Influencer marketing is becoming one of the most effective marketing strategies for brands, but it’s not as simple as just sending free products to someone with millions of followers. Before reaching out to an influencer to create content for your brand, it’s worthwhile doing your homework.
Working out ‘who’ you’re even going to work with is essential, but first, you need to address the ‘why’. As a fashion brand, it’s important that you begin each Instagram marketing activity with a clear strategy and defined goals so that your return on investment is always positive.
ALWAYS DEFINE YOUR OBJECTIVES BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN.
There are no ‘Instagram secrets’ or ‘algorithm hacks’ when it comes to influencer marketing, so start by considering key outcomes; are you looking to communicate a particular message, or gain more followers? Is it more important to work with a well-known influencer for brand recognition, or a micro-influencer for personification? Will you be targeting a particular social media platform, gender, age group, or location? Are you looking for likes, follows, re-shares, or comments?
Once you’ve refined your campaign objectives, ‘who’ you work with will be clear, as specific influencers are more active on specific platforms, and each influencer will have a different demographic of followers.
Don’t pick an influencer for their numbers at first glance either, as followers and likes on face value can, unfortunately, be deceiving. While it’s important to choose an influencer with factual analytics in mind, it’s also important to work with an influencer who shares your values and brand goals. If you’re a vegan fashion brand, for example, don’t partner with an influencer who has shared leather posts in the past. A follower is a follower for a reason, and they expect a particular kind of content from the influencers they admire, so work with someone who fits your brand brief.
One way to work out an influencer’s engagement level is to look at their post results; if they have 20k followers and only get 50 likes per photo, it’s likely that their followers may not be genuine.
For a more mathematical result, divide the number of likes and comments that a post receives, by the total number of followers on the account. You can also apply this method to the last three posts to get an average result.
When you’re ready to enter into an agreement with an influencer after some lengthy conversations, ensure that you have a written agreement in place that outlines your expectations.
Once agreed, send your products with a clear written brief and outline your brand tags, hashtags, expectations, style of images, timeline, or any other information that will help them create content that you’re both happy with. It’s important to remember that influencers work with multiple brands, so giving them clear directions will mean on-brand content and ensure that you’re both clear on image ownership rights. Make sure your influencer provides you with original copies of images, and get their written approval to share the photos on your own platforms.
If the ‘influencer market’ is news to you, don’t stress; learning how to work with influencers is a simple equation of numbers and values. If you want to learn more about influencer marketing for business growth, we delve into it with the Social Media Success Coaching Programme, and we also cover influencer marketing in our Start Your Fashion Business Online Programme.
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