Top 5 Influencer Marketing Practices for Tech Brands

5 Influencer Marketing Best Practices All Tech Brands Need to Know

In this 3-part series, we’ll dig deep into influencer marketing strategies, specifically for tech and app brands.

Leverage video content as an educational tool.
Repurpose UGC across all of your brand-owned channels.
Work with macro–influencers to make a bigger impact.
Fairly compensate your influencers.
Work with a large variety of influencers.

The tech sector is booming. We hear about new apps, electronics, and gadgets every single day. It’s nearly impossible to keep up! The good news is that with influencer marketing, you can break through the clutter and promote anything from a high-tech vacuum to a new video game in a cost-effective, scalable way.

In this first part, we’ll share 5 influencer marketing tips that all tech and app brands need to know.

1. Leverage video content as an educational tool.

Whether it’s a livestream, a long-form YouTube video, or a short TikTok, video content has quickly taken over as one of the most effective marketing tools. In fact, an astounding 87% of marketers can attribute sales back to their video marketing efforts.

And while this may be true for all industries, video works particularly well for tech brands because the products are much trickier to explain. Content about electronic devices and software is much harder to understand than, say, a dress or a pair of jeans. That’s why 52% of companies create videos to educate their audience.

That being said, 33% of marketers don’t have enough time to create video content, while another 20% say it’s too expensive to produce. That’s where influencer marketing comes in.

By partnering with talented video creators across YouTube, TikTok, and Instagram, your brand can produce a diverse array of video content at a fraction of the price than a studio shot commercial or video ad. Not to mention, influencer-generated content(IGC) frequently outperforms brand-directed content, because it’s more engaging and relatable.

2. Repurpose UGC across all of your brand-owned channels.

Today’s consumers prefer content from real people over traditional ad creative featuring paid actors or models. And that’s the best part about working with influencers and UGC creators — you can easily source a goldmine of highly-engaging, relatable branded content that you can repurpose across all of your marketing channels.

People find it especially intimidating to approach new tech products because they’re not tech-savvy, or because they don’t have enough industry knowledge. By repurposing user-generated content(UGC), you’re putting a familiar face at the forefront of your product, making consumers feel more comfortable about trying it out.

3. Work with macro–influencers to make a bigger impact.

Although micro-influencers are typically key players in the influencer marketing space, macro-influencers have a bigger impact for tech brands, especially when it comes to tech and app companies.

Because many apps and tech products, such as mobile games or cameras, typically have mass appeal and need to market to a large, generic group of people. Because of this, teaming up with macro-influencers with large followings can bring brand awareness to the masses.

4. Fairly compensate your influencers.

Because technology is something that requires a lot of knowledge and expertise, tech influencers typically require fair compensation for collaborations. This could be in the form of money or a highly-valued product given for free.

For app and gaming companies, expect to pay for posts unless you’re providing a valuable electronic device to influencers.

5. Work with a large variety of influencers.

There are endless possibilities of influencers to work with when you’re a tech brand because there are so many different kinds of products. The products range from electronics, such as cameras and Bluetooth speakers, to software, such as smartphone apps and online games.

That being said, influencers can promote tech products from other verticals. For example, you can work with home design influencers to market home electronics or food influencers for a food delivery app. Don’t limit yourself to one community when there are so many different kinds of influencers to collaborate with!

However, keep the “test and invest” method in mind when working with influencers. Try working with influencers from a few different niches and provide trackable links or codes to monitor each influencer you work with. Then, use performance data to determine who fits well with your brand and re-invest in similar influencers for your next campaign.