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Been toying with the idea of running an influencer campaign? Great idea. According to the Kantar Purpose 2020 report, almost two-thirds of Millennials and Centennials (our soon-to-be economic engine) express a preference for “brands that have a point of view and stand for something.” What a brand says, how it says it and how it behaves all make a difference. The challenge is that a brand can’t, by default, be a person – but it can show what it stands for through people, which is why influencers are playing an increasingly important role in the conversations that brands are having with their target audiences.
Pieter Groenewald, CEO of Influencer Marketing Group at Nfinity, explains what to consider before you launch your influencer campaign to ensure it’s a success.
1/ Start with an objective
“Brands that stand for something are more authentic, which means consumers can connect with them, but it also means that influencers can connect with them, which can result in an incredibly powerful campaign. This is critical – without a clear objective, it’s impossible to choose the right influencers to work with or the best platforms for a campaign,” says Pieter.
2/ Choose the right influencers for your brand and message
Choose to work with authentic nano influencers to create conversations that the micro influencers then scale to their larger audiences. It’s important to use the right influencers, who focus on the conversations they have with their audiences (ie genuine engagement), as opposed to macro influencers who have a fan base simply due to the popularity of being a star.
3/ Trust them
This can often be the hardest step for brands because you are ceding control of the message to someone else. Pieter says selecting the right influencers is therefore critical, as well as trusting that your values and message will resonate. “Ultimately, influencers make the biggest impact when they can speak freely” They shouldn’t be told what to say or how to say it. Instead, ask them to share how they feel. “The results speak for themselves,” he says.
4/ Choose the right medium
It’s easy to say, ‘Facebook has the most followers, we need to be there.’ The question is, where is your target audience? Where are they having the conversations that you want to be a part of?
5/ Positivity can win the day
“With endless social media posts scrolling past our screens each day and divided opinions everywhere we turn, it’s easy to think that the only way to get noticed is by being edgy, when in fact (and going back to the beginning of this post), most people just want to be human. A good dose of positivity is often exactly what we need,” says Pieter.
How do you plan for your influencer campaigns and what have the results been?