What you need to know about working with influencers
We recently had a full house at our latest event, Influencer 101. The session was part of our regular 101 series, designed to inspire and inform an audience of brands and agencies on how to take advantage of outlying marketing disciplines and opportunities.
Run in partnership with leading social media analytics company Crimson Hexagon, we welcomed guest speakers Phil Mitchelson from Big Balls Media, representing influencers Copa90, LEGO’s Emily Mukalazi, Niche’s Luke Townsin and real-life influencer Poppy Dinsey. They joined We Are Social Editor Rhiain Temple, Dan Wheeldon and Dan Moseley from our Audi and adidas teams respectively to complete the lineup.
So happy I went to the #Influencer101 event by @wearesocial yesterday. Fantastic speakers sharing quality content pic.twitter.com/3wMLRG6DRg
— Anastasia Ivanova (@AnastasiaOva) March 23, 2016
95% of millennials consult peers when making a purchasing decision and don’t trust advertising alone. @wearesocial #influencer101 — Sophia Mead (@Saffy_Clare) March 22, 2016
If you missed the night, don’t worry – here are some of the highlights.
Do your research
A large community isn’t the only criteria you should look for when looking for an influencer to partner with. Do they share brand values? Look for synergy with your brand across the influencer’s general views and opinions – and if they’ve already expressed an interest in / love for your brand on their channels, then even better. You should also make sure their community is the right fit for you – there’s no point building a relationship with someone with huge reach amongst the wrong demographic.
“Make sure you are partnering with influencers that have the same values as your brand” says @LEGO_Group #influencer101
— Jess Goodfellow (@goodflo) March 22, 2016
Know what matters to them
Today, a high value exchange is what matters most to influencers, whether this is access to experts, behind the scenes content or a genuine opportunity to co-create. Product reviews aren’t the main driver influencer partnerships – especially if it’s a product that’s been offered out to multiple other partners. What influencers want is the opportunity to create something new and unique, and brands need to give them the resources and opportunity to do so.
High value exchange experiences matter most to influencers #influencer101 — Sophia Moor (@sophiamoor5) March 22, 2016
Take the time to find out what matters to influencers, rather than just focusing on what you want #influencer101 pic.twitter.com/xKIhCUku1W
— We Are Social (@wearesocial) March 22, 2016
Influencers are professionals – treat them like it
When working with influencers it’s important to have clear communication from the get-go – be up front about your expectations, in writing. And don’t be afraid to bring up the money conversation, it’s not awkward, influencers are used to it and expect it. These days, you may find yourself talking to agents about that side of things anyway, especially for the bigger names in influencer marketing.
Influencer marketing has become professional #Influencer101 pic.twitter.com/Ef2HoJWcXF — We Are Social (@wearesocial) March 22, 2016
Trust them to know what their community responds to
When looking to work with an influencer, the best work isn’t created by arriving with an inflexible brief that’s set in stone. Every influencer will prefer brands to ask them to get involved from the very beginning of a campaign so that they can shape the creative output to fit their preferences, and importantly, what they know their community will respond to.
Sound advice from the very personable @PoppyD – ‘always reach out as early as possible when deciding a strategy’ #Influencer101 @wearesocial
— Sophia Mead (@Saffy_Clare) March 22, 2016
Develop campaigns with bloggers for the best results #influencer101 pic.twitter.com/pY0GYXsdVY — Sophia Moor (@sophiamoor5) March 22, 2016
For more insights and brand case studies from Audi and LEGO, take a look at our video highlights from the evening, and remember to check out our forthcoming events in London. Look forward to seeing you at We Are Social soon!
Big thanks to @wearesocial for last night’s talk on the power of influencer marketing #Influencer101 pic.twitter.com/t1XgEPdGfL
— Chess Worsley (@chessworsley) March 23, 2016
Some very interesting case studies shared tonight at @wearesocial‘s #Influencer101. Top job. — Caolan Mahon (@CaolanMahon) March 22, 2016