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An overview of France's current logistics system

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The e-commerce industry is growing and with this growth comes a significant environmental impact.

France delivered 1.3 billion parcels in 2021, leading to 300,000 tonnes of packaging waste. Additionally, around 20% of packages were not delivered at the first attempt, resulting in extra costs and pollution. Furthermore, urban logistics account for up to 20% of the country's greenhouse gas emissions. Despite these numbers, consumers are eager for change, with 62% feeling that retailers' delivery practices need to be more environmentally friendly.

This blog post will guide how to transition your e-commerce brand to green logistics in France. Doing so, you can reduce the environmental impact of your brand, improve your reputation, and fit with the consumers values.

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Step 1: Assess your current logistics practices

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The first step in transitioning to sustainable logistics is to assess your current logistics practices. Understanding the impact of your current logistics practices on the environment is essential for identifying areas for improvement. This assessment should include an analysis of your carbon footprint, waste, and pollution.

To assess your carbon footprint, consider the following factors:

• The type of vehicles used for transportation
• The distance travelled by vehicles
• The number of shipments per day or week
• The weight and volume of the products shipped

To assess your waste and pollution, consider the following factors:

• The type of packaging materials used
• The number of packaging materials used per shipment
• The disposal of packaging materials

Once you clearly understand your current logistics practices and their impact on the environment, you can identify areas for improvement. For example, consider switching to electric cars if you use traditional fossil-fuel vehicles for transportation. If you are using single-use packaging materials, consider switching to sustainable materials.

It's essential to involve other stakeholders, such as employees, customers and suppliers, in the assessment process.

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💙 Bigblue Tips

Below are French rules and laws about green logistics to help you meet requirements and transition successfully:

• The Energy Transition for Green Growth Act: Supports green logistics, renewable energy and energy efficiency.
• The Environmental Protection and Energy Efficiency Tax: Encourages businesses to invest in green logistics and other environmental initiatives.
• The French Energy Transition Law which supports businesses in their transition to go green with a financial support program.

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Step 2: Research sustainable logistics options

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Now you know what to improve, research sustainable logistics options that are best suited for your e-commerce brand in France. There are many options available that can help reduce your environmental impact and appeal to environmentally conscious consumers. Some of the most popular sustainable logistics options include:

• Use electric vehicles for transportation that have zero emissions and can significantly reduce your carbon footprint.
• Use sustainable packaging materials made from natural, renewable resources and break down quickly in the environment, reducing waste and pollution.
• Work with eco-friendly carriers: Many shipping companies offer eco-friendly options (hybrid vehicles, eco-friendly packaging materials, renewable energy sources, etc.).
• Implement sustainable practices in the warehouse —for example, you can use energy-saving lighting, eco-friendly energy sources, and recycled materials.
• Build sustainable reverse logistics—for example, recycling or repurposing your returned or damaged products or encourage packaging upcycling.
• Use sustainable delivery methods such as electric vehicles or bicycles can reduce the environmental impact of the last part of shipping.

When exploring eco-friendly logistics solutions, account for your company's necessities and restrictions, as well as what is offered in France. Weigh the pros and cons of each option to select the one that is most suitable for your budget and resources.

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💙 Bigblue Tip

At Bigblue, we are committed to offering a green and efficient logistics experience for e-commerce businesses! To transition towards greener logistics, our warehouse in Tigery obtained the Ecocert certification. We also use recyclable packaging, work with green carriers and our technology helps prevent address errors. If you want to learn more about our sustainable logistics solutions, feel free to contact us!

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Step 3: Develop a sustainable logistics plan

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Once you have identified areas for improvement and researched sustainable logistics options, the next step is to develop a sustainable logistics plan. This plan should outline the steps and timelines for implementing sustainable logistics practices and the resources and budget required.

When developing a sustainable logistics plan, it's crucial to involve all relevant stakeholders, such as employees, customers, and suppliers. You'll ensure that everyone knows the program and understands their role in implementing it. Involving employees in the planning process can also help to build buy-in and increase their engagement in the implementation process.

Here are some tips for developing a sustainable logistics plan:

• Set clear and measurable goals for reducing your environmental impact
• Identify the specific sustainable logistics options that you will implement and the timeline for implementation
• Identify the resources and budget required for implementation
• Develop a communication plan for educating and engaging employees, customers, and suppliers about the plan
• Develop a monitoring and reporting plan to track progress and identify areas for improvement

Involving all relevant stakeholders in the planning process is critical to ensure the plan is realistic and achievable. For example, applying customers and suppliers in the planning process can help to identify any potential challenges or opportunities that might arise.

💙 Bigblue Tips

Here are some of the French carriers that offer eco-friendly options such as electric vehicles for transportation and eclogical packaging materials:

• GLS France
• La Poste
• Chronopost
• Mondial Relay
• Geodis
• Paack
  

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Step 4: Implement and monitor

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Once you have a plan for sustainable logistics, implement it to reduce your environmental impact. All stakeholders must be dedicated and understand the plan's aims and deadlines. Start by regularly analysing your carbon footprint, waste, and pollution and comparing them to your initial assessment. It's also important to review your sustainable logistics options to ensure they meet your goals and are still adapted to your business.

You can get support from specialised and recognised companies to calculate your carbon footprint and build greener operations:

• Ademe
• Sami
• Ecotree

Several brands like Patagonia have successfully implemented green logistics plans and are reaping the benefits.

By monitoring and tracking your progress, you can ensure that you meet your goals and identify areas for improvement.

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Step 5: Communicate and educate

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It's crucial for the success of your green transition to communicate about it with your employees, customers and suppliers.

Here are some examples of how sustainable brands have effectively communicated and educated their stakeholders about their sustainable logistics practices:

• Patagonia and Lush display their sustainable logistics practices on their website and provide regular updates on their progress through their annual report.
• The brand Unbottled has published on its Instagram account a tutorial to upcycle its 2023 Christmas boxes.

• For an extra 1€, SMOON’s customers can receive their period-proof underwear in Hipli’s reusable packaging.

• Parisian brand Rouje collaborated with influencer Ruby Pigeon in January 2023 to promote their first 100% upcycled collection from leftover seasons.

Switch to green logistics in France is a process that requires commitment, planning, and execution. Following the five steps outlined in this article, you can reduce the environmental impact of your e-commerce, improve your reputation, and appeal to environmentally conscious consumers.

In today's digital age, having an effective User-Generated Content strategy has become a valuable asset for e-commerce brands. UGC, such as product reviews, social media posts, and photos, can help build trust, increase engagement, and drive sales.

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In this article, we'll explore the top 5 e-commerce brand hacks for collecting User Generated Content to give you some ideas for your brand and help you grow your business.

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1. Unbottled leverage customer reviews

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Collecting user-generated content (UGC) is an essential strategy for any e-commerce brand, and cosmetics brand Unbottled has found an effective way to do so. One of the most effective ways to collect UGC is through customer reviews, and one of the most effective ways to get customer reviews is through email. Unbottled understands this, and that's why they use email as one of their main strategies to collect UGC.

Unbottled cleverly uses this strategy by sending follow-up emails to customers after their purchases, asking for a review and a comment about their experience. To encourage customers to leave a detailed review, the brand offers a 20% discount on their next purchase for those who leave a note and a comment about their last purchase. In addition to increasing its number of honest product reviews, the brand can increase its sales while building customer loyalty!

