Influencer marketing and paid ads are two powerhouses that work best when combined. They are designed to complement each other, and if you are not using them as a combination, you are wasting many brilliant marketing opportunities.
This two-pronged advantage works something like this:
- Using paid ads can extend the life of high-performing content, which is valuable in amplifying your influencer marketing efforts. For instance, 85% of consumers are more likely to trust a sponsored post from an influencer over an A-List celebrity.
- At the same time, influencer marketing tools help you track and optimize your ad campaigns for maximum ROI.
Whether you want to leverage micro-influencer marketing to engage niche audiences or use paid ads to grow your brand’s reach, the right approach can make or break your brand’s ability to stand out. Let us break it down so you can get the most out of both.
Why Pair Influencer Marketing with Paid Ads?
People follow influencers because they relate to them, not because they have the most polished marketing strategies. However, 61% of consumers trust influencer recommendations, while only 38% prefer brand advertisements.
But even the most trusted influencers have limits. Their content may generate buzz, but it only goes so far without a boost. Combining paid ads with influencer marketing solves this problem by sharing your message with a targeted audience over multiple social media platforms.
In short, influencer marketing channels build trust, and ads boost that trust. Put them together, and start honest conversations with the people who matter most to your brand.
1. Build a Killer Influencer Campaign
Before you think about ads, you must have an influencer marketing strategy for your brand because it’ll be the foundation for your paid influencer marketing campaigns.
Choose the Right Influencers
Micro-influencer marketing often delivers higher engagement rates than mega-influencers. Micro-influencers boast up to a 60% higher engagement rate compared to their macro counterparts. So, before you start using paid ads with influencer marketing, take the time to vet the content creators and see if their audience matches your targeted demographic.
Focus on Real Content
People on the internet can easily spot fake marketing campaigns. Instead of creating scripted content, let paid influencers do what they do best – sharing authentic stories like unboxing videos, tutorials, or “day in the life” with your product. This will exponentially grow your audience’s interest and willingness to buy your products.
Align on Goals
What do you want your influencer marketing channel to accomplish? Increase awareness for your brand. More traffic on your website? Improve your product sales? Be clear about your objectives, and make sure paid influencers know these so they can plan their marketing strategy accordingly. Also, you should negotiate content rights upfront (more on that later).
2. Repurpose Influencer Content into Paid Ads
Now that you have engaging, audience-approved influencer content, it is time to supercharge it with paid ads.
Secure the Rights
Remember when we mentioned negotiating content rights? This part is important. Get full permission to use influencer-created content in your paid ad campaigns. It’s best to include content rights in the initial contract to avoid legal issues later. Some influencer marketing packages even include content usage rights, so be sure to check the terms before signing.
Optimize for Platforms
Tailor content for each ad platform. For Instagram and TikTok, short, vertical videos work best. Facebook leans more on images and brief captions. If you are exploring YouTube, longer-form content like tutorials gets the most views. Using the right influencer marketing tools helps optimize content formats and track ad performance across platforms.
Target Your Audience
Paid ads let you target the audience your brand or product needs. Use ad platform tools to fine-tune demographics, interests, and behaviors that match your ideal customer. When you align influencer content with precise targeting, conversions skyrocket. Using Google Ads and influencer marketing together can further expand your reach, guaranteeing your ads appear in front of high-intent users.
Test and Adjust
Not all influencer content will perform great out of the gate. Use different ads and measure performance. For example, test two influencers’ videos and see which resonates better. Adjust and keep customizing what works best. Your influencer marketing channel should constantly be fine-tuned for maximum impact.
3. Use Retargeting to Stay Top of Mind
The truth is that most people do not buy your product the first time they see it. In fact, 92% of first-time visitors fail to convert. This is where paid influencer marketing and retargeting ads change the whole narrative.
Retargeting with Familiar Faces
If someone interacts with an influencer’s video but does not make a purchase, retarget them with a paid ad using the same influencer’s face and message. Seeing familiar content helps nudge them closer to buying because they trust that influencer. Micro-influencer marketing works exceptionally well here since these content creators have a close-knit community.
Adding Social Proof
Add social proof like user reviews, ratings, or testimonials alongside the influencer’s content to make your retargeting ads even stronger. Seeing validation from peers combined with the influencer’s credibility builds more trust and confidence. Influencer marketing tools can help track which influencer content drives the most engagement, allowing you to optimize retargeting efforts.
Partnering with the Agency
Managing an influencer marketing channel with retargeting requires experience, connections, and a deep understanding of ad platforms. A dedicated influencer marketing agency will choose the right influencers, secure content rights, and run high-performing ads. Instead of handling everything alone, partnering with professionals gives you maximum ROI for your paid influencer marketing efforts.
Final Thoughts
Merging influencer marketing with paid ads makes your brand unstoppable. While influencers deliver trust and relatability, ads turn that magic into measurable results, like traffic, leads, and sales. The process requires effort upfront, but the rewards are worth it.
So, start using Google Ads and influencer marketing together. Build influencer partnerships that connect with your audience, and boost those efforts with targeted ads. Soon enough, you will see your strategy making an impact like never before.
