Reaching Out To Influencers For A Campaign? 5 Notes To Keep In Mind
Influencer marketing is all the rage these days- and understandably so! Instagram, Youtube and Twitter have given marketers and brand managers a chance to ‘create’ word of mouth marketing through integrations, plug-ins and reviews from content creators who are on their platforms.
A successful influencer marketing campaign can impact one’s top of funnel metrics- ie. reach, impressions and engagement. It is also one of the most useful ways to increase the credibility of your brand, and build trust with new customers. In fact, at LBB, we’ve done a plethora of influencer marketing campaigns for ourselves and for our partner brands.
We have seen it all, and are penning down some thoughtful tips for your next influencer marketing campaign
- Don’t Go For Followers, Go For Engagement Rate
It isn’t too hard to get followers on social media platforms. What keeps genuine influencers apart from those with fake followers is their ‘engagement rate’. You can use websites like tanke.fr and phlanx.com to check the engagement rate.
2. Targeting The Right Influencers For Your Brand
An influencer or content creator could have an incredible number of followers and an astounding engagement rate, but that in no way guarantees that they’ll work for your brand. It is therefore imperative to ensure you ask content creators or influencers you want to work with for their insights, and better gauge their demographic data. What kind of content leads to better swipe-ups? What videos have the longest watch-time? What is the audience’s affinity with your product category? Gather more data and build a case for why you should work with that influencer. An example? Read our case study of our work with Pooja Dhingra for a fashion campaign here.
3. Micro-Influencers For The Win!
Micro-influencers can build trust in niche audiences. The trustworthy reputation of a micro-influencer will help your brand connect with their audience better. Celebrities usually have a mass following across the country, but if you want a targeted approach, go for city specific/micro-influencers for a better reach in the niche.
4. Let The Creator Decide What Content Should Go Up
You must be aware of how influencers also have an image to maintain on social media. It is their social media profile that helps them to reach out to their niche audience. Therefore, give them unique content ideas to work upon. Or simply let them create content the way they like it because their followers appreciate and follow them for their content. Don’t force the brand messaging; keep the mandates, but let them decide the content.
5. Follow Up!
Don’t forget to take follow-ups after you have pitched an offer to the influencer. From briefing and receiving the product to payment, posting and creating content, follow-ups are gentle reminders. But don’t overflow their inbox with excessive concern.
The influencer marketing team at LBB will be more than happy to help you find the right content creators for your brand. Click here and fill the form. Our team will reach out to you.
Want to read more about influencer marketing? Read this 2-part blog that will explain to you everything about Influencer Marketing: The Dos, Dont’s & Learning (Part 1 & Part 2). For those who want to read about this new system that helps measure the performance of influencers can read it here.