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2. Cabaïa protects animals

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The French brand Cabaïa has come up with a clever strategy to collect user-generated content (UGC) and support a good cause at the same time. They have created the "Marty Challenge" which encourages customers to share photos of themselves using Cabaia products with their pets. For every photo of a Cabaia item posted with the brand name and the hashtag #martychallenge, Cabaia donates 1€ to the SPA (the French animal protection association).

This tactic has proven to be remarkably successful for Cabaia. They have amassed almost 10,000 photos of their products, many of which feature customers' four-legged companions.

Not only does this tactic gather UGC, but it also provides Cabaia with highly engaging and adorable photos to post on the company's account. This approach not only helps Cabaia to establish a dedicated community, but also supports a noble cause, and engage with their audience in a fun and interactive way. It also showcases the brand's dedication to the well-being of animals and customers can identify with that, which in turn helps to increase trust and brand awareness.

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3. Balzac plays Paparazzi

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French brand Balzac is an expert in collecting user-generated content through its clever Instagram contests. One example of this is their recent contest that encouraged users to share pictures of pieces from the Balzac collection that they spot on the street. The brand offered a €150 prize in a draw to those who participated in the contest.

The conditions for the contest were straightforward and inclusive. To participate, users simply had to identify Balzac's side account (@vousenbalzac) in their post. The brand didn't require participants to show their face or even make a purchase from their shop, making it easy for anyone to participate. This inclusivity and ease of entry helped Balzac to collect a high volume of user-generated content, all while engaging with their audience and boosting their brand awareness.

Thanks to this approach, the brand has amassed over 2,500 publications and has gained almost 20,000 followers.

This kind of user engagement is crucial for any brand, as it helps to increase brand awareness and build a loyal following. It can also be used to showcase customer satisfaction, provide social proof and create trust among potential buyers. Overall Balzac's strategy has been a great way to connect and build a community with their audience and take advantage of this content.

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4. Gymshark’s 66 days challenge

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The sportswear brand founded by Ben Francis has always been a precursor to influence marketing and how turn clients into ambassadors.

Gymshark was one of the early adopters of influencer marketing on Instagram, before the concept even had a name in 2012. This was the beginning of what the brand calls its ‘Gymshark Athlete Community’. The brand's entry into TikTok followed its success on Instagram and other social media channels.

From 2016-2017, Gymshark shifted much of its focus to the platform, where they have gone on to build its reputation among younger generations. They have an incredibly well-executed TikTok marketing strategy. They consciously decided to partner with fitness and lifestyle influencers on TikTok.

UGC has been essential for scaling Gymshark, and TikTok represents it perfectly. They always involve customers in their posts and campaigns, and the 66 days challenge (#Gymshark66) is a good example.

Gymshark announced 2018 its yearly 66 Days to Change Your life challenge: customers had to select a personal goal and upload an initial photo/video. 66 days later, on the 8th of March, the user had to upload that initial content with an updated one, for a chance to win a year’s supply of Gymshark goods.

Their rulebook is simple:

1. Start #Gymshark66 Whenever You're Ready: seriously, whenever you're ready. January 1st? Well, it'd be rude not to. 3am on October 2nd? You might regret it in the morning, but go on then. Whenever you decide to start your journey, our family will be there to support you.

2. Decide On Three Rules: this is your challenge to change. Decide on three rules that you want to stick to during the 66 days. This could be as simple as: drinking more water, doing one workout a week, and for the night-owls amongst us, going to sleep before the clock strikes midnight.

3. Share Your Journey: this one isn't mandatory, but, during your 66-day challenge, we urge you to share your journey with the world. From workouts and progress pictures to paintings and new recipe creations - we want to see it all via the hashtag #Gymshark66.

In December 2022, the brand had over 4.2 million followers and 65.7 million likes.

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5. Jones Road writes to its customers

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Jones Road Beauty is a clean makeup brand launched in late October 2020, created by beauty industry titan Bobbi Brown. The 65-year-old makeup artist and business woman is very present on social media and has a strong fanbase with +700K followers on Instagram, +400K followers on TikTok and +160K followers on Twitter.

Since the founder of Jones Road is very well-known in the makeup industry, the company has relied on her reputation and fame to build a community and position the brand as a healthy and alternative solution to other existing makeup brands.

Besides Bobbi’s influence, Jones Road relies on influencers and UGC to commit customers to the brand and increase trust in the products. They have a “give first” policy at Jones Road and search for alignment with their values rather than exclusively targeting influencers with a big community.

To do so, the Jones Road newsletter gives access to yet-to-be-released products, that are limited editions.

This strategy is a double win for the brand: scarcity brings value to the product and makes the customers feel special!

Today, the company has an estimated annual revenue of $8M and around 50 employees, and works solely through the D2C channel (no retailers, nor distributors).

Building an effective User Generated Content strategy is an amazing way to build trust, increase engagement, and drive sales for your e-commerce brand. By leveraging customer reviews, hosting social media contests, using social proof, working with influencers, and using hashtags, you can effectively collect UGC and use it to your advantage.

Remember that also its important to have a clear UGC policy on place, and have a system in place to moderate and curate the content to ensure is compliant and appropriate for your audience.

Ecommerce returns can be a major challenge for retailers. In 2020, consumers returned products worth a staggering $428 billion, representing more than 10% of total retail sales. The National Retail Federation estimates that the returns costs to retailers is a staggering $101 billion.

Returns and reverse logistics are inescapable for ecommerce brands, and if not properly managed, they can be a major problem. Returns can aggressively attack profit margins, gut conversion rates, and ultimately threaten the success of a business.

However, if properly managed, returns can also be a blessing in disguise, helping retailers to improve their products, build customer loyalty, and drive sales.

In this article, we'll provide our tips and best practices for successfully managing ecommerce returns and turning them into a positive experience for both you and your customers.

1. E-commerce returns in 2024: An overview

As e-commerce continues to thrive, so too do the number and cost of returns. They can happen for a variety of reasons, such as receiving the wrong item, receiving a damaged product, or simply changing one's mind about a purchase.

In 2024, it's more important than ever for retailers to understand how to effectively manage product returns. One important factor to consider is that return rates can vary significantly depending on the type of products you sell.

1. Ecommerce return rates depending on your industry

Products in the fashion and apparel industry tend to have higher return rates due to the subjective nature of fit and style. On the other hand, products in the electronics and home goods industries tend to have lower return rates.

2. What are the reasons for returning items?

There are many reasons why people return items they have purchased online. According to a study by Narvar, the top reasons for returns among online shoppers are receiving the wrong item, receiving a damaged product, and the quality of the product. These three reasons alone account for nearly 84% of all online returns.

Other common reasons for returning items purchased online include receiving a product that is different from what was expected, receiving a product that does not fit properly, and encountering issues with the product upon use.

A study by the National Retail Federation found that 42% of online shoppers have returned an item because it did not meet their expectations, while 34% have returned an item because it did not fit as expected. These types of returns can often be avoided with better product descriptions and sizing information, as well as improved quality control processes.

3. Ecommerce returns and the holiday season

The holiday season is a busy and profitable time for many ecommerce businesses, but it is also a time when returns are more common. According to a study by Optoro, returns during the holiday season can be up to 30% higher than the rest of the year. This increase in returns can put a strain on a company's resources and bottom line, as well as potentially impact customer satisfaction.

