Working with social media influencers, especially on Instagram, is a tried-and-true method that many brands and companies have worked into their marketing plans to increase their ROI, broaden their reach, and boost their reputations. Think about macro-influencers as celebrities, social media icons with millions of followers, and public figures that have an intensely broad reach. ❤️👟 A post shared by Drew Barrymore (@drewbarrymore) on Mar 1, 2018 at 7:09am PST So, how do you identify people who could work as influencers for your company or brand? Identify which users have broad reaches, top engagement, and would best represent your brand and help it grow. Typically, micro-influencers don’t need to be paid, so working a product exchange deal into your plan with them is the best way to go. A post shared by Kathryn Budig (@kathrynbudig) on Jan 22, 2018 at 11:12am PST This typically entails you gifting them a free product in exchange for a post on their social media accounts. This is simply reaching out to the person, offering them a free product in exchange for the post, and allowing them to reach their audience with your products. In short, working with and reaching out to social media influencers depends on what types of influencers you want to work with and what you want them to do. If you’re working with micro-influencers, you can often reach out to them directly, outline how you’d like to work together, and offer compensation in the form of product exchange. When working with macro-influencers, you’ll most likely need to reach out to their representatives to develop a rapport with them, explain how you’d like to work together, and strategize about a compensation-based marketing plan that can benefit the both of you.
Working with social media influencers, especially on Instagram, is a tried-and-true method that many brands and companies have worked into their marketing plans to increase their ROI, broaden their reach, and boost their reputations. Often, though, companies are unaware of how to begin working with social media influencers. Here, we’ll address strategies for reaching out and extending offers to specific kinds of influencers.
Assess Who Your Influencers Are
Before you can figure out how to get an influencer on board, you first must understand what kind of influencer he or she is, to determine the best ways to reach out and partner.
There are two types of influencers: micro-influencers and macro-influencers.
Micro-influencers are usually regular people who have the potential to be relevant and influential for your brand. They can be people who are already committed and loyal to your brand, or even people who have never heard of you, but who might be interested in your company. Often, you’ll find that these influencers will have the smallest reach, but the highest engaged reach, and they generate authentic conversations about your brand.
LONDON! I’m really starting to have withdrawal symptoms from you 😩 I think another trip over is in order soon. To all my London peeps-are you still into meditation?!🧘🏻♀️ would you come to a pop-up class or would you prefer more of a weekend workshop type of situation? Shoot me a msg or comment 🙏🏽
A post shared by megan monahan (@megmonahan) on Mar 1, 2018 at 7:54am PST
A macro-influencer is a horse of a different color. Think about macro-influencers as celebrities, social media icons with millions of followers, and public figures that have an intensely broad reach. They’re typically distinguished by their social status, celebrity, or relative number of followers on social media platforms. Macro-influencers can reach significantly larger audiences than micro-influencers, but that also means they can be more of a challenge to work with.
Check out my very first Instagram story with @crocs ! Got to try on their new #LiteRide collection which is SO soft and squishy by the way! Seriously… it is quite possibly the world’s most comfortable shoe! ❤️👟
A post shared by Drew Barrymore (@drewbarrymore) on Mar 1, 2018 at 7:09am PST
So, how do you identify people who could work as influencers for your company or brand? First, start by looking within your niche at influencers who are popular or have a strong following. Identify these influencers by looking at the conversation happening around the hashtags and keywords commonly used in your target market.
Identify which users have broad reaches, top engagement, and would best represent your brand and help it grow. These can be folks who interact with your brand already, or don’t.
Take a look at your competition to see who they have endorsing their products and brands, and which of these campaigns are most successful.
Look at the influencers who have endorsed products similar to yours; this endorsement indicates that they might be interested in working with you and your brand.
How to Reach Out to Your Prospective Influencers
As we pointed out, your micro-influencers can be very effective in terms of engagement, but they probably don’t have the broadest reach.
That being said, you can reach out to them directly through an email, or even direct-message them on their account. Here are some tips:
- Start by introducing yourself, and explain who you are. Try to outline in a clear, direct way why you think you’d be a good fit…