How Influencer Marketing Can Help Launch Your Clothing Brand
January 20, 2020
Thanks to the rise of social media, a “once-underground culture” has become mainstream. Musicians and streetwear influencers have taken to Instagram, YouTube, blogs, and other social media platforms to share their opinions and style as tastemakers. These social media celebrities and bloggers have created massive followings that can be used by a brand to reach their ideal customer in a way unlike any other before it.
What are influencers?
In the world of social and digital media, brands aren’t the only ones trying to build a loyal following. Influencers are people who garner large followings and loyal supporters either on Instagram, YouTube, or a blog. Some of the biggest influencers even use all of these. Influencers are like digital celebrities–they have loyal subscribers who follow them because of the personal brands and online personalities they’ve built.
Because of this, influencers also have the ability to seamlessly promote the products that they like to their loyal followers.
Better than Traditional Advertising
Traditional print, TV, and pop-up ads are the way of the past. Influencers offer a more “subtle,” personal, and trustworthy form of advertising.
Consumers only follow influencers that they trust. Since they are actual people and don’t work for any single brand, their opinions hold more weight than something put out directly by a company for marketing purposes. In fact, 92% of consumers trust word of mouth over traditional advertising.
You could compare it to seeing an ad for a new restaurant versus getting a recommendation from a friend. You’re much more likely to try that restaurant if your friend is raving about it, as opposed to responding to manufactured promotions.
How to Find Influencers
Finding streetwear influencers isn’t challenging, but finding the right streetwear influencers for your specific brand could be slightly tricky. Start looking for them by doing the following:
- Do a quick Google search (i.e. streetwear influencers in [your city])
- Search out the most popular streetwear influencers using hashtags. Start with #streetart or #streetwear and find some of the popular posts, then look at other popular hashtags that they’re using.
- Look at the influencers you follow. The odds are if they’ve inspired your brand, then they will be willing to work with you to promote it
Alternatively, consult with a PR firm. They will have media lists of influencers and bloggers in your area. Inc shared a list of some of the best influencer marketing companies that can help you to achieve your goals.
What to Look for in an Influencer
First and foremost, look beyond the person’s social media follower count. Make sure their photos are active with likes and engaging comments relative to their total followers. Arm yourself with knowledge about how to spot accounts that have too many fake followers.
It’s also worth your while to seek out high quality photography. Many streetart bloggers work with professional photographers. Ask them if they would be willing to send you full resolution images with permission to use them for marketing purposes.
Lastly, the influencer you choose should align with the demographic you are hoping to have as buyers for your streetwear brand. For example, if your brand only creates mens streetwear, you won’t benefit very much from working with a female influencer with a bridal following. Find influencers that align with your brand, and who’s followers align with your product offerings.
How Influencer Payment Works
Depending on the influencer’s website or social media reach, they may charge a fee. Lesser-known bloggers are often happy to exchange their services for free product. But as a general rule, bloggers usually charge $200-$300 for a blog post per every 10,000 page views they have. Social media posts might cost more or less, depending on the influencer.
Influencer Collaboration Options
The options are limitless when it comes to collaborating with streetwear influencers. Here are some common formats for collaboration, but try to think outside of the box for a campaign that really resonates with your target audience.
- Product review
- Styled outfit with your item
- Giveaway (which creates lots of engagement for both parties)
- Event hosting
You may want to consult an influencer marketing company to figure out which of these options is the best fit for your company. It also depends on the blogger’s specific audience–some bloggers have better results with certain types of posts.
Get the Most out of an Influencer Collaboration
Here are some additional tips to get the most bang for your buck.
- Agree on terms ahead of time so you both know what to expect and no one is disappointed. How many blog or social media posts do you want? How many photos? Do you have a deadline in mind?
- An ongoing collaboration is best. If a streetwear star’s followers notice them wearing the same designs over and over again, they’re more likely to purchase.
Are you ready to take your brand to the next level? Using streetwear influencers for your clothing brand may be the way to do it. We’d love to hear about people’s experiences working with influencers–share your stories in the comments below!
Maddy Osman creates engaging content with SEO best practices for marketing thought leaders and agencies that have their hands full with clients and projects. Learn more about her process and experience on her website, www.The-Blogsmith.com and read her latest articles on Twitter: @MaddyOsman.
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