There are several ways that businesses can use their online shopping returns policy during the holiday season to convert more customers. Here are a few strategies that can be effective:

1. Offer extended return periods: During the holiday season, many people are shopping for gifts that may not be opened until after the traditional return period has expired. By offering an extended return period, businesses can give customers the peace of mind that they can still return an item if it is not suitable.
2. Make the return process easy and convenient: Customers are more likely to make a purchase if they know that returning an item will be easy and hassle-free. Businesses can make the return process more convenient by offering free return shipping, providing clear instructions on how to return an item, and processing returns quickly.
3. Promote the return policy: Many people are hesitant to make a purchase online because they are worried about the possibility of needing to return an item. By prominently displaying the return policy on the website and in marketing materials, businesses can reassure customers that returns are easy and hassle-free.
4. Use the return policy as a selling point: The return policy can be a differentiator for businesses, particularly during the holiday season when there is increased competition. By highlighting the benefits of the return policy, such as an extended return period or free return shipping, businesses can attract more customers.

4. How returns affect customer loyalty

Returns can have a significant impact on customer loyalty. A study by Invesp found that 67% of customers are less likely to shop at a store again if they have a negative return experience. This is because the return process is often seen as a reflection of a company's customer service, and a frustrating or difficult return process can damage the customer's perception of the business.

On the other hand, a positive return experience can actually improve customer loyalty. A study by Narvar found that 49% of customers are more likely to shop at a store again if they have a positive return experience. This is because a smooth and hassle-free return process can increase customer satisfaction and build trust in the company. In fact, the same study found that 85% of customers say that a seamless return experience is important for maintaining their loyalty to a brand.

2. Effective strategies for managing ecommerce returns

Managing ecommerce returns efficiently is crucial for businesses to reduce the cost and burden of returns, as well as improve customer satisfaction. One way to do this is by using Bigblue’s automated return portal, which can streamline the process and reduce the workload for customer service teams by allowing clients to start a return request online.

Another effective strategy for managing ecommerce returns is to offer a variety of return options to customers. This can increase the likelihood that they will follow through with the return, as it makes the process more convenient for them. For example, businesses can offer the option to return items to a physical store or to use a prepaid return shipping label. A study by the National Retail Federation found that offering in-store returns can increase customer satisfaction and loyalty.

Analyzing data on returns can also help businesses improve their products and processes. By identifying patterns and trends in the data, businesses can take steps to address issues that may be causing returns and reduce future returns. In addition, having clear and fair return policies that are prominently displayed can increase customer trust in the company and encourage more purchases.

Some additional strategies you can implement to improve your returns experience are:

1. Post the item back to your warehouse

One strategy is to allow customers to post the item back to the warehouse. In addition, offering free return shipping can improve the customer's return experience and increase their satisfaction with the brand. A study by the National Retail Federation found that free return shipping is the most popular return policy among online shoppers, with 74% saying that they prefer this option.

2. Return items to store

Another strategy for handling ecommerce returns is to allow customers to return items to a physical store. This can be a convenient option for customers, as it allows them to easily return an item without having to worry about packaging and shipping.

3. Outsource reverse logistics

A third option is to outsource reverse logistics, which refers to the process of managing the return and disposal of products. This can be a cost-effective solution for businesses, as it allows them to focus on their core competencies while outsourcing the handling of returns to a third party.

By outsourcing reverse logistics, businesses can benefit from the expertise and resources of the third party, as well as potentially reduce the overall cost of returns. According to a study by Optoro, outsourcing reverse logistics can lead to cost savings of up to 75% compared to managing returns in-house.

3. Top software solutions for managing ecommerce returns

There are several software options available for businesses looking to efficiently manage ecommerce returns. These include integrations with the main CMS (Shopify, WooCommerce, Prestashop, among others.

• Bigblue: this platform allows customers to initiate a return request autonomously and online, streamlining the process for both the customer and the business. Bigblue also offers features such as real-time tracking, data analytics, store-credit and the ability to set up personalized return policies.
• Happy Returns: is a returns management platform that allows customers to initiate a return online and drop off their return at a physical location.
• Loop: a platform that allows businesses to set up a branded returns portal for their customers. This platform offers a variety of features, including the ability to initiate a return online, track the status of a return, and manage returns data. Loop also offers integrations with major carriers, making it easy for businesses to process returns.
  

4. Five best practices for managing e-commerce returns

1. Provide accurate item information on product pages

By providing clear and accurate information about an article directly on the product page, businesses can reduce the likelihood of returns due to misunderstandings or expectations not being met. This can include information about:

• the product weight and dimensions,
• Materials used,
• size guides,
• and the return policy.
  

In fact, a study by the National Retail Federation found that the most common reason for returns is "items not as expected," with 46% of returns falling into this category. By providing detailed and accurate product information, businesses can help to reduce the number of returns due to this reason.

2. Reduce damaged parcels with secure packing and shipping

This can help to reduce the risk of damage during transit, which can be a common reason for returns. To ensure that items are properly protected, businesses can use protective materials such as bubble wrap for delicate packages and add Fragile labels to parcels with easily breakable items inside. A study by Shorr Packaging found that approximately 25% of returns are due to damage during shipping, making secure packing and shipping an important factor in reducing returns.

3. Make your returns process sustainable

This can include using eco-friendly packaging materials and implementing a program to recycle or reuse returned items whenever possible. This can help businesses to reduce their environmental impact and fit with your customers' values. According to a study by Accenture, 63% of consumers say they are more likely to purchase from a company that is environmentally responsible.

A fourth best practice for managing ecommerce returns is to make the returns process sustainable. This can include using eco-friendly packaging materials and implementing a program to recycle or reuse returned items whenever possible. By taking steps to reduce the environmental impact of returns, businesses can appeal to customers who value sustainability and help to build customer loyalty. A study by Accenture found that 63% of consumers are more likely to purchase from a company that is environmentally responsible.

Bigblue uses 100% plastic-free packaging and works with partners like Hipli to offer reusable packaging options for our merchants. By implementing sustainable practices like these, businesses can not only reduce their environmental impact, but also differentiate themselves in the market and improve customer satisfaction.

4. Keep customers informed about the status of their return

By providing updates and tracking information, businesses can help to reduce customer frustration and improve the overall return experience. This can include sending emails or notifications to customers to let them know when their return has been received and processed. By keeping customers informed and providing transparency, businesses can build trust and improve the customer's return experience.

5. Protect your business against ecommerce return fraud

Return fraud occurs when a customer fraudulently claims to have returned an item in order to receive a refund or store credit. This can be a significant problem for businesses, as it can lead to financial losses and damage to the company's reputation. To protect against return fraud, businesses can implement measures such as verifying the authenticity of returned items, requiring proof of purchase for returns, and setting limits on the number of returns allowed per customer.

For e-commerce businesses and retail brands, online returns and exchanges pose a serious challenge.

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For online shoppers that often use Amazon and have been trained to expect free returns for their online purchases, it's important to maintain a positive, no-hassle customer experience. According to Shopify, e-commerce returns occur at a 20% rate, and during the holiday season, that rate can rise to 30%.

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This year, as the coronavirus drives more consumers to do their holiday shopping online, it’s more essential than ever to develop a plan to manage product returns and exchanges. That way, you’ll be able to maintain and grow your profit margins by increasing your conversion rates at checkout and lowering the costs of your bottom line.

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1. Offer clear product descriptions and high-quality product images.

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According to a survey by Narvar, 51% of online shoppers have returned an item because it needed to be described or shown online.

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By providing detailed, accurate product descriptions and high-quality images, you can help reduce the number of returns due to miscommunication or unrealistic expectations. This allows customers to understand the product before making a purchase, which can help reduce instances of buyers receiving items that do not meet their expectations.

