Mastering influencer marketing campaigns is essential for scaling your business and maintaining competitive advantage. With so many brands vying for attention, relying solely on traditional advertising platforms like Google and Meta can limit growth potential. To sustain long-term success, businesses must diversify their marketing efforts, including leveraging the power of influencer marketing campaigns and exploring emerging channels.
In this insightful podcast , we sat down with Moritz Lambrecht, an industry expert, to explore practical strategies for managing multichannel marketing and scaling your efforts to reach new heights. Moritz shares his expertise on reducing dependency on saturated channels and highlights the critical role that influencer marketing camoaigns and online marketplaces play in driving brand profitability.
Influencer marketing campaigns: Ggoing beyond Meta and Google to scale your brand
Welcome to a fresh episode of the DTC Dive podcast, where today we're focusing on the nuanced world of multichannel marketing—a critical pivot for scaling e-commerce brands. As we delve into the complexities of this strategic approach, we're joined by Moritz Lambrecht, CEO and founder of AD Specialist. The agency is renowned for its adeptness in navigating acquisition strategies beyond the conventional avenues of Meta and Google. With the e-commerce space becoming increasingly saturated, Moritz offers a wealth of expertise on how brands can break through plateaus typically experienced in mid-seven figures of revenue by incorporating diverse marketing channels, including influencer marketing and marketplaces. Throughout this episode, we will explore actionable insights and real-world applications that enable brands to diversify their marketing mix and achieve scalable, profitable growth. Join us as we uncover the keys to mastering the art of multichannel marketing to drive your DTC brand towards unprecedented success.
Markus Repetschnig, CEO and founder of Admetrics: Hello and welcome to the DTC Dive Podcast. I'm here today with Moritz Lambrecht, CEO and founder of AD Specialist, a multichannel agency focused primarily on acquisition measures beyond standard channels. Moritz, great to have you here.
Moritz Lambrecht, CEO and founder of AD Specialist: Hi Markus, I'm delighted to be here, thank you.
Markus: Today, we're going to talk about multichannel marketing. Many of our listeners will recognize that you can scale a business to a certain point, usually mid-seven figures, before standard channels like Meta and Google start to saturate and performance begins to decline. To scale further, businesses often add additional marketing or sales channels like marketplaces. This makes the setup much more complex in terms of measurement and scaling. Moritz, would you like to add anything to that? Are your clients typically in this range when they start thinking about scaling across various channels?
Moritz: Exactly, Markus. While our typical client is often on their way from eight to nine figures, it is true that most brands begin to feel these growth pains around $5-6 million in revenue. They start with Meta and Google for growth and soon realize that they can’t scale as much as they’d like, especially in terms of profitability and hitting their target returns. There are two main reasons they look for alternative channels: to diversify their marketing mix early and to reduce dependence on Meta and Google, which dominate the market and are saturated with competition. And the other reason is to find channels that allow them to scale profitably and meet their financial goals. As you mentioned, this usually happens just before they reach eight figures, and that's where we come in as the perfect partner to test and navigate this path together.
Markus: After Google and Meta, what typically comes next? What's been the hottest trend for scaling D2C brands?
Moritz: Influencer marketing is actually the next significant channel for many D2C brands, not just for typical e-commerce but also for businesses in sectors like craftsmanship or for high-value products. There's really no rule or brand that wouldn't benefit from influencer marketing. As a media agency with a multichannel approach and a strong data-driven strategy, we have deep insights into various marketing channels across different industries and goals. We've seen influencer marketing perform differently, often better than other channels like TV or print, and it’s fascinating to see the impact it has across all sectors.
Markus: It’s crucial to work with the right people in influencer marketing, much like in the creative game, right? You have to test, learn, and initially proceed with a good feel. I find it interesting that you highlight influencer marketing because from what I see, brands typically exhaust the standard channels first before moving to areas like influencer marketing, which requires genuine partnerships rather than being just another number on an ad platform.
Moritz: That's correct, Markus. Display and native channels, which can be tested in-house with certain platform partners to see if they work, are indeed part of the standard repertoire around Google and Meta. These are the channels that brands typically explore first because they don’t require extensive experience, large teams, or high costs—it's more about playing around with small budgets in ad managers to test the waters. But with influencer marketing, you can engage in both lower and upper funnel marketing, benefiting from the authenticity and recommendation aspects of influencers, which allows you to build a real brand.
