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Influencer marketing: What you should know before getting engaged

By | Social Media, Uncategorized | No Comments

An Influencer is someone who has the power to influence others. That’s the simple meaning, but actually defining Influencer Marketing is a lot more difficult.

Influencer Marketing began as a niche field, since then it has become a mainstream phenomenon. So much so that research is being conducted to find out how brands can capitalise on it.

In creative agency We Are Social’s 2017 Influencer Report, they found that Australia’s top ten influencers have more subscribers on average (9.4 million) than the top ten Australian media companies are reaching each week (7.7 million).

Think of it this way; influencers are now their own media, and their followers are the audience. 63% of Australians view the influencers they follow as trusted source of information, and brands engage these influencers to promote their products because they have a direct reach to a certain target market.

This all sounds great, right? Easy? Simple? Wrong.

Influencer marketing may be a current phenomenon, but it shouldn’t be viewed as a stand-alone marketing tactic.

Just like making a sandwich (hang in there, it’ll make sense), you need the bread, the butter, the salad and the sauce. You can’t engage influencer marketing without a current, in-place content marketing strategy. Why pay a lot of money for an influencer to send traffic to your website, if your website is not up to date? It would be like making a sandwich without bread.

While the rest of the world gets all caught up in influencer marketing, we will be your voice of reason. There are many important things to know before engaging in influencer marketing, and we’ve summed up the top seven.

Seven tips for brands looking to engage in Influencer Marketing.

1. Transparency is key

Audiences have always associated ads with sales and corporations, and they don’t trust them. Eliminate that feeling and ensure everything you do is transparent.

Transparency works both ways; the brand and the influencer must both ensure the marketing doesn’t appear gimmicky or emotionless. We Are Social found an influencers openness and transparency plays a huge role in their appeal, with 71% of research respondents agreeing.

In Australia if a brand is collaborating with an influencer to promote a product, it must provide proper disclosure and be easily distinguishable that the content is sponsored.

Read more about this and sponsored content in our recent blog: Three new social media guidelines that you should be aware of.

Bella Fiori Instagram image

Australian Instagram and YouTube influencer Isabella Fiori promoting the brand Dyson.

2. Understand product vs payment.

No audience is naive enough to think influencers promote brands out of the goodness of their own hearts. They are getting paid to do it. How much is the question. Whilst there’s no definite pricing structure when it comes to influencer marketing, it’s important to note that talent agencies may have guidelines in which they work off to market the influencers they manage.

For example, Australian beauty blogger Lauren Curtis, who has over 3.5 million subscribers, may value higher than a lesser known blogger, due to their reach and popularity.

This price may vary again due to the content in which you are asking from them. A series of Instagram posts will almost always be valued at a lower price than a YouTube review on your product, due to the hours spent in creation of the content.

Influencers and brands will often discuss prices when negotiating a collaboration. Those who aren’t under agencies may have a lot more leniency than those who are, as they aren’t confined to a strict set of rules. Choosing an influencer for your brand needs to be considered wisely. Influencers who work on their own terms may be great, but big name influencers who work under agencies means more reach for your brand and product. So, admittedly, you get what you pay for.

It’s the terms around the deal that you need to be concerned with. Is the influencer testing the product first, and reporting their honest opinion, or is it a quid pro quo? It is important to remember that audiences don’t mind sponsored content, as long as it is transparent and the content is meeting the audiences expectations.

Loz Curtis Instagram image

Lauren Curtis and partner, Reece, on overseas trip with Benefit Cosmetics Australia. Lauren has over 1.5 million followers on Instagram and over 3.5 subscribers on YouTube. Image from Instagram

3. Build relationships first.

Gone are the days of transactional relationships, influencer marketing now heavily relies on partnerships between brands and influencers.

As we mentioned before, audiences see right through ads. A partnership or collaboration is a much nicer term for sponsored content, and it promotes a positive and organic relationship between brands and influencers that is likely to filter down to the audience.

Brands bringing influencers into their organisation and collaborating is becoming a more common marketing tactic. Think Australian beauty, lifestyle, and fashion YouTube influencer Chloe Morello, who has over 2 million subscribers, collaborating with British beauty brand Ciate London on multiple makeup products.

Chloe Morello makeup palette image

Brand and influencer collaboration portrays partnership and mutual relationship, rather than something quid pro quo. Pictured: Chloe Morello and Ciate London collaboration.

4. Recruit the right influencers.

One of the first things you should do before engaging in influencer marketing is closely examine your influencer and if their audience fits your target market.

Ensure the influencer you are engaging with has authority in the relevant context. There’s no point paying a fitness and yoga influencer to promote your brand of tequila, because it won’t translate to their following. The most effective influencers are those with earned authority and credibility, and with them your appropriate product will have the most impact.

Alternatively, you can sometimes expect rejection from specific influencers. For example, if you’re a brand who creates makeup that may not be cruelty free, expect an influencer who promotes only cruelty free products to turn you down. Essentially, it will only hurt their reputation and following in the long run if they promote something their values do not align with. It’s a hit and miss sometimes, but just like dating, your perfect match is out there.

In such a crowded marketplace, the issue of an influencer promoting competing brands is guaranteed to arise. Look for influencers in your target market’s industry that don’t already market for a direct competitor, or if it can’t be avoided, work out how you’ll approach and manage this.

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Zoella, a beauty and lifestyle YouTuber, who has 12 million subscribers and 11.2 million followers on Instagram, frequently promotes different beauty brands. Image from Mediakix.

