Even before the web, major name brands have long since used influencers to promote their products or services. Actors, models, sportsmen, and media personalities graced the pages of newspapers and magazines to promote makeup, detergent, perfume, food items, automobiles, etc. Even radio stations used the voices of influencers and artists. Let’s not forget actors and personalities on television commercials.
Nowadays, when most marketing campaigns are created online, influencers promote all kinds of products, services, and causes on the web. It’s in social media sites like Facebook, Twitter, and YouTube where most influencer marketing happens. If you use any of these platforms, you’re likely to encounter an influencer ad every so often on your newsfeed and also on your messaging service.
But do you know that despite the increased prevalence of influencer ads, only 6% of shoppers found globally are influenced to buy? A study by OpSec Security Consumer Barometer trust index revealed that only 12% of consumers aged 18 to 24 years old felt swayed to buy a product endorsed by influencers. This percentage of consumers decreases with age.
What is Influencer Marketing?
Influencer marketing, also called branded content marketing, is a type of marketing strategy where marketers work closely with creators. There’s no specific rule on how to implement influencer marketing but careful planning and analysis can help you expand your reach.
An influencer is a person who has a great influence over others via the internet or social media. Influencers collaborate with a business or brand to add value to products or services. If you’re a business owner and you hire an influencer to help you promote your brand, products, or services, you are using influencer marketing strategies.
It is expected that around 67.9% of marketers in the U.S. will use influencer marketing tactics in 2021. This number is predicted to rise to 72.5% next year.
How do Influencers affect mobile apps and in-app purchases?
There are many ways influencers affect in-app purchases. Here are some of them.
Influencers Increase Brand Awareness
Hiring an influencer can help promote your brand and your app. Suppose you have a car app that helps drivers monitor gas mileage, remind them of due maintenance checks, provide traffic routes, etc. you might consider working with an influencer who’s known in the auto industry. You may also reach out to influencers who make relevant videos and social media posts. Pick an influencer with millions of subscribers to share your app and you’ll get a lot of downloads in an instant.
Influencers Help Reach Target Market More Efficiently
Influencers tend to work around a specific niche, just like marketers. It’s important to partner with an influencer who knows and appreciates what your app can offer. For example, you’re likely to connect with an influencer who’s into fitness and health if you have an app that helps users control their weight. An influencer who’s into home renovations can endorse your new home and garden design app in a heartbeat.
Influencers Build Business Credibility and Trust
To be called an influencer, a person must have a good number of followers who trust their choices and recommendations. Thus, working with an influencer to endorse your app means you’re gaining their credibility.
Compared to using celebrities to endorse your app or brand, influencers are more relatable because they are more into the level of their followers. A good influencer will take time to get to know and try out your app. After a trial, they can provide a genuine opinion of what they think about your app and its benefits.
What are the most common concerns for shoppers who are purchasing over apps?
Influencers who are endorsing apps and other digital products may ask their subscribers or followers to purchase these from an online store. Apps for Android smartphones are available from Google Play Store or a third-party site while apps for Apple devices are available from the Apple Store.
Sometimes, shoppers are willing to buy apps and products online, but some issues make them rethink their purchases. Here are some of them:
Having an Outdated App Design
There’s something about an app or a website with an outdated design that makes it look unreliable and unsafe. Sadly, first impressions last when shopping online so you must take time to improve your product design and website design. Create an inviting, updated, and seamless app. Digital Authority Partners has a great mobile app development guide for excellent results.
Having an Unprofessional-Looking App
An app or website with poorly designed components misspelled words, inappropriate images, and outdated content will look unprofessional. The moment a visitor lands on our site or checks out your app, he’ll be clicking the exit button ASAP. Prevent these by overhauling poor site content. Replace these with clear descriptions, updated and appropriate content to make your site look professional.
Poor User Experience
There are so many factors that affect user experience, one of these is site or app loading times. Users are not willing to wait for a poorly loading site or a site with poorly functioning components. Poor user experience may also be due to missing contact information or lacking a preferred payment method. Study well what your customers are looking for in a site or app and provide these to create a more meaningful user experience.
Incomplete Product Information
It’s difficult to purchase a product with missing or incomplete descriptions. Therefore, customers abandon their carts and try to buy from other sites if they can’t find them from your website.
Review your products and make sure these come with complete descriptions. Include specs, weight, features. Use updated, meaningful information make sure that everything is concise, and make sure that these are reflected in all your product sites and social media sites.
Fake or Missing App Reviews
Many consumers rely on product reviews to make a purchase. Not having reviews or having fake reviews are red flags for most customers. Avoid fake or paid reviews as consumers can easily see through your phony reviews and comments.
No Free Trial
Consumers want to test the waters first and so, they appreciate it if your app has a free trial. Also, having hidden charges or unexplained charges is unforgivable. Be transparent and explain all charges before your customers download or buy your app.
No Live Chat, No Product Support
Having no way to contact customer service or support for any problem is difficult. You must have a number for customer service, chat support, customer email form, or a combination of these. When it comes to buying products from an app, have a dedicated team handle order, complaints, etc. to provide good customer support.
Influencer marketing is an effective marketing technique when you know your target audience and you know how to choose the right influencer. Choose one that represents your target audience with followers that portray the same characteristics as well.
When it comes to customers purchasing over an app, remember to offer the best ways to shop online. Create a better customer experience by thinking like your customer. Focus on what your customers are looking for, what are their dislikes, and what will it take to make them stay. Considering all these factors will help you create the best over-app eCommerce site.