Building an Omnichannel Influencer Marketing Campaign

Have you ever noticed how you might be scrolling over Instagram, watching different clips, and then hop over to YouTube and ta-da! You are surprised to see the same brand/product there as well. This is all the magic of Omnichannel Influencer Marketing. To put it simply, it is a strategy where different brands partner with different influencers to promote their products on different platforms and integrate all together to form a cohesive story and create a strong brand image. It is very important to create a linkage among different channels, as people are living in a social space these days where building a strong connection is a necessity. Omnichannel Influencer Marketing is a trendsetter these days, which not only creates noise but makes music that can be heard everywhere. Tools like SocialBook help brands orchestrate these campaigns by identifying the right influencers across platforms—ensuring your message harmonizes perfectly.

Influencers have the real power to drive change. They have the ability to use their reach and relatability across diverse digital platforms, which is helpful for brands and businesses to develop omnichannel marketing campaigns that maximize ROI. In this article, we will discuss how to build a successful omnichannel marketing campaign, paired with some case studies to better understand and curate your own creative and unique marketing strategy.

Let’s start digging in!

What is Omnichannel Marketing?

Omnichannel Marketing is a process of creating a seamless brand experience and marketing of the products across various digital marketing platforms with the help of social media influencers instead of opting for traditional marketing techniques. It is like meeting your customers at their ease and comfort. It can be imagined as entertaining your customers in the space where they are comfortable, be it Instagram, TikTok, Emails, YouTube, or WhatsApp. The goal is to deliver the message no matter which platform people are on, also enhancing the overall effectiveness by allowing the influencers to become the voice of your brand in their own unique and innovative styles.

In this blog post, we will discuss all the aspects of omnichannel influencer marketing, how to approach influencers, its’s importance, seamless marketing campaign and what not! So continue reading to find out what’s waiting for you.

Why is this approach Effective?

Leveraging influencers across various platforms helps you to maximize your reach so that the message is heard across the globe without any physical boundaries. It helps you to target a diverse audience in a unique manner that makes you noticeable by using resources smartly and playing in multiple fields. Each online platform has its unique strengths and attractions, and with the help of omnichannel influencer marketing, maximum benefits from each platform can be achieved.

Following are some of the key attributes of Omnichannel Influencer Marketing that will enable you to understand its key importance to maximize ROI:

• It helps you to gain a wider audience reach. Since using multiple channels helps brands to tap into diverse audience segments and enhance their overall visibility.
• Different types of content, such as reels on Instagram, shots on YouTube, and trends on TikTok allows influencers to engage their audience in unique ways and gain their attention.
• Platform-specific strengths are one of the striking features. SocialBook’s analytics can pinpoint which platforms (Instagram vs. TikTok) align with your goals, helping influencers tailor content for maximum impact. Depending on different platforms different techniques can be used to convey your message and promote your brand.
• It also promotes trust and credibility. When customers see their favorite influencers using brand products and promoting them, it automatically creates trust.
• Multi-platform engagement creates more touchpoints which means that the visibility of the product increases and the chances of customers taking actions such as purchasing the product increase.
• A well-executed omnichannel campaign delivers strong ROI by driving long-term results.

Omnichannel Vs Multichannel Marketing

Let’s settle this debate for once and for all that Omnichannel and Multichannel Marketing are not the same. However, it may sound that both terms correspond to the same idea but trust me they refer to two entirely different concepts. Let’s dive into the details to get the better understanding of both concepts.

Multichannel Marketing

Multichannel marketing simply refers to the approach in which multiple platforms are used to share content and promote the brand, but they are not well integrated with each other. Multichannel marketing can be realized as throwing spaghetti on the wall and seeing what sticks, so it's a rather unorganized distribution of brand content across various platforms.

Following are some key features:

• Uses diverse platforms to reach out to customers, such as direct and indirect platforms.
• Build connections with customers across different channels.
• Provides a holistic customer experience across all platforms but not aligned.
• Different customer experiences across different platforms.
• Little to no coordination between different platforms.
• Give customers more opportunities to get the product information.

Omnichannel Marketing

Omnichannel Marketing is rather consistent and has a synchronous and well-orchestrated rhythm, which means the same message is conveyed across various direct and indirect platforms, specifically using their targeted strengths to maximize the overall brand reach. In this case, it doesn’t matter whether the customer sees a tweet, a blog, a vlog, or a story; everything is well integrated and unified, and they get a consistent, clear, and polished message.

