Key reminders to ensure a mutually beneficial relationship
Within the complex definition that is 21st Century public relations, influencers have secured a lasting and impactful place. So, while your skills and techniques that just landed you an amazing hit in Buzzfeed are a great foundation, they are not necessarily going to cut it when looking to land that coveted placement with your local Yelp-Elite foodie influencer.
As you take a deep dive into the magical world of influencer marketing, here are some influencer strategies and reminders that even the most seasoned PR pros can implement.
Influencers are not mind-readers.
After outlining your campaign, analyzing your target audience, and pinpointing influencers, you probably have a good idea of what kinds of content you want to see influencers generate.
In reality, the influencers you seek to work with may have a different vision of their planned output.
It’s essential to keep in mind that despite your vision, influencers are experts of their domain – they know what drives engagement and secures likes. While respecting that platform expertise, PR agency professionals must provide influencers with a clear written understanding of what they’re expecting on behalf of a client. Without this, your client’s message is easily lost.
Want to see an Instagram Reel of your influencer unboxing your client’s beauty sample? Photos of their kids wearing your client’s merch? Be clear and specific about your expectations!
Provide influencers with caption copy, and even share examples of posts that have been successful in the past. Communication is key to influencer success!
Your relationships with influencers should be different than with reporters.
Like media relationships, social media influencer relationships can be mutually beneficial.
However, while journalists and their editors usually have the last say for content, you are in the driver’s seat regarding influencer marketing.
You can (and should) ask for pre-approval of influencer content. Contractual agreements can allow you to set clear expectations and establish your position to edit or alter messaging in their posts.
Something to consider – influencers (unlike most traditional media) can accept gifts! Show some appreciation for their hard work and treat them with something special – a happy influencer makes for a happy client.
Influencers are on their own schedule.
A common assumption is that influencers lead a life of indulgence as the recipients of free gifts and services from brands eager to work with them.
Not everything you see on Instagram is a true reflection of reality. Being an influencer, a good one that brands and PR people want to work with is a demanding job. It’s important to remember that above anything – your influencer is a real person with real responsibilities! Whether they are the Insta baddie or the family blogger, influencers might have other partnerships (and even other jobs) that make for a busy schedule.
So how do you make sure that your campaign stays a top priority?
Create benchmark dates for when you expect posts to be shared so that you and your influencer have the same expectations.
Understand that most influencers have set posting schedules – they know the best time to post on their platform. Be adaptable and give them space to make these decisions.
It’s all about connections.
The more you collaborate with influencers, the wider your influencer network will reach!
Vet and contact new influencers by asking for recommendations from influencers with whom you have already established relationships. This way, you can ensure that you are spending your time reaching out to worthwhile influencers and not bots (because, yes, you will find bots).
Be mindful that the influencer community is tightly-knit. Local influencers often collaborate with one another and will likely discuss collaborations. Aim to establish positive and transparent relationships with influencers – this will benefit you in the long run!
Ready to get started with your customized influencer strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.