Opinion Leaders Can Only Achieve One In Improving Brand Awareness And Promoting Sales.

According to the world clothing and shoe net, in the era of vigorous development of social media, millions of fans have become leaders.

An important part of brand marketing strategy.

But unlike people's imagination, though most fashion bloggers with large fans can push them forward.

The popularity or promotion of goods, but the bloggers who can achieve two goals at the same time are very rare.

Some "big opinion leaders" have millions of fans, but according to insiders, the conversion rate of their fans is not ideal.

Many fans with fewer than one million fans can bring in additional sales of five times or even more than ten times larger than these "big opinion leaders".

Jennifer Powell, the president and founder of Jennifer Powell Inc., an American company advocacy and strategic planning for opinion leaders, believes that once the number of fans in social media breaks through seven hundred and fifty thousand people, this opinion leader can play a pivotal role in brand marketing no matter in terms of increasing popularity or promoting sales.

"A lot of opinion leaders have millions of fans, but they can't turn these fans into consumers."

Jennifer Powell said: "there are many opinion leaders who can help brands improve their popularity significantly, and many opinion leaders can turn a large portion of their fans into consumers, but the coincidence between the two groups is very low."

High visibility

For bloggers with a large number of fans, it is not a serious problem not to turn fans into consumers.

For example, the two most popular opinion leaders in the fashion and beauty industry, Chiara Ferragni and Kristina Bazan, are good examples.

According to insiders, the conversion rate of their two fans is "very bad", but this does not affect their high salary from the major fashion brands.

In October 2015, Kristina Bazan collaborate with Paris L'OREAL L 'Or al al to carry out marketing. It is said that the remuneration received is as high as seven digits, creating a record of the single income of the opinion leaders at that time.

In 2016, the two sides re worked together, and the bid of Paris L'OREAL was even higher.

(see the previous report: go to L'OREAL to get paid! L'OREAL signed 15 popular bloggers at one time, with a contract period of up to one year.

Above: Kristina Bazan

Chiara Ferragni is the blogger of fashion blog The Blonde Salad.

She leads a team of 14 people, Instagram fans have more than 800 million, as early as 2015, the income of more than 9 million dollars.

Harvard Business School listed "Chiara Ferragni" as a MBA teaching case.

She has won the publicity of PANTENE (Pantene) at a high price of $500 thousand. At the beginning of this year, SK-II offered hundreds of thousands of dollars to invite its participation in brand building activities, and publicize its classic product Facial Treatment Essence.

In addition, The Blonde Salad also has many connections with Louis Vuitton, Gucci, YSL and so on.

Big name cooperation.

Recently, Chiara Ferragni opened its own brand store in Milan.

Above: Chiara Ferragni

Other similar opinion leaders include: Song of Style blogger Aimee Song, The Chriselle Factor blogger Lim Lim, etc.

The reason why these opinion leaders can still win the favor of all brands is that they can rely on their huge fans to quickly enhance brand awareness and exposure.

High conversion rate

For many other opinion leaders, although their fans are few, they can effectively promote brand sales, which makes them the darling of fashion brand marketing.

For example, the number of fans of fashion blog Hello Fashion blogger Christine Andrew Andrew is only 940 thousand, and rarely attend the high-end fashion show held by major brands.

But her ability to turn fans into consumers is far ahead of Chiara Ferragni and Kristina Bazan.

Upper left: Christine Andrew

During the Nordstrom discount activities held by Nordstrom, a high-end chain store in the United States in 2015, Christine Andrew Andrew made hundreds of thousands of dollars in sales in just 10 days.

According to herself, the sales figures she brought during the promotion in 2016 were much higher than in 2015.

{page_break}

Christine Andrew said that there is no connection between the purchasing power and the absolute quantity of fans, but the characteristics of fans.

"My fans are mainly shoppers."

Christine Andrew said, "in addition, authenticity is also important.

If I do not like the effect of a product, I will tell them honestly that I am not satisfied with the product.

It lets them know that I will not deceive them, and will not pretend that I like a product of poor quality.

Christine Andrew also owns its own clothing brand, Ily Couture, and has also conducted the marketing of opinion leaders.

"We also let other opinion leaders pass through our costumes through sponsorship," she said.

Sometimes sales will rise sharply, but sometimes the effect is not obvious.

I think this has a lot to do with the composition of fans of opinion leaders.

Not everyone is concerned about what clothes the opinion leaders are wearing. Many people are concerned about them just to see what they are doing.

The power of opinion leaders in sales is increasing at an alarming rate, which has also brought them a lot of revenue.

According to the industry's current average level, opinion leaders can get a 10% commission from the sales they bring.

Based on this calculation, Christine Andrew can get millions of dollars of remuneration from cooperative marketing in one year.

Can't you have both?

When it comes to why few opinion leaders can help brands rapidly improve their popularity, and also bring a lot of additional benefits, Karen Robinovitz, founder of Digital Brand Architects, the opinion leader management company, used the movie to draw an analogy: "this is like a movie actor, some people perform very well, but the box office appeal is not excellent.

Conversely, the actors with strong appeal at the box office are probably not outstanding.

Karen Robinovitz stressed that for fashion bloggers, there are three factors that affect their performance in opinion leaders' marketing activities: appeal, fashion and whether they are close to the people.

She explained: "in general, bloggers with higher fan conversion rates are more" grounded ", and people feel that they can also become like these bloggers.

And those bloggers who can quickly enhance their brand awareness are not as well carved as models in magazines, but they have made it difficult for them to have the same lifestyle as these bloggers.

Gleam Futures, Claire Collins Maysh, general manager of digital talent management agency, said that 2017 was the year of "middle level opinion leaders".

This kind of bloggers with only tens of thousands to hundreds of thousands of fans are hot spots in the current market. Their fans are of moderate scale, which can bring enough customers and exposure to the brand, and will not make them too detached from the masses.

Claire said that the reason why fashion brands choose opinion leaders rather than stars to cooperate is because opinion leaders are not as distant as stars and can resonate with consumers.

But with the development of social media, many opinion leaders have gradually started to become the "distant" idol of consumers.

On the one hand, they have gained huge advantages in increasing brand awareness. On the other hand, they have led many bloggers to launch various interesting contents, but it is difficult to turn fans into consumers.

Participate in marketing products.

Claire also mentioned that the participation of opinion leaders in the promotion of commodities is also an important factor affecting the conversion rate.

She cited one of her clients: Youtube subscribe to Sun Kiss Alba, which has nearly 90 million beauty bloggers as an example.

The conversion rate of Sun Kiss Alba fans has always been on average, but when she jointly launched a skin care oil called Derma E. Radiant Glow Face Oil, the sales performance of this product was excellent.

"When a lot of opinion leaders are doing marketing, people will feel that he actually doesn't use those products."

Claire said, "but when the opinion leaders personally launch a product or participate in the production process, fans will feel that this is the opinion leader's own thing, rather than promoting publicity for others.

This will effectively improve the conversion rate of fans. "

The blogger Danielle Bernstein, We Wore What, is another example.

She is one of the rare bloggers who can enhance brand awareness and sales at the same time.

Having 1 million 700 thousand Instagram fans, she decided to launch her own skin care series Second Skin Overalls and shoe series Archive Shoes after discovering her ability to drive sales.

According to Bernstein, in the three hours after the release of secondskinoveralls.com in October 2016, more than 70 thousand dollars had been sold.

More interesting reports, please pay attention to the world clothing shoes and hats net.