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Clear product descriptions should include information such as the materials used, dimensions, weight, colour, and any other relevant details. This helps customers make informed decisions about their purchases and ensures they know exactly what they are getting.

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Warby Parker is an eyewear company known for its clear product descriptions and high-quality product images. Each product page includes detailed information about the frame materials, lens type, fit, and multiple photos of the product being worn. The brand also offers its customers the opportunity to try on their pairs to ensure that they fit virtually. This helps customers choose the right frames for their needs and reduces the likelihood of returns.

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High-quality product images are also crucial in reducing returns. Customers should be able to see the product from multiple angles and get a sense of its size and scale.

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It's a good idea to include close-up shots of any significant features or details and images of the product being used or worn. This helps customers visualise how the product will look in real life and can help prevent them from returning items that do not meet their expectations.

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The online home goods retailer Wayfair uses high-quality product images to help customers visualise how furniture and home decor will look in their space.

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Each product page includes multiple pictures of the item from different angles and photos of the item used in a home setting. This helps customers get a sense of the size and scale of the item and can help prevent them from returning items that do not meet their expectations.

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Overall, providing clear product descriptions and high-quality product images is essential in reducing returns in e-commerce. By giving customers all the information they need to make an informed decision about their purchase, you can help ensure that they are satisfied with their purchase and less likely to return it.

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2. Provide sizing charts or fit guides.

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A study by the National Retail Federation found that almost a third of all returns are made because the item didn't fit or needed to be the right size.

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Offering sizing charts or fit guides can help customers select the correct size and reduce the number of returns due to sizing issues. This can be especially important for clothing and footwear, as size and fit can be significant factors in customer satisfaction.

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Many brands do a great job of providing sizing charts and fit guides to help customers make informed decisions about their purchases.

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Here are a few examples:

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Adidas gives ultra-precise sizing advice. For example, the brand indicates which models fit small and shares recommendations based on a customer's previous orders.

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In March 2022, Walmart announced that it is taking the customer experience further by launching virtual fitting rooms in partnership with start-up company Zeekits.

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This innovative new feature allows customers to try on clothing using a smartphone app virtually. Customers upload a photo of themselves and can see how clothing items will look on them. The virtual fitting rooms are designed to provide customers with a more convenient and personalised shopping experience.

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3. Offer free return shipping.

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A survey by UPS found that 79% of consumers expect free return shipping when they make an online purchase.

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Offering free return shipping can be an effective way to reduce returns in e-commerce and increase customer satisfaction.

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By eliminating the cost and hassle of returning a product, you can make it easier for customers to replace items that do not meet their expectations. This can help reduce the number of returns due to dissatisfaction with the returns process. Many customers are hesitant to make a return because they are concerned about the cost and effort involved.

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To make the most of this strategy, it's essential to make it visible on your website that you offer free return shipping. You can use a banner to promote this feature prominently on your homepage and mention it on your product pages and checkout flows. This will help ensure that customers are aware of this benefit and are more likely to take advantage of it if needed.

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The online retailer Zappos is known for its excellent customer service, and one of the ways it excels is by offering free return shipping on all of its products. Zappos is displaying its free return shipping policy on the homepage, meta description and other important areas of its website.

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4. Allow for easy exchanges or store credits.

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Offering exchanges or store credits instead of refunds can reduce the number of returns and increase customer satisfaction and conversion rate!

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One of the benefits of offering store credits is that they can encourage customers to keep the item or purchase something else instead of returning it. By providing a store credit, you can give the customer the option to try the product again or to choose a different product instead.

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Research has shown that offering store credits can be even more effective at reducing returns than offering refunds. According to our Merchants Scale Study 2022, 43% of buyers spent more money on our merchant’s store when they used their store credit, which suggests that store credits can also be an effective way to drive sales.

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To make the most of this strategy, it's essential to make the process of requesting an exchange or store credit as easy as possible.

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Using a return portal enables FROM FUTURE to offer an incredible return experience to their customers by making it super easy for them to request a return. By providing a simple and convenient way for customers to request an exchange or store credit, you can help reduce returns and improve customer satisfaction.

💙 Bigblue Tip

Over 30% of European shoppers do not have a printer. Make it easy for them to return their order, without having to print, with Bigblue's Printerless Return feature.

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5. Encourage customers to reach out with questions or concerns before making a purchase.

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By allowing customers to ask questions or voice any concerns before making a purchase, you can help ensure that they are fully informed and confident in their decision. This can help reduce instances of customers receiving items that do not meet their expectations, which can lead to returns.

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Unbottled is an e-commerce brand that provides excellent customer service thanks to its chat feature on its website. Located at the bottom right of the website, the chat feature allows customers to quickly find answers to their questions or send a message to the company's customer service team.

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🤜🤛 Bigblue’s friends

Tools like Gorgias and Zendesk help automate and resolve your customer support tickets. Tools like Attentive and Hello-Charles allow you to contact and exchange with your customers and prospects on other communication channels like WhatsApp or per SMS.

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Brands can also encourage customers to ask questions or concerns before purchasing their social accounts.

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One brand that does this exceptionally well is Asphalte, a ready-to-wear brand that only sells its products by pre-order.

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Because customers can only try on the products after purchasing them, Asphalte needs to provide exceptional customer service and encourage customers to reach out with any questions or concerns. The brand does this by engaging with its customers on social media platforms like Instagram and TikTok, where it posts updates and responds to customer inquiries.

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By implementing these strategies, e-commerce brands can improve the customer experience and reduce the number of returns. Overall, reducing returns in e-commerce is important for the success of any online business. Excellent customer service and easy purchase processes can reduce returns, increase customer satisfaction, and boost sales and profitability for e-commerce brands.

Why D2C brands are using Product seeding

Product seeding helps brands connect with audiences on a new level. It makes it easy for businesses to offer a free product that surprises the consumers, gets them excited, and ultimately leads to influencer-generated and user-generated content.

Benefit Cosmetics is an excellent example of using product seeding to its advantage. The cosmetics company started a campaign for its new tint, Benetint, and it's certainly gone viral on TikTok. In this video, the user includes an image of the lip and cheek tint, including a caption that mentions wanting to try the tint because it's going viral. But there are also plenty of other videos on Benetint. If you use the search feature to look up the product on TikTok, you will see hundreds of videos with an accumulated 11.7M views!

Benefit Cosmetics isn't new to using product seeding and influencers to leave their mark. In a previous campaign for their Microfilling Pen, they sent products to an exclusive group of influencers which led to influencer-generated content that helped the brand get over 2M organic impressions.

The benefits of using product seeding as a D2C brand are tremendous. When using product seeding, you can build better relationships with influencers who may look forward to discussing new products from your business as you release them. You can gain brand loyalty from influencers and consumers who trust their opinions and recommendations, which is a big deal. In addition, product seeding is a cost-effective way to advertise your brand and get the recognition you need to keep growing and expanding. If you're looking forward to reaching new audiences while coming off as an authentic and genuine brand that cares about its customers, product seeding is an excellent technique to use.

Influencer seeding: what is this marketing technique?

Now that you're aware of the benefits of product seeding and how companies like Benefit Cosmetics use this technique to their advantage, you may ask yourself, "What is influencer seeding?" The answer is quite simple.

With influencer seeding, you send specific products to a targeted group of people. But, of course, these people are influencers with plenty of followers who pay attention to them and trust their opinions. After sending the product to them, they unbox it, give it a try, and discuss the product with their followers in content uploaded to social media platforms, such as Instagram and TikTok.

