There has been a lot of talk about social media influencers and their work ethics, plus the brands that hire them; for the last few months by Ugandans On Twitter (UOT). And this prompted me to share my insights on this topic in the best way possible.
Below, I break down how influencers can best be worked with, and professionally, to benefit both them and the brands they represent.
Who is a Social Media Influencer?
I understand this is a person who elaborates on a brand and can be used to market its products to his/her audience with an aim to build the brand relationships. Whether their audience is small or large, an influencer can reach consumers via their blogs and social networks that brands may not be able to.
Why use Social Media Influencers?
- Having them discussing their brand experience is considered an online review in terms of purchase decision,
- And we all know that 90% of buyers or consumers trust peer recommendations.
- It should be known that Consumers want authenticity from the brands they interact with, and influencers offer this experience.
- Mid-level influencers like bloggers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “big or colossal wigs/influencers.”
- Influencers, think a step beyond buyer personas and develop an influencer persona that is valued more and tends to reach the right audiences.
- Since influencer marketing is about building strong relationships, a strategy that values a mutually beneficial relationship is key.
- There is development of relationships with influencers before brands need them. Relationship building takes time and once the connection is there, activating influencers becomes a lot more easy and effective.
As a brand, it is essential to implement a strategy that facilitates the identification of suitable influencers for collaboration, incorporating the following key components to ensure effective partnerships and maximize value for your organization.
These key components include ;
- Topics that speak to your brand’s target customers. Influencers share plenty of things,
- Vetting those talking and discussing issues/topics that interest your brand is a good way to start. With this, you look for content quality, reach, engagement and an alignment of values that align with your brand. Then,
- Relate and engage with those influencers via email and other social channels. Ask them to partner with your brand and offer them compensation to create mutually beneficial relationships. Finally
- measure all earned media and identify which of the selected influencers and the topics they talked about lifted your brand the most, this helps grow your targeted content. If you think there is still need for more influencers, you
- repeat the process so that you can build a stronger influencer marketing database.
Numbers of followers or likes don’t matter, except if you are running a reach strategy with the influencers and not conversion through engagement. It’s discussion – talkability and engagement that matters.
How to compensate influencers?
Should influencers be compensated? It is one of the questions many ask. Influencers definitely should be compensated. The only question is how.
But what’s wrong with influencers offering a free service? Because influencers work hard, and they risk a lot when they collaborate with a brand.
It should be known that social media influencers’ influence don’t come easy. It was built with solid work and dedication. They spend loads of energy and time building it. Step by step they created an online presence that brings them joy, social impact and prestige. For most this is a part-time job which consumes their time creating content relevant to a brand. And later spend a lot of time interacting with their audience about a brand. That effort is worthy paying for!
The question should be: What should the compensation plan be like? Payment? Free samples? Event tickets? I will go with payment because it creates some obligation between the brand and the influencer. The how much should be negotiated with the influencer in relation to the content they create.
Brands like to cheat influencers! Paying them peanuts for so much work and creativity, this should stop! We are not your slaves!
Each industry has its own standards, I agree. But if you need to internally justify a certain amount of money to allocate to such a campaign, ask yourself a simple question: how much is the exposure worth for you compared to the alternative of paid media?
The other forms of payment that I consider non-attractive, which include ticket offers, freebies/merchandise and the rest; I think should be an add-on to the payment as an encourager.
Hope this guides brand on this journey of influencing.
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19 Comments
Joel Jemba
Finally this blog! what took you so long? anyway well done
Patricia Kahill
Everything has it own time… I guess this is its time.
kirabobyabashaija
So are Influencers what we used to call Brand Ambassadors?
Patricia Kahill
These are online though. Most brands now days have two of these, an influential person on line and a celebrity for onground activations. Others pick celebrities because of their numbers online and their celebrity status to do both… which to me is wrong, the first one works better.
So Severe
Totally agree with the pointers here. And applaud how simply you express your insights on what is increasingly becoming a topic to consider in branding and marketing.
And also, thank you for speaking on.the sensitivities question about remuneration for Influencer services. However, though from your point of view, I’d like to ask, what are your insights on what may perhaps be the RIGHT questions Influencers need to ask themselves before or while considering a proposition made made by a brand that is looking to employ their service?
Patricia Kahill
ehhh Severe! This is another blog in own itself. But let me share pointers; What brand are you able to stand for off line? Can you be approached and you defend it as you do online? Are willing to spend some time creating insightful and engaging content for them? Why are you even doing it, influencing for them?
As I said this is a blog in its own self and will offer my response in one before end of February. Are you patient to wait? Or you can find me and we break it down?
Patricia Kahill
hehe, okay. Do tell them that the way my blog is set up I already prepared blogs for the next 4-6 weeks and the calendar is kinda booked. Though I will see what I can do. *Starts composing ideas for this particular blog*
Cody C. Lorance
That was a very helpful post. Thanks!
Patricia Kahill
you are welcome
Kangye Writes
Very insightful this, Kahill. It is more of an ice breaker to me especially on the side of influencers, there’s need to do a little more bargaining and defence for the work done than falling for tickets and any other freebies.
Patricia Kahill
yes there is need… freebies doesn’t pay bills
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Patricia Kahill
I was waiting for your input and I like it! Now to add my views about it in the blog that is to follow.
shawndaviskawalya
Iye I had too… Kati this is very on point “Brands like to cheat influencers! Paying them peanuts for so much work and creativity, this should stop! We are not your slaves!”
Brands forget that trends are shifting from the newspaper that charges a fortune to social media that looks like something easy but isn’t actually….
This will help many brands out there influencers are needed but at a right price.
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Mr. Ernest Bazanye (@bazanye)
Nga me nobody influences me to influence as if I am not fluent in twitter and blogs?
Patricia Kahill
You are Ernest? I have arrived!
Now lets try to get your influencer power to good use. Some companies can use some good humor for your products.
Patricia Kahill
Thanks for reading.
Kabuye Bashir
Finally someone stands up for our rights. Tukooye abatukuba enjawulo