By 2015, blogging and vlogging were clearly more than hobbies for many creators. Dutch names such as Enzo Knol, Kwebbelkop, Jelly and fashion blogger Linda Tol showed how an online following could develop into a professional media business.
Our original article argued that PR teams should pay attention. These creators were building audiences, developing their own editorial interests and influencing conversations. Working with them called for the same respect for relevance that we brought to other media relationships.
A clear subject and a clear audience
Bloggers often write about a subject that matters to them personally: beauty, gaming, travel, fashion or another area of interest. Readers follow because they share that interest.
For a company, the attraction is not simply an extra place to send a message. It is the possibility of reaching people who already care about the subject. That only works when there is a convincing connection between the creator, the audience and the product or story.
A genuine interest in a subject can give a creator’s work a distinctive voice. Brands need to respect that voice instead of assuming that a blogger will reproduce a prepared message unchanged.
Creators also influence the wider media
The original article noted that established media were giving bloggers space to share their knowledge. Examples included food diaries in Santé, local recommendations in Metro and interior bloggers showing their homes in VT Wonen.
Online publishers also linked to YouTube videos. Those examples illustrated how creator content could become part of a wider media conversation, rather than remaining isolated on one personal channel.
Think beyond a single blog post
Bloggers and vloggers often use several social channels to share their work and talk with followers. A relationship may therefore involve more than one article or video.
They also know their communities. They see the questions people ask, the subjects that generate discussion and the formats their followers enjoy. That knowledge is valuable in a well-matched influencer campaign.
Reach should still be assessed realistically. A large network of channels does not mean that every follower sees or responds to every piece of content.
Show interest before asking for attention
To build a relationship, start by understanding the person’s work. Few things make a pitch feel less relevant than a topic that has no connection with the creator’s interests.
A useful news alert or press release should explain why the information matters to that particular audience. Sending the same broad message to everyone misses that opportunity.
One example from our 2015 work was a news alert about the Gameband + Minecraft wearable. For parenting bloggers and educators, we highlighted the angle relating to parents managing children’s Minecraft playing time. It connected a technology product with a question relevant to their readers.
Build a constructive partnership
A relationship should not consist only of requests for coverage. Look for ways to offer useful information and develop ideas that make sense for both parties, while respecting the creator’s editorial choices.
Our guide to successful influencer partnerships explores that approach further. If you would like help finding the right fit for your brand, contact Progress Communications.
Lianne
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