Direct to consumer brands are changing the way we’re living our lives. From packing travel necessities in Away suitcases to sporting Warby Parker sunglasses to laying down each night on Casper mattresses, D2C brands have turned the retail world on its head.
To compete on a global scale with large retail giants like Victoria’s Secret (D2C equivalent: Third Love) or Forever21 (D2C equivalent: Revolve), you need to have a strong business strategy in place. Through investing in the right back-end software to create a seamless checkout experience and producing an ever-important social media and brand strategy, D2C brands have the power to become billion-dollar businesses using the correct tactics.
Ask anyone in the retail world and their marketing strategy involves Instagram advertising and influencer marketing — the sweet spot for consumer interest in the digital world.
These three reasons are why D2C brands love working with influencers.
As D2C brands start from zero, they need to be able to leverage influencers for scale and reach. When investing in influencer marketing, brands can choose the correct influencers to align with their brand positioning and target audience.
Since their budgets are minimal to start, many D2C brands find value in nano or micro-influencers — those with less than 50,000 followers. Since they’re more cost-effective, and in many cases, have better engagement rates, it is smarter to work with many influencers instead of one or two mega influencers. Using this strategy, you produce more content across a large array of accounts, providing data insights for the team to learn and iterate upon.
Influencers are known and trusted for their product reviews. When influencers work with a brand or highlight a product they are giving their authentic viewpoint. Because of this, they’re opinion matters. Whether they’re talking about a new D2C product in a YouTube video or an Instagram Story, their content has impact and allows for a higher amount of discoverability. Additionally, with this trusted piece of content, D2C brands can use these videos as marketing collateral and use in Instagram ads or on the website.
Humanizing The Brand
When analyzing content, images with faces produce more engagement. It’s human nature to connect with emotions and visualization, so working with influencers to bring a product to life is a no brainer. Consumers need to find a human element when discovering a brand. Take Summersalt, a D2C swimwear company, their entire Instagram feed is consumers wearing the swimsuits. They’re able to show their product in a different light than if it were on a mannequin or a flat lay.
As you can see D2C brands find success working with influencers. They can gain followers, add authenticity, and humanize the brand and start building a community and passionate audience that would rather buy online than in a brick and mortar retail location.
If you are building out a D2C brand and want to work with influencers, reach out to Capitv8 today!