Influencer Marketing Strategies for Global Success

May 2, 2024



As country borders become less relevant in eCommerce, understanding influencer marketing can greatly boost interactions with your global audience. Influencer marketing has carved out a significant niche in online marketing, profoundly transforming how brands interact with their global audiences. In fact, influencer marketing has become so crucial to the success of a brand, that the industry is projected to reach a value of $22.2B in 2025.

To keep it simple, influencer marketing involves collaborating with individuals who have a significant and engaged online following. These people are known as influencers, and they help brands promote their products, services, or brand. Many of them are on YouTube, Instagram, and TikTok. They range from high-profile celebrities (Kim Kardashian, anyone?) to more niche content creators with smaller, but highly dedicated audiences. The effectiveness of influencer marketing lies in the trust and authenticity these influencers have built with their followers. By leveraging this trust, brands can effectively communicate their messages, increase brand awareness, and drive sales.

However, there are lots of questions that face Amazon sellers. First of all, which influencer to use, and where do you find an influencer? How much should you spend on influencer marketing? And, most of all, how can influencer marketing help boost sales when entering a new marketplace? There’s no doubt that influencers can increase awareness with potential customers in your new locale, but when you’re totally foreign to the new country, how and where do you even start?

We get it; it can be daunting. We’re here to help. This blog will talk about the ins and outs of a successful influencer marketing campaign, how to find the right influencer for you, measuring the success of your influencer marketing collaborations, and the legal and ethical considerations you should pay attention to.

Read on to discover more about this powerful marketing tactic, and see how it can boost your global expansion!

Section 1: Understanding Influencer Marketing in a Global Context

First, let’s define a few terms.

 1. Influencer Marketing

Definition: This involves brands partnering with individuals who have significant social influence through their followers on online platforms. Influencers promote the brand’s products or services through their content.

Key Characteristics:

  • Leverages the credibility and reach of influencers.
  • Often targeted to specific niches or demographics.
  • Influencers are compensated via payments or free products.

2. Affiliate Marketing

Definition: This is a performance-based marketing strategy where affiliates earn a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, promotes that product, and earns a piece of the profit from each sale they make.

Key Characteristics:

  • Affiliates earn commission based on sales or leads.
  • Widely used by bloggers and website owners.
  • Trackable via affiliate links or codes.

3. Word of Mouth Marketing (WOMM)

Definition: This is an organic way of spreading information using components of viral marketing, except that it primarily relies on human interactions. It occurs when customers share their experiences about products or services in a natural and unsolicited manner.

Key Characteristics:

  • Highly trusted form of marketing as it relies on personal recommendations.
  • Not controlled by brands, which can make it unpredictable.
  • Can occur offline and online, e.g., through face-to-face interaction or social media posts.

4. Social Media Marketing

Definition: This involves using social media platforms like Facebook, Twitter, Instagram, and LinkedIn to promote a product or service. It encompasses a broad range of activities, including posting text and image updates, videos, and other content that drives audience engagement.

Key Characteristics:

  • Utilizes various social media platforms to reach a diverse audience.
  • Can include both organic interactions and paid advertising.
  • Focuses on creating content that attracts attention and encourages readers to share it within their social networks.

Differences in Application:

  • Influencer Marketing is about leveraging influencers’ authority to sway their followers’ purchasing decisions.
  • Affiliate Marketing is purely performance-based, incentivizing affiliates to push sales directly through specific tracking mechanisms.
  • Word of Mouth Marketing is the most organic form of marketing and relies on customers’ genuine satisfaction and willingness to talk about a product.
  • Social Media Marketing uses a broad approach, combining content creation, community interaction, and paid advertisement to build brand presence and sales across social media platforms.

Each strategy has its strengths and is often used in combination with others to achieve comprehensive marketing objectives.

influencer marketing plays a pivotal role in building brand awareness and trust across different regions by leveraging the credibility and reach of influencers who resonate with local audiences. By employing an influencer to promote your product or service, you tap into the cultural nuances and consumer behaviors specific to each region. When you partner with influencers, you utilize their reach as a bridge to deliver authentic, relatable content.