Markus: Influencer marketing seems to have evolved from focusing on a few major influencers to leveraging a multitude of micro-influencers. How do you handle that? Do you look for a few flagship influencer partnerships for your clients, or do you spread your efforts across many smaller ones?
Moritz: For a brand starting with influencer marketing, it's definitely wise to begin with a micro approach to test the channel with minimal risk. We have insights from thousands of campaigns and different clients, so we can identify which influencers work well for which sectors and target groups. Initially, these might be influencers in the lower cost range, but as we establish proof of concept, we scale up significantly. We might start testing larger placements worth $10k to $30k after a few months of initial trials and rarely do these larger bets flop because of the strategic and analytical groundwork laid earlier.
Markus: Do you test different audiences or specific offers and messages with influencers?
Moritz: Absolutely, we refer to it as testing different storytelling integrations with influencers across various channels like Instagram vs. YouTube vs. Twitch, depending on where we can best reach the client’s target audience. But of course, we also analyze different target groups, industries, and content types, like fitness, food, or family-focused influencers, to see what direction might work best for a specific client.
Markus: Considering the complexity of managing multiple channels, especially with newer options like Spark Ads where you promote content directly on an influencer's page via your ad account, how do you integrate these into your multichannel strategy?
Moritz: To clarify, we don't currently use Spark Ads. Our strategy focuses on maximizing the native content created by influencers within their own channels. If a client also runs YouTube Ads, we might leverage creator assets from influencer campaigns in those ads to capitalize on the creator's recognition and trust, which can boost the performance of the YouTube campaigns. But typically, we try to secure these creator assets for reuse in ads at no extra cost, as obtaining rights can be expensive and not always justify the return on investment.
Markus: With the challenge of measuring the effectiveness of various channels, especially less direct ones like print or TV, what are your best practices for attribution and assessing the impact of a multichannel strategy?
Moritz: It's a great question, Markus, and truly one of the trickier parts of multichannel marketing. Print and TV often lose out in attribution models because they're not last-click channels. However, influencer marketing, being digital, allows us to use trackable links and discount codes to directly measure engagement and conversions. For channels like TV and print, we rely on attribution tools to track increased site traffic and activity post-advertisement to gauge their impact. We also use incrementality tests, shutting off one channel temporarily to see the effect on overall performance, helping us to determine the true value each channel adds.
Markus: And when it comes to scaling these efforts, how do you ensure that your clients' investments in various channels are justified?
Moritz: Scalability is key, and that's where our approach to testing small and scaling based on proven success comes into play. Before scaling up investments in any channel, we ensure there's a solid foundation of data supporting the effectiveness of the channel for the specific client. We continuously monitor the performance and tweak strategies as needed, ensuring that each channel not only contributes positively to our client's growth but also aligns with their broader marketing objectives and budget.
Markus: As brands continue to grow and evolve, how should they think about integrating new channels into their existing marketing mix?
Moritz: Brands need to be agile and adaptable. The digital marketing landscape is constantly evolving, with new channels and platforms emerging regularly. Brands should be ready to test new avenues while optimizing their existing channels. A coherent strategy that considers customer touchpoints across different media and platforms is essential. The goal is to create a diversified marketing mix that captures and engages customers at various stages of their journey, reinforcing the brand message and driving conversions.
Markus: Moritz, thank you so much for these insights. It’s been incredibly informative. I hope our listeners can take these strategies and think about how they can apply them to their own businesses.
Moritz: Thank you, Markus. It was a pleasure to discuss these strategies and I hope your audience finds the discussion helpful as they navigate their growth strategies. Looking forward to more such engaging conversations.
Markus: Absolutely, Moritz. Thanks again for joining us, and to our listeners, keep pushing the boundaries of your marketing efforts. Until next time, keep innovating.
As consumers increasingly turn to social media for product recommendations and inspiration, influencer marketing has become a cornerstone of modern brand strategies. These campaigns involve partnerships between brands and individuals who have built a substantial following online—often celebrities, bloggers, or niche content creators—who promote products or services to their engaged audiences.
