Influencer marketing has been a sort of wild west of marketing for a while now as brands and influencers experiment with new and different approaches— and government regulators like the FTC decide what is and isn’t explicit enough advertising.
Brands can take several approaches to working with influencers, from paying a lot to work with traditional celebrity influencers in a limited capacity to working longer term with micro-influencers. Either way, a lot of brands tend to switch up whom they work with from time to time.
Why, and how can your brand best use this approach? We break it down.
Got questions or something we missed? Find us on Twitter @UnionMetrics.
Why you should update your influencers
While it’s best to build longer term relationships with influencers- that way they know your audience and product deeply instead of just enough for a post or two- that doesn’t mean you can’t rotate the roster of influencers that you work with, or keep a list of influencers you’d like to work with in the future.
The latter especially will need to be updated periodically, as your industry shifts, their work shifts, and your own brand strategy changes over time.
You also want to be sure you’re not keeping any influencers on your roster who have run into PR trouble.
How to update your influencers
Brands have several options for tapping influencers in their industry:
- Researching on their own and reaching out individually to influencers they want to work with, then managing the relationships, expectations and campaigns for themselves
- Hiring a dedicated Influencer Marketing Manager to handle all of the above
- Working with an influencer agency, which vary in quality and depth of knowledge
- Tapping into the world’s largest influencer database with TrendKite Influencer Management (we’re biased but we think it’s a pretty good option)
Once you have influencers you want to work with, you need to be sure you’re both on the same page as far as campaign expectations and measurement go. For a more in-depth play-by-play of everything you need to know, check out our previous posts on influencer marketing or the Influencer Marketing in the Age of Digital PR playbook.
Brands who do it right
One brand who does this extremely well is Wild Friends. Every few months they open submissions for their “Friendly Face Influencers“, ensuring a steady pool of influencers to draw from.
— Wild Friends (@2wildfriends) August 9, 2018
Above: A recipe developed by one of their Friendly Face Influencers.
This gives their fans and followers fresh ideas of what to do with their favorite nut butters and oatmeal, as well as new influencers to follow in their Instagram feeds if they so choose.
The drawback is only having a self-submitted pool to draw from. On the one hand this means the influencers applying are most likely already familiar with their products, but they also might not be very diverse and will certainly have varying levels of sophistication around their recipe development and other skills.
Other brands do a lot of UGC sharing that amounts to a kind of micro-influencer program, which is a good way to start out if you don’t have a big budget to work with and want to get to know your brand advocates well before you see which of them might be the best fit for a longer-term influencer marketing program in the future.
Seen any other great influencer marketing programs from a brand? Tell us about on Twitter @UnionMetrics.