Did you know 89% of marketers who currently engage in influencer marketing will increase or maintain their investment in 2023? Influencer marketing is here to stay – and growing stronger each year.
Recently, we attended the virtual influencer relations conference hosted by PRNews. The conference dove into topical sessions around choosing the right influencer for your brand, mastering content creation, proving the power of influencers, reputation management and more. We heard from a variety of speakers from brands such as Chipotle Mexican Grill, The Coca-Cola Company and IBM – and we learned a lot.
Here are some of our favorite tips on mastering influencer marketing for your brand:
Choosing the right influencer
The first step to vetting an influencer is deciding the goal you want to achieve with the partnership. Do you want to generate content or drive awareness for your brand? Also consider which platform is best to reach your audience – Instagram, Facebook, YouTube or TikTok. Before formalizing a partnership, always perform a sentiment analysis of comments on the influencer’s previous posts to evaluate if their audience reacts positively to their content.
Mastering the content creation
The key to making the best content for your brand is understanding what your followers engage most with. Choose to partner with an influencer whose content is consistent with what your followers typically engage with to maintain consistency. It’s also important to make your audience feel valued by monitoring what they’re saying about your brand via social media and responding to those comments.
Proving the power of influencers
Influencers can make a huge impact on your brand, but to prove the impact, it’s important to track social followers, engagement levels (average likes, comments, shares) and website traffic before, during and after a partnership launch. This helps you establish benchmarks and measure the ROI of working with a specific influencer so you can make more data-driven decisions in the future.
Scaling your influencer program
It’s important to ensure influencers don’t have conflicting partnerships with your competitors in the space. This could send mixed messages to their audience and draw their following to one of your top competitors instead of your brand. The solution? Add an exclusivity clause to your influencer contract. (We recommend keeping the exclusivity timeframe to around three months.)
Protecting your brand
When there’s a partnership between an endorser and a seller, the connection needs to be fully disclosed.
Using language such as “partner” or “ambassador” doesn’t cut it. Instead, try “ad” or “(brand) partner” to avoid any potential legal issues.
Influencer marketing can have an enormous impact on your brand, so it’s important to choose the right influencer, measure ROI accurately and scale the program once you figure out what works best for your business. If you’re interested in working with influencers but don’t know where to start, reach out to our team today.