With the potential for increased brand awareness, authentic engagement, and measurable return on investment, influencer marketing campaigns offer a win-win for both brands and influencers. But, to maximize the potential of these campaigns, businesses need to approach influencer partnerships with a clear strategy and understanding of the landscape.
Brands are continuously seeking innovative ways to connect with consumers. Among these, influencer marketing campaigns have emerged as a dominant force in the marketing industry. By leveraging the trust and connection that influencers have with their audiences, brands can tap into new markets, build credibility, and drive conversions in ways traditional advertising methods simply cannot.
What Are Influencer Marketing Campaigns?
At its core, influencer marketing is a form of collaboration where a brand partners with an online personality, or influencer, to promote products, services, or even broader brand messages. The influencer uses their platform, such as Instagram, YouTube, or TikTok, to showcase the product to their audience. These campaigns may range from a single social media post to long-term brand ambassadorships.
One key advantage of influencer marketing campaigns is their ability to blend seamlessly into the daily lives of social media users. Unlike traditional ads, which can feel intrusive, influencers often integrate products organically into their content, fostering trust and authenticity with their audience.
The Importance of Authenticity in Influencer Marketing Campaigns
Authenticity has become the cornerstone of successful influencer marketing campaigns. Consumers are increasingly skeptical of hard-sell advertising and prefer to follow influencers who provide genuine, relatable content. A campaign is far more effective when an influencer genuinely believes in the product or service they are promoting.
Brands looking to run successful influencer marketing campaigns must prioritize authenticity in their partnerships. Working with influencers who align with your brand’s values ensures that their recommendations come across as sincere and trustworthy, rather than as a paid promotion.
Types of Influencers in Influencer Marketing Campaigns
Influencers come in all shapes and sizes, and understanding the various categories of influencers can help brands better tailor their campaigns. Some of the most common types include:
Mega-Influencers: These are household names—celebrities with millions of followers. They command large audiences but often at a high cost, and their promotions may seem less personalized due to the size of their fanbase.
Macro-Influencers: Typically, these influencers have hundreds of thousands to a million followers. They are well-known in specific niches and can drive significant visibility, making them a good option for brands looking to target larger audiences.
Micro-Influencers: With followers ranging from 10,000 to 100,000, micro-influencers focus on niche topics. Their smaller, highly engaged audiences often trust their recommendations more, leading to higher engagement rates.
Nano-Influencers: With fewer than 10,000 followers, nano-influencers operate on a very personal level. Though their reach is small, their audiences are extremely loyal, making them perfect for hyper-targeted influencer marketing campaigns.
Crafting a Successful Influencer Marketing Campaign
Running a successful influencer marketing campaign involves more than just selecting an influencer with a large following. It requires strategic planning, clear objectives, and thoughtful execution.
1. Define Your Goals:
Before reaching out to influencers, define what you want to achieve with the campaign. Is it increased brand awareness, more website traffic, or higher sales? Your goals will inform the type of influencer to work with and the kind of content they should produce.
2. Choose the Right Influencer:
Research is crucial in selecting influencers who align with your brand's voice and values. An influencer who resonates with your target audience will produce far better results than someone with a broad, untargeted reach.
3. Develop Clear Campaign Guidelines:
While influencers are content creators, it’s essential to provide clear guidelines on the key messages, tone, and expectations for the campaign. The content should feel natural but also meet your brand’s marketing objectives.
4. Engage Your Audience with Interactive Content:
Effective influencer marketing campaigns often include interactive elements like giveaways, polls, or Q&A sessions. This not only boosts engagement but also allows the audience to feel more connected to the brand.
5. Track Campaign Performance:
Measuring the success of influencer marketing campaigns is crucial. Metrics like engagement rates, click-throughs, conversions, and ROI should all be analyzed to understand the effectiveness of the campaign.
Influencer Marketing Campaigns on Different Platforms
Influencer marketing campaigns vary greatly depending on the social media platform. The approach that works on Instagram may not be as effective on YouTube or TikTok, so understanding the nuances of each platform is essential.
