What Should your Brand Be Doing?
To win over today’s society of media influenced individuals brands to need to rethink their marketing strategies for generating traffic on their platforms, as well as conversions and sales.
Using influencer marketing requires a strategy that helps your platform and overall team grow its’ community.
I believe influencer marketing, when done right, is often just what a brand needs to move the marketing dial in the right direction.
However, despite the potential, many influencer marketing campaigns often fall short of success. Browse any social media channel and you’ll see just how companies fail to use influencer marketing the right way.
Brands Should Put People First
During your scrolling, you’ll probably encounter at least one influencer campaign that a brand paid a lot for that wasn’t executed well.
To help you reach your goals with influencer marketing and beyond, we’re going to give you the rundown on what to do and what not to do when it comes to influencer marketing.
The best practices include authentic relationship building.
When brands put people first, everything changes from a transactional interaction that might not work for a win-win collaboration. The odds of success get better when people believe in you and your products.
Prioritizing anything besides the people that support your brand can quickly sink a campaign.
Everything from poor goal setting, useless short-cuts and refusing to partake in the tedious research process can flop a campaign quickly. Also, one-sided negotiations and counterproductive micro-management can leave a bad taste in everyone’s mouth.
The small details matter to influencers and audiences alike. Influencer marketing campaigns can make or break your brand.
Before we get into the dos and don’ts, let’s talk about some essential influencer information.
Different Influencer Types
Learning the different types of influencers can help you focus on the more effective dos and avoid misconceptions of any kind.
Macro-influencers are what many people think of when they think of influencers. However, there are a ton of influencers out there that are categorized in different ways. Creators with over 100,000 followers are considered macro-influencers.
Then, there are also micro-influencers, which usually have anywhere from 10,000 to 100,000 followers. Most people will tell you that a more significant number is better, but it’s not necessarily true. They tend to have higher engagement rates because of the ease of reach and also have a more loyal audience.
Now, let’s explore the different strategies and do’s and don’ts of influencer marketing.
#1 Dos and Don’ts
Don’t: Only use macro influencers
Although big-name celebrities and influencers are appealing, they aren’t necessarily the best way to promote a product.
Unless they’re a real celebrity, the engagement rate is often much lower in comparison to micro-influencers. It is also essential to consider how much it costs to use a macro-influencer.
Prices are much higher when working with macro influencers because of how big their platforms are. The low engagement and the high cost make it far more challenging to benefit from a partnership with a macro-influencer.
In some cases, working with a macro-influencer is effective. However, they are often more challenging to obtain.
Do: Look for micro influencers that have an audience
When it comes to influencer campaigns, micro-influencers are where it’s at. They tend to have higher engagement from their audiences and more authentic.
When working with micro-influencers, it’s essential to research their audiences and engagement rates to ensure that it aligns with the mission of your brand.
The great thing about micro-influencers is that they also come with a smaller price tag giving marketers more flexibility to try different types of campaigns. Don’t miss out on micro-influencers!
#2 Dos and Don’ts
Don’t: Focus only on the amount followersFollowers are only a part of the puzzle, but not the full puzzle. Look past the numbers and find influencers that produce high-quality content and have high engagement rates. Also, take a moment to see what brands they have worked with in the past and make sure their social media presence makes sense for your brand.
Do: Look at the overall style of the influencerOne of the best ways to have a successful collaboration is by ensuring that the overall style of the influencer fits with your brand message. Look at the overall style of the influencer by research their follows, comments and what they have promoted in the past. For example, if the influencer you are considering working with has an audience that doesn’t fit your brand, it won’t make sense to work with them. It might confuse their audience.
#3 Dos and Don’ts
Don’t: Ignore FTC GuidelinesIn the past, many influencers did not disclose to their followers that a post was sponsored. It’s often hard to differentiate from a creator’s unpaid content and their paid content. If they were being paid to share a post, they wouldn’t use the proper hashtags. Some people attempted to disguise sponsored content by only using hashtags like #spon and #sp, especially on Instagram. It might have been okay before, but the guidelines have since changed. To avoid any legal troubles, it is imperative to follow FTC guidelines that require identifying posts that are sponsored. People need to know that something is being sponsored. Make sure your chosen influencer knows this! Be upfront about sponsored content by using clearer hashtags like #sponsored, #promotion, and #ad in the posts.
