In a previous PR lifetime, I represented beauty and personal care brands, selling shampoos and deodorants. I learned a lot about influencer marketing from that experience. So much so that I thought I had it nailed.
So it came as a surprise to me when I landed my current role, leading influencer marketing for a home goods brand, and realized it would require a totally different strategy and approach.
It turns out there is a significant difference between marketing low-cost products customers regularly replace, and high-ticket products they’re hoping will see them through several years.
Three years in, here’s what I’ve learned:
1. The more expensive the product, the longer the consumer journey.
While hairspray might be an impulse buy, thrown in-basket at the pharmacy, an item like a couch is generally a carefully considered purchase over several weeks, if not months. It will likely take many (and I mean many) marketing touchpoints with your customer to stay in consideration throughout their shopping journey.
How does this impact the way you engage influencers?
Well, you may want to consider partnering with nano and micro creators, where you can get more content for your budget.
With a smaller creator, you can get three to six posts over several months for the same investment you might put towards one post with another larger one.
This keeps you in your audience’s social feeds for a longer term. Hopefully, they might be following multiple creators in your network, meaning you’re consistently popping up on their radar with content from different sources they trust.
Another benefit is that smaller creators also tend to have highly engaged audiences, who may be more tuned in to their product recommendations. (Although that’s not to say there isn’t a lot of value in partnering with larger creators as well! Both achieve different goals.)
2. Long-term reviews matter more with high-ticket marketing.
Product reviews are one of the most influential content types in the modern buyer journey. Another advantage of working with smaller creators on more long-term partnerships is that they can share these up-to-date reviews over time.
For a product like a mattress, for example, it’s one thing for a creator to post their unboxing experience and share that they had a great first night’s sleep. What’s even more impactful is hearing from them again three months later, with an update that they’re still dozing off smoothly.
When people invest a decent chunk of change in something, they want to feel confident they’ll see the return on that investment over time, so steer clear of one-off partnerships in favor of those that last at least a few months.
3. Exclusivity is more important when partnering with influencers on high-ticket products.
When I worked in the beauty space, I wasn’t all too concerned with influencer exclusivity terms. It’s pretty standard for a beauty influencer to share their favorite eyeshadow from one brand one day and their new lipstick obsession from another the next. Most make-up enthusiasts shop from multiple brands anyway.
On the other hand, it’s unusual for someone to replace their refrigerator more than once a decade. An influencer posting about their new fridge from one brand in January and another from a different brand in October could raise some eyebrows with their followers and damage trust in the endorsement.
For this reason, I suggest looking for long exclusivity terms for long-term products—even up to a year.
4. Product cost affects your influencer marketing program budget.
High-value products can impact your overall program costs, so always account for them when setting your budget. You can also use the product as part of your negotiation strategy, offering it as partial compensation to lower influencer rates.
Regardless, remember not to leave this cost out when you’re building your program budget! You don’t want a nasty surprise when you’re calculating costs at the end.
5. Inbound request systems can lead to the most authentic partnerships.
One of the beautiful benefits of having a high-ticket product is that some influencers who are already fans of your brand might be interested in buying it and would prefer to pay for it via content rather than purchasing it themselves.
Set up a form where influencers can apply to work with you. Many will be open to discounting their rates in exchange for receiving the product they’re looking for in a timely manner, to fulfill an immediate need.
For example, maybe they’re moving into a new home and are keen to replace their bed frame with one they like from your furniture brand. These also make for the most authentic partnerships, as their followers are already engaged in their moving process, and their partnership with a furniture brand feels like a natural fit.
Key takeaway: Make influencers your secret weapon for high-ticket marketing this year.
So while high-value products may require a different approach than their less expensive counterparts, influencer marketing can absolutely be an effective tool to get your product out there!
Consider the consumer journey, prioritize long-term reviews and exclusivity, factor in
product cost, and set up an inbound request system, and you’ll be starting off strong.
