Brands with a bottom line goal of converting social media users into customers, shoppable ads with influencers and celebrities are a great option.
Combining the effectiveness of celebrity marketing with the quick and easy conversion allowed by shoppable ads creates a dynamic marketing opportunity for brands.
By reducing the amount of steps consumers need to take to buy a product featured in a post with their favorite celebrity or influencer, brands are seeing increased sales and using the tactic more frequently.
Shoppable influencer ads are not only leading to higher conversion rates, they are also giving brand marketers a clearer way to measure return on investment (ROI). They can determine what ads are performing the best and how well they are performing.
Links on social posts across the major platforms enable tracking sales from social media efforts. Purchases made can be traced back to the source to determine how many sales can be attributed to the ad.
Here are a few brands leading the way in shoppable influencer ads:
The clothing brand Loft partnered with actress Busy Philipps to produce a shoppable video ad campaign on Instagram. The campaign included a series of longer videos cut down into several clips and posted on the brand’s account.
Using the Like2Buy platform, consumers were able to view the ad and then use the link to visit the brand’s ecommerce site and see the items Busy had picked as her favorites.
Celebrity and Influencer ads on Snapchat are being revived since the platform recently debuted the ability for brands to link right to their websites.
Teva Women’s Health partnered with actress Sophia Bush to work on a campaign generating awareness about alternative birth control options. The #NoHormonesPLZ campaign included a ten second Snapchat video ad with Sophia instructing viewers to swipe up to learn more.
Users were able to go to the website for the campaign and sign up to enter the sweepstakes right through Snapchat.
The organization was able to get more entries by making the link closer to consumers and requiring less action to participate.
MikMak is a company that creates, measures and distributes shoppable ads on behalf of brands. Through their attach feature, brands are able to attach links to their ecommerce sites within their Snapchat ads or Instagram Stories.
Several brands began testing out the beta version of the service in spring 2017. GoPro, Birchbox and Dr. Brandt skincare are among those who have encountered success with the feature.
Birchbox created a series of shoppable video ads for their Mother’s Day campaign. Dr. Brandt Skincare saw a huge ROI, with a 500 percent increase in sales from Instagram for facemasks over a span of 10 days.
Seeing as all of these brands have used influencer marketing in the past, it will be important to keep an eye out for how they capitalize on the early adoption of tools like these to combine celebrity marketing with shoppable ads.
photo credit: Justyre / 27 images via Pixabay