5. Don’t mistake false engagement for real engagement.

Do your research into an influencers following before collaborating with them. Audience numbers and engagement only count when they are real people. Fake followers or “bots” never make purchases and most importantly it looks really, really bad. Collaborating with an influencer who has bought followers can hurt your brand image.

You can identify fake followers or bots easily; the followers profile may not have a profile image or won’t have posted any of their own photos, spam comments (gibberish, make no sense) on the influencers pictures, or low engagement (50,000 follower but only 3 image likes).

6. Establish achievable and measurable goals.

Don’t start doing it just because everyone else is. That won’t get you anywhere. Before investing in influencer marketing, understand what you’re getting involved in. Define your budget, set your goals, define your performance indicators. Do you want more engagement, more traffic, or more purchases?

7. Don’t limit influencer marketing to just Instagram.

It’s not as simple as just promoting a product on Instagram. Instagram may be the number one platform for influencer marketing, but you must ensure you also have other content strategies to support your influencer marketing, such as social platforms Facebook, YouTube, Snapchat, Twitter, and blogging, landing pages, ebooks, and more. Everything should be consistent and on brand, from logos, to hashtags and key messages. Start by looking at what your competitors aren’t doing, and master that.

So, where to from now?

Have we added to your knowledge of influencer marketing? Based on the research we’ve shared above, do you think influencer marketing will maintain its prominent place in the digital marketing industry? Let us know what you think below.

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Content repurposing – The afterlife of great content

By | Content Marketing, Uncategorized | No Comments

Any content marketer worth their salt can tell you how your content is performing. And, if they’re exceptional, they might tell you why. Performance is usually measured by engagement: for example, the most viewed blog posts, time on page, exit rate and so on. However, once you post your blog and share it on social media, it doesn’t have to be the end of the road.

Repurposing content breathes new life to the well researched, critically thought out and beautifully written content. It helps you to reach new audiences, showcase authority in your industry, and support your SEO efforts by helping to build genuine backlinks to your site. Additionally, repurposing content helps reinforce your key messages.

So how do you go about repurposing content?

1. Reframe your blog posts

Examine your recent blog posts and determine if you have anything new to add. For example,  you may want to expand on a particular point if it received a lot of interest from your readers, offer a new theory or point of view, or ask a guest blogger to weigh in. If the topic is broad enough, you should consider a blog series. Reframing or refreshing your content gives your followers a reason to return to your website and aids message retention.

Avoid rehashing the same points and be sure to change the title, introduction, subheadings and metadata.

2. Transform and reshare

Everybody digests content differently: some prefer to mull over an in-depth case study, others prefer to thumb through their social feeds to find high-level reviews. Your blog post, case study or white paper can be broken down into many formats to suit different media channels. Here’s a few examples:

  • Report > Infographic

Use your report to tell a story or share interesting statistics by creating an infographic. Although they need a lot of planning, infographics are often a crowd pleaser and may be easily shared across social media platforms such as LinkedIn, Facebook and Twitter. Use visuals to make points clearer and condense your messages to a few words. If your data is from a third party source, give credit and shorten the source URLs using Google URL Shortener or Bitly.

 

  • Manual > Instructographic

Yes, you read that right. As the name suggests, an instructographic is a series of instructional graphics – think Ikea’s visual instruction booklets for its flat pack furniture. Instructographics are a great way for you to share a recipe, teach someone how to make arts and crafts, or even explain how to build a website.

  • Presentation > Slideshare

Turn your text-heavy presentations into short and sharp slideshows on LinkedIn’s Slideshare. Include a sentence or two only on each slide, and use graphics and symbols to aid meaning.

Neil Patel slideshare image

Source: Neil Patel

  • Interview > Podcast

You’ve just finished a great interview with a subject matter expert and written an article. What’s next? Turn the audio recording into a Podcast. While reading lengthy blogs mightn’t be everyone’s cup of tea, podcasts may appeal to people on the go, including commuters, exercisers or holiday goers. We like using open source software, such as Audacity, to edit the recording.

  • Webinar > YouTube video

Convert your customer webinar recording into a video and share it on YouTube. If you’re familiar with video editing software, you can break down certain points into 60-second videos, then add background music and graphics to make it interesting. Don’t forget to share the YouTube link on on Facebook and Twitter and upload the video to Instagram.

  • Blog posts > eBook

Are you a prolific blogger? Always wanted to publish a book? Create an eBook. Step one: Gather posts on a similar theme. Step two: Arrange them into a cohesive order by writing an introduction, adjoining paragraphs and a conclusion. Don’t have graphic design skills? Try using a template from Canva. Publish your eBook it as a free download for subscribers and promote it through email to your database.

3. Answer questions

Question and answer sites such as Quora and Answers.com and industry or interest specific forums are a great place to interact with potential customers. People who post questions are already interested in the topic that you are knowledgeable about. Ensure that your answers are thoughtful and informative and avoid sales pitches.

4. Repost content on social media

Thanks to social media algorithms, instead of seeing posts in chronological order, we now see posts based on relevance. This means that only a small portion of your followers will actually see your content in their feed. So, don’t be afraid to repost old content after a reasonable time lapse. A great rule of thumb is around three months if you post as frequently as a few days a week. You may think that it’s redundant but, odds are, your followers will be seeing it for the first time.

What next?

Not all content is the suitable for repurposing. Focus on timeless topics related to your industry and high quality content pieces. If you’re not sure which content is worth repurposing, start by looking at your website analytics. And, most importantly, be creative.

We’re curious: How have you repurposed your content and what was the result? Share your ideas below.