Teri’s Take: How SeatGeek and Kopari Leverage Influencers to Meet Unique Marketing Objectives
We’re back with June’s top influencer marketing and social media news. This month, SeatGeek is utilizing influencers to boost emotional connections with consumers and Kopari is leveraging influencer marketing to bypass advertising restrictions. Plus, a new study shows us that it will be increasingly important for brands to think outside of the box when it comes to Instagram marketing.
Ticketing company, SeatGeek, has put heavy emphasis on influencer marketing in an effort to differentiate the brand as it competes with Stubhub, Ticketmaster and others. By leveraging influencers and their connection to dedicated audiences, SeatGeek is aiming to create emotional connections with consumers with its “fans first” focus – Something difficult to do with just performance marketing. The company is working with macro-influencers, mostly on YouTube, to tell stories around experiences that would require a ticket, such as taking a parent to the World Series or going to a concert.
By working with more than 1,000 influencers who created 1,500 YouTube videos which drove more than 125 million organic views, SeatGeek puts itself in a position to compete with other ticketing sites, such as Stubhub, with much deeper pockets. SeatGeek understands the importance of community building and storytelling for customer acquisition and retention. Today’s consumers gravitate towards brands that speak to their individual values, interests, and hobbies. Because people who buy tickets to events come from all walks of life, the company has to get creative when it comes to resonating with a diverse audience. “Influencer marketing allows SeatGeek to target their message to a specific consumer archetype rather than using broad strokes — the Indy 500 fan is likely very different than the Lady Gaga fan,” wrote Katy Wellhousen, account director at RQ, in an email. By leveraging a variety of influencers, Seatgeek has the ability to target each segment of their audience with personalized content.
Natural beauty brand, Kopari, is expanding its personal care line with the launch of its sexual wellness products. To promote the new products, Kopari activated a DTC campaign that gave existing customers free samples of new products with a purchase. Additionally, the brand is working with 15 unpaid influencers to get a buzz around their launch on social media. Gigi Goldman, Kopari co-founder, explained, “When it comes to sexual wellness and advertising, everything is censored, so you need to be creative, progressive and strategic in your approach to bringing awareness to consumers. Word-of-mouth conversations are the most compelling to influence product, because the messages are direct and authentic.”
In recent months, we’ve seen many beauty brands shift their marketing strategies to engage with consumers’ increasing interest in health and wellness. Even major beauty retailer, Sephora, created the “Clean by Sephora” category online and in-store which highlights makeup, skincare, and fragrances that are formulated without harmful ingredients. For many wellness brands, some of which play around with controversial ingredients like CBD, or in Kopari’s case, focus on sexual wellness, advertising in the traditional sense can be difficult because paid advertising channels censor sensitive subject matters. As a work around, advertising through influencers allows brands such as these to reach dedicated audiences on social media. Influencers are tastemakers in the beauty space, so leveraging the relationship they have with their audience allows brands to spread brand awareness while still controlling the narrative of their brand story.
The Article: The State of Instagram Marketing 2019 – Part 3: Future Marketing Opportunities on Instagram
Social Media Today and SEMRush surveyed over 800 digital marketers to get their insights into what they’re doing on Instagram, what they’re seeing success with, and where they see future potential. The study showed that 64% of respondents indicated Instagram to be ‘extremely’ or ‘very’ important to their broader planning. Perhaps more importantly, nearly 72% of respondents indicated that it’s ‘very likely’ that Instagram will become a key marketing channel for them in the future, especially following new tools like Shopping Tags and Instagram Checkout.
Because there are so many businesses planning to use Instagram to market their products and services, it will be increasingly important to post content that stands out from the rest. In a recent blog post, Gain and Retain Instagram Followers With This Type of Content, we cover the three types of content consumers want to see from brands on Instagram: identity, utility, and emotional. In other words, consumers engage with brands that post content that inspires them, teaches them something, or makes them feel better. But most importantly, the content brands post on Instagram should speak to their audience’s interests and hobbies.
Nearly 90 percent of consumers like the idea of custom content, or content that tailors to specific demographics or interests, as a way for brands to engage with them. 89 percent of people also believe personalized content is a great way for brands to break through the rest of the clutter online. It’s difficult to source personalized content in the variety and volume you needs to satisfy consumers’ demand with traditional methods. That is why brands, such as SeatGeek, are turning to influencers to generate diverse content.