Tips for working with influencers
1 The number of followers isn’t everything
A lot of bloggers and brands express frustration with the marketing industry’s obsession with numbers. Having an influencer with a high number of followers doesn’t necessarily mean they’re going to be the best fit for your campaign. When working with influencers, investigate who the followers are and how engaged they are with the content they’re creating. Even if a blogger or vlogger has a relatively small audience, that small audience might be more relevant to your needs. So, you might be better off creating meaningful engagement with their smaller audience, rather than a larger influencer with no real connection.
2 Don’t always trust follower numbers
The issue of fake followers is another hot topic when working with influencers. These days, it’s relatively quick – and cheap – for wannabe influencers to purchase fake followers on Twitter or Instagram. So it pays to be smart when considering who to work with for your campaigns. How to spot a faker? If an account has an impressive number of followers but gets a very small number of likes and comments, the alarm bells should be ringing.
3 Real influence comes at a cost
Influencers are all waking up to the fact that their content has value for brands and businesses looking to connect with their audiences. Those with a real, engaged following are likely to charge a fee for creating content for brands. Whilst this might come as unwelcome news for some, what it does offer is the chance for brands and PRs to work more closely with influencers. The challenge will be getting meaningful results for their campaigns.
4 Results matter
As more social media influencers start to charge for creating content, the flip side is more accountability. The analytical tools available for social media platforms can provide a wealth of information about how well content is performing. This means that brands can now ask for detailed data to track how successful a partnership really is. Agreeing on KPIs at the beginning of a brand campaign is one way to ensure that both parties get what they want from a partnership.
5 Authenticity is still key
As the lines between sponsored and organic content continue to blur, authenticity will become even more important. The most successful campaigns will be forged when brands let influencers lead on creating content which fits in with their own personal style. These will your message to blend in seamlessly with the other pieces of content. This is also important for you influencer as followers are becoming savvier and savvier when it comes to spotting sponsored content. Influencers will risk losing their audience if they post obvious and clunky sponsored posts too often. Protecting their assets is also within your best interest if the campaigns are successful.
6 Transparency is a hot topic
There is still a lot of confusion about what influencers need to do to highlight the posts and updates they have been paid for posting. On every social media post, and in every piece of content that is created for a fee, influencers should make it clear to their followers that was the case, using tags such as #ad #sponsored. Make sure you’re keeping on top of what you need to do with your campaign.