Have you considered how certain shoe brands seem to pop out of nowhere and become phenomenally successful?
The online shoe market is chaotic as it is, and the world of digital marketing is rapidly expanding.
It is predicted that by the end of 2024, the multifunctional footwear market will reach $412.9 billion.
With such an astonishing value, plus nearly 25% of the sales are already being done online, it is very likely that the value will surpass $412 billion by that deadline.
With online sales exploding and so many competitors, how do you make your shoes the talk of the town?
That’s where influencer marketing comes into play; it’s like magic butter that makes everything better.
It’s not about creating a bunch of ads; it’s about building a relationship with someone who already has the attention of the masses.
Whether it’s unboxing your shoes on TikTok or posting a picture of them on Instagram, influencers have the power to transform your shoes into an online sensation.
By the end of this article, we are going to know and set a plan on how we can make that happen with your shoe business. Are you excited?
Why Influencer Marketing is Effective
Why do you think influencer marketing is so effective for selling sneakers online?
Imagine this question but about other types of clothes and you will find the answer. Shoes aren’t just items of clothing, they are fashion, an attitude, an identity, a culture.
Whether it’s a running shoe or gorgeous high heels, everyone would want to see how they function.
Influencers have perfected the art of showcasing shoes authentically, like when a fitness influencer models a trail shoe or when a fashion influencer styles an outfit with chic boots.
Which one of these two options would you believe – an ad or the influencer you follow wearing the shoes?
The difference here is trust, trust, and only trust; it is that simple. Research suggests that nearly half the population, around 49 percent, relies on the opinions of influencers before making a purchase.
That is quite a number! Rather than spending time engaging in random acts, these influencers create scroll-stopping content.
This can be anything from eye-catching pictures on Instagram to TikTok videos that pull you within seconds or even holistic reviews on YouTube.
For instance, Crocs. They started working with Justin Bieber and Post Malone for their crazy limited edition releases, and instantly everyone was talking about them and their sales went up very fast.
Suddenly, it wasn’t just about selling shoes but telling a captivating story that people wanted to hear. Ask yourself, how do you think that buzz will work for your brand?
How Do You Select Influencers That Best Align With Your Brand?
So, who do you consider as the perfect influencer for your brand? Considering their following is not something you should think about. Selecting the right one to fit your criteria is crucial.
If they are not in sync with your audience and brand, then putting those shoes on is like wearing socially mismatched sneakers. It just doesn’t work. How do you find the ones to make those shoes shine?
Let’s start out with the basics if you are still selling stylish boots and heels, then fashion bloggers are your target because they have that eye.
Are you selling running shoes? Then, fitness buyers will model the tech and performance. Do you have some cool sneakers?
The youth certainly need streetwear, so streetwear influencers will big them up. If the focus of your sneakers is on sustainability, then go snag those eco-friendly influencers.
After that, make sure that their engagement rate is good because likes and comments are loyal followers.
Ensure their demographics fit the target, like age and location, and check their content – is it good enough to wear your brand?
If you are looking for the right shoe influencer filters, services such as Intellifluence can get you sorted in no time. Ever thought about who’d be perfect to wear your kicks?
What Is the Right Method To Develop Influencer Campaigns That Stand Out?
What’s the hidden gem of making such an unskippable campaign? All those sweaty shoes and performers need some creativity that makes them captivating and move.
A post that is mundane and boring will prove to be unprofitable. But how do you make it cooler and capture the reader’s attention? Here are some ways you can spice things up.
Try to recall Crocs’ #benfitsofcrocschallenge. People wearing Crocs on their hands to create the illusion of beauty procedures went viral. The challenge broke out on TikTok, with people laughing and sharing the videos.
Or you could try unlimited edition collaborations, where you partner up with an influencer to create a design and just watch collectors and hypebeasts swarm to buy it.
Another amazing idea is user-generated content, where you ask the fans to post pictures wearing the shoes and a branded hashtag. The best part? It feels raw, which makes it perfect and authentic.
Don’t forget to customize the content for different platforms. Instagram is perfect for astonishing lifestyle videos and pictures, TikTok is for fast-paced trends, and YouTube is for long in-depth reviews.
Think of the shoes in a collab or a challenge. How do you envision it? Aim high, and let’s strive to achieve it all!
How to Collaborate Productively with Influencers
What strategies do you have in place to make sure your collaboration with an influencer is successful?
Simply giving them a pair of shoes and hoping for the best is not the most effective way to do this.
So, what is the most effective strategy for maximizing your ROI from an influencer collaboration?
Begin by letting them breathe. Yes, you have a message to convey, but give them some freedom to twist it in a way that makes sense to them.
Offer something uniqu,e such as a new surprise drop or a custom pair designed exclusively for them. It not only builds hype but also makes them feel valued.
Don’t stop at one purchase. Establish a genuine connection with influencers who resonate with your brand.
Nike partnered with Aleali May, who blended streetwear with their sneakers, and that recurring relationship kept the brand buzzing.
It’s not merely a transaction, it’s an investment. What can you offer that would excite your influencers even more?
How To Measure the Effectiveness of an Influencer Campaign
Apart from the firm impressions gained from the marketing, what other metrics do you rely on to determine if a campaign featuring an influencer is effective?
Make sure you also track sales, since this is what will ultimately determine how effective the campaign was. What’s an effective way to quantify the impact?
Try starting with custom discount codes or affiliate links. Those show exactly how many sales an influencer was able to drive, and more importantly, which influencer was responsible for which sales.
Add UTM parameters to track link clicks from posts and analyze interactions such as likes, shares, and comments to understand the sentiment.
Google Analytics and other platform tools provide wonderful insights into what’s working.
Look at Crocs again; does anybody doubt those Bieber collabs sold out rapidly? Not to mention the fan frenzy that Converse’s custom sneaker design campaign generated.
Check the stats, make necessary adjustments, and change what’s not working while increasing what is. What metrics would you need to see to consider it a success?
Influencer Marketing Tips
Running on a Tight Budget? Here Are Some Tips on Influencer Marketing Strategy.
Let’s say you’re a small business owner who doesn’t have plenty of funds available for marketing. Don’t panic because influencer marketing is still viable. How do you execute this without spending so much money?
Consider using micro-influencers. They have more modest fan bases, but their fans are way loyal, plus they tend to be way more authentic than the traditional celebrities.
Focus on the channels where most of your target audience chooses to spend time; if your audience is on TikTok, why allocate resources to YouTube?
Platforms like Intellifluence make these types of collaborations simpler. Micro-influencers are worth the investment because their endorsements often have the authenticity of a friend’s recommendation.
Think about the impact a local sneakerhead talking highly about your sneakers will have.
Conclusion
What is holding you back from starting with baby steps and then gradually building up?
Going by the previous example, influencer marketing is the simplest way to begin selling shoes online.
Assemble an accurate team, create sensational marketing campaigns, and sit back and relax as you see the results roll in.
This marketing strategy is beneficial whether you are launching a new collection or rebranding.
By the end, you’ll be steps ahead in the shoe game—pun intended! What do you plan on doing next?