In other words, the type of content that will convert and engage your customers, even if you yourself don’t speak the language of the country you’ve expanded to.

Isn’t that great?

Section 2: The Importance of Localization in Successful Influencer Marketing

Localized Connection

Influencers, often seen as trusted peers by their followers, have the power to mold consumer perceptions through their endorsement. By partnering with influencers who genuinely connect with their audience’s lifestyle and values, brands can achieve a deeper level of engagement. These influencers understand their followers’ language, cultural nuances, and regional trends, making them excellent partners for delivering localized content that feels personal and genuine.

Authenticity and Relevance

In different regions, the cultural context can significantly affect how marketing messages are perceived. Influencers who embody the cultural identity of their region can create content that aligns well with the local community’s expectations and preferences. This authenticity not only enhances receptivity but also strengthens the trustworthiness of the brand they are endorsing. When you’re trying to penetrate a new market that’s completely foreign to you, this benefit is worth its weight in gold.

Strategic Amplification

Influencers can amplify brand messages effectively across their platforms. By using their established networks, influencers can introduce brands to new audiences in a more organic and accepted manner than traditional advertising. The strategic use of influencer partnerships allows brands to expand their reach across multiple regions simultaneously, tailoring messages to fit diverse audiences while maintaining a consistent brand voice. That’s why influencer marketing has become one of the most valuable marketing tools for Amazon sellers.

Building Trust Through Transparency

Trust is a crucial element in influencer marketing. Brands that are transparent about their collaborations with influencers garner more respect from consumers. When influencers disclose partnerships and share genuine experiences with the brand, it adds credibility and fosters trust among the audience. This is particularly effective in regions where consumers may be skeptical of traditional advertising methods. In other words, influencer endorsements may carry more weight than your PPC and sponsored ads, depending on the country and type of product you sell.

Continuous Engagement

Influencer marketing facilitates continuous engagement with potential customers through influencers who continuously interact with their audience. This ongoing interaction keeps the brand top-of-mind and builds a narrative over time, rather than through one-off advertisements. Influencers can use stories, live streams, and posts to keep their audience engaged with the brand’s developments, new products, or behind-the-scenes content, which enriches the customer’s understanding and trust in the brand.

Go Where Your Customers Are

Relying on Amazon for foot traffic simply isn’t enough. Many new customers may not even know your product exists, or how it can ease their lifestyles. That’s why effective influencer marketing takes place on social media. Many people spend lots more time on TikTok, Facebook, Instagram and YouTube, so relying on Amazon to deliver you traffic is probably not going to be effective. Call it the rise of social selling.

TikTok Shop and Influencer Marketing from a Localization Standpoint

Remember, a crucial aspect of expanding to a new market is your feasibility. You must check competitors, price points, and how other similar products are doing in every new marketplace you intend to expand to. This includes where people are selling – and buying. “Nowadays, TikTok is the best place to sell, especially with TikTok Shop,” Jana points out. “It is crucial to find local influencers because they need to place their new products in their marketplace, and if you don’t have a local number of that country you won’t be shown to that local audience.”

Consider as well the cost implications when choosing between Instagram for influencer marketing, vs. TikTok. An Instagram influencer that has millions will charge you thousands of dollars per Instagram post, whereas TikTok influencers may charge you only a few hundred, or if your product aligns with their content and appeals to their niche, they might even do it for free.

We can’t extol the benefits of TikTok for influencer marketing. First, it’s a highly localized approach; celebrities and influencers on Instagram may have a worldwide reach, but TikTok influencers appeal to the markets they live in, so their approach is a lot more organic, and characteristic of the cultural nuances of the markets they cater to. Second, their customers can go ahead and check out on TikTok, making it great for social selling.

Section 3: Identifying the Right Type of Influencer for Global Markets

Now that we understand how influencer marketing can help you connect with customers, we address the next big question: how to find a specific influencer? In the world of influencer marketing, there are many different types of people. There’s your celebrity influencer with a large following (often global – we’re talking millions of followers) and who’ll charge you quite a pretty penny to create content around your product. Then there’s the micro influencer, who might have a smaller but more dedicated following, and who interact with their audience regularly.

