Over the last five years, social media influencers have taken over our lives and Instagram feeds. You see them at all the cool hot spots, sporting the trendiest fashion looks and/or using the latest gadgets; they can get a bit overwhelming at times. But, this article is not about that. I’m not going to complain about influencers, on the contrary, I want to talk about the good aspects of influencer marketing. Whether you believe it or not, influencer marketing works — when done right — because it taps the experiences of consumers who get what other consumers want to know. These internet wizards have genuine relationships with their followers and know how to build true human connections on a level that brands can’t simply achieve through traditional means of advertising.
I’ve worn many different hats ever since I entered this (very extra) industry and saw how influencer marketing operates from many different angles. From collaborating with them for big social media campaigns to injecting them into extravagant photoshoots, getting them to engage with the public and much more — there was never a boring moment. Through my experience, I’ve discovered that working with these so called influencers demands a specific type of stamina and strategy than traditional marketing. Why, you ask? Because many brand marketers, agencies and basically anyone who wants to work with influencers sometimes get surprised or disappointed when working with them.
Below are things that I’ve learned about working with influencers that you should definitely know about if you work with them, or are thinking about doing so.
Bigger isn’t always better
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You need not only join forces with influencers that have hundreds of thousands of followers. It’s never ever about that. When working on a campaign, most brands and business people think about using the same big influencers for everything — which sets you up for a loss already because you are deemed not credible. A big number of followers is definitely a good thing, but only if it makes sense with your brand or campaign. Influencers with 15,000 followers can still provide you with the big buzz that you want if utilized correctly. Moreover, it’s not just about metrics. Look at how the influencer engages with the audience in terms of style and tone, and if their community aligns with your brand.
Influencers are people-pleasers
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They are! All they want to do is make sure that they nail that job you tasked them with. Don’t assume for a second that they’re trying to do as little work as possible (it’s simply not true), so try and spend a bit of time cultivating and nourishing your relationship with them. Never in my professional career have I used so many smiley emojis, but that’s the secret to building relationships with them. Just kidding—kinda. The smallest gestures will go a long way. If you liked the post they’ve done, make sure they know so. You can even repost it or share that content on your social media channel as a way to comment on their work in a positive manner. This simple trick will ultimately guarantee that the brand you’re working with them on, or that big campaign you’re worrying about becomes successful.
Do not limit their creativity and force them into a box
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A common mistake I’ve seen people make is forcing influencers to not be creative. Instead of providing them with strict directives and one-size-fits-all assignments, give them some space and freedom. Tell them about your goals and what you’re trying to accomplish. Influencers know their audiences better than you (this may be hard to believe but it’s true), and they know what is going to resonate best with them and most importantly — in an authentic way.
They. Are. Real. People.
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Most of us tend to forget that the person who’s constantly Insta Story-ing about their fabulous travels or picture perfect lives are actually real people. Yup, that’s right. Real people with real responsibilities, and real desire to succeed and earn a living. A lot of brands, especially big ones, try to get influencers on board to help promote them or further boost the engagement on their campaigns but they want to do it for free. This is wrong. Influencers won’t and shouldn’t accept to work with you if the only thing you’re offering them is the opportunity to, well, work with you — or worse, having free samples of your product. Most of these influencers, if not all, are more than capable of affording your said products and have worked with gigantic brands.
I have a lot of respect for influencers. A lot. They’re building a life on their own terms and following their true passions, something many of us want and not everyone has the courage to do. Treat them with respect and give them the creative reigns, and you may just be surprised how your influencer marketing efforts will contribute to your work.
