Matching Influencers with a Marketing Campaign: A Lesson From Letgo

Matching Influencers with a Marketing Campaign: A Lesson From Letgo

When mobile app Letgo, which helps people sell their unwanted stuff, needed to reach a national market, it turned to influencer marketing for sponsored posts.

The Craigslist rival chose two social influencers, Melany Berger of the blog Melany’s Guydlines and online lifestyle magazine StupidDope. Here are some of the reasons why their choices made sense.

The oldest form of advertising, word of mouth, is still the most trusted. Not surprising, considering Nielsen’s report that 66% of consumers find online consumer opinions trustworthy, even if they don’t know the person.

Melany’s followers trust her advice, as can be seen in her blogging awards, some of which were based on the most fan nominations. So when Melany says the Letgo app is fast, easy and a “hysterical way to sell your stuff,” her readers believe her.

Likewise, StupidDope has earned its readers’ trust and loyalty as a reputable source for advice, news and recommendations. After all, interviewers with access to big-name stars like Kelly Rowland, Serena Williams and Killer Mike, probably have a decent level of media credibility. So when StupidDope co-founder LeVar Thomas writes that he got interest for his PlayStation 3 within five minutes of posting it on Letgo, his readers were likely to try it themselves.

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In terms of social media reach, both influencers have impressive numbers.

Of course, social media marketing can be exponential.

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