Back to School will be here before we know it, for millions of adolescents, this time is rapidly approaching. While most students don’t start school until the end of August, the beginning of the month is the most popular time for parents to start their shopping.

Back-to-school shopping rivals some of the top retail holidays in America, such as Black Friday. In fact, the National Retail Federation (NRF) estimates that parents will spend an astounding $54.5 billion, yes BILLION, on back-to-college shopping alone this year. If you combine that with spending on students K-12, BTS shopping totals at around $80.7 billion in 2019.

For brands looking to target students and their parents this season, social media and influencer marketing are sure ways to spread brand awareness, inject authenticity into your marketing strategy, and boost engagement online.

Back to School Influencer Marketing Tips

Here are our four simple Influencer Marketing tips for your Back to School campaigns.

1. Leverage multiple social media channels

Don’t just stick to one social platform. Consumers use different platforms for different reasons when it comes to back-to-school planning.

47 million people, the majority being moms, use Pinterest for BTS inspiration while 70 percent of millennial aged dads seek out parenting information online on Facebook and Google. On the other hand, Gen Z consumes short-form video content on YouTube, Instagram (Stories and IGTV), and TikTok to research back-to-school hacks and recommendations.

Additionally, most influencers utilize two or more social media platforms regularly. Adding cross channel promotion in your collaboration terms with influencers will allow you to target multiple demographics with less effort.

2. Appeal to both the parent and the student

The key to any successful marketing initiative is to know your audience. While the majority of back-to-school campaigns target mothers, believe it or not, dads spend $115 more on school shopping than moms. Don’t count out young consumers either. Kids under the age of 11 influence $1.2 trillion in spending each year. And Gen Zers are spending more of their own money on school supplies every year. Pre-teens will spend on average $26.40 while teenagers will spend about $36.71.

Keep these facts in mind when creating your marketing strategies. The key is to communicate with your audience in a way and on a platform that resonates with them the most.

3. Tell a story through long-form content

The transition to a new school from junior high to high school or high school to college can be a trying time. Gen Z goes to the internet to get back-to-school advice from their peers. That said, influencers' can be used to share your brand story in a relatable way.

For example, an influencer can share their first week of school outfits, or a “storytime” video about how they got through their first year of high school. This type of content generates huge amounts of engagement and allows brands to get in front of a tuned-in audience.

4. Engage younger audiences with sponsored events

Nearly one-third of the back-to-school purchases will be made online. However, the majority, 56 percent to be exact, of BTS budgets will be spent in store. If your brand is sold in traditional brick and mortar stores, setting up meet and greets with local influencers will encourage young consumers to come to your retail location. Influencers can also promote in-store only promotions, giving back-to-school goers even more incentive to shop ‘till they drop.

Do you need help with your Back to School Influencer Marketing Strategy? We can help!