Your product will also influence the kind of influencer you employ. Are you appealing to Gen Xers and millennials? Perhaps Facebook and Instagram influencers would help you reach your target market best. Gen Z is obviously on TikTok. Now, as for the baby boomers – Daisie reports that the senior citizens are starting to explore other social media networks as well. Research reveals that an impressive 68% of Baby Boomers are active on Facebook, establishing it as a key venue for advertisements targeted at this age group. A significant number of Baby Boomers remain active professionals or business owners, which positions LinkedIn as an effective platform for reaching this demographic. It’s also an excellent place to highlight your company’s professionalism and reliability. Surprisingly, Baby Boomers are the fastest-growing user group on YouTube, utilizing the platform for both entertainment and educational content. Ads that provide information tend to perform well with this audience. Instagram is also popular among Baby Boomers, who use it to keep up with family and pursue personal interests. Ads that weave a narrative or cater to specific hobbies are likely to be successful.

So, it goes without saying that influencer marketing is a good way to put your products and services in front of your target audience – but you need to know who that audience is, first.

Read on to find influencers that will help you connect with your audience the best.

Strategies for Finding and Selecting Influencers

  1. Define Your Audience: Before looking for influencers, clearly define your target audience. Understand their demographics, interests, and behaviors. This will help you identify influencers who truly resonate with the audience you intend to reach.
  2. Research Influencer Reach and Relevance: Look for influencers who not only have a significant following but also boast high engagement rates with content relevant to your brand. Their audience should align with your target market in terms of interests and demographics.
  3. Evaluate Content Quality: Review the quality of the content that potential influencers produce. It should be professional, align with your brand’s aesthetic, and engage the intended audience effectively.
  4. Check for Authenticity: Analyze the authenticity of their interactions. Influencers whose content generates genuine, organic engagement are more likely to be trusted by their followers.
  5. Consider Frequency of Posts: When an influencer posts too infrequently, you may not get the consistent visibility your campaign needs. Conversely, those who post too frequently may dilute the impact of their content.

Importance of Language and Cultural Alignment

  1. Cultural Resonance: The influencer’s content must resonate culturally with the target audience. This involves understanding and incorporating local customs, traditions, and values which can significantly enhance the campaign’s relevance and effectiveness.
  2. Language Proficiency: Influencers who communicate in the local language can dramatically increase a brand’s reach and authenticity. Language proficiency ensures that messaging is clear, compelling, and relatable to the audience.
  3. Brand Alignment: Ensure that the influencer’s values and image align closely with your brand’s identity. This alignment strengthens brand consistency and helps in building a coherent brand image across various markets.

Tools and Platforms for Discovering and Vetting Local Influencers

1. Influencer Marketing Platforms: Tools like Upfluence, AspireIQ, and BuzzSumo help brands find and manage influencers by providing detailed analytics on their reach, engagement, demographics, and more.

2. Social Media Analytics: Platforms like Hootsuite Insights and Sprout Social offer deep social media analytics that can help identify influential voices in specific areas or communities by analyzing mentions, hashtags, and engagement.

3. SEO and Discovery Tools: Tools like Google Alerts, Mention, or even simple searches can help identify influencers who frequently discuss specific topics relevant to your brand or industry. Jana recommends experimenting with different hashtags in each target marketplace to see what works best.

4. Local Agencies: Collaborating with local agencies or consultants who specialize in influencer marketing can provide access to a pre-vetted network of influencers. These agencies often offer invaluable local insights and can facilitate smoother negotiations and collaborations.

Using these strategies and tools, brands can effectively find and collaborate with influencers that not only have a strong presence but also align perfectly with their marketing goals and the cultural context of their target markets. This strategic alignment is key to maximizing the impact of influencer marketing campaigns in different regions.

Section 4: Crafting Localized Influencer Marketing Campaigns

Influencer marketing isn’t a surefire strategy to attract your target market. A solid influencer marketing plan can help you find the best influencer, monitor their progress, and achieve your desired results.

