Are you planning to take your business to the next level through influencer marketing? A properly planned campaign can indeed help you achieve the challenging task of reaching a highly relevant audience.
Influencer marketing means using the reach and influence of specific individuals whose opinions and suggestions are valued by a large group of people. These individuals enjoy the trust of their followers, and, in turn, brands try to reach those audiences through the influencers.
Influencer marketing has become a very common term among brands and online marketers. It sounds easy enough. However, there are a few things you should know about influencer marketing to ensure your campaign is successful.
It can take years for an influencer to earn the trust of their followers. And, they are not going to do something that could possibly jeopardize it.
Consumers are already bombarded by brands vying for their attention. They can easily start to feel overwhelmed, making it difficult for them to make a purchase decision.
Influencers are trusted by their followers as credible sources of information, including product reviews and recommendations. If possible, partner with influencers who genuinely like and appreciate your products or services so that their posts seem more authentic, and resonate well with their followers.
Trust is strongly connected with authenticity. If an influencer fails to provide their audience with authentic content, they could lose their trust. According to research by Bloglovin’, 61% of women would not engage with an influencer’s sponsored post if it didn’t feel genuine.
There are several instances in which influencers stopped working with a brand because they weren’t allowed to infuse their own style in the content they created.
Putting too many restrictions on how your influencers should design their contents for the campaign can lower your chances of finding the right influencers who will be willing to work with you.
A study by eMarketer revealed that earning money by working with brands is not the sole objective of influencers. 77% of them said they would work with a brand if it gave them creative freedom.
The other factors that influence an influencer’s decision of whether or not to work with a brand include reasonable compensation, respect, and whether or not the principles of the brand align with their own.
You need to keep your influencers happy to ensure a successful campaign. A happy and content influencer can do wonders for your business.
If you are working with one or more influencers, you should support them by sharing their content on different social media channels, and on your website. This will help them extend their reach further. Your support will be noticed, and highly appreciated.
The screenshot below shows that The Body Shop reposted content from influencer, “Fabulous Hannah” on their official page. The post has already gotten 5,495 likes.
Hannah has almost 50,000 followers on Instagram, and she also runs a YouTube channel.
There are things that influencers expect from you that you may not be aware of unless they tell you directly. So, don’t hesitate to ask them how you can be of help. Try to keep communication informal and relaxed so that your influencers can easily share their concerns with you.
Make them feel important. Build a community of several influencers, and organize events like live chats or product specific programs, which can be hosted by your influencers themselves. This way you will be able to help them extend their base and reach.
You should build and maintain strong relationships with your influencers. An influencer marketing campaign is only successful when the influencer feels truly connected with your brand.
It is only then that they can create authentic content and provide you with the value you’re looking for from their audience.
There are several ways you can keep influencers happy, and make them feeling appreciated:
For example, in the following screenshot you can see the brand, “Holler and Glow” comments on influencer, Fabulous Hannah’s Instagram post promoting the brand.
Influencer marketing is a broad concept, and there are a lot of things that often go unnoticed by brands. To learn more, check out the following infographic on influencer marketing from HireInfluence.
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