Wigwam are really excited to share with you our first guest blog post written by Sophie Harpur. She has vast knowledge in influencer marketing and in this article, Sophie gives a great insight into both sides of the relationship, from businesses seeking creatives to the individuals themselves. We hope you enjoy reading it as much as we did.
Influencer Marketing is not your traditional advertising, it is building relationships with your brand’s “super-users” and providing your target audience with relevant content for their needs.
But how do you start working with influencers? In this blog post I want to share a quick guide based on my experience in influencer marketing from a brand perspective and from being a blogger myself.
When choosing an influencer to work with, target people who are already passionate users of your brand – your super-users. Having an influencer who is already in love with your brand will naturally generate more enthusiasm and higher quality content. The more influencers love your product the easier it is for them to promote you and might even go beyond their original agreed terms.
Trust your Content Creators
When brands work with influencers or content creators it is important to allow for flexibility and a wide creative scope. The influencers you work with do not need to be pigeon holed when creating a campaign. Influencers know their audience and are experts in gaining a large and engaged following. Giving them freedom of creativity ensures the best quality content and authenticity, as well building the foundations of a better relationship for future campaigns. However, do provide influencers with the metrics of your campaign, what is the ultimate goal and how your partnership will be mutually beneficial.
Real Time Content
More and more users want real time content from the influencers they follow whether it be through Instagram stories, Snapchat stories or Facebook live. These methods provide genuineness and are being used to inspire users and to provoke action, especially within the travel space. Brands should encourage the influencers they work with to adopt these channels to provide engaging content and give the modern user the content they are looking for.
Facebook live videos are in the moment but should still be viewed like any other video content- 90% preparation and 10% on camera. Facebook live should be centred around exclusive or “behind the scenes” content to achieve most engagement. Facebook live is also more effective when users are told about the Facebook live in advance, drawing people to an influencer’s social media at a certain time of the day.
N.B. Facebook live quality is not the best but a simple but effective tip is using a stabiliser on your phone for Facebook live, which will increase the quality exponentially!
Utilise All Channels
When working on an influencer campaign it is easy to solely focus on creating the content and getting the campaign complete. When working for a brand or agency always consider all options to harness the most out of your campaign. This could be in the form of promoting the campaign through your brand’s newsletter, investing a portion of the budget to social media ads and sponsored posts, as well as in-house ads on your site. Don’t limit your campaign to only one channel.
Transparency of Sponsored Post
The disclaiming of sponsored influencer posts is still seen as a relatively grey area within the influencer marketing space. Traditionally influencers have opted for using hashtags such as #spon or #ad after their posts. However, the Federal Trade Commission (FTC) has deemed this too subtle/sneaky and ultimately an inadequate way to highlight their relationship with the brand they are promoting.
If the content is controlled by the marketer, not the influencer, and is written in exchange for payment (could also mean free items or travel expenses!) marketers and publishers must make clear that advertorials are marketing communications.
Vlogging can also create challenges on disclosing sponsored video content. To me, a user starts engaging with a video when they have actually started watching it. However, according to the ASA (Advertising Standards Authority) users must know they are about to watch sponsored content before they even click the play button. Beware of these laws and proactively seek out the latest updates to ensure that your brand or the influencer you are working with won’t be caught out.
Working with influencers can be a highly rewarding and a creative way to collaborate. An opportunity to create fresh and inspiring content for your users as well as establishing long term relationships. Leave a comment if you have any questions about this post – happy to help!
Article by Sophie Harpur. Find out more about her on: https://www.lifewithclarity.co.uk/