Thursday September 29, 2022

Social media content maximization tips from CEOs and thought leaders in influencer marketing

As influencer marketing grew into a global industry worth more than $13.5 million in 2021, online content creators became the cornerstones of almost every successful marketing strategy. This shift in digital landscape has made it clear that consumers want to follow people, not companies. Marketers don’t need to look far to find influencers. Studies show that more than 500,000 are active on Instagram alone. Finding the right people and following the steps to maximize their content on social networks is the challenge. Brand-aligned creators are a good partner. Consumers can easily spot influencer relationships that are transactional from a mile. Partnerships should only be made when the creator is familiar with the brand, uses its products, believes in it, and can afford to do so. Bonjoro founder Matt Barnes said, “Don’t pay people who are just going spout my name.” People will see through what your creators don’t believe in. Organifi’s initial influencer marketing efforts failed after the California-based superfoods business opened its program to anyone who had enough time to complete an application and claim a discount code. Despite a large company roster, almost none were aligned with Organifi’s customer persona. The marketing team decided to halt its entire program and completely rework its strategy. Organifi relegated 10 influencers to its initial roster and focused on new creators who embodied the brand’s values and mission. Drew Canole, Organifi founder, said that “we realized [our program] was not hitting the goal we desired.” “Our revenue numbers are higher because of the ambassadors we now have. They are so high quality and so great fits. “Leverage creators are brand storytellersEvery brand has its story. Finding the right way to tell it is key. A brand story is what draws people in, excites them, and motivates them to take action. The perfect partner to spread the word is the creator, but it’s up the brand to provide the tools and support they need. Josh Roush, CEO of Movetic, said that you should treat influencers in the same way as salespeople. “Take the time and talk to them about your brand. Talk about your products and what makes them unique. Make sure that influencers have all the information they need to communicate effectively with their audience. “Allow creativity” More than 75% of influencers believe that brand partnerships are possible only if they allow for creative freedom. Don’t limit their creativity. Be flexible and let your influencers do their marketing magic. Jeannette Kaplun, CEO of Hispana Global, said, “I have a pet peeve when brands tell you they want you creative, but then send you the brief, which is so structured that it doesn’t allow for any creativity.” Your campaign will suffer if you don’t give your creator that freedom. Marketers must treat their influencers like trusted partners. Clear goals and deliverables are essential to keep everyone on the same page. However, creators must be able to create content their way. Roush stated that brands are asking creators to participate in the journey and weigh in. They are also giving influencers permission to tell the story that resonates best with their audience. Also see: A Crash Course in Briefing Creators [+ Influencer Short Examples] Long-term partnerships are best. While one-off partnerships are always a good idea, long-term relationships foster genuine connections and deliver the highest returns. Brand-influencer partnerships thrive on mutual respect, open dialogue, and as with all relationships, it is important to have open communication. It doesn’t happen overnight. Sabrina Medert is a senior social media strategist at Vera Bradley. She estimates that she spends around 90% of her time communicating and collaborating with influencers to create content that resonates with consumers. She said that influencers are our friends and can be trusted. “And then, at a time, they can also rely on me. Because that’s how you treat your friends. This is how you treat your relationships. “See also: How To Connect With Influencers and Cultivate Long-Term Influencer Partnerships. Invest in creator management tools. A manual approach to campaign management can fail to make a young influencer marketing program successful. As the program grows, it becomes more important to use the right creator management tools for finding brand-aligned creators and managing content. This is also crucial for nurturing relationships, analyzing campaign success, and automating tedious work. Allison Brown, a Bulletproof 360 influencer marketing manager, said that a platform is essential. “I cannot stress this enough. Brown, along with hundreds of other major brands such as Allbirds, MVMT Watches and Cuts Clothing, uses GRIN’s all in one Creator Management platform to manage her influencer marketing campaigns at large scale. The GRIN platform is easy to use, regardless of the type of creator brand you work with. It allows brands to reduce their work hours by half and scale up their programs tenfold. Every influencer marketer must invest in tools that allow them to treat creators as if their brand revolves around them. Because it does in the creator economy. Free Download: Creator Management Handbook: How Brands Win In Today’s Creator Economy

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