Last we talked about social influencer marketing; I brought you the ins and outs of what it is to set up an influencer program from an agency perspective. Missed that blog? Let’s redirect you here to get you up to speed. The important facet of an influencer relationship is that it has two equally important ends. One is of course an established influencer program, and the second being the influencers themselves. Based on a presentation by Rik Walters, I found these to be point takeaways on what it is to value in forming these collaborations.
Influencers are a critical component when brands reach the pinnacle point of realization: “they no longer control influence, people do.” For those that are already on social with a strong presence, there are basic beginnings of how to turn your platform for self-expression into a media tool for brands.
The core of influencer marketing is that it is all about relationships. Connecting with the right companies makes the working relationship, as well as the message to audiences, authentic and genuine. Brands can easily roll out sponsored ads or product based posts, but influencers lend a more organic feel to introducing merchandise or service.
In building these relationships, there are key characteristics that lead to trust between both involved. First and foremost, remain true to who you are. Sounds cliché, but the partnerships built will compliment your niche interests and what your profile represents – thus what your followers came there to, well, follow. The recurring theme may range from you being a local fashion blogger to a geographical trekker, and the context of who you were before should align with the brands you form collaborations with.
Moving along from the core being the formation of relationships, the atmosphere of it all is the creative components, as well as the analytics. In initiating and developing mutual goals, some points to keep focus on:
A few of my favorite influencers…