How to Do It in 2019
Identify the right people
There are many things that make up “the right influencer”, much of which is dependent on your brand and needs. However, there are a few simple questions to get you started:
- Are they local to you or your area of service? Sometimes locality doesn’t matter, but there is no point hiring someone in New York to promote your café in Brisbane!
- Do they follow you or have they tagged you? This is a great place to start, as it shows they are already fans of your product or service.
- What is their niche? Similar to locality, their personal “brand” should relate to what you are offering.
- What does their engagement look like? This is crucial. Compare their likes and comments to their following.
Build the relationship
A one-off campaign can offer a small boost temporarily, but if you want real, lasting results, something more long-term with someone who can become a brand advocate for you is crucial. This will mean your target audience is consuming more content about you and the influencer’s own following is more trusting as they can see there is a long love for your products or services.
Don’t ask too much
Demanding a certain number of posts, a certain look and feel, specific copy – these all create barriers. Influencers won’t be as excited to work with you if it is no longer coming from them and allowing them to be creative. Instead, keep it simple. Send a product or a voucher for a service, ask them to post about it if they like it and include the appropriate hashtags and profile tags. Keep it simple. This will not only make working together easier but also result in a more genuine post that resonates with followers. If you have chosen the right influencers, you will get the right content.
Rome wasn’t built in a day and neither was the perfect brand influencer collaboration. Again, longer campaigns will offer better results and with micro and nano-influencers and if you do choose a smaller influencer, the results may be more gradual than with a macro-influencer. On the other hand, not all influencer engagements will work. Even with the perfect persona to search for, like all relationships, they aren’t always forever. The benefit is you can work with many more influencers on this level and therefore losing out with one is not as significant as it may be with a macro influencer.