Here are some of the best practices to follow when engaging social media influencers, to ensure that your influencer program really does engage local audiences:

1. Understand the Local Culture

  • Research: Delve into the local customs, traditions, and values. Understanding these aspects can help tailor content that feels familiar and relevant to the audience.
  • Cultural Sensitivity: Ensure that the content respects cultural norms and avoids stereotypes. Missteps can alienate the audience and damage the brand’s reputation.

2. Choose the Right Influencer

  • Local Influence: Partner with influencers who genuinely connect with the local audience, not just those with a large following. Authenticity resonates, and local influencers often have a deeper understanding of what appeals to their community.
  • Relevance: Select influencers whose lifestyle, interests, and values align with your brand and the target audience. This alignment enhances credibility and fosters trust.

3. Engage with Real-Life Scenarios

  • Relevant Scenarios: Encourage your influencer to incorporate scenarios that reflect the everyday experiences of the local audience. This relevance can make the content more engaging and relatable.
  • Problem-Solving: Showcase how your product or service solves specific problems or improves life in a way that resonates with local needs and desires.

4. Leverage Local Trends and Events

  • Trend Integration: Keep abreast of local trends and weave them into your content where appropriate. This shows that the brand is up-to-date and engaged with the community.
  • Event Tie-Ins: Align content with local events, holidays, or celebrations. This not only increases relevance but also taps into the heightened engagement and emotional connect during such times.

5. Interactive and Engaging Content

  • Calls to Action: Encourage interaction by integrating calls to action that are specifically tailored to the interests and habits of the local audience.
  • Feedback and Adaptation: Monitor audience responses and feedback to refine and adjust the approach. Continuous learning from interactions can guide future content to better meet local preferences.

6. Transparency and Authenticity

  • Disclosure: Always maintain transparency about the partnership between the brand and the influencer. Clear disclosure builds trust and respects audience intelligence.
  • Genuine Recommendations: Ensure that influencers are genuine in their endorsements, discussing both strengths and potential improvements. Audiences value honesty, which fosters lasting trust in both the influencer and the brand.

Now, although localizing influencer content to resonate with different regional markets offers an amazing way to engage audiences, it does come with its own set of challenges.

Make sure you avoid the below:

1. Insufficient Cultural Understanding

  • Issue: Failing to fully comprehend the cultural nuances, values, and expectations of a local market.
  • Impact: Content that feels generic, irrelevant, or even offensive, leading to poor engagement and potential backlash.

2. Misalignment with Local Preferences

  • Issue: Content that does not align with local trends, consumer behavior, or communication styles.
  • Impact: Decreased relevance and appeal, making the content less compelling to the target audience.

3. Inappropriate Influencer Selection

  • Issue: Choosing influencers based solely on their follower count or global appeal without considering their influence or fit within the local market.
  • Impact: Reduced effectiveness, as the influencer may not possess the trust or cultural connection needed to genuinely influence the local audience.

4. Over-Localization

  • Issue: Over-adapting the content to local tastes to the point where it loses its connection with the brand’s identity.
  • Impact: While striving for local relevance, the content may stray too far from the brand’s core message, diluting brand consistency and identity.

5. Language Barriers

  • Issue: Incorrect or overly literal translations that fail to convey the intended message or tone.
  • Impact: Miscommunication and potential confusion or amusement, undermining the brand’s credibility and professionalism.

6. Lack of Adequate Testing

  • Issue: Not testing content with local audiences before a full-scale launch.
  • Impact: Risks of non-resonance or negative reception are higher as the content has not been validated for local effectiveness.

7. Ignoring Local Regulations and Norms

  • Issue: Overlooking local advertising laws, social norms, or influencer disclosure requirements.
  • Impact: Legal repercussions, fines, or loss of trust among consumers if the content is deemed non-compliant with local regulations.

8. Inconsistent Brand Messaging

  • Issue: Local adaptations that lead to inconsistent messaging across different markets.
  • Impact: Can confuse global audiences and dilute the overall brand message, affecting brand recognition and trust.

