How to Work with Social Media Influencers

How to Work with Social Media Influencers

December 14, 2015 12:39 am

From Expedia to Pepsi, companies across almost every industry are partnering with influencers to deepen their consumer base.

A 2015 study showed eight out of 10 marketers who have used influencer marketing campaigns found it effective, according to eMarketer.

Leveraging this collaboration with online thought leaders, when done right, can boost your relationships with active consumers and enhance brand engagement. Take a look at these eight crucial steps to partner with social media influencers.

  1. Pick the Platform

The first step is to pick the social media platform — YouTube, Instagram, Facebook, Twitter, etc. — where you wish to activate influencers.  To get an idea of the general demographic breakdown across different platforms, check out this Pew Research study. This selection, of course, will dictate how you approach your target market.

  1. Set a Follower Threshold

Next, you’ll want to vet the pull of the influencer and choose a follower threshold. Do you want an influencer with 5,000 followers or 1,000,000 followers? Something in between? And don’t stop at the numbers; learn about the influencers’ community.  A good rule of thumb is to gauge consumers’ level of engagement. This can be done several ways, depending on the platform.

On Facebook, for instance, marketers can discover how many people are “Talking About This?,” a feature that can be viewed by:

  • posts on a wall
  • likes on a page
  • mentions of the page outside the post

YouTube has similar statistics:

  • comments on a video
  • video likes
  • shares of a video

Twitter:

  • favorites
  • replies
  • retweets

Pinterest:

  • comments
  • repins  
  1. Find Common Ground

Try to find an influencer who shares similar values. While critics of influencer marketing argue influencers may have their own agenda and aren’t interested in the intricacies of company product strategy, ineffective partnerships can be avoided by honing in on an influencer whose values align with your own. Effective partnerships, like friendships, are often born out of a common interest (beyond money).

  1. Create Campaign Guidelines

Once you reach out and establish a rapport with your influencers, it’s essential to create simple campaign guidelines and key messaging for them to follow. Co-creation is the name of the game here, meaning you’ll want to collaborate to develop content that relates to an audience on a personal level.

Consider not only what you desire to get out of this new relationship with the consumers, but also what you’d like the audience to get from your message. Is your primary goal to raise awareness for your brand or a new product? Ensure your messaging reflects that.  Or perhaps you’re looking to drive seasonal sales for a specific product category?  You must then ensure you’ve crafted a compelling “Call-to-Action” which encourages an influencer’s audience to click through to your page. The more thought and consideration you put into the key guidelines, the more successful the campaign.

  1. Negotiate a Fee

After discussing the terms of the relationship, negotiate a fee for campaign participation. Most top-tier influencers will require compensation as a partnership component, so ensure the full campaign “ask” is sufficiently compelling.

  1. Set a Timetable for Campaign Activation

Many influencers have a very full production calendar so it’s ideal to begin the campaign planning process as soon as possible (1-2 months ahead is optimal).  Once you’ve negotiated with an influencer to participate in your campaign, provide them with a clear timeline of dates.  Important milestones include: “Submit video/post concept for approval,” “Deliver preview of content,” “Post go-live date.”   

  1. Review the Post

This should go without saying but once the influencer has developed a video or post, always make sure to review it before it goes live. Misstatements, typos, or other misleading details look sloppy, and can reflect poorly upon your brand. Keep in mind your influencer is an extension of your company.  Often times you can negotiate into the initial agreement at least one revision if changes are necessary before the post goes live.

  1. Quantify

Finally, quantify the results. Did the videos/posts perform to your expectations?  Did some influencers execute better than others?  After every activation, it’s important to reflect on these details in order to improve on the next influencer campaign.

Want to learn more about working with social media influencers? Contact Trending Family for help designing your brand’s influencer marketing strategy!

Recent Posts

 

How to Convince Your Clients to Try Influencer Marketing

Influencer Marketing has quickly evolved into a pivotal tool agencies and brands can use to grow their audiences and sell their products and services.

Read More
 

Maintaining a Lasting Career as a Digital Influencer

As any digital influencer knows, maintaining relevancy and consistent popularity on social media platforms is no easy feat.

Read More
 

Finding the Right Influencers for Your Brand

In 2017, more marketers than ever are expected to incorporate an influencer marketing strategy as part of their marketing plans. Having an influencer marketing budget is important, but finding the right influencers for your brand or agency is of equal or of more importance.

Read More
 

Featured Influencer: Steps to Wander

Steps to Wander is a YouTube channel focused on travel started in September of 2013 by Corbin and Kelsey Scott and their soon-to-be first child, Juniper. For the past three years, Corbin and Kelsey’s videos featured them backpacking Europe and travelling across North America in their van.

Read More
 

YouTube Simplifies Metrics on Dashboard

The difficulties of measuring analytics on digital media platforms is overwhelming. Especially since each platform tends to have different metrics, advertisers can get lost trying to quantify the impact of their campaigns. Now, YouTube has announced its attempt to combat this issue by adding three basic statistics to their analytics dashboard: audibility, unique reach, and […]

Read More
 

Google’s Startup Incubator “Area 120” Launches Communal Watching App UpTime

Area 120, Google’s very own startup incubator, has launched Uptime, a new experimental application which allows users to share their live reaction to videos on YouTube.

Read More
 

Major Digital Media Platforms Reveal New Statistics and Ad Features

Three major digital platforms have announced new statistics and advertising features. A recent survey by Google revealed YouTube dominates 50 percent of domestic viewers ages 18 to 54 watching digital video on connected television.

Read More
 

Major Brands Incorporating Virtual Reality to Marketing Efforts

Virtual reality is the newest phenomenon that has taken the media world by storm. With a projected revenue of $14.6 billion by 2020, VR has brands like Toms, Lowes, Mercedes, and more benefiting from its ability to generate an immersive experience for consumers while showcasing the full extent of the brand’s mission and message.

Read More
 

The Decline of Vine: Knowing When and How to Avoid Declining Video Platforms

Although Vine now lives on as Vine Camera, a six-point-five second long remnant of its former self, the Vine community no longer exists. While Vine influencers and brands struggle to regain footing through other social media platforms like Instagram and YouTube, it seems that only the major players have managed to cross-over smoothly.

Read More
 

WhatsApp Plans to Dominate Snapchat Market

WhatsApp has recently made headlines by announcing its new Status feature, modeled after Snapchat’s Stories. In a previous post, we’ve discussed how Snapchat has been proven to be invaluable for influencer marketing due to its authentic and spontaneous content.

Read More