Easy, right?
That’s how it comes off. Yet successful paid influencer promotions need to strike the right balance between curated and authentic. It requires careful collaboration between a brand and the creator they’ve chosen to work with.
It isn’t always easy, but the payoffs can be massive.
The State of Influencer Marketing
In October 2023, the Influencer Marketing Hub published their annual Influencer Marketing Benchmarking Report. While this year has brought a lot of change, sponsored ads are still going strong. Here are just some of the stats we can share:
The influencer marketing industry is expected to grow to $21.1 billion by the end of 2023.
67% of survey respondents plan to increase their influencer marketing budget next year.
Over 83% of respondents still see paid influencer ads as an effective form of marketing.
Enter influencer-generated content. This form of influencer marketing is a specific type of user-generated content that resonates with most consumers. Rather than overtly showing off a product, influencer-generated content features the creator in their own environment. There’s a visible connection with their followers, and the sponsored product is simply an added bonus.
That’s what makes the returns so meaningful. Unlike traditional branded content, effective influencer-generated promotions seem natural. This is why they tend to achieve better results—because they don’t really feel like ads.
Deep Dive on a Successful Influencer Ad
Not all paid influencer promotions are created equal. The Waves understood this. So when the company set out to showcase their organic natural wines, they knew Jess Damuck (@jessdamuck) would be a strong fit.
Jess is a food writer, recipe developer, and cookbook author—and she knows good wine when she sees it. The creator has 28K Instagram followers, and a feed that makes you feel like you’re preparing a gourmet meal right along with her.
The former Martha Stewart collaborator, who splits her time between New York and LA, has a passion for food and travel. Showcasing her culinary adventures on Instagram, she loves to share her favorite recipes and finds.
This is where The Waves came in. They noticed her infectious energy, and the brand understood her “must-follow” status among those who appreciate a good farm-to-table meal.
It makes sense that they entered a partnership. But what makes Jess’s influencer ads so successful?
Credible, personable storytelling
“Did you know that most wines can have up to 70 additives per bottle?” Jess asks her audience.
The promotion shows her sitting leisurely outside on a sunny day. The trees behind Jess catch the light, and right away, viewers are hooked. Audiences feel close to the creator, and they want to know what she’ll share next.
What are those additives? they may wonder.
Jess cites them. And just seconds later, she adds,
The Waves only carries bottles that are farmed organically and made without synthetic chemical additives.
At this point, the creator films a bottle of The Waves, showing off the playful branding that consumers in their 20s and 30s will love. The wine is positioned carefully on an outdoor table alongside a couple of other bottles. It seems as though Jess is gearing up for a dinner party.
Turns out, that’s exactly what’s going on. The end of the 30-second spot shows the creator seated with friends, enjoying a hearty meal, clinking glasses of wine.
“Plus, [The Waves is] delivered straight to your doorstep, making it easier than ever to try delicious, sought-after, organic wines,” she concludes.
Audiences are sold. Jess’s storytelling is credible—founded in fact and the brand’s value proposition—and personable. Viewers will appreciate the lush landscaping in the creator’s backyard, and feel at home as they join her for an evening meal.
By the end of the ad, they’ll understand that they too need to stock up on The Waves.
Footage that’s easy to tune up
Some influencer promotions require more tuning up than others.
You know how it works. The brand and the creator agree on a script, and then the influencer shoots their ad.
In an ideal world, the footage is exactly what you need. It’s simple to edit, or repurpose into different formats.
Not all creators have mastered this—but Jess certainly has. A food stylist by trade, the creator knows the importance of good light. She sits in the shade to avoid the sun’s harshness, and she builds the perfect composition for the wine bottles she features. There are no weird angles or awkward shots.
Making eye contact with the viewer, Jess is calm and collected—it’s like she’s talking to a friend. And at the end of the ad, the golden hour backdrop has an enchanting effect. The creator knows not to film too early, or to wait until dark.
Put simply, her footage is easy to retool into the perfect ad. This is essential to a successful influencer spot. The less work the brand has to do post-production, the better. Because then they can focus on not fixing what’s broken, but on amplifying what’s already working.
Clear alignment with the brand
Take a look at Jess’s Instagram feed, and you won’t even realize that some of her posts are sponsored.
In an August 2023 reel for The Waves, the creator visits the farmers market, sets her Southern California table, and prepares thoughtful wine pairings. The thumbnail shows Jess surrounded by greenery, holding two colored bottles of wine and a seared entrée that’ll make you wish you were right there with her.
This too reflects what’s great about high-performing influencer-generated content. It may sound cheesy, but good influencer ads show the creator’s essence. Talk about alignment with the brand.
Is it any wonder that Jess was such a good match for The Waves? That’s why she’s become a long-term relationship The Waves in which the Waves has invested.
Elevate Your Influencer-Generated Content with Sundae
Curious about how to kick off an appealing influencer promotion? Interested in how you can achieve real returns on your investment?
Consider Sundae your agency partner. Connect with us to learn more about what we can do for you.