We get the privilege of being in the middle of both brands and influencers. We’re kind of like matchmakers. And as matchmakers, we like our suitors to know what they’re getting into.
The problem is we see a lot of brands misunderstanding what makes influencer marketing campaigns special—which is totally understandable. Brands have to worry about reporting numbers, making budget, etc. (we see a part 2 in our future: 3 things influencers misunderstand about brands).
It’s easy to bypass some of the details. But like in every good relationship, you’ve got to take the time to get to know what influencers have to offer if you want the relationship (or campaign) to be successful. So without further ado…
3 things brands misunderstand about influencers:
1. It’s not just about blog views
The special thing about influencer marketing is, well, influence. These bloggers aren’t only blogging. They’re tweeting, pinning, gramming and more. And if they’re running a campaign for your brand, they’re also sharing information about your brand on their favorite social platforms.
The point? If you’re trying to find the right influencers to launch your campaign, don’t only look at their blog views. You have to consider their total reach and social footprint. After all, sharing on social is what gives a campaign reach, shares and scale.
2. It’s not just about reach, either
Think you can just take number 1 and run? Not so fast. Remember, this is a relationship. You want an influencer who can really fall in love with your brand (or already has). So look for influencers that are compatible with your brand message and who have followers who would love your product.
The most successful influencer campaigns occur when the campaign fits into the influencer’s overall themes, style and messaging.
3. Blogging is a business, too
Just because bloggers often write about their personal lives does not mean that their blogs are considered a hobby. Influencers often have editorial calendars, marketing kits, brand guidelines and standard pricing.They’re organized, and they’re analyzing data.
Most importantly, an influencer has a personal brand that he/she takes very seriously.You’ve got to consider that when finding an influencer and pitching a campaign.
Instead of focusing on how the influencer can drive results for your brand, ask yourself what your brand can do for the influencer. We hate to go there again, but hey, in every good relationship there’s a little bit of give and take.
If you’re interested in influencer marketing but don’t know where to start, the best thing you can do is call an expert. We recommend simply shooting us an email. We’ll set you up with an influencer marketing expert who will help you find the right influencer for your campaign.