The effectiveness of Influencer Marketing on brand loyalty

Background:

Influencer marketing is a type of advertising whereby companies work with people who have large followings on social media sites like Instagram, TikTok, and YouTube to advertise their goods or services. Influencer marketing is based on the notion that because these people have already gained their followers’ trust, their business promotion may also enable that brand to gain the trust of its followers.

In this case study, we will take a look at two different brands and their use of influencer marketing to drive brand loyalty: Glossier and Nike.

Glossier:

Because of its use of influencer marketing, the skincare and beauty company Glossier has amassed a sizable following on social media. Working with people who share the brand’s principles and aesthetics is the main focus of Glossier’s influencer strategy. For instance, the company has collaborated with influencers like Emma Chamberlain, a well-liked YouTuber recognized for her relatable and genuine content, and Jazzybum, a beauty influencer renowned for her natural and understated makeup style. Glossier is able to reach the correct audience and gain the trust of potential customers by collaborating with influencers that support their brand.

InfluencerDB’s research indicates that Glossier’s use of influencer marketing has been quite successful in fostering customer loyalty. Compared to the typical conversion rate for influencer marketing efforts (1–2%). The study indicated that Glossier’s influencer initiatives had a conversion rate of 7%. The survey also discovered that Glossier’s influencer efforts led to average order values of $65, which is also higher than the industry average order value of $55. Additionally, Glossier’s social media following is expanding quickly, with over 2 million Instagram followers. This is a blatant example of the brand’s capacity to interact with its target market and win over potential buyers.

Nike:

Another company that has utilized influencer marketing to increase brand loyalty is Nike, a multinational corporation that designs, develops, and sells footwear, apparel, equipment, accessories, and services.

To advertise its products and gain the trust of its target audience, Nike has worked with a broad spectrum of influencers, including professional athletes and fitness fanatics. As an illustration, the company has collaborated with fitness celebrities Kayla Itsines and professional Football star Cristiano Ronaldo. Nike is able to reach a larger audience and develop trust with a variety of potential customers by collaborating with influencers who represent a wide range of interests and demographics.

According to an Ipsos study, Nike’s influencer marketing initiatives increased viewers’ buying intent by 60%. The survey also discovered a 20% rise in brand favorability and a 19% rise in brand consideration as a result of Nike’s influencer efforts. These outcomes show how successfully Nike’s influencer marketing strategy boosts brand loyalty.

Conclusion:

As this case study illustrates, influencer marketing can be a valuable tool for fostering brand loyalty. Both Glossier and Nike have used influencer marketing to their advantage to target their particular markets, cultivate consumer trust, and promote brand loyalty. Their campaigns’ successes, which included high conversion rates, order values, buy intent, brand favorability, and brand consideration, prove that this strategy works. Other brands in various industries can use this approach to attain similar outcomes.