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Influencer marketing is a very valuable tool if you know how to utilize it. By using influencers for your campaign, you can not only bring your product in front of millions but also generate more leads and increase brand recognition.
The platform’s experts and their followers could bring extra benefits for both you and the creator, but as we said – you have to know how to do it. Also, you have to make sure it’s a win-win situation for both you and the creator you’re collaborating with.
Meta recently posted some tips on how to do just that, after attending the VidCon and chatting with some influencers about how they like to do their job when it comes to branded content. Let’s dig right in and see what they say!
Multi-pronged approach
Use all the tools you have. Instagram hasn’t been just a photo app for a while now, so not using Stories, Feed and Reels is a massive miss. To maximize your presence on an influencer’s profile, you should be all over the place!
If your message is relatable and valuable, something people can engage with, then using multiple formats on the app literally means improving your reach and brand recognition. And increasing engagement for the creator!
Let creators share their story
They wouldn’t be where they are if it wasn’t for their story people relate to.
Choosing the right influencer is crucial for your campaign’s success. You must choose the one who is the closest to your community and brand voice, relatable to the audience you’re trying to reach.
Letting creators use their voices paints you as a business that cares about individuals and is authentic to the community. Also, letting them choose how they’ll promote your brand helps make spontaneous content, a type of content their audience is used to and will seem organic and natural.
You don’t want your promo to be just another sponsored ad – trust the creator you chose and let them do their thing.
Creator’s Values = Your Brand’s Values
Make sure your brand’s values align with the creator’s. As we mentioned above, if your brand and chosen creator are a good match, the content will seem natural and authentic.
If you choose an influencer based on how well they go with your brand and goals, there is not much space for mistakes and bad results. This way, the connection to the audience is maximized.
Leverage creators’ insights
I feel like this should be well-known too. Just because an influencer has a massive number of followers doesn’t mean the demographics will suit your brand.
Check their analytics and see if their audience matches your target audience, take a look at their engagement rate and see how people are responding to their content.
You can check their insights via Creator Marketplace or Facebook’s Brand Collabs Manager.
Pinning branded content to the top of the grid
Asking creators to pin branded content on the top of their grid might also be a good idea, says Instagram. That way, every time someone visits their profile, they can see your brand and know the creator is working with you.
One of the creators Instagram hung out with at VidCon, said that “brands should bake the feature as a requirement into contracts”.
I hope you’re taking notes!
Remember what businesses gain from working with creators
The trust you gain from creators is an important element to remember. You’re using the connection they have with their audience, a connection that didn’t happen overnight.
On the other hand, creators have to choose a brand they can stand by, because only by partnering with the right brands can they maintain that trust with their audience.
The Takeaway
Influencer marketing could be the thing you’re looking for for your next project and campaign. If you decide to use this type of marketing strategy, make sure do to your research. Find the creators that go great with your brand and work your way towards a successful collaboration. These tips should help you achieve that!
Use these tips wisely and make sure to check more of them on Instagram’s We Create series!
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