It Actually Is Like Rocket Science
Social influencers are fast becoming powerful Internet marketing drivers as well as media-savvy entrepreneurs. They produce niche content, amass a large number of followers, and work with brands to promote relevant products to their audiences.
It’s a strategy any major brand should have up its sleeve, but despite how simple it sounds, influencer marketing is not always easy to get right. For one thing, it’s not all about social media following. Several other factors will determine whether your campaign is a wasted investment or a mutually beneficial working relationship that will help strengthen your brand. To help you find the best social influencer for your business, in this blog Hollywood Branded shares three qualities to look for in a social influencer.
An influencer’s social media channel should be representative of his or her passions, morals, and behaviors. In this sense, the person becomes the brand, and he or she must be marketed as such in order to attract a specific following.
Bear in mind that an influencer’s “brand” should have a connection to the product you’re advertising. Otherwise, it won’t be relevant to his or her audience. For example, it makes sense for a make-up brand to collaborate with a beauty blogger, but not necessarily with a sports personality. Securing a notable influencer doesn’t come cheap, so you need to know you’re making the right choice before you blow your marketing budget.
Most professional influencers have managers or agents who take care of their branding for them, but this isn’t always the case. Some use logo creator software like Adobe Spark and smart web design to create their individual branding. If this approach works, and the influencer amasses a large following, some might say their business acumen is even more impressive.
However creative an influencer’s medium, it needs to serve your brand and relay your advertising message. Top social influencers know that their social media channel is their business, so they treat it as such. This means they will communicate regularly so they can meet your requirements.
The influencer should also demonstrate good knowledge of marketing and branding, as well as social media. To get an accurate picture of an influencer’s marketing prowess, ask them what campaigns they have worked on in the past, how their followers reacted, and whether the brand wanted to work with them again. Long-term relationships with brands are also reassuring, but that doesn’t necessarily mean you should avoid influencers with no marketing experience.
While communication between influencer and brand is important, you should also look for someone who engages with his or her followers. In this sense, follower count isn’t everything – and someone with a smaller number of followers who regularly comments on, likes, and shares content is more valuable to your business than someone who doesn’t communicate.
To check an influencer’s engagement, you can ask to see examples of their previous campaigns or social media pages to see how they interact with their followers. Don't always expect that you'll find campaign examples on their pages - many influencers take down paid brand partnerships after a pre-agreed upon time fram from the brand. So if your partnership is something you want to have stay up... make sure you contract that as well.
Want to learn more hints on working with social influencers? Then download the infographic below!
Ready To Work With An Influencer?
To learn more about influencer marketing, check out these five blogs we've written that dive more deeply into how you can successfully create an influencer marketing campaign:
- 3 Insights To Create Affordable Influencer Marketing Campaigns
- 3 Things Brands Need To Understand About FTC Guidelines On Influencers
- 3 Tips To Make Your Brand Appealing To Top Social Media Influencers
- 5 Signs Your Brand Should Invest in Influencer Marketing
- 8 Step Guide On How Much To Spend On Social Influencer Marketing
- Why An Influencer Isn't Responding To Your Inquiries
Be sure to download our Everything You Need To Know Guide To Social Influencers, to learn some more insider tips and tricks to make your next campaign shine with influencer power!