Collaborating with bloggers and influencers is often considered by non-experts to be a simple activity with a certain result. But it is neither.
Often the brand appears for the first time in the world of influencer marketing, does not know its players and dynamics, and perhaps it finds itself in front of an influencer who is very good at talking, for example, about shoes, but does not know how to make a quote and does not know the laws on transparency in advertising.
It is clear that in this case the premises are not the best. But unfortunately it often happens.
But at the same time, when I find myself on the other side, or when I have to select an influencer on behalf of a brand , the adventure continues : he doesn’t reply to emails; prepares unclear, off-market and inconsistent estimates with the request has a vague idea of the concept of transparency; does not respect times and agreements; does not read information briefings.
- consistency of themes and values : look for an influencer who deals with topics in line with your product / service and who reflects its values. If your product is an ethical fashion garment, a fashion blogger is not enough : you want one that is credible on the slow fashion theme, with an audience interested in the values of sustainable fashion. If until yesterday he said “wow” in front of an H&M boss, maybe he’s not the right one for you;
numbers are useful, but they are not decisive : do not bet only on those who have mind-boggling numbers because they will ask you for a higher investment and it may not necessarily bring you the result you are looking for. Micro-influencers often have a more attentive, active and loyal audience;- check that the followers are authentic and not deriving from fraudulent acquisition techniques;
- go beyond the number of followers, try to understand the engagement or the rate of “relationship” that the influencer has established with his audience: has many comments, what kind? Are they spontaneous or forced? Respond to comments? In a polite and courteous way? In a way consistent with the theme?
- in addition to the person, choose the channel : an influencer is unlikely to be very strong on all platforms, everyone has one that works best. In this, let him / her also guide you, think together about what to create and on which platform, it must be suitable for both you and him / her;
- think well about what you need: if you need to promote your site, focus more on bloggers in your sector, established and with excellent traffic: it will bring you results in the long term. If, on the other hand, you have to promote a flash sale , focus on Instagram or Facebook, not on blogs and YouTube;
- always ask what the transparency policy is and ask for one, or change influencer. Avoid asking to promote yourself for a fee without declaring it: it is a crime and whoever accepts it is not a professional who brings you results;
- do not ask for exclusivity if you cannot pay for it , but check that the influencer is not too “stuffed” with advertising in general, and with your competitors in particular;
- choose a professional: focus on people who do this job full time, who can help you create something of value. Be happy if they don’t agree to publish the words you want: it means they are adding value.
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