We all know very well that a consumer’s decision to purchase is influenced by many different factors. Just as the perception we have about a product or brand is derived from a variety of different inputs. If you think about the last thing you bought what was it that made you choose one particular product or service over another one… Was it tips from friends and family, an internet review or an in-store recommendation? Or did you see the product or brand in an influencer’s Instagram account.
Working with Influencers
How to make sure that both parties benefit from the relationship
Fashion blogger Silvia Rodrígez during a trip with Lenovo at Mobile World Congress
Here in our blog Etcétera we have laid out some of our key learnings from our experience with using influencers in our client’s campaigns and have set out some of the key aspects to bear in mind if you want to achieve success and make the most of the collaboration.
What should you consider when choosing and working with influencers?
- From the outset you need to be very clear about how an influencer can effectively contribute to the objectives of a PR campaign.
- You need to make sure that they have a demonstrable connection to your brand and that his/her audience is interested in the client’s product or service. Not all influencers fit in with every brand nor with the strategy or goals of each campaign.
- Always look beyond the number of followers. Any so called influencer may have thousands of K of followers which become less impressive if the influencer doesn´t actually generate any engagement or real conversation about the client´s content.
- As far as is possible always try to have a chat with the selected influencer and give detailed insights into the brand´s values and the message. If a product or a service is new, let them be among the first to try them it out and give their feedback.
- Work jointly with the influencer to create quality contents that generate engagement with the audience.
- Facebook, YouTube, Pinterest… be sure to choose the most apropriate channel according the audience and the sector.
And now that we’ve told you what you should be doing when working with influncers. Here’s a list of what you should not be doing…
- Don’t send a press release. Influencers are not journalists (although some journalists are influencers). Instead try to transmit passion for the brand through the contents which are appropriate for the influencer’s platform.
- Don’t impose contents. Meet the influencer and tell them more about the brand, the messages and about the goals of the campaign. Give them guidelines, but don´t impose too much on what they have to create. Listen to their ideas. Certainly they are the ones who know best what is the best way to create stories that can connect with the audience they have a day-to-day conversation.
- Don’t wait until the campaign has finished to monitor results: Monitoring the results of an action with influencers once the project has ended is completely worthless. Keep a constant eye on the data throughout the whole campaign, that way you can adapt the strategy if necessary.
- Don’t forget the importance of micro-influencers. They are “new influencers” and they differ from the traditional influencers because they have a much smaller community, but highly specialized in a sector or an area, and a very loyal audience. That’s why they can generate much greater engagement which is why you should bear them in mind and give them a privileged treatment.
- Don’t stick to one simple tweet our collaboration. Involve the influencers in all the aspects and activities of the brand. Let them be the first in trying out products, invite them to events, and introduce them to a brand responsible.
Influencers bring freshness, creativity and empathy which are sometimes difficult for brands to achieve. Furthermore, they have a great online reputation as a result of the respect and trust of their most loyal followers. When used appropriately the collaboration with an influencer can yield very powerful results.