Influencer marketing

Lately, the one of the most popular ways of promoting brand who collaborate with influencer which presents their product/service to their audience.

Even though it seems like a simple way of a product promotion, there are many mistakes small brand owners do which leaves them with no sucess. When it comes to the influencer marketing it is important to do deep analyze on your market. You have to check what type of content your target audience is consuming, which influencers they are following and what is the way of promoting specific influencers do. These and a lot of the other details are important to check to make sure your brand will reach target audience.

Influencers

What is different between influencers and celebrities is that the influencers are perceived as ordinary people. That is why they gain more trust from their audience. It is something they have been building for years to make it strong. People believe the words of those they follow, since they have been there for years and they know it is trustworthy to buy a product they recommend. It is like a word of mouth from a friend who recommended you a produc or a service. So because of that, it can be really important for your brand to include the influencer marketing as part of your marketing strategy.

Do's and don'ts of influencer marketing

1. Define your goals

Firstly you have to set a goal you want to acomplish when promoting your product on social media with an influencer. It can either be building awareness, to drive sales or just to connect more with your audience. Whatever goal is, you have to set it, talk about it with the influencer/'s you have choosen and let them share their ideas on how to acomplish them. Also, by setting the goals, you will be able to analyze them after some time which will help you understand if there is any success.

2. Pick the right platform

When it comes to influencer marketing the first tought is "Instagram", but the fact is that not every brand should promote themselfs on this platform. Here we again come to analyzing the market. You have to see which platform your customer's are using and which influencers are popular on that platform. Other then Instagram, it can be Tik Tok, Youtube, Facebook, Twitter, even the Pinterest and others. It all depends on your target audience. Think about it as if you put a big billboard in the middle of the wood where no one can see it. No matter how much effort you put in it, it will not bring you a success if it is on a wrong spot.

3. Pick infuencer wisely

Not every influencer, even if your target audience is following them, can not be the best solution for your brand. You have to check what type of content they are sharing, how much trust their audience has in them and how creative they are. For example, if you have an idea of a content that doesn't match anything on this influencer's profile, it will just look fake and it can bring more trouble then success.

4. Make a creator brief

Brief is something that will save you a lot of time and give a chance to an influencer to understand more your goals. You have to set the boundaries of your campaign, what you want to acomplish and how, in other words, what is the message you want to send to your customers. However, it is always important to let the influencer's creativity free since they have more knowledge when it comes to it.

5. Don't control their creativity

As previously said, you should let the influencer feel you have a trust in her/him. They know their audience the best, understand what type of content they prefer and have their own unique style. You can always let them know your ideas and the direction you want to go in, but put the trust in their work. In this way you will make better connection with them and they will enjoy creating you content. For creativity the joy is one of the most important things to set it free.

6. Don't forget to measure the success

To actually know if the campaign was successfull or not you have to measure it. This way you can understand better your audience and see what to improve in the future. Depends what you wanted to acomplish witht the campaign (this is why setting goals is important), you can measure awareness, sales, number of new followers... According to it you would want to choose the right metric to analyze - reach, engagement, CTR and other.

The result

It is important to point out that results will not come fast. It requires a lot of time and effort to find the audience that will be and stay loyal.