Louise Jarvis, Account Manager, Property House Marketing
There’s no denying the rise and rise of influencer marketing, most social media feeds have been peppered with third-party advertisements and brand partnerships for a while now.
But are we becoming more cynical? Does an influencer’s credibility plummet once you realise that they’ve been paid to talk about the product or service they seemingly love? And if so, why bother in the first place?
Despite these concerns, if done properly, we think this is an area of digital marketing that can add a lot of value to your strategies, however there are a few things to consider if you want to add influencers to your toolkit:
- Research, research, research
If you’re serious about incorporating influencers as part of your marketing strategy, you’ll need to invest some time in researching who’s out there. Find out what they have to offer you: what is their content’s reach and what does their audience demographic look like? Before approaching them, you’ll need to know why you want to work with them; in short, your brands need to be aligned. Does your messaging synchronise with their narrative? If the fit is wrong, it’s likely your campaign will be less effective, so take your time and make sure you’re connecting with the right people.
- Micro vs Macro
When people think influencers, they tend to think big – or macro. Look at Kylie Jenner for example, who has a whopping 130 million Instagram followers. But with a following so vast, how can you ensure you’re targeting the right people? Targeting influencers with a large following will also most definitely be expensive and you may not always reap the return you’re after.
Depending on what you’re marketing, it’s very much worth looking into micro influencers; these people tend to have a smaller but niche and trusting following. This makes it easier to assess whether you’re reaching the right people via their channels.
- A tailored approach
As with all PR, it’s important to tailor your approach. With however many hundreds of thousands of influencer profiles to choose from and a sea of content to compete with, you’ll need to think of a ‘big idea’. With the digital marketing landscape so regularly changing, you might not get the best results from merely imitating campaigns you’ve seen before. So, brainstorm and take risks. What type of content would your target audience like to see and spend their time consuming? Decide your objectives, pick your angle and run with a creative approach.
Once you’ve cemented your relationship as a brand and advertiser with your chosen influencer, it’s important to get it in writing and create some form of influencer contract. It’s key to ensure everyone involved knows what their role is within the partnership or campaign. Here’s just a few things to include:
- The basics: names and parties involved, the date and a description of what the partnership should achieve
- Timeframe: How long is your partnership going to last? Is it one campaign or longer term?
- Output: What exactly do you want from them? Include details, for example, the exact number of social media posts or the length of a blog
- Veto list: Write down anything you’d like them to refrain from saying and include brand guidelines
- Payment terms: in what form will payment be made?