Influencers can play an important role in a PR strategy. Finding creators who fit a client’s campaign, or developing a campaign around them, is a familiar part of our work. Our colleague Charise explained why influencers can strengthen a PR strategy, including their potential for measurable results and meaningful audience engagement.
What does a partnership need to work well? These three essentials provide a useful foundation.
1. Find the right match
The most obvious point is also the most important: choose an influencer who fits. Compare content quality, audience demographics, engagement, authenticity and reach with your objectives, campaign, brand, messages and budget.
Think about the kind of creator you need. Nano, micro, macro and mega are commonly used labels, but their follower thresholds vary. Avoid selecting a partner based on a label alone.
If broad reach is the main objective, a larger audience may be useful. If the aim is engagement within a particular community, a smaller specialist creator may be a better fit. Costs and engagement rates vary, so compare actual performance rather than assuming more followers are always better.
The original article referenced Socialpubli research on micro-influencer engagement. Use such studies as context and assess the evidence for each proposed partner.
Then look at the wider picture. Do the followers match your target audience? Does the creator’s existing content meet your expectations? Would their endorsement of this product or brand feel credible?
2. Agree a clear brief
Once you have selected a creator, make the expectations clear. Provide a detailed brief covering the campaign, assignment, deliverables, key messages, points to watch, do’s and don’ts, hashtags, deadlines and any tracked link to a campaign site or shop.
A clear framework helps the influencer understand what is expected. At the same time, leave room for their creative input. They know their audience, and the output should feel consistent with their own voice.
3. Make the most of the collaboration
Plan what you want to do with the resulting content. The influencer will publish through their channels, but there may also be opportunities to share it through your own social channels or integrate it into your website. Agree the necessary usage rights before doing so.
A longer partnership can allow the influencer to become a brand ambassador, developing stories over time and playing a useful role throughout the customer journey.
We have developed influencer partnerships for clients including Pon Automotive and Microsoft. Explore our influencer campaign services or talk to us about your plans.
Marieke
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