By taking this approach, you're not necessarily worrying too much about building a deep relationship with one influencer. Instead, you're creating a partnership with dozens of influencers who can help spread the word about your brand and the products you offer. It's a fantastic way to get your brand noticed by various audiences instead of one single targeted audience.

Bloom Nutrition is an example of a company that uses influencer seeding to gain recognition from consumers. You can find nearly every influencer on TikTok using Bloom Nutrition's greens at some point or another. And if you search Bloom Greens on TikTok, you will come across hundreds of videos of people using the product. These videos have a combined 590.1M views, helping the company broaden its reach further than ever in no time.

Is it a good idea to use influencer seeding?

Using influencer seeding is an excellent idea if you want to experience growth and appear more credible to consumers.

When you can boost credibility, it's easier to make sales because the consumers will trust your brand. An influencer seeding technique helps you reach out to dozens of micro-influencers, some of whom have excellent engagement rates.

More brands are taking this approach to marketing their products to increase visibility in no time while spending less of their time handling influencer management-related tasks. Some have experienced such success with this seeding technique that several influencers are now working as brand ambassadors for them, often raving about the products the brand offers and building hype over new releases.

So, is it a good idea to use influencer seeding as a marketing strategy for your D2C brand? Absolutely. However, you have to know how to do it right, selecting the best influencers to work with based on different factors, including the types of content they share on social media. For example, if you have a beauty brand, you may look forward to reaching out to influencers who regularly review beauty products or appear to go shopping for items like yours more often than not.

Do I need to pay influencers for their content?

You're probably wondering if you will need to pay influencers to discuss your products and create content surrounding your brand. If you're a smaller brand, you may not have a large budget to work with, causing some concern if you're expected to pay influencers for their opinions. But the whole idea behind influencer seeding is to provide your product in exchange for their content. So, you don't necessarily need to pay an influencer, but there are a few things you need to know beforehand, such as:

• Some influencers receive a lot of free gifts, especially incredibly popular ones with large followings, meaning they might not care as much about the free products you send
• If you want to ensure the influencers will get excited about getting something for free, look for micro-influencers with relatively high engagement rates
• Choose people with personalities that align with yours and the values you've built your brand upon to increase your chances of getting the high-quality influencer-generated content you desire
• Actively pursue relationships with micro-influencers because they will feel more inclined to make content on your products when receiving the items for free
  

If you keep these details in mind, you can succeed with influencer seeding without paying out of pocket for it. Of course, if you want to work with mega influencers, it's still an option. However, you would need to determine how much that influencer would charge in addition to receiving free products and then decide if it's worth it.

In short, do you have to pay an influencer when using product seeding as a technique? No. But if you plan to reach out to mega influencers, they just might charge you!

💡 47.3% of influencers are considered micro-influencers, with around 20,000 followers on their social media platform.

How popular brands are using product seeding to their advantage

Several popular, well-recognized brands are using product seeding to their advantage. They've discovered this is a valuable way to boost marketing efforts and are taking the initiative to work with dozens of different influencers to help increase the visibility of their brands and products.

Leading skincare brand Dermalogica, known for its wide selection of vegan and cruelty-free products for the face, uses influencer marketing and product seeding to strengthen its connection with consumers. The brand started this initiative before the pandemic hit but has since bolstered its efforts to broaden its reach. In one seeding campaign, the company reached out to 140 influencers, with 95% of these individuals posting about the brand on their social media platforms.

But how did they get such a great response rate without paying influencers to post about them? They communicated clearly, provided high-quality products, and gave influencers a two-month window to create their posts, which helped create a true recipe for success.

Impala Skates is another company benefiting from the power of social media. While roller skating is definitely back in, the love for this activity heightened during the pandemic when most were stuck at home, looking for something to do, and browsing through TikTok. It wouldn't take long for the brand to build a massive loyal social media following of people who buy from them and post content to social media of themselves using these roller skates, including influencers! By sending a pair of trusty skates to a few influencers, the brand has managed to connect with a younger generation of people who look forward to roller skating, some for the very first time in their lives.

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Dermalogica continues to connect with influencers by providing a PR haul. In these hauls, influencers are unboxing products and talking about them, detailing what they do or what they're used for, which helps increase engagement. It's easy to find Dermalogica PR hauls on nearly every social media platform, including TikTok, Instagram, and YouTube!

Sezane prides itself on providing luxury clothing at the fairest prices. It's also a company that has built a name for itself by leveraging the power of influencer marketing. As a digital brand from the start, creating a sense of exclusivity while offering vintage-inspired pieces helped Sezane amass a sizable organic following, with over a million followers on Instagram alone. The love for this brand spread like wildfire from the minute influencers started posting about it. Now, every influencer and their mothers (quite literally) are wearing the brand and tagging it in their photos, which only helps increase visibility even further.

PrettyLittleThing is a prime example of a D2C brand benefiting from working with influencers. Why has the company worked with celebrities like Miley Cyrus and Nicki Minaj? Because doing so enabled the brand to experience astronomical growth, becoming the fastest growing e-commerce fashion company.

Many D2C brands, such as Rouje, are following the trend, using this marketing method to help create a greater sense of awareness for their brand that leads to an increase in sales. And, it comes as no surprise that the global influencer marketing industry is expected to experience a drastic increase within the next two years, reaching $24.1 billion by 2025!

Knowing that brands are making a name for themselves using influencer content may inspire you to want to do the same. Here are the 7 main benefits of building an influencer marketing strategy for your D2C brand!

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1. Brand Credibility

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61% of consumers are trusting of influencer recommendations, making any brand that uses influencer marketing appear more credible.

More brands are focusing on building credibility with their targeted audiences by honing in on the power of influencer marketing. It helps them gain more attention and web traffic that converts.

American Eagle is not new to the fashion world. However, what was once considered a dying brand has revived itself by pairing with popular social media influencer Addison Rae. The partnership made it easier than ever for American Eagle to advertise its latest line of Mom Jeans. Haven’t heard of the hype? Head over to TikTok and type “American Eagle Mom Jeans” in the search bar. You will notice Addison Rae and dozens of other content creators showing off their purchases from American Eagle. As a result, the brand appears more credible and relatable than it has in recent years.

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2. Lower Costs (Compared to In-House Content Creation Costs)

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When you compare the costs of in-house content creation to influencer content, you can save quite a bit! If you're looking for a way to reduce advertising-related expenses, influencer content is a fantastic way to do so. Don't think it's possible? Ruggable is an excellent example of reducing advertising costs while still marketing to a large group of people. Best known for its two-piece rug system, Ruggable spent 25% less on influencer marketing and earned a 32% greater return on its investment. Spend less, save more, and see better results – What more could anyone want?

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3. Authenticity

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✨ 60% of marketers are in agreement that influencer-generated content yields better results and leads to an increase in engagement compared to conventional brand posts.

Being authentic helps you resonate with your audience and keep them engaged. Consumers prefer brands that appear transparent, open, and honest with them over those that follow shady or unethical practices. Focus on gaining attention and building a reputation for your authenticity, which you can do by collaborating with trustworthy influencers.

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Rowse is one brand that helped consumers recognize its authenticity by relying on powerful influencer marketing strategies. The brand used popular social platforms, including Instagram, taking an omni-channel approach that helped them connect with an extensive audience. By coming off as more authentic, Rowse managed to gain more organic impressions that converted into an increase in overall sales.