9. Failure to Monitor and Adapt

  • Issue: Not continuously monitoring the performance and reception of localized content or failing to adapt based on feedback.
  • Impact: Missed opportunities to improve engagement and ROI, as initial strategies may not always perform as expected without adjustments.

Section 5: Measuring the Success of Localized Influencer Collaborations

In order to gauge the effectiveness of your influencer strategy, it’s important to measure results. Here are a few tips to follow:

Key Performance Indicators (KPIs)

  1. Engagement Rate: This includes likes, comments, shares, and saves. High engagement rates indicate that content resonates well with the audience.
  2. Reach and Impressions: Track how many people have seen the post and how often it has been displayed. This helps in understanding the spread and frequency of content visibility.
  3. Conversion Rate: Measure how many actions (e.g., clicks on a link, form submissions, purchases) have been taken as a direct result of the influencer’s posts.
  4. Follower Growth: Monitor changes in the number of followers on your brand’s profiles to see if influencer campaigns are attracting new audience members.
  5. Brand Sentiment: Analyze the tone and sentiment of comments and mentions to gauge public perception and acceptance of your brand in the local context.
  6. Cost Per Engagement (CPE): Calculate the cost of each interaction (like, share, comment) to assess the financial efficiency of the campaign.
  7. Click-through Rate (CTR): The percentage of people who clicked on a link out of the total viewers. Higher CTRs indicate effective calls-to-action and audience interest.
  8. Return on Investment (ROI): A crucial measure to determine the financial return from the campaign compared to the cost invested in it.

Tools and Methods for Measuring Engagement, Conversion, and ROI

  • Analytics Platforms: Use social media analytics tools such as Hootsuite, Sprout Social, or Buffer to track engagement metrics directly from social platforms.
  • Google Analytics: Track website traffic, conversions, and behavior of users coming from influencer links to understand deeper impact beyond social actions.
  • UTM Parameters: Implement UTM codes to track the effectiveness of links used in influencer campaigns, which can be analyzed via Google Analytics.
  • Affiliate Tracking Software: Use tools like Impact or AWIN for tracking conversions that are attributed to specific influencers through affiliate links.
  • Social Listening Tools: Platforms like Brandwatch or Mention can analyze brand sentiment and the reach of your influencer content across the web.
  • Influencer Marketing Platforms: Tools like AspireIQ or Upfluence offer integrated analytics for tracking campaign performance directly through the platform.

Tips for Using Analytics to Refine and Optimize Influencer Strategies

  1. Segment Data: Break down the data by region, influencer, and content type to identify what works best in different contexts.
  2. A/B Testing: Regularly test different aspects of your influencer content (e.g., post time, hashtags, CTA placements) to determine what maximizes engagement and conversions.
  3. Set Benchmarks: Establish benchmarks based on initial campaign data to set goals for future campaigns and measure progress.
  4. Monitor Real-Time Performance: Use real-time analytics to monitor ongoing campaigns and make adjustments as needed to improve performance.
  5. Feedback Loops: Incorporate feedback from influencers and their audiences to refine messaging, content style, and campaign tactics.
  6. Periodic Reviews: Conduct regular reviews of all KPIs to understand long-term trends and the cumulative effect of your influencer marketing efforts.

Try to employ as many of these as you can, so you can enhance the effectiveness of your campaigns. It’s a good way to find out if you’ve employed the right influencer for your brand, or if you need to change up the tactics midstream.

Section 6: Challenges of Influencer Marketing: Legal and Ethical Considerations

Managing influencer partnerships can be tricky when they span multiple countries. Each country may have its own regulations governing disclosure, copyright, and other aspects of influencer marketing.

Here’s an overview of the legal considerations and ethical practices to keep in mind:

1. Disclosure Requirements

  • Transparency: Many countries require clear disclosures when content is sponsored. For example, in the United States, the Federal Trade Commission (FTC) mandates that influencers clearly label their sponsored posts with tags like #ad or #sponsored to ensure transparency.
  • Method of Disclosure: The method and placement of these disclosures can also be regulated. Disclosures should be prominent and unavoidable by the audience to comply with legal standards.
  • Specifics by Country: In the UK, the Advertising Standards Authority (ASA) requires similar transparency, and in Australia, the Australian Competition & Consumer Commission (ACCC) enforces strict guidelines to prevent misleading advertising.