Following are some of the key attributes of Omnichannel Marketing:

• Uses various platforms that are well-integrated, conveying a tailored customer-oriented message.
• Build strong connections with customers by telling the same story in different ways.
• Gives a flavor of a personalized and customer-centric approach, such as meeting them in their preferred channel of comfort.
• Little harder to maintain the consistency but greatly effective.
• Helps to achieve higher ROI and brand engagement.

Benefits of Omnichannel Influencer Marketing

Omnichannel is not just a new trend, but businesses have realized its importance and here are some of the reasons why it should be in your Campaign.

1. Higher Reach

There are many ways customer can interact with your brand, like physical stores, calling on the  phone, emails and SMS services, surfing on web, and now most commonly digital spaces which can lead them to your websites or marketplaces catering to their specific needs and preferences. Omnichannel Marketing helps you to maximize your reach, ensuring that your brand is visible to larger audiences everywhere they click, swipe, or scroll.

2. Better Recall

The more they see you, the less likely they are to forget. This is the strategy that helps top-notch brands sustain their position in global marketing. Various influencers on different platforms showing your product again and again, gaining wider attention, helps people to remember you and that's how viral products come into existence, like the viral TikTok cleanser or Instagram magic mascara etc.

3. Enhanced Chances

Do you wait for your add to cart moment as well? Omnichannel marketing is the right strategy to gain your customer’s attention. Seeing it once may gain their attention but seeing it again and again that too in their favorite influencers' hand spark the interest and this is the moment where you maximize you research.

4. Build Trust

When customers see the same product being presented across different platforms, it automatically triggers the sense of trust. As so many influencers present the same product using different strategy and each time they talk about the same benefits and share similar results. This induce the sense of trust and credibility.

5. Invest Now, Enjoy Later

While it might seem a bit costly at first, trust me — it’s one of the smartest brand investments you can make. Influencers may charge for promoting your products or services, but the payoff is huge. Their reach can significantly expand your brand’s visibility and help you connect with a much wider audience

Here is a little fun fact, studies have shown that omnichannel customers spend four times more than customers attracted via traditional marketing. It is not just a marketing bluff, this is actual ROI you can count on. Later in the article we will discuss some of the case studies and their success stories how they maximized their reach using Omnichannel Marketing and became Global brands.

Case Studies

Let’s get it real with some stats and figures. Here are some top world-leading brands with their real wins using the magic of Omnichannel Marketing tricks.

CeraVe

CeraVe, the name you must all have heard and some may have been using their products as well. CeraVe is the brand that came out of nowhere and took digital platforms by storms. It has become a trendsetter and a sensation for the youth. It has become one of that magical product that is on every shelf be it drug stores, cosmetics hubs, saloons, or bathrooms.

The magic behind their super success is relying on omnichannel influencer marketing. Recently, CeraVe launched a surprise campaign for Super Bowl LVIII featuring actor Michael Cera. They curate the whole campaign around a mysterious statement that the actor might be the brand’s founder. The strategy included the following elements:

• PR Packages
• Influencers Partnerships
• High Impact Advertising
• Sponsored Content on TikTok, Instagram, Reddit

Initially, they kicked things off by sending surprise packages to influencers from actor ‘Michael Cera’ with their products and quirky notes inside. This clever move sparked curiosity and buzz across Instagram, TikTok, X, and Reddit, getting everyone talking. They kept the suspense until the game day. Finally, on game day, they unveiled their sponsored commercial, playfully setting the record straight as their team of dermatologists debunked the rumor in a fun and lighthearted twist.

This campaign created a buzz and generated 15.4 billion impressions with 400 influencers' engagement. This viral trend helped them achieve wider brand recognition. This is one of the success stories of omnichannel influencer marketing.

Let us discuss one more case to give you a better idea of how it has created wonders for one more leading brand as well.

Rimmel London

Omnichannel marketing is not just a mere buzzword that big marketers just throw around to sound cool, actually, it is a billion-dollar scheme. Let's enter the glam squad of Rimmel London and see how they have benefited themselves with omnichannel marketing scheme.

Rimmel London launched its “Wonder Volume Thrill Seeker Mascara,” with popular Gen Z influencer Olivia Neill as the spokesperson for promoting the product. They revamped their marketing strategy by utilizing the power of highly talented and deeply motivated Gen Z influencers. With their help them they were able to generate engaging TikTok and Instagram content without even putting much effort into thinking about the content.

There was an increase of 300% increase in their sales. The numbers are shocking enough but not only that the product was “Sold Out” for almost seven times, no doubt this is a big game. Also, Olivia Neil, with her seamless content and ability to drive big sales for the brand made her the brand ambassador.

