PR AGENCY DIARIES: HOW TO RESEARCH AND SET UP AN INFLUENCER CAMPAIGN
So you’re ready to give influencer marketing a go but not sure where to begin? We’ve got the 101 on how to nail your first campaign, minus the mis-steps.
Step one: style and substance
You may think that influencer campaigns are all about high follower numbers and an on point #aesthetic but finding ambassadors whose values align with yours is a key piece of the puzzle.
Gone are the days of pretty faces alone selling product, now social media users seek substance from their scroll - and influencers with something to say are coming out on top in the battle for attention. Leave ego at the door and think about what you watch and why. It’s likely you’re there for a laugh or to learn more than the pretty pic these days.
When making your talent wishlist look for influencers that have found their niche and built a captive audience around it. Don’t be blinded by the numbers – bigger isn’t always better! Macro influencers may have the reach but micros and mids often have better engagement and more time to give to your campaign, so it’s always worth considering a mix depending on your objectives.
Step two: find your fans
When it comes to influencer marketing, audience demographics are everything. There’s no point promoting your new Pinot Gris through an influencer whose audience is all under 18, nor would it be wise to be pushing your Auckland restaurant via an influencer with no New Zealand followers. Knowing just who you’ll be reaching is essential to ensure every dollar is spent wisely.
Depending on what you’re spruiking, consider audience split by age, interests, gender and location. Look at authenticity of the following and engagement rate while you’re at it too. There are specialised tools to see this data but they do come at a hefty price so if you’re not in a position to invest consider onboarding an agency that already has access to them and expertise in this space to boot.
Step three: cut to the chase
Now you’ve made your hitlist, ensured their audiences align with your objectives and it’s time to table the offer. The outreach should be succinct and communicate clearly what you’re offering AND asking.
There’s no point being purposefully vague to get someone on the hook only to discover 11 DMs later that there’s no way they’ll deliver what you need.
Likewise, temper your expectations around the tier of influencer you can really afford – and make sure your offer is fair for what you’re asking. Someone with 100k followers isn’t going to do a Reel, a Story and a giveaway Post for a free t-shirt, you’re going to need budget to support and they’ll likely be signed to a top talent agency like Liquorice anyway.
Lastly, remember influencer marketing is but one piece of the pie when it comes to a successful comms strategy – so make sure you’re ready for it before you dive in. And if this article made you feel more panicked than prepared give us a buzz on how we can take your influencer marketing to the next level.
