The start of a new calendar year can often be a good time for brands to reflect, refresh, and reimagine their marketing strategies for the year ahead. In what can traditionally be amongst the quieter months in the retail calendar, ecommerce brands can take this opportunity to review past performance and make some strategic decisions about the future.
While influencer marketing has become a cornerstone of many ecommerce campaigns, it’s still often underutilised by some businesses – especially smaller brands who are perhaps under the impression that it needs a big budget to succeed. The good news is that influencer marketing can be scaled to virtually any budget and could make all the difference in the coming year.  If it’s not yet part of your plan for 2025, you’re missing out on a tried and tested way to build trust, grow your audience, and boost sales.
In this article, we look at why influencers are so effective for ecommerce brands, the benefits and challenges of working with influencers and how to maximise the impact for your business.
The power of influencers in marketing strategy
Influencer marketing is a collaborative approach where brands partner with individuals who have large, engaged social media followings. From celebrities to niche experts (think food bloggers or fitness enthusiasts), influencers can amplify your message authentically. These partnerships can be on a paid or gifted basis, making it accessible to brands of all sizes.
Influencers are so effective because consumers are far more likely to trust and act on recommendations from someone they follow and admire. HubSpot found that in 2023, 50% of marketers worked with influencers, with B2C brands leading the way. And with 64% of the global population active on social media, there’s no better time to put your brand in front of scrolling thumbs.
The benefits of influencer marketing in ecommerce
Influencer marketing delivers results that are difficult to achieve with traditional advertising methods, making it one of the most effective tools in an ecommerce brand’s arsenal.
Research shows that 82% of brands report higher-quality leads from influencer marketing than any other type of campaign, while 71% of people are more likely to purchase a product when it is recommended by an influencer they trust.
Improve brand awareness
One of the most significant advantages of influencer marketing is its ability to amplify brand awareness. By collaborating with influencers, your product or service gets showcased to a new, often untapped audience.
Take TikTok, for example – a platform where influencers can help brands achieve viral status. Homeware brands like The White Company, Wayfair and Etsy have skyrocketed in popularity by leveraging influencers to create authentic, engaging content that resonates with their target audience. When your brand appears in an influencer’s content, it doesn’t just reach their followers, it also gains visibility through shares, likes, and algorithm boosts, further expanding your reach.
Increase social media following
Influencers do more than just promote your products; they connect your brand with their audience in a way that feels natural. As influencers endorse your brand, their followers are more likely to explore your social media channels, leading to a boost in followers.
You could also collaborate with an influencer on a giveaway and ask those who want to enter to follow you in return for the chance of free goodies!
Increase credibility and trust
Trust is the currency of influencer marketing. Influencers often have a strong bond with their followers, who see them as authentic and relatable, and this makes their endorsements incredibly powerful.
By consistently collaborating with influencers who align with your brand values, you can build a reputation for quality and reliability.Â
Increase sales
Influencer marketing directly impacts sales in both the short and long term. When influencers share product recommendations, reviews, or discount codes, their followers are motivated to act – often immediately.
In addition to these direct conversions, influencer campaigns drive indirect sales by increasing brand awareness and keeping your products top-of-mind for potential customers.Â
Cost-effective campaigns
Compared to traditional advertising, influencer marketing offers impressive value for money. Studies show that influencer campaigns can be 30% cheaper than most forms of advertising and marketing strategies making them an excellent option for businesses with smaller budgets.
Collaborating with micro-influencers is a particularly cost-effective strategy. These influencers often charge less than larger creators but deliver highly engaged audiences who are deeply connected to their content. This combination of affordability and high engagement ensures that your budget goes further without compromising on results.
Influencer Marketing & Digital PR
Influencer marketing doesn’t have to operate in isolation – it works seamlessly alongside digital PR efforts. For example, gifting an influencer a kitchen appliance could inspire recipe content that you can use for PR. By combining influencer-generated content with compelling survey statistics or expert commentary, you create a well-rounded story that’s more likely to catch the attention of journalists and media outlets. There are even dedicated trend writers who scour social media to cover content that is getting great engagement!
Common challenges in ecommerce influencer marketing
Influencer marketing has the potential to deliver a significant return on investment, but only if approached with care and precision. A common mistake is choosing influencers without proper research. It’s not enough to pick someone random on your For You page; you need to ensure their audience aligns with your target demographic. Asking for detailed audience insights, such as age, gender, and location, is essential to ensure the influencer can effectively connect with the people you’re trying to reach.
Once you’ve identified the right influencer, crafting a clear and detailed brief is crucial. This should explicitly outline what you want the influencer to cover in their content, including key messages, tone, and deadlines. Vagueness in the brief can lead to unnecessary back-and-forth, which not only delays the campaign but also risks frustrating the influencer and damaging the relationship. Clear communication from the outset ensures that expectations are aligned, and the content meets your brand’s goals.
Finally, having a comprehensive contract in place is non-negotiable. The last thing you want is for an influencer to accept your product or payment and fail to deliver the agreed-upon content.
A watertight contract should clearly outline all terms, including deliverables, timelines, payment structures, and content usage rights. This safeguards both parties and helps avoid any misunderstandings or mishaps that could derail the campaign. By addressing these challenges with a strategic approach, you can unlock the full potential of influencer and social marketing for your brand.
What next?
Influencer marketing is a powerful tool for brands looking to thrive in 2025. From boosting brand awareness and trust to driving sales and growing your social following, it offers significant returns when done right.
As audiences seek authentic connections, influencer marketing provides an opportunity to stand out in a crowded digital landscape. With the right strategy and expertise, your brand can harness its full potential.
Ready to make 2025 your most impactful year yet? We’d love to be involved! We can help you shape your influencer marketing strategy, source influencers that are a great fit for your brand and audience and support with briefs, contracts and communications to help maximise the results.
Use the form below to start a conversation with our influencer and social marketing team.
