The Benefits of Working with Influencers
According to Influencer Marketing Hub, an influencer is a social media user who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience. These individuals have cultivated large followings on social media, allowing them to occupy a valuable platform when it comes to reaching your target market.
Influencers can fall into several categories, including celebrities, industry experts, bloggers and micro-influencers. Most importantly, they create genuine relationships with their followers that are difficult to recreate through standard corporate or business profiles. Trust takes a long time to earn and an instant to lose, and influencers are in a position to earn consumer trust in a shorter period of time.
Another clear benefit of working with influencers is brand awareness. Name recognition, reach and positioning are all improved when your business is bolstered by influencer mentions. This not only provides value to your target audience, but also reaches them where they are already paying attention.
Try the following techniques to maximize the benefits of your relationships with influencers:
- Paid partnerships. Sponsored posts involve putting ad dollars behind a product or service and promoting it on a given channel. Introduced in 2017, the “paid partnership with” label on Instagram posts allows creators to quickly tag the business they have a relationship with. Other social media channels support similar partnerships, but without the explicit label or simply tagged as a sponsored post.
- Product or service reviews. Influencers who share a glowing review of your product or service on their channels can significantly influence potential customers to engage with your brand. The influencer can then highlight the selling points and aspects that appeal to them as a consumer, creating an authentic, organic advertisement for your business.
- Guest posts. To establish an expert as a thought leader, consider tapping into an influencer’s network and publishing a guest post. This tactic hinges upon the influencer accepting such guest posts, so conduct thorough research to see if the one you’ve chosen accepts pitches or shares content from outside creators.
Working with influencers allows products and services to come to life through the lens of individuals. This work not only results in improved brand image, but also a potentially long-lasting partnership for future opportunities. Influencers who speak to your brand through experience can help foster authentic and genuine connections, ultimately elevating brand recognition and the bottom line.
Michael White is the Head of Copy in Mulberry’s London office and has many years of experience writing and editing short- and long-form content for B2B and B2C audiences.