Influencers can take your brand from zero to hero in the blink of an eye.
They are the kings and queens of social media and the more followers they’ve got, the more influence they can wield.
As you know, there are lots of influencers out there with millions and millions of followers but someone working in a specialist industry sector can exert enormous influence, even if they only have 10,000 followers.
In the good old days, influencers would highlight a product because they liked it.
Most influencers now want paid to draw a product or service to the attention of their followers.
You can’t blame them.
Prices Can Vary
Some influencers can make millions by endorsing numerous brands to their followers. Others charge next to nothing but the commercial payback can still be enormous.
We’ve matched brands with the perfect celebrity since time immemorial and in most cases it’s been a marriage made in heaven.
We do expect celebrities to make it clear to their followers that they have been paid to promote a particular product.
Be Open About The Deal
Trouble is, not all influencers, or brands for that matter, have followed our lead.
Thousands of influencers have been gushing about a new brand of lipstick, a new clothing line or a new diet plan without making their followers aware that they’ve been paid to promote the brand.
If they were totally open about the commercial arrangement, would their followers be upset?
Of course they wouldn’t.
I’ve never met an influencer who would promote a product or service that they didn’t believe in.
In addition, followers are not stupid. They know full well that the stars of the internet are paid to promote certain products.
Things, however, are about to change.
The powers that be, are promising to rain down legal action on influencers who fail to declare they are being paid to promote a brand. As usual, the politicians and civil servants will probably take a hammer to crack a nut.
Be that as it may, influencer marketing is not about to crash and burn.
It will be around for years and years to come because we’re all interested in the views of people we admire.
How To Do Influencer Marketing
If your brand is not involved in influencer marketing – it’s time that it was.
An association with a star of screen, stage or internet has the potential to shoot sales to the heavens and brand fame to the sun and back.
Not any old influencer will do, of course.
You’ve got to choose your influencer wisely. That means being selective. You’ve got to ask yourself questions like:
- Do they have the same values as our brand?
- Will they enhance the value of our brand or detract from it?
- Do we want a long-term relationship with the celebrity or is this a one-off?
- Do we want to extend the deal beyond the internet so that the star becomes a face of our brand?
- Will the tie-up be value for money?
Unfortunately, you will only be able to determine whether it was value for money after the event.
If you’ve never done influencer marketing before, dip your toe in the water with a one-off, low cost deal.
If it works, it will give you the confidence to take the plunge.
If you need help with influencer marketing, drop me an email or pick up the phone. You’ll get me on 0800 612 8980 in the UK or 800 400 3831 in Canada and the US.