What You Should Know Before Contracting with an Influencer
If you’re thinking about adding an influencer to your social media marketing strategy, you’re not alone. Eighty percent of respondents in one survey believed influencer marketing is effective, which may be why spending in this area is expected to reach $13.8 billion this year.
You don’t even need a Kardashian/Jenner, or a contestant from “The Bachelor,” to see worthwhile results. What you do need is to do your due diligence, just as you would before entering any business partnership.
The influencer/brand relationship is an important one for both sides. The influencer can sign a lucrative contract to plug a client’s products and services on their Instagram feeds or YouTube channels, or receive those products and services for free in trade for promoting them on social media. Brands get valuable exposure to the influencer’s many followers, which can be a rich resource for clicks, likes, or sales.
Of course, using just any influencer won’t get you the best results. You want to find exactly the right person for the job, one who will effectively reach your target audience so you can achieve your marketing campaign’s goals. Here are some of the guidelines we use when helping our clients form successful influencer partnerships.
- Always be authentic.
This is important in a couple of ways. First, you want to find an honest-to-goodness influencer, not someone who’s inflated their status with fake followers. Typical warning signs of a fake influencer include little to no engagement on their posts and, on Instagram and Twitter, the lack of the blue badge signifying a verified account. You want an influencer who is responsive and fully engaged with their online fanbase.
Authenticity is also key for the voice of your influencer campaign. You’re partnering with someone who’s gained a loyal following for their established persona and voice, so don’t ignore that by writing a script that doesn’t sound natural for the influencer. Their followers will sense the authenticity right away. Be creative and collaborate with your influencer on the tone and content of the posts.
- Think about your target audience.
You want to find an influencer that speaks to the demographic you’re trying to reach. A skincare brand targeting a more mature Gen X audience probably won’t get much traction with a dewy-skinned Gen Z influencer. You also want someone who has credibility in your company’s line of business. A cookware manufacturer may find well-known chefs or lifestyle influencers attractive marketing partners.
- You don’t need a celebrity.
You’d think big names would be the biggest draw, but they often come with a big budget. Plus, you may not even want to target a mass audience, depending on your campaign objectives. That’s where a micro-influencer—someone with a smaller, but loyal and passionate, following—can be useful. Recent data found that while 10% of Americans bought a celebrity-endorsed product, roughly double (almost 1/5th of Americans) made a purchase based on a recommendation from a lesser-known influencer or blogger.
- Pick an influencer you can trust.
Your brand values are paramount, and one of the worst things your company can do is partner with an influencer who doesn’t align with what your brand stands for. An outspoken, opinionated influencer may have a huge number of followers, but if those opinions contrast with your brand values, it’s simply bad for business.
Perfect Partner Solutions can analyze how an influencer would help your marketing strategies and match you with potential prospects for your social media campaigns. Contact us today to learn more.