of a message to a target audience who have previously somehow been in contact with your brand.
The difference is sometimes varied depending on who do you ask. For example Neal Patel, an well-known digital marketing entrepreneur, sees retargeting as online remarketing, whereas remarketing is the umbrella term. However Rejoiner has described remarketing as being only targeting existing audiences via email.
For us retargeting means contacting existing audiences on social media, with the content from the influencers in your campaign.
The goal of retargeting can take many forms. You can use it to inform current customers of special offers or to convince past buyers to buy from you again. Or, in the case of Influencer Marketing, you can use it to retarget the influencer’s followers who did not convert.
Use retargeting in Influencer Marketing to catch people when they are ready to buy
Direct sales are of course the end goal of most advertising campaigns. Nobody wants to put money into marketing or advertising and not get anything tangible in return.
However we marketer might sometimes think that whenever we do not generate immediate sales, the campaign has failed. But let’s face it: in most cases people are not ready or willing to buy immediately after seeing an ad. They might in general be interested in the offer and might even go and take a look at the website. But still they decide not to buy at this very moment.
When done right Influencer Marketing can be one of the most authentic promotional methods for your brand. Recommendations from other people have more power than pure advertising. People trust the opinions of others more than those of brands. And especially micro-influencers can generate a lot of trust.
However, even Influencer Marketing campaigns can’t guarantee a 100% conversion rate. For those cases when people just were not able or ready to buy from you, you need to retargeting them in order to convince them back to your site.
What differentiates Influencer Marketing from other marketing campaigns is that you don’t actually have to create any content for the retargeting ads. The influencers have already done it for you! They have taken the pictures and written the texts so technically the next step for you is to just set up the retargeting campaigns.
How does retargeting in Influencer Marketing work
You can use whichever ad network you have to reach the influencers’ target audience. Naturally the easiest way is to retarget them in the specific network where the campaign originally was set up.
On Instagram the retargeting funnel works as below:
The funnel starts from the feed post, which is more awareness generating in nature. The link to the specific landing page will also be put as the influencer’s bio link for a certain number of days. However people don’t often click it enough to truly generate enough traffic to the website.
Most traffic to the website and thus most sales are generated via a story which contains the CTA or Swipe up -link. That’s why it is important to collaborate with influencers who have at least 10 000 followers, as the Swipe up is only possible from then on.
After the campaign has generated enough visits to the website from the influencer’s posts the retargeting campaigns can be started.
Target non-converted and lookalike audiences
The most important audience for the retargeting campaign are the people who clicked to the campaign landing page but did not convert. These people have already expressed their interest but for some reason or another were not ready to buy yet.
Other audiences worth retargeting are lookalikes from the people who did purchase via the link. Lookalike audiences from your other buyers are a good option to try as well.
Of course you can also target your existing customers. People who have not bought from you for a while could do it again after seeing recommendation from an influencer. Think also if you could try to cross-sell this product to the buyers of other, complimenting products you have.
Use the best performing content from the influencers
The actual ads used in the retargeting campaign should be the best content from the influencers. They had worked before so the change that they work now is high.
Use the ones which have gotten the most sales or most clicks from the bio link or the Story Swipe Up -link. And if there are not that many of the aforementioned, then use the engagement metrics. So choose the images which generated the most likes and comments.
Remember that you need to have the consent from the influencers in order to use their images as retargeting ads. You might need to pay a bit more in order to receive such usage rights to the images, but it is worth it.
The agreement on the usage rights can always be a part of the initial campaign. Or you it can be negotiated case by case if you see that a certain content is performing especially well.
Make variations to the ad texts
After you have the consent from the influencer it is ok to use the images. However we don’t recommend that you use exactly the same texts as the influencer did.
Depending on the chosen target audience they might have already seen the texts but did not react as hoped. So repeating the same message most likely won’t bring a different result.
Besides it feels a lot more personalised when the ad texts indicate that the person has already seen them. Just don’t get too creepy. People are already rather used to being followed by ads but still nobody likes to be reminded of it.
Also most likely what the influencer has said does not turn into an ad text without modification. Most likely the text is too long to fit requirements of the social media sites. So some editing is needed in any case.
Thus, the ads should be a mix of what was in the best-performed posts and a new, improved CTA.
Best practises for retargeting ads
Remember to exclude the people who converted from the original Influencer Marketing campaigns. Might be obvious but we will remind you of it anyway. If people bought from you, better leave them alone. At least for now.
Also if you are retargeting other existing customers you might also want to exclude the most recent buyers. Same note of needing to sometimes leave the customers alone applies.
Always have a few different variations of headlines and ad texts to A/B test which works the best. And don’t forget to do both story- and normal feed ads.
However, don’t just copy the feed ad as a story ad. First of all the formats are different (square versus a vertical). Second the people are also using the formats differently by either scrolling down the feed or swiping between stories. So the same ads in both placements doesn’t necessarily work.
People are not ready to buy immediately, even when getting product recommendations from the people they trust. Retargeting the individuals who saw your Influencer Marketing campaign helps to catch the people who need more time before a purchase.
You shouldn’t see Influencer Marketing as a one-off campaign where influencers just post a couple of times and that’s it. The content can easily be reused further across your marketing mix.