As more brands are turning to influencers as a major marketing channel, the number of bloggers, vloggers and Instagrammers coming into the arena can make the social media landscape a bit of a minefield. From choosing the right influencer and platform for your brand, to setting goals and evaluating the results – there is a lot to consider. To help you out, we’ve pulled together these 6 top tips and insights on working with influencers:
Lots of the bloggers and brands express frustration with the industry’s obsession with numbers. In other words, just because an influencer has the highest number of followers, doesn’t necessarily mean they’re going to be the best fit for your campaign. Investigate who the followers are, and how engaged they are with the content an influencer is creating. Even if a blogger or vlogger has a relatively small audience, if the demographic of their followers matches up with the people you are trying to reach, you might be better off creating meaningful engagement with their smaller audience, rather than lots of likes but no real connection.
The issue of fake followers is another hot topic. 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 a social media account has an impressive number of followers, but gets a very small number of likes and no comments, the alarm bells should start ringing. You can also check up to three Twitter accounts for free using this website: https://fakers.statuspeople.com.
Bloggers, vloggers and social media 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 begin charging a fee for creating content for brands, if they haven’t already started doing so. 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, be a bit more demanding, and deliver more meaningful results for their campaigns.
As more social media influencers start to charge for creating content, the flip side is that they will now need to be more accountable to the brands who commission them. The analytical tools available within Twitter, Facebook and Instagram can provide a wealth of information about how well content is performing, meaning brands can now ask for detailed data to track how successful a partnership really is. Agreeing KPIs at the beginning of a brand campaign is one way to ensure that both parties get what they want from a partnership.
As the lines between 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, allowing it to blend in seamlessly. Readers and followers are becoming more and more savvy when it comes to spotting sponsored content, and influencers will risk losing their audience if they post obvious and clunky sponsored posts too often.
Despite all of this paid-for content flying around, there is still lot of confusion about how influencers need to highlight the posts and updates they have been paid for. 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. Whether we start to notice this in practice more often over the next few months remains to be seen.