Influencer Programs are big right now, and for good reason – they work. But before you take the plunge, you need to know which influencer approaches are available. Or your plunge may be a cold shock to the system!
When influencer marketing started to gain momentum, bloggers and YouTubers were often treated like journalists. Brands sent them press releases, gifts, and samples to win their support.
While this general approach can produce results, it may lack the personal touch that resonates with influencers (they just want to be loved). So, if you decide to go the PR route, be sure that your brand cultures align, and that your product fits with the interests of the influencer. And if you really want to catch their eye, maybe send hand-written notes to infuse some emotion and personalization into your pitch.
Placing banners and displays on an influencer’s blog is certainly a marketing option, but probably not your best choice. Many influencers now live on social networks like Instagram or Snapchat and no longer maintain blogs. Of those that do, most don’t want a website bloated with flashy brand ads anyway. Perhaps most importantly, banners just don’t generate the audience engagement that today’s brands are looking for. However, if your heart is set on using banners, then incorporate them thoughtfully into a larger cross-channel campaign. At this point, they’re just not effective enough as a stand-alone option.
Guest-blogging and social takeovers are creative methods of promotion with drastically different levels of success.
Guest-blogging aims to drive website traffic by engaging (requesting/paying) an influencer to promote content directly on the brand’s “owned media” channels. But guest-blogging is often perceived as less authentic, and not all audiences will follow outside the established “intimate circles”.
Meanwhile, social takeovers give influencers control of a brand’s social account to infuse some energy and fun into their content. The engaging, “un-scripted” feel creates an air of authenticity and excitement that audiences love. For example, luxury brand Gucci, enjoyed huge success turning the reins over to movie star Jared Letto.
Paying an influencer to mention a brand in a social media post is called 'sponsored content'. It’s a common practice, but be mindful of certain guidelines.
First, you must maintain transparency with a disclosure that identifies the content as “paid-for” advertising. It protects the integrity of both the influencer and the brand, and the audience respects the honesty. When crafting your sponsored content, consider providing a brief that features clear guidelines but allows freedom for the influencer to relax and improvise. After all, the influencer knows best what resonates with his community.
'Performance based marketing' is a potent mix of affiliate marketing and influencer punch. Most influencers have some type of ongoing affiliate programs, specifically in sectors like beauty and fashion represented by brands such as Sephora, Zara, or Asos.
Discount codes are another powerful linked opportunity and a clever way to incentivize both the influencer and the consumer. And best of all, it’s easy to assess the effectiveness of such campaigns by using analytics.
Just like Affiliate Programs, product testing is getting a fresh paint job for a new era. Bold players like Influenster and Trnd offer integrated platforms where brands and influencers can connect. The influencer then delivers an honest review of the brand’s product (generally for free). Brands get unbiased feedback and Influencers get to try cool new stuff and grow their online presence.
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