In the social landscape, there are rising stars who have massive sway over their audiences. Influencer outreach began a decade ago, and often brands were able to just send product in order to get a few hits from bloggers. The landscape has evolved quickly over the past few years. Nearly every social platform has their own influencers, and some YouTube stars have eclipsed traditional celebrities. Making influencer marketing work for your brand can be made simple if best practices are followed and you keep in mind a few things special to the space:
1. Influence and size aren’t always synonymous.
It is easy to see a follower count and immediately be drawn to it. However, if this isn’t your first experience in the digital world, you know that numbers can be deceiving. There are bots, spam accounts that can inflate following numbers. Earlier this year, Instagram cleaned house on inactive and spam accounts. Some influencers only had incremental drops in followers, but some dropped by the thousands.
Great partners, networks, and MCNs will share engagement information with you to make the most educated guess on your real ROI. Stats like average views per video, typical click-through rates, and demographic breakdowns are highly valuable information and can set realistic expectations for value.
2. Seek common ground.
Collaborating with influencers in the social space requires a lot of trust. Brands need to let go of control to create the best content with these partners. They know their audience best, and they aren’t going to be willing to compromise the relationship by producing something gimmicky or unnatural.
With larger, more intricate campaigns or content, it can be really helpful to schedule time with the influencer for a creative brief. This way purpose and expectations can be laid out and discussed prior to work being done. Both the brand and the influencer will be more comfortable throughout the process of the work with clear guidelines set.
3. Build genuine relationships.
This may appear to be a no-brainer, but often brands and agencies approach influencers with no genuine tie to their product or service. Influencers are becoming more and more selective about who they choose to work with. If an influencer never talks about your industry, or even has talked about your brand in a negative light, it is best to leave it be and move on. Time spent going far back and researching an influencer can really pay off in the long run because the influencer will also be excited about the partnership.
The best scenario is your influencer is already a fan of your brand. For example, Jeanette Getrost was already a fan of Lifetime’s Project Runway when approached to collaborate. This was a win for everyone; the influencer received meaningful work and Lifetime reaped the benefits of the genuine care put into each post.
Not every partnership is fortunate enough to work that way, nor does every brand find someone who is actively talking about them or their product. Creativity and limits can definitely be stretched if the idea is unique enough. For example, a corporation may have a responsibility initiative that may speak to an influencer’s passions, where they might have otherwise not been interested in working together.
It should go without saying, but just be honest and understanding in these partnerships. Leaving things on a good note with an influencer can open doors later on and ensure a positive reputation in the online community.