In a constantly changing digital world, where the battle for consumer attention is fierce, companies must be agile and innovative to establish themselves in the competitive landscape. Faced with this reality, the alliance between influencer marketing and e-commerce is emerging as a strategy for brands wishing not only to increase their visibility, but also stimulate their sales and establish authentic connections with their target audience. The first European marketing influence platform, Kolsquare, reveals six key strategies that propel the success of e-commerce sites.
In today's digital context, e-commerce and influencer marketing are closely linked. Brands must carefully navigate between generating sales and avoiding overly promotional content, because audiences are often reluctant to approach an approach that is too focused on sales. The key to success will be knowing when and how to deploy these strategies, whether independently or jointly.
Ambassadors and Affiliates
In e-commerce, Ambassadors and Affiliates play a crucial role in catalyzing conversions, increasing traffic and brand awareness and building customer loyalty through their influence and expertise in specific areas, such as fashion or technology. Their targeted promotional content, associated with an engaged audience, allows brands to precisely reach their target audience, thus promoting conversions, increasing visibility and sales.
Nano-influencers, key to personalization and engagement
In 2024, e-commerce favors a strategy focused on nano-influencers for increased personalization and optimal community engagement. Ces key opinion leaders (COPD's), more affordable, committed and credible, display significantly higher efficiency and engagement rates (+192% and +213% respectively) than other influencers. Brands have multiple options to collaborate with them while preserving their image and values.
Promotional codes, effective conversion levers
Promotional codes occupy a central place in marketing strategies. By collaborating with content creators to distribute promo codes, brands leverage the credibility of KOLs to reach specific audiences. This approach, providing tangible benefits to consumers, promotes more effective sales activation for brands thanks to the close relationship between creators and their communities.
Le live streaming, essence of interaction
Live streaming is emerging as an essential element of global marketing strategies, with a significant presence on platforms such as TikTok, YouTube and brand websites. It boosts e-commerce in Asia and gains popularity in the United States and Europe, meeting growing consumer demand for interactive formats to stand out in a saturated content landscape.
The Amazon Influencer Program
The Amazon Influencer program offers a strategic opportunity for e-commerce players. By collaborating with KOLs, they can benefit from access to an engaged audience and increase sales through credible recommendations. This innovative approach successfully merges the fields of influencer marketing and e-commerce, thereby opening new avenues for content monetization and audience expansion, essential elements to thrive in an ever-changing digital environment.
Social media platforms
TikTok, Meta (Facebook, Instagram) and YouTube have acquired crucial importance in the e-commerce landscape, providing brands with effective ways to reach a specific audience. TikTok distinguishes itself as an innovative sales channel, while Meta offers tools like Facebook Shop and Instagram Shopping. Furthermore, YouTube offers opportunities for product promotion. Using these platforms creates opportunities to sell directly to a highly engaged audience.
KOLSQUARE : “RESPONSIBLE INFLUENCE”
Kolsquare is the number 1 marketing influence platform in Europe. It offers hundreds of customers (Coca Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, The English Court, Kiko Milan, etc.) the latest big data technologies, IA and machine learning to activate partnerships with a large community of KOLs (key opinion leaders) more than 5,000 followers in 180 countries on Instagram, TikTok, X (ex-Twitter), Facebook et YouTube. Mission-driven company since 2020, Kolsquare defends an ethic of “responsible influence”.
