Couples Therapy: Brands & Influencers

It’s the tale as old as time. Brands want more, more, more! And influencers want total creative control. I recently went to an event at General Assembly to discuss this very thing. Digital Brand Architects and Activate shared tips on how the two can create better partnerships and how to take advantage of Instagram’s new features.

Being in the digital space, I am big on sharing, maybe oversharing. So, I thought it would be a good idea to share the wealth with my readers who are in the influencer marketing space, whether a marketer or an influencer. So, let’s dive in!

FOR INFLUENCERS: IT’S NOT ENOUGH TO TAKE A PRETTY PICTURE ANYMORE

I don’t have to tell you, but the influencer market is saturated. There are a lot of pretty people who can take a good picture, know their angles, layer on filters. But, can they influence? Can they provide their followers with beneficial information? If you are an influencer, you need to make it clear what your value is and what you bring to the table.

FOR BRANDS: IT SHOULD BE A TRUE COLLABORATION

Working with influencers should be a two-way street. More than likely you are working with them because you want to reach their audience. And guess what? They know their audience better than you! If you provide very prescriptive guidelines of how you view your product on an influencer’s page, you run the risk of decreased engagements and losing their audience. Be open to their insight.

FOR INFLUENCERS: GET SMART ABOUT DATA

Brands are getting weary of just throwing money to projects. They want to see an ROI. After all, it is a business. This goes back to knowing your value. You should be aware of your engagement rate, monthly reach, and what type of content performs the best. And that’s just to start! If you want to work with a brand, put your best foot forward. Put together a media kit with past successes, metrics, and sharing rates ahead of time is always helpful!

FOR BRANDS: IT’S OKAY TO ASK ABOUT DATA

It is completely okay to ask for data points and past successful campaigns. Your team should feel completely comfortable with the influencers chosen and that starts with transparency.

FOR INFLUENCERS: BUILD A TWO-WAY RELATIONSHIP WITH YOUR FOLLOWERS

Get personal with your followers, so they feel comfortable to share with you. Take advantage of Instagram’s features such as polls and questions. You have the opportunity to gain unfiltered insights with your followers about products. These insights are very valuable to brands.

FOR BRANDS: BUILD RELATIONSHIPS

Take the time to get to know your influencers and their interests. Foster those relationships. Similar to traditional public relationships, build those relationships as you would with editors. Revolve is a brand that has done a great job with this tactic.

FOR INFLUENCERS: DON’T BUY FOLLOWERS

It may seem tempting to increase your followers, especially to be more appealing to brands. However, it will do the opposite. Brands use tools to look at your channels following, if there is a suspicious jump, that is a red flag. In addition, Instagram regularly deletes bots or spam accounts, which will bring your following back down. Take your time, create good content and followers will come. As an influencer, your appeal is an authentic following.

FOR BRANDS: NOT EVERY INFLUENCER IS THE SAME

Remember, influencers are not robots! They have different aesthetics, messaging, creative processes. So, be open to their ideas and brand positioning.

Whew that was a lot! Hopefully, you found it helpful. If you did enjoy this post please leave a comment and share with your friends!

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