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4. Increased Social Content

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⬆️ The number of people using social media worldwide has increased from 4.2 billion in 2021 to 4.62 billion in 2022. The number is only expected to continue increasing for years to come.

More social content available for people to find and see will play an essential role in helping your brand thrive and survive. As the number of social media users continues to climb, your potential to reach these individuals and convert them into followers and loyal customers becomes even more significant.

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Nike is a popular brand with a massive following consisting of more than 150 million people on Instagram and 35 million on Facebook. The company leverages their following by posting to these social platforms. At times, the company uses influencer-generated content to gain more attention and appear more relatable. The key is to create content that consumers want to view instead of making everything look like a sales pitch.

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5. Connection with Engaged Consumers (Brand Followers, Brand Communities, etc.)

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🔥 85% of business owners believe branded communities have made a positive impact on their businesses. 

Influencer content can help you build a solid brand community consisting of people who love your brand and the products you sell. When people come together to share something they're passionate about, such as the brand you've created and the high-quality products they can use to their advantage, it leads to more sales and more business. You should want to build a brand community that leads to customer loyalty because it will help you increase your profits and achieve tremendous success.

Popular cosmetics store Sephora created its Beauty INSIDER community to connect customers while providing a safe and welcoming space for all. Consumers can choose to join the community to ask questions, receive tips, check out product reviews, and learn so much more. And how does this benefit Sephora? It leads to more people buying from their site!

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⚙ Recommended Tool: Do you want to start a community for your brand? If so, use WeWiink! WeWink simplifies the process of turning your most loyal customers into ambassadors for your brand. You can benefit from relying on this tool to build a positive and welcoming community full of your supporters.

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6. Informed Customers

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💄81% of retail shoppers take the time to research any product they’re thinking of buying before adding to cart and completing the purchase. These people are known as informed customers.

Informed customers don't mind spending extra time researching the details of products they plan to purchase beforehand. It's a task they're willing to take on if it means ensuring they're spending their hard-earned money wisely. The good news is that this can work to your advantage when using influencer content. While researching your products, these informed consumers may see the content created by influencers, ultimately being influenced enough to buy your products.

Studies show that a large portion of well-informed shoppers have decided to buy more store brand products rather than going for the high-end, name brand items, many of which will cost more. This is a good inclination that any brand can get ahead of the competition, even if they’re new, by offering competitive pricing on products that meet the mark.

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💙 Bigblue Tips: Offer something extra to create a buzz surrounding your brand and its products. Known as product seeding, this is an excellent way to increase awareness for your brand and make more sales. 

Unbottled has used this product seeding approach, giving away 100 shampoo products to the first 100 people to visit their establishment. The plastic-free personal care company has just opened a flagship, brick-and-mortar store in Paris, using Miss France, Alexandra Rosenfeld, to help bring in more shoppers. Because Ms. Alexandra Rosenfeld is an influencer, people were excited to see her and learn more about the products, so much so that they were lining up for over an hour to take pictures with her and Unbottled’s founders.

👉👉 Discover Unbottled’s success story with Bigblue

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7. Increased Conversions

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Influencer marketing can boost conversion rates. When developing a marketing strategy, the whole idea is to create a campaign that converts. If it doesn't convert, it tends to feel more like a waste of money, leading to frustration.

The good news is that many companies have noticed a drastic increase in their conversion rates since creating a strategy involving influencer marketing. If you're tired of dealing with poor conversion rates and are looking for a more effective way to reach your audience and turn them from consumers to customers, influencer marketing is an option worth considering.

DMC built a strategy that uses user-generated content and influencer marketing throughout various platforms to boost engagement with the consumers. Using this more modern and trendy approach to marketing has helped the established needlework material company broaden its reach while boosting conversion rates. The company has since had the opportunity to connect with entirely new audiences of people interested in buying from their brand.

When consumers see their favorite influencers praising a brand and its offerings, they often say to themselves, "Wow, that product looks amazing. I need to try it." And then they go to the website and buy it. Because of the difference influencer marketing can make for your conversion rates, it makes the most sense to connect with influencers and use them as part of your marketing strategy to reach your sales goals.

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Influencer marketing can have a lasting impact on D2C brands ready to gain more followers, boost web traffic, and increase sales. It's one of the most effective ways to create awareness for your brand from people who may not currently know it exists. Because it can impact sales and conversion rates, boosting both by making your brand appear more authentic and credible, it's beneficial to work with influencers. In addition, you can leverage an influencer's community for your brand, expanding your reach even further than you thought possible.

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Sézane is a luxury fashion brand collaborating with multiple influencers to extend its reach and get more people interested in buying. The brand has a following of 2.7M on Instagram alone, gaining many of its new followers from influencers who’ve worn clothing from the brand and tagged the company in their photos. Pura Vida, a popular jewelry brand with over 2M followers on Instagram alone, collaborated with mega influencer Charli D'Amelio to create a bracelet pack that quickly became a huge seller! These are just some examples of D2C brands currently using influencer marketing to their advantage.

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What is influencer marketing?

• 4 out of every 5 brands are utilizing influencer marketing on Instagram, with 79% of brands claiming the platform is the most important to them for marketing purposes.
• The influencer marketing industry is expected to reach a value of $16.4 billion by the end of 2022.
• 54% of influencers say they’re willing to work with a brand as long as they're treated respectfully.

Source: Influencer Marketing Hub

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Influencer marketing is quickly becoming one of the best ways for brands to market themselves to targeted audiences. With this marketing method, brands collaborate with influencers, typically sending them free products in exchange for mentions and content created about their products. Influencers will usually show themselves opening the products, testing them out, and even applying them or wearing them to give their followers an idea of the quality and more.

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Because consumers are heavily influenced by their favorite social media influencers and are more likely to take recommendations from them, influencer marketing is worth trying. So, what is the best way to succeed with this marketing method? Conducting research and taking a custom-tailored approach that helps your brand connect with the right people who can benefit from what you're offering. Not sure how to make influencer marketing work for you? If so, you're in the right place. Check out the steps you should take to make the most of this modern and exciting opportunity to expand your reach.

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Types of social-media influencers

On your journey of working with influencers to receive and use influencer-generated content, you will notice that there are all kinds of them available. You have major influencers with millions of followers, like Addison Rae and Charli D'Amelio, but you also have people with smaller followings that still have super high engagement rates. You don't always have to work with the biggest or most popular influencers to spread the word about your brand to others. In fact, sometimes it's better for your brand to work with smaller influencers who are often more relatable and humble than major ones.

Micro

A micro-influencer will have anywhere between 10,000 and 100,00 followers on their platform of choice. These people may be new to content creation and are just getting their feet wet in the world of influencing, hence the lower follower count. However, micro-influencers can quickly become mega influencers in no time, so collaborating with them earlier on is a great way to gain their loyalty and trust. If they make it further and gain millions of followers, they may still refer to your brand as one they love, trust, and support, which is genuinely good for business.

• LaCroix doesn’t mind working with micro-influencers. The company recommends people with fewer followers to post photos of themselves with their beverages to earn a collab opportunity. It doesn’t matter if someone has 10,000 or 100,000 followers to this popular carbonated beverage brand.

Nano

Nano influencers have a following of at least 1000 people and up to 10,000. They don't have the biggest platform but may have high engagement rates. Some nano influencers build super solid connections with their followers, meaning those who follow them are often willing to listen to their recommendations. While some brands don't see potential in this, it can work in your favor if you choose the right nano influencers.

