Social media has changed the way we do business. Originally a platform for friends and family to connect online, social media has transformed into a powerful marketing and branding tool. If you use social media well, you can drive traffic to your website, increase your brand awareness and seriously grow your small business. And now, there’s also a movement towards leveraging the audiences of celebrity-like social media influencers. But where do you start?
What is a social media influencer?
Quite simply, an influencer is someone who has a considerable following on one or more social media platforms and has established a relationship with their audience. They become a trusted source of knowledge, information or entertainment and are believed to have influence over the purchase decisions of their fans.
What is influencer marketing?
Influencer marketing is the term coined for businesses and brands who team up with influencers to capitalise on their reach, authority and credibility. Marketing campaigns look differently depending on the industry, the platform and the influencer, but could be almost anything, from a brand mention in a video on YouTube to a carefully poised product shot on Instagram.
Tips for partnering with social media influencers
Similar to other forms of marketing, working with social media influencers comes with its own set of considerations. To ensure your next campaign is a success, here are a few helpful tips.
Do your research
Start by taking a closer look at other brands who have run successful influencer campaigns. See what worked, how they framed their campaigns and what their objectives were. Observe the type of influencer they used and see if there are any ideas or tactics you could use in your influencer marketing activity.
Establish your campaign objectives
Decide exactly what you want to achieve with your social media collaboration, whether it’s an increase in sales of a particular product or traffic to a particular website page. Then make sure the influencers you choose understand your key campaign objectives. Most campaigns will be measurable by metrics such as reach, engagements, shares, likes, comments and clicks.
Choose the right influencers
Whether you decide to source influencers yourself or team up with an agency, you need to ensure you choose the right influencers for your brand and your campaign. They need to align with your brand beliefs and vision and tap into the same target market. Remember you can also use micro influencers, who may not boast the same reach but have impressive engagement statistics.
Your campaign may extend over a certain period of time and across multiple influencers and platforms. During your campaign, monitor the results. Influencer marketing is flexible and may require you to pivot or adapt as time goes by. Reflect on what’s working well and what’s not working, so you can take these learnings into your next influencer marketing campaign.