5 Tips for Successful Influencer Marketing on Social Media

5 Tips for Successful Influencer Marketing on Social Media

January 14, 2016 5:20 pm

Influencer Marketing Social Media

As momentum for brands on social media continues to build, it’s no surprise that PepsiCo’s Global Director of Digital and Social Media, Bonin Bough, hailed influencer relationship management as the future of digital marketing.

Consumers value relationships with online tastemakers more than ever, prompting brands to team with influencers to spread their messages and create fresh leads. Get up to speed on how to be successful in influencer marketing with these five tips:

  1. Choose the Right Influencers

As the bedrock of your new campaign, social publishers should be considered an extension of your brand.  It’s crucial to do your homework, figure out what demographic you’re trying to reach, then search for influencers that fit that bill. (Contact Trending Family to help streamline the vetting process).

Once you have candidates in mind, examine as many of their social profiles as possibles: YouTube, Twitter, Instagram, Facebook, LinkedIn, etc. Are they already endorsing any brands? Most importantly, do their posts align with your outreach goals? Establishing a rapport with individuals whom values match your own can spell the difference between long-term success and one-hit wonder.

From the beginning, let influencers know who you are (brand/marketer) and whether any type of compensation will be involved. Like any business relationship, transparency goes a long way. Show them you’ve done your research; demonstrate you understand their brand and are excited to tap into their followers for a mutually beneficial collaboration.

  1. Set Expectations

Make sure everyone — both on your brand’s and the influencer’s side — is on the same page in terms of who will get what out of the partnership. Be candid, polite, and succinct so there are no ambiguities about why you’re interested in working with them.

Crucially, be sure the campaign guidelines/key messaging reflect your goal. If the Number 1 priority at your business is to boost sales, make a clear strategy delineating how the influencer may endorse the product and supply them with a customized, trackable link to send followers to your website. If you’re after brand awareness and PR exposure, focus your messaging on viewer engagement and social sharing. Whatever the aim, communicate with your team so everyone knows what to expect before diving in.

  1. Keep it Simple

As viewer and reader attention spans get shorter, messaging simplicity is key. Craft your campaign guidelines so there are no chances for confusion or miscommunication. Often brands will design complicated messaging with many moving parts for influencers but this typically leads to suboptimal results. Instead, keep your talking points to 2-3 main messages or one simple call to action; this will yield the best chance of success.

  1. Give Influencers Creative Freedom

After laying the framework, don’t hover over the nest. Though it’s tempting to micromanage, you must trust in your influencers to deliver.  The whole point is for an integration to be “organic” to a social publisher’s audience. An influencer’s personality, images, posts and the ways they communicate is how they created trust and authority in the first place so allowing them creative latitude is paramount.

  1. Be patient

It takes time to build a robust social media presence. However, patience is not to be mistaken for lack of productivity. You may need to work with quite a few influencers over 1-2 years to start seeing the results you’re looking for. Focus on consistent growth rather than obsessing over sudden jumps in engagement. Marketers should look at views, likes, followers, shares, and comments over a period of time. As your relationship with your influencers grow, so too will your results and social impact.

Need help navigating the world of influencer marketing? Want to partner with social media influencers to promote your brand?  Contact Trending Family for help!

Recent Posts

 

Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More
 

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More
 

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More
 

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More
 

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More
 

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More
 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More