#4 Dos and Don’ts
Don’t: Only market for brand awarenessWith the rising cost of influencer marketing, it is vital to market for more than one purpose. As a brand, you want to present yourself in creative and authentic ways. Make sure that influencers promote your brand or product in a specific way that is unique to them. In the past, and still today, some brands use influencers for general brand awareness. But that lacks creativity and authenticity. It’s also harder to track. The tougher it is to follow, the more likely your marketing campaigns will result in low ROI.
Do: Track the results of influencersWhen working with influencers, it is important to check their progress. Before beginning a campaign, be clear about the results you want to see. If you’re going to track sales, make that clear to the influencer. The effectiveness of the influence is based on the engagement they receive and anything else you might want to track.
#5 Dos and Don’ts
Don’t: Lose contact with influencers after their campaign
After a campaign, you may be tempted to forget about them. However, this may not be the best idea, especially if the influencer keeps growing.
You don’t want to risk future partnerships with that influencer. This may seem simple, but it is critical to treat the influencer like a valued partner rather than a prop for a campaign.
Do: Cultivate a partnership with the influencer
When you cultivate a longterm collaboration with the influencer, you get better results from the influencer and the campaign as a whole.
Also, the more an influencer grows, the better it is to maintain a partnership. The audience of the influencer will enjoy consistent content.
#6 Dos and Don’ts
Don’t: Only use Instagram
Influencer marketing looks different on different channels, such as Instagram vs. Facebook.
The content that’s created and the channels the content is posted on is what drives successful results.
Instagram is the leading platform for influencers today, but it’s not the only platform. Trends and preferences are constantly changing, and Instagram isn’t the only place to spread awareness about your brand.
It is helpful to use many different social media platforms to promote brand awareness. Finding influencers that use many different platforms and have high engagement on all of them is essential.
It is more effective because they can reach many different audiences.
Do: Use many different social media platforms
Instagram is still a beneficial option, but you’ll want to use different platforms, especially for your brand. Having a significant brand presence is essential so promoting it on many different platforms makes sense.
Using many different platforms can lead to more substantial ROI for your brand as well.
YouTube is a perfect example! Many people tend to trust YouTube personalities because they are more relatable than celebrities. When a YouTube showcases a brand, it’s more believable.
People relate more to YouTube creators versus traditional stars, which is excellent for your brand. Higher engagement usually means more trust from your audience and better results for your brand.
No matter the channel, an influencer can also use a unique discount code to incentivize visits to your website and help you gain a broader reach.
#7 Dos and Don’ts
Don’t: Be extremely specific about style
When it comes to influencer marketing, it is vital to have a unique brand presence. Give the influencer room to be creative when they are promoting your products.
Although it is essential to give the influencer some guidance, the more freedom you give, the better the influencer portrays your brand authentically.
#8 Dos and Don’ts
Don’t: Expect influencers to work without monetary compensation
In the early days, many influencers would post in exchange for a free product but those days have changed.
This can no longer be the standard though. These days, most influencers want compensation for their work.
Although, within the Beauty Clout platform we have implemented a “pay with product” feature for Pro users that has been working out very well for many brands.
Do: Offer fair compensation
Although compensation is expected, feel free to negotiate a reasonable price for both you and the influencer. A post is not just a simple task, especially if the creator thrives on creativity. Most influencers will negotiate what they think is fair.
However, if they like your brand, they are more likely to work with you. Finding influencers whose audience aligns with yours is critical for success in influencer marketing.
#9 Dos and Don’ts
Don’t: Create posts that look generic
It can be tempting to scroll through Instagram for inspiration on what to post, but it’s important to remain authentic.
Other paid posts for ideas won’t encourage you to be creative.
Most audiences will not engage with the post either. Once you’ve found an influencer, work with them to create content that promotes your brand and their creativity.
By combining both of your interests, the audience will be more authentic and engaging.
#10 Dos and Don’ts
Don’t: Rush influencers to create content and expect quick payouts
Creating content and results can take time.
Influencer marketing produces slow results over some time, mainly depending on the goals of the campaign. Forcing influencers to create quick content dampens the results of the campaign.
Influencers usually have posting schedules so they won’t deviate from one brand. Forcing them to post just for you will only strain your relationship with that influencer.
It will most likely lead to low-quality content. Having patience is essential. Influencer marketing works if you allow room for results to happen.
Also, one post might not do the job. You might need to continue working with an influencer to get the results you want.
The influencer market isn’t the easiest thing to navigate, but when you have the right tips, you can’t go wrong.
After reading this, you should feel ready to take on the influencer market and conquer it.
Have you worked in the influencer market before? What are some tips you have for aspiring brands?
Leave a comment below and let us know. We’d love to hear from you!