By: Courtney Fogle (@courtnxyfogle)
Influencer marketing is increasing in popularity. All types of brands are using influencers to promote their products. This episode of PR Hangover features Emily Potts, Senior Account Executive at 834 Integrated Marketing Communications. She has experience working with influencers for a number of their clients.
Why Influencer Marketing?
When Emily thinks of influencer marketing, she thinks of Instagram. Instagram was the launchpad of brands using influencers with the increase of social media presence and followings. There are influencers for nearly anything you can think of: sports, movies, makeup, clothes, and more.
Brands can find the right person that matches with a product, service, brand or idea and has followers with the same interest. Their followers trust them and feel as if they know them personally because they constantly see their everyday lives online. When an influencer posts about a product they like, their followers feel like they can trust their decision making.
Finding an Influencer
You have to do your research to make sure the influencer you choose is the right fit for your product, service, brand, or idea. Watch out for fake followers. The best way to find the right influencer for your brand is by searching through hashtags and finding the top posts with the most engagement and activity. Then you’ll see the top people popping up on your feed. You can read articles after conducting a quick google search to see which influencers have been promoted for their quality content. You’ll need to consider your client’s budget and decide which influencer is realistic for their brand.
Getting in touch with an influencer can be difficult. It takes a lot of negotiation. They can be picky with the brands or companies they work with because they want to make sure everything they promote is aligned with their personal brand and doesn’t conflict with other products. You should have a tailored pitch about what the partnership will entail, payment, and exactly what will be expected of them.
Rules & Regulations
Instagram has been cracking down on paid promotions. It can be misleading when an influencer does not disclose that the product they’re promoting is in collaboration with a company. Using “sponsored post,” “paid partnership,” and #ad have become the standard for sharing sponsored content.
Are They Actually Using It?
If the audience looks at a sponsored post and has to ask themselves if the influencer is actually using the product, influencer marketing is not being done properly. Individuals that have large followings but have skeptical followers should not be chosen for products that just don’t make sense with them, like an influencer promoting hair vitamins but wears wigs. You really have to find an influencer that’s genuine.
Badgering an audience is not a good way to promote a product. “It has to be genuinely interlaced in their regular content,” Emily says, especially if it’s an ongoing campaign.
Monitoring Your Influencers
- Is the information they’re posting correct?
- Respond very quickly and view their posts within an hour of them posting so you can double check the details.
- Provide a detailed sheet of information for the influencer so everything runs smoothly.
Advice For Building Influencer Relationships
- Keep the relationship going, ask them for future collaborations if something fits with their brand. Provide information about other brand and products that would be of interest to them.
- Be gracious and kind, it’s a business for them too. You need to understand and value what they do.
- Remember they are negotiating contracts and making sure their SEO is good, creating content that is perfectly edited, and maintaining their image.
To listen to this episode, click here.
Courtney Fogle is a junior studying Advertising and Public Relations. She is currently the Podcast Director for PRSSA and an account associate at GrandPR. Courtney is a singer-songwriter, with hopes to combine her love of music and PR so that she can work in the music industry managing artists and their brands. In her free time, you can find her listening to music or taking pictures of her cat, Oliver.