Let’s Talk About Brand InfluencersJanuary 1, 2019
When you think of brand influencers, what comes to mind?
Is it your favorite YouTuber? Celebrity? Blogger? Chances are, you think of influencers who are heavily involved with the media. Although these are trending, the media is just one aspect to telling your story. To get started, here are three things to keep in mind:
The first step is to create a list of influencers that reach your target audience. Don’t rely on an influencer’s following when deciding if they are a fit. Their reputation is something to take into consideration. If they do not have a good reputation, then you may want to look to another influencer. Look at feedback and see if they engage with their followers. Once you meet with the influencer, follow your gut and move on if something makes you feel uncomfortable. If there is an immediate connection, they could be a great fit.
As marketers, we want to hear key messages about product told over and over again in a corporate-approved, verbatim way. However, brand influencers do not work that way because they take an organic approach. This can set your brand apart because you are not drilling the same message into your consumers. A brand influencer bridges the gap between the company and the consumer, and they offer a human perspective. They often test products and give their audience an honest opinion about a product or service. Give them freedom to represent your brand and you might be surprised with the results.
When selecting a brand influencer, find someone that you can develop a long-term relationship with. This will allow for personal appearances, giveaways and things that will excite your target audience. Influencers allow for unique opportunities that the company would not receive otherwise. Working with a brand influencer will expose you to a new audience that you would not have reached otherwise.