Even in our age of technology, people still want to hear real reviews from real people. According to Think With Google, 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities. To them, influencers aren’t just role models but friends.
Influencer partnerships represent the future of social commerce, however, many brands have difficulty in cultivating these relationships. That’s why MagicLinks has compiled a list of top tips based on our experience facilitating thousands of successful brand-influencer partnerships daily.
Authenticity Is Key.
Think of influencers as brands in and of themselves, who have a specific and authentic relationship with their close-knit community of fans. Work with influencers to share your brand and your brand mission in their own voice – that’s what resonates with their followers and drives sales for your brand.
As a brand you MUST get this right – it is essential to understand who is actually driving purchase decisions. What tools are you using to understand the full impact influencers have? Are you paying last-click, low-value-added sites rather than the influencer who inspired her fan to buy your product? Get this wrong and you risk neglecting those who are your biggest brand advocates with the highest percentage of first time customers to your brand.
Let Influencers Be Creative
It can be tempting to micro-manage influencers, but the ones who embrace their creativity to share their experience with your products often garner the best results. Your partnership buys you creative direction, filming, editing, publishing, and distribution. Creators are fully functioning production studios in this sense. Yes, it is important to provide sponsorship guidelines, but also allow the influencer to engage with your content/product in an organic, unique, and original manner.
Set & Manage Expectations
Set expectations up front in a clear, concise framework with specific dates and targets. For instance, asking for several additional Facebook, Twitter, and Instagram posts at the last minute is not a good way to get an influencer to love your brand and working with you. Having open communication channels with your influencers is a great way to manage bilateral expectations.
Investing in your long-term relationships with influencers is highly advisable for any brand seeking to gain traction with younger-skewing audiences. Influencers, as a channel, drive new, first time customers from mobile devices, particularly from the highly valuable millennial and Gen Z demographics. Invest in this channel – today’s hottest new brands are embracing influencers and growing exponentially.
Influencer partnerships can be tricky to get right, but they will pay off. According to Inc., influencer marketing delivers 11X ROI over all other forms of digital media.
What is your brand doing to scale your influencer partnerships?
By Brian Nickerson