Since influencers have a large number of followers, what should cross-border e-commerce companies do if they want to directly use influencers’ resources?
Interacting with influencers
The first step in interacting with influencers is to let influencers forward our content, and then @ each other, that is, mention each other; finally, find the point that can be deeply integrated with the product and cleverly implant the product into the content published by the influencer
For experienced content teams, they can also @ influencers after creating content and attract influencers to give feedback. At this time, it is necessary to judge the main performance goals of the influencer team at the current stage so that our content can help them achieve their goals. Most of the time, in the early stage, we can become the “benchmark fans” of influencers. In other words, the content we create can be quoted by influencers and become the evidence of the account personality they want to show. However, this requires a high level of skills, energy, and experience from the SNS operation team.
It can be seen that the common goal of cross-border e-commerce SNS marketing and influencers is to meet certain needs of users, so they naturally have something in common in terms of value. As mentioned above, sales behavior and social behavior are divergent, so how can we combine the two?
If we can find potential Internet celebrities, that is, those who do not have many fans but have shown social potential for product-related topics, then such Internet celebrities will be easy to interact with. As for big Internet celebrities, due to their busy business, there are many people interacting with them, and they are overwhelmed, or we appear to be of low value in front of other interactors, so we cannot attract big Internet celebrities to interact.
If it is a potential Internet celebrity, we can contact them through various channels. Considering the cross-border reasons, we still mainly interact with them on SNS websites. If we can meet offline, the effect will be greatly increased, but the cost is higher.