• Magic Spoon Cereal, the colorful low-carb cereal designed to bring nostalgia to the kitchen table without all the excess sugar in traditional cereals, made a name for itself in recent years using influencer marketing as its primary strategy. The company continues benefiting from posts created by all kinds of influencers, including nano influencers, such as Skinny Pig NYC.
• Lindsay Gallimore, a passionate mom blogger, has 7.9K followers and often collaborates with companies creating products for parents and babies. Her followers trust her input because she keeps it real and focuses on using eco-friendly, sustainable products.

Macro

Macro influencers have a minimum of 100,000 followers, but usually more than that! Macro influencers have a relatively large following. Although it's not the same kind of following as mega influencers, these individuals may have better engagement rates.

• Rocio Cervante is a beauty influencer with an Instagram following of 189K people! She partners with D2C brands like Nasty Gal, including content related to their brand in her stories!

Mega

A mega influencer has at least one million followers, but many have even more than that. Some have massive followings of over four million, even if they're not traditional celebrities. When most people think of mega influencers, they think of people like the Kardashians and Jenners, who've seemingly built an empire for themselves through social media. However, there are so many other mega influencers.

• Cardi B has an incredible 144M followers and definitely earns the title of MEGA influencer. She partnered with Fashion Nova with a clothing line that sold out in seconds when first released.
• Brand Papa's Pops, known for its skinless popcorn, collaborated with Hailey Peters, a TikToker with 1.1M followers, to help spread the word about its latest creations. She may not have a massive following like musician Cardi B., but she certainly has more than a million people following her.

Now that you know the difference between different types of influencers, you can start thinking about the people you'd like to collaborate with for your brand. You may make this decision based on a few factors, including your current budget and who you believe aligns best with the values of your business. After all, most brands want to avoid collaborating with someone with entirely different values or controversial content.

How to create an influencer marketing strategy

If you're ready to pair with influencers and extend your marketing efforts, connecting with new audiences and boosting engagement, now is the perfect time to do it. With influencer marketing on the rise, you can take this step-by-step approach to have the most success with this innovative marketing technique.

1. Consider the Goals You’d Like to Achieve

Before pairing with influencers, you must set realistic, attainable goals for your brand. One of the most important goals for anyone planning to use influencer marketing is to reach a new audience. You want to target people you haven't before, turning them into new customers who will likely end up loving your brand. They will become repeat customers if they love your brand and its products, which can also lead to user-generated content posted on social platforms such as Instagram and TikTok.

Have realistic expectations when reaching new consumers. It starts with connecting with them, which doesn't always lead to automatic sales. However, if more consumers follow your brand because they saw their favorite influencer talking about it, they're more likely to buy from you in the future. 

Although the goals you set for yourself may differ from that of other brands, raising awareness for your brand, reaching a new audience, and gaining new followers are some goals worth adding to your list.

2. Make a List of Your Targeted Audience 

While making a list of influencers you want to work with, it's equally important to consider who you're trying to target. What types of people do you want to reach with marketing content for your brand? Your brand's products may cater to people within certain demographics, such as a specific age range. It can help to consider these things to define your ideal audience for each campaign. In addition, your audience may change based on the influencer you're working with on a specific campaign. If you know who you need to target and why, you can start looking for influencers with an audience similar to the one you're interested in reaching.

3. Know What to Do and What Not to Do

You need to be transparent when working with influencers for marketing purposes. Now, it's one thing if you send a free product to an influencer, and they decide to make content on their own. But if you're paying someone to talk about your brand, you're obligated to abide by the advertising rules in your country. For example, if you own and operate a brand in the United States, you must follow the rules set by the Federal Trade Commission. 

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One of the best ways to stay compliant is to follow the FTC's guidelines and create binding contracts with influencers that include these guidelines in detail. Make sure that when you're paying an influencer to create content, they're including one small detail about the post – it's sponsored. 

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Even if you've started your brand elsewhere, such as in the UK, you will need to follow the advertising rules set forth by The Office of Fair Trading. Each country has its own guidelines to follow, so be sure to research the regulations in your area before you begin working with influencers. Although it may sound complicated, remaining fully transparent is the key to avoiding any issues. Influencers should let viewers know the content is sponsored and include hashtags, such as #ad or #sponsored, to offer even more transparency.

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Does it sound like extra work? Yes. But is it worth it to avoid discrepancies with consumers? Absolutely.

4. Understand the Importance of Working with Relevant Influencers

When you're focusing on extending your reach, finding relevant influencers to work with is a must. Working with influencers with no similarities to your brand makes little sense. For example, if you sell beauty products, you would want to connect with influencers in the beauty niche instead of those within the tech niche. Pay attention to the types of content an influencer posts and their followers.

Before working with an influencer, ask yourself the following questions:

• What relevance does this influencer have within my industry?
• How many people could I potentially reach by choosing to work with this influencer?
• How much engagement does the influencer have?

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Sometimes, people think working with mega influencers is the only way to go. However, some of the smaller influencers have better engagement rates. Most are surprised to learn that their engagement rate is typically 60% higher than larger influencers, meaning working with a smaller influencer can help you increase awareness even further.

5. Make Your List of Influencers to Reach Out to for Marketing

Start making your list of influencers to reach out to for marketing purposes. Remember that it isn't just about the followers but also the engagement rates. You can visit influencers' pages on social platforms, such as Instagram, TikTok, and YouTube, to see what types of comments they're getting from the average consumer. Get a feel for how these influencers respond to those who leave comments or ask questions. 

You may look forward to someone who has built a genuine connection with their audience because their engagement rates will likely be much higher. By paying close attention to engagement between influencers and consumers, you can tell who has bots following them and who has built their following organically.

6. Take Your Research Seriously

Always make time for research. If you're thinking about working with an influencer, review their posts and see how many times they've worked with other brands. Get a feel for the content they put out there, which will help you decide if you want to work with them. When influencers constantly post sponsored content, their engagement rates may decline because their followers will feel like they're always advertising something. But if they only work with a few brands here and there, they likely still have decent engagement rates that will benefit your brand.

The research you conduct now will help you in the future. Although it requires extra effort on your behalf, it can lead to you working with influencers with high engagement rates. Use analysis tools to learn more about influencer audiences, such as HypeAuditor and Modash.

7. Connect with Influeners on a Deeper Level

Don't rush into things when you find influencers you're interested in working with because building a connection with them is far more important. An excellent way to work on facilitating and nurturing that connection is to follow these influencers, begin liking some of their content, and then write a personalized message to them. Don't use a copy-and-paste message because it comes off insincere and may be off-putting to some influencers. Instead, when reaching out, let them know what you like most about them and why you're interested in partnering with them.

Being sincere, showing interest in the influencers you're messaging, and engaging in meaningful conversations with them can work to your advantage. Influencers prefer authenticity and may be more willing to work with your brand if you reach out to them on a more personal level.

8. Consider Collaborations

Once you start working with influencers, give them the creative ability to make compelling content surrounding your brand. Of course, you should have a list of guidelines for the influencers to follow to ensure the content aligns with your brand's value. You can still have some say because it's your brand, but the key is to let the influencers, also known as content creators, work their magic. Because these individuals often have such innovative ideas, they may be able to create killer content for your brand that resonates with their followers, helping you get more followers!

9. Keep Track of Your Progress

Keep track of your progress to see how well each influencer campaign is doing. It's easy to get excited over likes, shares, and comments, but there's more to it than just that. For example, you can use UTM tracking to determine how well a campaign does. UTM tracking provides this detailed information based on engagement and the return on investment.

