Collaborate: It seems simple but this is something most brands tend to forget. Collaborate. Like really collaborate. Instead of asking your influencers to create content based on a very specific brief with you dictating their caption, allow them to get creative and insert their own ideas. At the end of the day, influencers know what will speak to their audience, so give them the authority to relate to your brand in their own way.
Repurpose, Repurpose, Repurpose:Lots of brands invest in influencer marketing content and do nothing with it. Sure, maybe your goals were brand awareness and sales, but now you’ve got all this great content. Maybe you’ve got a great in-house photography team, but utilizing your high-quality, influencer-created assets to repurpose on your own social channels is a great way to boost your return on investment. Plus, User Generated Content (UGC) is 92% more trustworthy to consumers.
Timing is Everything: All too often brands try to incorporate influencers into their marketing plan for a product launching in a month. Not only does fulfillment and shipping eat a week’s worth of time here, but influencers already have a content calendar scheduled and filled and a tight turnaround will deter a good majority. For an effective influencer campaign at scale, you should expect to carve out 3 months from start to finish. This will give your influencers enough time to try your product, give a detailed review, and snap a creative shot.
Mix and Match: We all want as many eyeballs as possible on our brand. This is what makes working with Macro Influencers so enticing. However, a big mistake that brands often make is putting all their eggs (and dollars) into this basket. The best strategy is to work with a mix of both Macro and Micro Influencers. Micro Influencrs often will work on a product-exchange basis as they’re just starting out and building their portfolio. They spend a lot of time creating their content and have a higher engagement rate than their Macro counterparts.
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