by SARAL
Here’s a fact for you: Sephora doesn’t pay its influencers big bucks. Instead, they call their creators “Squad members” as they’re part of the Sephora brand ambassador program. They get free stuff, giveaways, a shout-out on Sephora’s social media, invites to special events, etc.
On the other hand, there are brands emptying their pockets to pay all types of influencers to post about their product and see no impact on sales!
So, what’s the secret?
It’s all about making an offer that’s so good, the influencers can’t say no. The right offer can make your CPG influencer program a success. The wrong one can leave you with nothing but an empty wallet.
Let’s find out how you can create a great influencer offer.
An influencer offer is the monetary and non-monetary benefits that a brand provides to an influencer or content creator.
Influencer Offers are the heart of your influencer collaborations. They’re essentially the value proposition you’re offering to the influencers in return for their services. The quality and appeal of these offers can directly impact the success of your program.
If you provide offers that resonate with your chosen influencers, you can secure strong, effective partnerships. You’ll attract influencers who are genuinely interested in your products, which in turn leads to more authentic, engaging content. This authenticity plays a significant role in influencing the purchasing decisions of their followers, driving sales, and ultimately, the success of your CPG brand.
On the other hand, if your influencer offers are not attractive or don’t provide enough value, influencers may decline to work with you or not put their best efforts into promoting your brand. This can lead to lackluster content, fewer conversions, and a lower return on investment for your influencer program.
An influencer offer consists of three main components: the incentive structure, perks for the influencer’s audience, and benefits for the creator.
The incentive structure refers to how the brand compensates the influencer.
This can include any of the following
Perks for the creator’s audience are also important. Brands can provide discount codes or giveaways that the influencer can share with their audience, making the influencer look good and benefiting both the brand and the influencer by increasing sales and engagement.
Here’s an example of Bang Energy offering a 25% discount to the creator’s audience:
Benefits for the influencer include things like exclusive access to new products, product collaboration opportunities, exposure to a wider audience, or exclusive access to events.
Let’s explore some of these in detail:
For example, this influencer shared his experience of receiving a personalized gift for his daughter from Magic Spoon on social media:
It can be online or even offline. For example, Bang Energy invites influencers to its ‘content house’ in Miami to collaborate with other creators
Here’s an example of how Olipop gives a shoutout to their influencers
By crafting a compelling influencer offer that includes these elements, brands can attract influencers to collaborate with them, helping to promote their products or services to a larger audience.
Brands may not always be in a position to offer heavy monetary rewards. Moreover, monetary compensation isn’t the only motivation creators have.
Next time you pitch an influencer, think of the creative ways outlined above to “pay” them and make the partnership appealing. 🎁 🧧
If you’re struggling to find the right influencers for your CPG brand, checkout SARAL. It’s an influencer marketing tool that helps you easily find, connect with, and handle long-term relationships with influencers. And that too with one-tenth the amount of time & money you’re spending right now. 🤑
If you feel that having 50 influential advocates promoting your brand would make you profitable, then get your free trial and start building an influencer program inside SARAL.
Getting your product in front of a retail buyer is only the beginning. Learn how to build stronger buyer relationships, create a retail-ready pitch, and show the value your brand can bring to the shelf.
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