Hence, it is commendable that when influencer’s become your brand’s face, it is not just a campaign, then it is a big movement.

These brands leveraged data-driven strategies to choose influencers. Want similar results? SocialBook’s influencer database tracks engagement rates and audience demographics, turning guesswork into precision.

Key Takeaways for your Campaign

Let’s discuss how you can go from having a random marketing campaign to owning a strong omnichannel campaign. Here are some key takeaways that will guide you through the journey of designing your own personalized campaign.

1. Engaging Diverse Influencers

Having diverse Influencers on board is very strategic. It helps to reach more audiences than you can even imagine. Curating a mix plate that contains different influencers belonging to different niches. Therefore, diversity is not only a buzzword, it’s your growth hack. This is one of the reasons CeraVe not only targeted beauty bloggers or dermatologists but also the lifestyle influencers and creators of various genres.

Now let us break down why it is one of the important features to inculcate into your marketing campaign.

• Different creators have the ability to attract different tribes, hence a diverse customer base.
• Micro-influencers help in having niche engagement.
• Macro-influencers help to gain mass visibility.
• Creators of different genres help to gain unexpected reach.

2. Retarget the audience

Not every interaction ends up in a conversation or builds a potential customer, but definitely serves as a strong marketing data point. Every interaction is important as it helps to maximize your overall reach. Influencers' content is a game-changer. For instance, if someone viewed your product because of some influencer, it is recommended to send them the reminders the very next day, be it in the form of an ad or a personalized message. This can help you to maximize your overall reach. The kicker in influencer marketing is that the “customers are more likely to convert if they see your product in the hands of their favorite influencer on multiple social platforms,” and this is a hidden trick. How can you do it the right way? Here are some tips for you:

• Build your custom audience group who have interacted with the influencer's post.
• Show them the retargeted ads with the same influencers they like.
• Show them what’s trending and what they are missing out and that's all you need.

3. Track the Progress

It is very important to be informed in today’s era of digital marketing. If you are not keeping track, this means that you are just guessing, and it has been proven that guessing brings the worst marketing. Therefore, it is always advised to make calculated moves. Here are the  important things which you need to track:

• What influencers to include in your team?
• How to divide the content?
• How to allocate the budget?
• Which influencer drove the highest engagement?
• What time of the day brings the most conversions?

Use SocialBook’s campaign dashboard to monitor influencer performance, budget allocation, and ROI in real-time—no more guessing games!

4. Reuse the Content

The content created by your team of influencers is like gold for you. Don’t let it rot on Instagram or TikTok to be forgotten. Here is the tip: try to make the most out of it! If you have successfully found an Instagram reel that has outperformed all other content, maybe try to convert it into a 15-second YouTube ad or a Billboard banner but squeeze every ounce of ROI out of it. Some people think that reusing is just lazy but actually it is the smartest move as it maintains the consistency and minimizes the use of resources. Here are some of the ideas for you to reuse your influencer’s content properly:

• Make stories from the reels for Instagram or Snapchat.
• Cut out a banner for a billboard or advertisement.
• Turn a YouTube Testimonial into a TV Spot.
• Make the famous Influencers as your Brand Ambassadors.
• Create as many digital banners as you can from already created content.

5. Curate a Strong Headline

It is very important to create a strong headline or a back-story as campaigns without purpose die soon. It is very important to keep up with the trends. If your campaign does not have a strong message, it is like a ship without a sailor. Your message needs to be:

• Clear
• Catchy
• Consistent
• Compelling
• Coherent

Conclusion

It can be concluded that omnichannel influencer marketing is not just a luxury; it is a necessity if you want to make your brand stand out. It not only helps brands to provide a seamless customer experience but also skyrocketing reach, strong connections, and higher ROI. Omnichannel influencer marketing is a technique that helps you show up everywhere and anywhere without any physical boundaries or constraints. It is very important to be present, like at every platform your brand is there telling the same story and catching people’s attention. But an important thing to remember is that the presence must not be annoying rather it must be engaging and trustworthy.

So, are you ready to transform your disoriented marketing technique into a multi-platform symphony? If yes, then now you know all the right things to do and are ready to build your very own super successful and massive campaign that will not only turn heads but will bring the real positive change. So, let us know about your success stories and how you get started to bring the change!

Ready to transform your strategy? SocialBook simplifies omnichannel campaigns—from influencer discovery to cross-platform analytics. Start your free trial today and turn your brand into a symphony of success!