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In the fast-paced world of digital marketing, leveraging social media influencers has become a powerful strategy to reach and engage with target audiences. In fact, marketers across the globe are expected to spend more than $32 billion on influencer marketing in 2024. Yes, that’s billion with a B. And according to an Influencer Marketing Hub study, the average business expects to earn $5.20 for every dollar invested in the category.
But working with influencers isn’t as simple as paying in and cashing out. It requires a nuanced approach to ensure a successful collaboration that benefits both parties. Here are three dos and don’ts to take into account.
Dos:
1. Research and Choose Influencers Wisely
The influencer with the biggest following isn’t always the best fit. Influencers with smaller audiences often have higher engagement rates—and their followers may be more likely to convert. Before reaching out about a partnership, make sure the influencer you’re considering has an audience that aligns with your brand, and that their values resonate. If it feels unlikely that an influencer would actually use your product or service outside of the paid partnership, their audience will feel that too. Authenticity is key when it comes to influencer marketing!
2. Craft a Comprehensive Brief
There’s nothing worse than spending big bucks on an influencer partnership—and having the influencer spend hours putting together a piece of content—only to have to start from scratch because the key message was off, or they used the product incorrectly. Providing influencers with a detailed brief is crucial for aligning expectations and ensuring the creation of content that meets your objectives. Outline key messaging, campaign goals, and any specific requirements you have for the content. Include information about your target audience, preferred hashtags, and desired outcomes. A well-structured brief serves as a road map for influencers to create content that seamlessly integrates with your brand.
3. Allow For Creative Freedom
That said, while it’s essential to communicate your brand message clearly, avoid micromanaging the content creation process. Influencers have a unique voice and style that resonates with their audience. Straying too far from it will cause the content to come across as an ad, rather than a recommendation.
Encourage creativity by allowing influencers to express themselves authentically. This approach fosters a more genuine connection between the influencer and their followers, ultimately benefiting your brand.
Don’ts:
1. Micromanage Content Creation
Resist the urge to script influencer content word for word. Micromanagement stifles creativity and may result in content that feels forced or inauthentic. Instead, trust the influencers’ expertise in connecting with their audience. Provide guidelines, but allow room for interpretation and personalization.
2. Overlook the Effort Behind Quality Content
There’s an incredibly wide spectrum when it comes to Influencer fees, and sometimes those fees can come as a shock to inquiring brands. But remember, when you’re working with an influencer, you’re not JUST paying for exposure to their audience—you’re also paying for their time and expertise creating content—which can be substantial.
Check out this behind-the-scenes video of a recent content shoot to see what goes into the content creation process!
The most successful influencer partnerships hinge on mutual respect, which includes acknowledging the effort influencers invest in creating high-quality content that will resonate with their audience. This includes not only the time spent on ideation and production but also the costs associated with equipment, props, and editing tools.
3. Ignore Metrics and Analytics
A successful influencer campaign goes beyond the number of likes and comments. Track key performance indicators (KPIs) relevant to your campaign objectives. Analyze metrics such as reach, engagement, and sentiment (in addition to conversion rates) to assess the impact of the collaboration. Use these insights to refine your approach for future influencer partnerships.
Successful collaborations with social media influencers require a delicate balance of guidance and freedom. By carefully selecting influencers, providing comprehensive briefs, and allowing creative autonomy, brands can tap into the authenticity and reach of influencers to elevate their digital marketing strategies. Remember, the key to a beneficial partnership lies in fostering a relationship built on trust and mutual respect.
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!
