Influencer marketing strategy is the talk of the town. Find out whether quality or quantity is the secret to successful campaigns.
In the fascinating world of digital, influencer marketing has become an essential lever for brands seeking visibility and growth. But when it comes to building this influencer marketing strategy, a crucial question arises: should you prioritize quality or quantity? It's a dilemma that tears marketing professionals apart, between the temptation to flood social media with content and the more strategic choice of partnering with hand-picked influencers. In this article, we'll explore both approaches in depth to help you build a successful and sustainable influencer marketing strategy.
Marketing influence strategy: definition and challenges
Influencer marketing involves collaborating with influencers to promote your products or services to a targeted audience. This approach has emerged as an effective response to the saturation of traditional advertising. Today's consumers increasingly rely on recommendations from their peers or content creators they follow daily. As a result, a well-designed influencer marketing strategy can generate far greater engagement than a traditional advertising campaign.
The numbers speak for themselves. According to Statista, the global influencer marketing market could reach $22.2 billion by 2025. Influencer marketing strategy is therefore more than just a trend: it's a key pillar for any brand looking to stand out on social media.
The Benefits of a Quantitative Influencer Marketing Strategy
Opting for a quantity-oriented influencer marketing strategy means choosing to multiply collaborations with a large number of influencers, sometimes medium-sized or micro-influencersThe goal is clear: to increase the reach of messages and the overall visibility of the brand.
Such an influencer marketing strategy helps create a mass effect. The more your products are present on social media, the more they become anchored in the minds of consumers. The example of Daniel Wellington is emblematic: the brand relied on thousands of micro-influencers around the world, relentlessly repeating simple messages accompanied by promo codesThe result? An explosion in sales and tenfold increase in visibility.
Quantitative influencer marketing strategies often rely on seeding: sending products to influencers on a massive scale to maximize the creation of spontaneous content. This allows the brand to quickly obtain a large volume of mentions, strengthening its digital presence.
| Advantages of Quantitative Strategy | Disadvantages |
|---|---|
| High immediate visibility | Risk of loss of authenticity |
| Rapid rise in interactions | Complex volume management |
| Better product knowledge among the public | Costs accumulated if not controlled |
The benefits of a qualitative marketing influence strategy
In contrast, a qualitative influencer marketing strategy focuses on long-term partnerships with a select few influencers. The goal here is to build a deep, trusting relationship with the audience of these KOLs (Key Opinion Leaders).
Brands that choose this path want to build a strong and authentic image. Take Glossier, the cosmic brand founded by Emily Weiss, for example. By collaborating with influencers who share its values, Glossier has created a genuine emotional connection with its community. Their influencer marketing strategy emphasizes sincere content and recurring collaborations that strengthen the brand's credibility.
A qualitative influencer marketing strategy also encourages the emergence of brand ambassadors. These influencers then become true spokespersons, sharing their experiences in a natural and engaging way.
| Advantages of the qualitative strategy | Disadvantages |
|---|---|
| Increased credibility | More limited initial scope |
| Long-term relationship with the audience | Longer construction times |
| Authentic, engaging content | Less content volume |
Towards a hybrid marketing influencer strategy: the winning balance
Rather than pitting quality against quantity, why not consider a hybrid influencer marketing strategy? This approach combines the best of both worlds: massive campaigns to boost visibility, complemented by high-quality collaborations to strengthen brand image.
By increasing your reach through a variety of influencers while strengthening strategic partnerships, your influencer marketing strategy becomes more effective. This is the choice of brands like Rimmel, which has combined viral campaigns with deep collaborations to establish its digital presence.
| Benefits of the hybrid strategy |
|---|
| Expanded visibility and increased credibility |
| Strengthened engagement through ambassadors |
| Flexibility in campaign management |
Our opinion on the best influencer marketing strategy
Ultimately, the secret of influencer marketing strategy experts lies in finding the right balance between quality and quantity. Depending on your goals—brand awareness, engagement, conversion—you can adjust the balance.
If you're launching a new product and want to quickly capture attention, a quantitative influencer marketing strategy will be incredibly effective. However, to establish your brand in the long term and build a truly engaged community, quality and strong relationships with influencers are essential.
To maximize your chances of success, call on experts. At ValueYourNetwork, we've been helping brands build tailor-made influencer campaigns since 2016. With dozens of successful social media campaigns under our belt, we help you leverage the right levers for your influencer marketing strategy, whether you choose quantity, quality, or the best of both.
Share your experiences in the comments and tell us which influencer marketing strategy you prefer. Ready to take the plunge? Discover how ValueYourNetwork can boost your influence today by contacting us !