What happens after Twitter?
The social media landscape is always changing at a micro level, but at a macro level things have be…
When looking at your marketing mix, working with influencers is still a good way to connect with your audience. While influencer marketing, like all digital marketing, evolves and changes, there are some core dos and don’ts that will give your campaign a solid grounding in being able to deliver results.
It used to be that influencer marketing was all about the big follower numbers, but today it’s creators and micro- and nano-influencers who specialise in particular areas and niches that can provide the best experience. Audiences trust the authenticity of their favourite creators which means, should you sponsor one of these creators, their audience are more likely to trust your brand and do business with you. According to a survey by TikTok, 66% of Millennial social/video platform users indicated that qualities related to creators'/influencers' authenticity had motivated them to buy a product/brand.
DO know what you want!
Giving an influencer a clear brief with specified content requests and objectives will go a long way to help get the campaign you both want.
A clear brief should:
By providing a clear brief, you and the creator should already be on the same page and each able to manage and meet expectations.
DO have a budget!
Influencers are content creators and even a simple post takes time to create. It might be that you have a strict budget to stick to - communicating this early with the influencer can help shape the deliverables of the brief. Have some leeway? Then you can negotiate with the influencer based on their rates and the amount of work and deliverables involved.
DON'T stifle their creativity!
One of the main reasons you want to work with creators and influencers is for their authentic style and because it aligns with your vision. While you can set some parameters for brand placement, hashtags etc, giving the creator freedom to do what they do best will produce the most effective content.
DO be flexible.
Things don't always go according to plan, so it's important to be flexible when working with influencers. Be prepared to make changes to the campaign as needed, and be understanding if the influencer is unable to meet a deadline or deliver the exact content that you had in mind. Be open with communication to help the relationship.
DON’T forget to follow up.
After the campaign is over, be sure to follow up with the influencer and thank them for their time and effort. This will help to build a positive relationship and make them more likely to want to work with you in the future.
We're sharing one of our briefing templates to provide you with a glimpse of what you should be sharing with influencers.
Keep in mind that if you're gifting high value products or requesting paid content then you'll need to consider agreeing a contract alongside your brief.