2. Copyright Laws

  • Use of Material: Influencers and brands need to ensure they have the rights to use any music, video clips, images, or other content that is not originally created by them.
  • Ownership and Rights: Copyright laws can differ significantly by country. For instance, some jurisdictions have stringent protections for creators and intellectual property owners, requiring explicit permissions for use and citation.
  • Shared Content Rights: Agreements should clearly state who owns the content after it has been created, especially if it may be used across different platforms or repurposed in the future.

3. Contractual Obligations

  • Clear Contracts: Ensure contracts clearly outline the expectations, deliverables, compensation, and the scope of the work. This is crucial for protecting both the brand and the influencer if disputes arise.
  • Compliance with Local Laws: Contracts should comply with local labor laws and regulations regarding endorsements and promotions.

4. Data Protection Regulations

  • Privacy Laws: With the global reach of social media, compliance with data protection laws such as GDPR in the European Union is critical, especially if influencers collect data from followers.
  • Use of Analytics: Ensure that any data collected through campaigns is used and stored according to the relevant privacy laws.

Ethical Practices for Maintaining Transparency and Authenticity

1. Authentic Partnerships

  • Value Alignment: Choose influencers who genuinely resonate with the brand’s values. This not only enhances credibility but also maintains the authenticity of the campaign.
  • True Recommendations: Influencers should be encouraged to share honest opinions about the products or services, including any criticisms. This authenticity can actually enhance trust among followers.

2. Clear Communication

  • Expectations: Both parties should have a clear understanding of campaign objectives, audience expectations, and the nature of the content. Open communication prevents misunderstandings and ensures that campaigns run smoothly.

3. Consistent Monitoring

  • Ongoing Evaluation: Regularly review the influencer’s content to ensure it aligns with ethical standards and legal requirements. Provide feedback and make adjustments as needed.

4. Fair Compensation

  • Ethical Pay: Ensure influencers are fairly compensated for their work, considering the effort, reach, and impact of their influence. Fair compensation practices foster goodwill and respect in professional relationships.

5. Respect for Privacy

  • Boundaries: Respect personal boundaries and the privacy of influencers. Avoid pushing influencers to share more than they are comfortable with, as it can breach ethical and possibly legal lines.

By adhering to these legal considerations and ethical practices, brands can build robust, transparent, and authentic influencer partnerships that not only comply with international laws but also foster trust and credibility with global audiences.

Conclusion: Use Influencer Marketing to Push Your Global Expansion Efforts

To conclude, influencer marketing is a crucial aspect of content marketing, especially if a brand needs to amplify its interaction with diverse audiences worldwide. As the digital realm erases traditional borders, influencer marketing has shown itself to be a potent tool, with industry projections estimating its value to soar to $22.2 billion by 2025.

At the core of influencer marketing lies the collaboration with influencers – anyone from a global celebrity to niche content creators – who wield substantial sway through their engaged online followings. When you work with influencers, you capitalize on the authenticity they cultivate among their followers, allowing brands to seamlessly communicate their messages, bolster brand visibility, and drive sales.

However, venturing into new markets presents lots of questions for Amazon sellers, from selecting the right influencers and determining budget allocations, to understanding the direct impact of these efforts on sales in unfamiliar territories. The integration of influencer marketing can undeniably elevate brand awareness among target audiences in new marketplaces, but navigating foreign markets demands a nuanced approach.

Enter localization. Culturally relevant messaging, delivered by influencers who embody the local ethos, can enhance receptivity, fortify authenticity, and build trust.

Don’t forget to localize your product listings. Remember that the effectiveness of your campaign hinges not just on the influencer’s reach, but on how well the message resonates locally. YLT Translations makes sure that the content in your product listings speaks directly to the hearts of your new audience, so once the influencer-driven traffic arrives on your listing, there’s a higher likelihood of conversion and engagement. Reach out to us to discover how we can transform your global expansion strategy with expertly localized content!