One of the reasons why SHEIN has achieved success in overseas markets is that it has obtained a large amount of traffic through cooperation with overseas Internet celebrities.
The following is a detailed analysis of how SHEIN achieves brand growth with the help of overseas Internet celebrity marketing?
In the early stage of brand development, SHEIN began to cooperate with a large number of overseas Internet celebrities, seizing the situation at that time, Instagram, Facebook, and waiting for the traffic dividend of overseas social media.
In terms of overseas Internet celebrity marketing, SHEIN must not only harvest traffic, but also spread the brand. Therefore, SHEIN’s strategy mainly chooses a large number of fashion and beauty Internet celebrities with different fan levels on Instagram, YouTube, TikTok, Facebook, Twitter and other social media platforms.
SHEIN will pay to cooperate with top and waist Internet celebrities, and for KOCs with fewer fans, they will give free clothes or exclusive discounts, so that Internet celebrities can produce unboxing videos, clothing trial evaluations, lookbooks and other content. Once conversion occurs, Internet celebrities can also get 10%-20% commission share.
What are the benefits of this cooperation?
Internet celebrities have millions of fans and are influential enough to endorse brands and enhance their brand image.
Although the number of fans of mid-level Internet celebrities is not as many as that of top Internet celebrities, they also have hundreds of thousands of fans and a high interaction rate. They can show the advantages of SHEIN products to the audience by posting real clothes, evaluation videos or beautiful pictures, which better promotes conversion and plays a role in bringing goods to the brand.
Although the number of fans of tail Internet celebrities is small, due to the large number of such Internet celebrities, they can bring more traffic and more external links to SHEIN, thereby improving the weight of SHEIN’s independent station on search engines.
While a large number of Internet celebrities publish SHEIN-related content to attract traffic to SHEIN, SHEIN has also launched an alliance channel program. Fans can promote on social media. Once a transaction is facilitated, they can get a 10%-20% commission as a reward.
And the official accounts of SHEIN on major social media platforms also frequently release promotional products, and stimulate users to participate in interactions through activities such as lucky draws.
Stimulated by this series of activities, a large number of users spontaneously posted content related to SHEIN, which further fueled the popularity of SHEIN’s social media.
The above is an analysis of SHEIN’s overseas influencer marketing strategy shared with sellers. I hope it will be helpful to SHEIN sellers. LianLian International always pays attention to every little thing of the sellers, and will bring articles on related aspects in future articles to help sellers operate better.