{"id":19364,"date":"2023-05-24T10:30:14","date_gmt":"2023-05-24T10:30:14","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-influencer-marketing-getting-the-best-return-when-working-with-home-influencers\/"},"modified":"2023-12-11T15:12:28","modified_gmt":"2023-12-11T15:12:28","slug":"best-return-with-home-influencers","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/influencer-marketing\/best-return-with-home-influencers\/","title":{"rendered":"Getting the best marketing return when working with home influencers"},"content":{"rendered":"

It\u2019s certainly no new thing for ecommerce brands to be working with social media influencers on lots of different types of campaign, but ensuring that there is a good return on the marketing spend in this area hasn\u2019t always been as clear cut.<\/p>\n

The home and garden retail sector saw huge growth during the Covid-19 pandemic and despite many things returning to \u2018normal\u2019 over the past couple of years, there are some important changes to the way we live that look likely to be permanent. While many people who worked remotely during pandemic have made some kind of return to office-based working, the latest ONS data<\/a> shows that around 44% of people still work from home some or all of the time, and this looks to be the \u2018new normal\u2019 across many industries where home-working is possible.<\/p>\n

This means that millions of UK adults are working from home regularly, spending more time in their homes than they probably would have done pre-pandemic, which is expected to correlate with continued spending on the home environment, even in the context of the current cost-of-living squeeze on many household budgets. More people may be likely to stay at home rather than holidaying elsewhere, have fakeaways or takeaways at home rather than eating out and entertain friends and wider family at home to help save money.<\/p>\n

We\u2019ve compiled some tips for ecommerce brands in the home and garden space working with home influencers<\/a> in the UK to help ensure that you get the most possible from the partnership. <\/strong><\/p>\n

Setting objectives for your home influencer campaign<\/h2>\n

Having a clear idea of what you want the campaign to deliver is essential before you go into any of the details. Influencer marketing can have a variety of different benefits, but determining the most important for your business in this particular context is key.<\/p>\n

For example, is this primarily a brand awareness activity, or is your priority to deliver sales of a certain product or line? While influencer marketing can deliver on more than one front at a time, ensuring that your expectations are aligned to your business goals will help keep the campaign on track in every aspect.<\/p>\n

Setting an appropriate budget for your influencer campaign<\/h2>\n

While you might have a budget in mind before you even begin, it\u2019s important to set objectives first so that you have a business case for the budget that this activity will need. If your primary objective is about increasing brand awareness, what is that worth to your business? If you want to sell a particular product, how many of them do you need to sell to recoup your spend on this activity? If you have any specific influencers in mind already, what are their rates for the kind of activity you are looking for? These are all things that will play into setting an appropriate budget for the campaign.<\/p>\n

Doing your research here will definitely save time and effort further down the line.<\/p>\n

Choosing the right platforms and home influencers<\/h2>\n

A major factor in helping you get the best possible return for the campaign is to choose the right influencers on the right platforms. Whether you focus all your attention on home influencers on Instagram or also incorporate TiKTok or another platform will all depend on where your target audience are and the circle of influence and levels of engagement of the individuals you choose to work with.<\/p>\n

Of course, a huge part of working with influencers is finding people who are a good fit for your brand identity and ethos and whose creativity aligns with what you stand for. Their audience size is important, but the level of engagement they get with their followers gives a much better idea of the potential benefits of working with them.<\/p>\n

Your campaign specifics and your budget will have an impact on who you work with, but the below checklist might also help.<\/p>\n

Evaluating home influencers metrics<\/h3>\n
    \n
  • Number of followers<\/li>\n
  • Engagement rates on non-sponsored content they publish<\/li>\n
  • Engagement rates on sponsored\/ad content they publish (usually lower than the above metric)<\/li>\n
  • Amount of sponsored content they produce as a percentage\/ratio<\/li>\n
  • Whether they have or currently work with any direct competitors of yours<\/li>\n
  • Reach (this will need to come from their own stats)<\/li>\n
  • Fake follower percentage (there are many free online tools for this to check influencer\u2019s Instagram profiles)<\/li>\n
  • Rates (available from influencers directly or their agents\/agency for larger influencers)<\/li>\n<\/ul>\n

    Scoping out the influencers that you like to see if they would be open to working with your brand on a campaign is important \u2013 they need to see it as a good fit too. Choosing influencers that already have a clear identity and style of their own means you can have a good idea of what they will bring to the table. Take a look at some examples of established home influencers and their content below:<\/p>\n