Working with influencers has become an important part of the PR and branding building mix. By working with influencers brands can reach audiences that traditional advertising, PR and marketing campaigns might miss and the ROI can be very beneficial. Influencers very often have a captive audience, their followers have become their digital tribe and so whatever they showcase, discuss, comment on draws the attention of their followers. Influencer marketing therefore has become big business; in the UK alone “one in four Brits has bought a product as a direct result of social influencer recommendations – but 42% called for content creators and influencers to curb the fake news and offensive opinions” according to research from Golin (2018). This highlights the need for transparency from influencers and brands as advertising regulations stipulate that all paid for content should be made clear. If you are willing to pay for content creation the question that often arises, particularly for small brands, is how much they should pay for influencer marketing. Brands are not always sure how much they should be paying or if they should be paying in the first place.
A few things to keep in mind as you watch this video:
- Be clear on the audience you want to attract by working with an influencer of any size.
- Always do your research and due diligence on them – do not get caught up in the follower count of an influencer.
- Build a relationship with the influencers that you want to work with
- Be respectful of an influencer’s platform – they cannot be dictated to.
This video will give you some key tips that you should keep in mind when building relationships with influencers. Watch and share your thoughts.
This infographic is a useful tool in understand the value of influencer marketing and includes some useful points to pay attention to including follower count vs engagement.