Yes, it’s the most popular thing to do nowadays. No, it’s not as easy as it sounds. The influencer marketing especially on Instagram is growing day by day, and both brands and users are realizing the great potential this type of promotion has to offer.
Due to the rapid growth, more and more influencers are appearing online, and it requires taking necessary steps in order to make sure that this communication will actually have effect.
Before falling for the large fan base, self-promo mails and offers, make sure you check the following:
- Following – a large fan base is a plus, but only if it’s real. Even though Instagram is beginning to take steps to remove fake accounts, that process is still ongoing. So make sure you at least randomly check the followers of the influencers you’re planning to hire.
- Engagement – putting the fan base aside, actual responses to posts are what drives the audience to your brand. Make sure to check the number of likes and interactions on the post. Do that especially for the last 10 posts shared by the influencer.
- Posting frequency – make sure that your influnencer posts regularly, and has an ongoing communication, not just campaign posts. This will give you an idea of how serious she is, and a direction in determining the number and frequency of posts that you require.
- Other collaborations with brands – check how the influencer promotes other brands. Does that type of communication work for your brand, will it impress your audience, will it stand out from the competitors?
Once you’ve completed all these steps, you should have an initial idea of the posting style and schedule of that influencer. The next step is to determine the options for collaboration and devise a contract. A good brief is the basis of good understanding, so when approaching the influencer make sure you have the following information prepared:
- Information about your brand – “about us”, “our story”
- Information about your target audience – not just a plain year and demographic description. Make sure you create a clear picture of who the people you’re trying to reach are, how they communicate, what they like…
- Clear information about your product – what are it’s main characteristics, what are it’s benefits, but also if there are any bad sides that need to be taken into consideration. Always have in mind that the influencers are representing your brand with their brand, and make sure you don’t harm them by hiding or giving false information. It will save you a lot of headaches later 🙂
- Clear expectations from the influencer – number of posts, type of posts, timing. You can put all of this into a contract to make sure that both sides have clear understanding.
Once you’ve completed all these steps, continue on revising and adapting. Don’t be shy to ask the influencer for post stats, and adapt your collaboration according to the results. Good luck! 🙂