Photo by Erik Lucatero / Unsplash
Social influencers have taken the world by storm, earning money from sponsored ads, becoming brand ambassadors and making their lives look desirable to the masses. You’re unlikely to meet most of the influencers you follow, yet you know their favourite products, gym workouts, eateries and you trust their recommendations. According to Twitter, if a consumer sees a branded tweet about a product, their intent to purchase the item grows by 2.7%, but If it’s also promoted by an influencer, the intent to purchase increases by 5.2%.
Here at Liquid, we have found synergy between social media and traditional PR. Knowing how to tap into the influencer market can be tricky, which is why we’ve come up with 5 tips that will help you to work with influencers successfully.
1. Start small Micro-influencers who have less than 10,000 followers can have more persuasion within their social circles than larger influencers. The reason for this is because they are seen to offer more truthful recommendations. These are the people you want to contact about your restaurant launch or send some complimentary products to.
2. Map out your expectations Do not be afraid to specify what you would like from them, especially if it’s a paid collaboration. Is it a product review? A recipe? A tweet with a #? This can ensure there’s no miscommunication in price or the results you anticipate.
3. Where’s your proof? Clients want to see that your campaigns are effective, especially if they’re sceptical about influencers. You need to measure and evaluate your influencer activity by keeping an eye on hashtags, click throughs, a hike in sales and interactions.
4. Do your research Instagram has suffered backlash with accounts buying their followers. To maintain trust in your brand and the influencer, you need to research the demographic of their followers, types of comments they receive, and if their following suddenly increases rapidly. This will help indicate if they are genuine.
5. Don’t rely solely on influencers
It’s important to find balance. Using a mix of traditional media and influencers is much more effective than putting all of your time and budget into social influencers. Be mindful that influencers might not be suitable for all of your clients – you will be the best judge of this.
Social influencers overtook celebrities as the most popular choice for endorsements in 2017 and this trend will continue to grow, offering a wider scope of engagement. There is no short cut to finding the right influencers for a campaign or knowing if you should pitch them to the client at all. Agencies should be aware of clients diverse and socially conscious audiences when approaching influencers, especially for paid collaborations. Building a successful relationship takes research and genuine interest but if done well, your client could really benefit from the results.