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 we prioritize quality or quantity? It's a dilemma that tears marketing professionals apart, between the temptation to flood social networks 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 high-performance, sustainable influencer marketing strategy.
Influencer marketing strategy: definition and challenges
Influencer marketing involves working with influencers to promote your products or services to a targeted audience. This lever has emerged as an effective response to the saturation of traditional advertising. Today's consumers increasingly rely on recommendations from their peers or from content creators they follow on a daily basis. The result: a well-designed influencer marketing strategy can generate far greater engagement than a traditional advertising campaign.
The figures 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 major pillar for any brand wishing to stand out on social networks.
The benefits of a quantitative influencer marketing strategy
Opting for an influencer marketing strategy based on quantity means choosing to multiply collaborations with a large number of influencers, sometimes of medium or large size. micro-influencers. The objective is clear: to increase the reach of messages and the overall visibility of the brand.
This kind of influencer marketing strategy creates a mass effect. The more your products are present on social networks, the more they become anchored in consumers' minds. The example of Daniel Wellington is emblematic: the brand relied on thousands of micro-influencers around the world, tirelessly repeating simple messages accompanied by promo codes. The result? An explosion in sales and a tenfold increase in visibility.
Quantitative influencer marketing strategy is often based on seeding: the mass mailing of products to influencers to maximize the creation of spontaneous content. This enables the brand to rapidly obtain a large volume of mentions, reinforcing its digital presence.
| Advantages of the quantitative strategy | Disadvantages |
|---|---|
| High immediate visibility | Risk of loss of authenticity |
| Rapid rise in interactions | Complex volume management |
| Better product knowledge among the public | Accumulated costs if not controlled |
The benefits of a qualitative influencer marketing strategy
In contrast, a qualitative influencer marketing strategy focuses on long-term partnerships with a select few influencers. Here, the aim is to build a deep relationship of trust with the audience of these KOLs (Key Opinion Leaders).
Brands that choose this path want to build a strong, authentic image. Take Glossier, the cosmetics brand founded by Emily Weiss. By collaborating with influencers who share its values, Glossier has created a genuine emotional bond with its community. Their influencer marketing strategy focuses on sincere content and recurring collaborations that reinforce the brand's credibility.
A qualitative influencer marketing strategy also encourages the emergence of brand ambassadors. These influencers become true spokespeople, sharing their experiences in a natural and engaging way.
| Advantages of a qualitative strategy | Disadvantages |
|---|---|
| Enhanced credibility | More limited initial scope |
| Lasting relationship with the audience | Longer construction times |
| Authentic, engaging content | Less content volume |
Towards a hybrid influencer marketing 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 quality collaborations to solidify brand image.
By multiplying the number of times you speak out via a variety of influencers, while consolidating strategic partnerships, your influencer marketing strategy gains in effectiveness. This is the choice made by brands like Rimmel, which has combined viral operations with in-depth collaborations to consolidate its digital presence.
| Hybrid strategy benefits |
|---|
| Greater visibility and credibility |
| Stronger commitment thanks to ambassadors |
| Flexible campaign management |
Our opinion on the best influencer marketing strategy
Ultimately, the secret of influencer marketing strategy lies in the ability to find the right balance between quality and quantity. Depending on your objectives - awareness, engagement, conversion - you can adjust the cursor.
If you're launching a new product and want to grab attention quickly, a quantitative influencer marketing strategy will be highly effective. On the other hand, if you want to establish your brand over the long term and create a truly committed community, the quality and creation of strong relationships with influencers become essential.
To maximize your chances of success, call in the experts. At ValueYourNetwork, we've been helping brands build tailor-made influencer campaigns since 2016. Backed by dozens of successful campaigns on social networks, we help you activate 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? Find out how ValueYourNetwork can boost your influence today by contacting us !