Instagram:
Instagram is one of the most popular platforms for influencer marketing campaigns due to its highly visual nature. From sponsored posts to Instagram Stories and Reels, this platform offers various ways for influencers to engage their audience. Features like Instagram Shopping allow for direct product purchases within the app, enhancing the user experience and shortening the sales funnel.
YouTube:
YouTube is ideal for long-form content, making it perfect for detailed product reviews, tutorials, and unboxing videos. Influencers on YouTube can provide in-depth information about a product, which can be particularly helpful for high-ticket or complex items.
TikTok:
TikTok’s short-form video format and viral nature make it a powerful platform for influencer marketing campaigns targeting younger audiences. Creative, bite-sized content works best here, often in the form of challenges, tutorials, or humorous skits that showcase the product naturally.
Twitter:
Though less visual, Twitter is excellent for influencers who thrive on engaging in conversations or sharing quick thoughts. A well-crafted tweet from an influencer can spark discussions and encourage followers to explore your brand further.
The Role of Micro-Influencers in Niche Markets
While mega-influencers often grab the spotlight, micro-influencers are gaining ground for their ability to foster genuine relationships with their audiences. In fact, many brands have found that micro-influencers deliver better engagement rates than their larger counterparts. Micro-influencers typically focus on niche markets—such as fitness, beauty, travel, or technology—making them ideal for brands targeting specific, highly engaged audiences.
Cost-Effectiveness of Micro-Influencers:
Micro-influencers are often more affordable than mega-influencers, allowing brands with smaller budgets to launch influencer marketing campaigns without breaking the bank. Additionally, since their content is more relatable, they tend to produce more authentic and trustworthy endorsements.
Examples of Successful Influencer Marketing Campaigns
Daniel Wellington:
The watch company Daniel Wellington built its brand almost exclusively through influencer marketing campaigns. By sending free watches to micro-influencers and encouraging them to post on Instagram, they created a tidal wave of organic content that introduced the brand to millions of new consumers.
Fiji Water:
During the Golden Globes, Fiji Water deployed a "Fiji Water Girl" influencer marketing campaign, where a model holding the brand’s product appeared in the background of celebrity red carpet photos. This unexpected strategy resulted in viral content, with millions talking about Fiji Water.
The Future of Influencer Marketing Campaigns
As social media platforms continue to evolve, so too will influencer marketing campaigns. The future holds a deeper integration of technology with marketing strategies, such as augmented reality (AR) filters or AI-driven influencer suggestions.
Additionally, as brands become more sophisticated in tracking the ROI of their campaigns, influencer marketing will increasingly be tied to performance metrics like direct sales or customer acquisition, rather than simple engagement.
Influencer Marketing Campaigns FAQs
What is an influencer marketing campaign?
An influencer marketing campaign is a collaboration between a brand and an online influencer, where the influencer promotes the brand’s product or service to their followers.
How do brands choose influencers for their campaigns?
Brands select influencers based on factors like audience size, engagement rates, niche alignment, and the influencer’s ability to create authentic content.
What is the cost of running an influencer marketing campaign?
Costs vary widely based on the influencer’s follower count, platform, and type of content. Micro-influencers may charge as little as a few hundred dollars, while mega-influencers and celebrities can command thousands or more.
How do you measure the success of an influencer marketing campaign?
Success is measured through various metrics, including engagement rates, reach, website traffic, and conversions. ROI tracking tools like Google Analytics can also help determine the impact of the campaign.
What are the risks associated with influencer marketing campaigns?
One risk is a mismatch between the influencer and the brand, leading to inauthentic or ineffective promotion. Additionally, controversies or scandals involving the influencer can harm the brand’s reputation.
How long should an influencer marketing campaign last?
Campaign duration varies, but short-term campaigns often last a few weeks to a month. Long-term brand ambassadorships, however, can last several months or even years.
Conclusion
Influencer marketing campaigns have revolutionized the way brands communicate with consumers. By leveraging trusted voices in the digital space, businesses can reach their target audience in a more organic and impactful way. Whether you’re aiming for a massive reach with a mega-influencer or engaging a niche audience with a micro-influencer, the key to success lies in authenticity, creativity, and strategic execution.
For brands willing to embrace this new frontier, influencer marketing campaigns offer limitless possibilities for growth and connection.
