STRATEGIES FOR SUCCESS: influencer marketing
Is your brand interested in partnering with an influencer for a new campaign? Influencer marketing has been all the rage in the last few years, thanks to the rise of Instagram and TikTok. This word-of-mouth marketing is a great way to connect with a target audience in a genuine way, and by finding the right influencer to promote your business, this beneficial relationship can yield significant results. However, there are a few key factors that must be considered when it comes to beginning a partnership with an influencer. It begins with a social media plan that works for everyone. Here are some of our best tips for approaching influencer marketing.
1. Always create content guidelines.
To help guide creativity and set expectations in influencer partnerships, it is important to create content guidelines. Finding a balance between your brand’s voice and message and the influencer's creative process is one of the biggest parts of the collaboration. Creating content guidelines serves as the foundation for this process, establishing clear direction but also lots of room for the influencer to take creative control. Examples of content guidelines can include a creative brief, content angles, and messaging framework. Providing the influencer with design constants and assets like logos and imagery can also help align their content with your brand’s identity. This initial communication sets the tone for the partnership and allows you both to create a shared vision for the campaign.
2. Set a budget.
In today’s world, finding an unpaid influencer partnership is highly unlikely. It is so important to discuss compensation and budget ahead of the partnership so everyone knows what they are signing up for, including any in-kind products. Fair compensation ensures a more committed and authentic partnership. Transparency is key for the relationship, and by acknowledging the worth of the influencer’s work, the trust is built for a long lasting relationship of mutual respect and understanding.
3. Study their target audience.
Before you begin any partnership with an influencer, make sure to take some time and check out their audience and followers. It is important to find an influencer who matches your brand’s identity and target audience.. Look at who is engaging with their content and how the influencer approaches their relationship with their followers. You might think they align with your brand's values, but it isn’t always what you expect. Aligning interests and demographics increases the campaign’s effectiveness and reach.
4. Have a contract.
In influencer marketing, having a written contract isn’t just a formality, and it is a crucial step to ensure you won’t have any issues. The Federal Trade Commission (FTC) is cracking down on influencer marketing, and a well-structured contract can protect you from potential headaches. The complexity of the contract may vary depending on the influencer and your company’s size, but essential details such as the scope of the work, timeline, budget, and licensing usage are vital. With that being said, we do not provide legal advice here and always recommend consulting an attorney before launching a campaign.
5. Set expectations.
Effective influencer partnerships thrive on clear communication. It is very important to set your expectations for the collaboration right away. Define your licensing agreements, your ideal posting schedules, and any revision processes you might have. By setting clear and realistic expectations from the very beginning, you can prevent any issues that may arise.
Influencer marketing is a highly effective strategy and a great tool to reach new audiences and form close bonds with your audience. By creating authentic relationships between your brand and influencers, you’re set to build a loyal community that will champion your mission.