Tracking progress is vital to the overall success of your brand. If a campaign doesn't do well, you may decide it's not worth continuing the collaboration with a specific influencer. However, for campaigns that do exceptionally well, you may want to bolster your efforts and continue teaming up with those influencers to keep connecting with their audiences.

Influencer whitelisting and dark posting are two commonly used marketing techniques that enable brands to interact with the average consumers. A growing number of companies are building strategies that surround one or more of these techniques because of the general return on investment they can get. 

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Roughly 70% of all social media users follow a minimum of 10 influencers, meaning these techniques can work in favour of companies looking to broaden their reach and connect with new audiences. In addition, the ROI is higher with whitelisting and dark posting because brands have the opportunity to advertise to their ideal audience, ensuring the ad displayed will resonate with most of the consumers who see it.

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While whitelisting and dark posting are widely used in the United States, you can still become a pioneer for European brands like yours that want to strengthen their online presence and build brand communities. At least 50% of businesses are taking whitelisting efforts seriously, with many more anticipated to follow suit. Additionally, 90% of influencers believe whitelisting is mutually beneficial, allowing brands to target direct audiences while increasing engagement and helping these individuals get more followers!

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You may wonder whether these techniques are worth trying and which one you should go for first. Before you begin building your strategy, it's vital to understand influencer whitelisting and dark posting and the differences between the two.

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1. Influencer whitelisting explained

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Before properly implementing influencer whitelisting into your marketing strategy, you need to know what it means and how it can help you expand your reach, connect with new audiences, and gain the impressions you want and need!

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1.1 What is whitelisting?

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Whitelisting is a form of marketing that occurs when an influencer allows a brand to run paid advertisements under their account. As a business owner, you would have a legally binding contract with the influencer that allows you to use their account solely for the purpose of running the advertisements. You can create these advertisements in your own ad accounts section, tailoring them to fit the audience you wish to reach. Although best known as whitelisting, some people refer to this as advertising access, which is essentially the same thing. 

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With whitelisting, you're essentially paying an influencer to run advertisements from their page. And while this will cost you money, it's not bad because you can reach more people, get more impressions, and gain plenty of traffic that converts. Influencers are often open to this opportunity because they benefit from allowing the ads to appear under their names and can earn money without putting in any effort.

This is an example of influencer whitelisting seen via a partnership between Instagram Business and plant brand Prick. Sponsored content ran on the official @prickldn account Stories with a paid partnership tag for Instagram Business and focused on how the business got its start on the platform.

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1.2 Where did whitelisting come from?

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By 2010, influencer marketing was on the rise, offering brands an effective avenue for boosting product recognition. The emergence of reality TV shows like 16 & Pregnant, Teen Mom, and Jersey Shore at the same time highlighted influencers with substantial followings. Recognising the potential, brands began seeking ad access from these influencers as a straightforward means to connect with and appeal to their target audiences.

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Whitelisting has since evolved into something spectacular. It has created opportunities for both brands and influencers to get the attention and recognition they need to have more success in the digital age.

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1.3 How to set up whitelisting on Facebook

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Now, let's say you want to set up whitelisting on Facebook. If you don't know how to use it, it's quite simple. First, you will need to have a business Facebook page for your brand. As long as you have that, you can take the following steps to prepare for using whitelisting as a tactic on Facebook:

1. Go to your business settings, click on the “Users” section, and then click on the “Partners” text underneath the “Users” section.
2. Once you click “Partners,” you will see two options – Give a partner access to your assets OR Ask a partner to share their assets.
3. Click to give the partner access to your assets, insert your Facebook business manager ID, and then click “Next.”
4. You should now see Assets and Permissions, which you can choose to allow your brand partner to have access to.
5. Next, you select the Facebook page assets you can use for whitelisting, alter the permissions settings, and begin creating advertisements. Be sure to create custom advertisements for each influencer you plan to partner with to do whitelisting.

It’s a simple, step-by-step process that you can achieve in a matter of minutes to take full advantage of what whitelisting offers. Once you start a whitelisting campaign, you should notice an increase in traffic, impression, and views, which can also lead to a drastic increase in overall sales.

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1.4 What brands are using whitelisting?

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Hundreds of brands are using whitelisting to their advantage. Hello Fresh is a prime example of a company using celebrity Mandy Moore for its whitelisting marketing approach. The company has also worked with famous actress Jessica Alba to create sponsored posts that resonate with the audience.

Quip, a brand known for its innovative electric toothbrush, has also honed in on the opportunity to use whitelisting to its advantage, partnering with social media influencers to expand its reach. These are just two of the many brands that have started utilizing this cost-efficient method of marketing to increase their return on investment. Most brands are realizing the importance of whitelisting and are focused on building a strategy around it.

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2. Influencer dark posting explained

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Dark posting isn't the same thing as whitelisting, although both are commonly used as an integral part of a brand's marketing strategy. With dark posting, brands can create ads on an influencer's page that wouldn't appear on their profile or the news feed. However, these ads appear in the feeds of other people, specifically targeted based on their demographics. Brands use dark positing to provide a custom-tailored experience that can boost engagement rates and help them connect with their targeted audiences like never before. Through these carefully curated posts, they can offer products they feel viewers would be most interested in from a list of their brand's offerings.

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_{Bigblue Tips
Bigblue client ROWSE uses Influencer Whitelisting on Facebook Ads to reduce their CAC by 30% and increase their ROAS by 5X!}

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2.1 How to set up dark posting on Facebook?

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Setting up dark posting on Facebook is just as easy as whitelisting. Follow these simple steps to get started:

1. Start by visiting the Facebook Ad Manager tool that provides direct access to ads-related services, such as page posts and audience insights.
2. Select the “Page Posts” section, and then you will see the option to create an unpublished page post.
3. While creating an unpublished page post, you will see that you can decide how you want to use the post, whether solely as an ad or as an advertisement that gets displayed on the page later.
4. Don't forget to choose your audience. Facebook makes it easy to select who you want to see your ads based on different factors, such as their location, age, gender, interests, and more.

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Getting started with dark posting isn't nearly as complicated as some make it out to be. In fact, if you follow these simple directions, you will be ready to create these posts that can help you target specific people based on their likelihood of buying the products your brand offers. It's a highly effective way of marketing to the right people while ensuring you get the most out of every ad dollar spent. If your goal is to get the best return on investment, dark positing is an excellent option to consider.

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2.2 What brands are using dark posting?

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BuzzFeed, a popular American internet media company known for sharing the latest on celebrities, trending products, and more, is one of the thousands of companies using dark posts to reach their ideal audience. But it's not the only company using dark posting to make its mark in the digital world.

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Plenty of others, such as Rent The Runway, Kate Spade, and Get Quip, are doing the same. In fact, Rent The Runway receives 94% of its customers through its organic approach to marketing, which includes whitelisting and dark posting, both of which have proven effective. Some of your favourite brands are integrating dark posting into their marketing strategy to achieve better results.

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The advantages of dark posting are tremendous, making it a technique worth implementing for brands of all sizes, big and small. With dark posts, influencers can have unpublished posts displayed specifically to certain people that fit within the demographics brands wish to target based on the products they're offering.

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In addition, you can use these posts to conduct split tests, discovering which advertisements connect better with the audience and help you earn a more significant return on your investment. If you haven’t already added whitelisting and dark posting to your marketing strategy, now is the time to do so.