5 Ways to Build Successful Influencer Partnerships
This post is brought to you by Authentic Marketing Conference sponsor, MagicLinks. We sat down with Brian Nickerson who is the Co-founder and CEO of MagicLinks, which empowers YouTube and Instagram influencers with tools for authentic social commerce, to talk about topics we’ll be discussing at the Authentic Marketing Conference. The conference will be a rich environment for brands and influencers to openly discuss tactics for building a better online presence and tracking results. Join 100+ brands and influencers on April 28, 2017, in Los Angeles at the Authentic Marketing Conference.
MagicLinks, the leading platform for authentic social commerce for YouTube, Instagram, and social media influencers, we facilitate thousands of brand-to-influencer partnerships on a daily basis. For any brand hoping to increase their influencer campaign ROI and better partner with this increasingly important sector of the digital media space, see our top 5 tips for brands to better partner with influencers below.
Find influencers who are authentically passionate about your brand
Finding influencers who already have a level of passion for your brand will better help facilitate the partnership.Influencer advertising is all the rage these days; however, making sure that the influencer actually has a genuine passion for the products they are promoting is a frequently overlooked element. If that is the case, the influencer can be an incredibly powerful force in driving sales and awareness for the brand. Finding the right influencers, who already have a level of interest and/or passion for your brand will better help facilitate the partnership.
Know that influencers ARE brands -- and, treat them accordingly
When collaborating with influencers, it is crucial to keep in mind that influencers are micro-brands.The power of influencers stems from the real, loyal, and trusting relationship they have forged with their tight-knit group of fans. By being authentic and staying true to their unique “brand voice,” MagicLinks creators such as Elle Florence and Passion Jonez represent the best in the notion of “authentic social commerce,” which has an incredibly high lifetime value for partner brands. When working and collaborating with influencers, it is crucial to keep in mind that influencers are micro-brands (or not so micro) in and of themselves, and a brand should approach them on a brand-to-brand partnership level and with an equal footing mindset.
Approach influencers with "here is what we have to offer, what resonates with you and your audience" rather than "here is what we want you to say"
A brand shouldn’t try to micro-manage the influencer.Influencers are pro's at two things: content creation and knowing their audience. Having a set idea of budget and/or product parameters is great, but a brand shouldn’t try to micro-manage the influencer. In effect, the influencer’s main value stems from their own unique editorial voice that has resonance (and conversion power) within their community. Let the influencer “do their thing” and trust them to create content, providing just a few broad, guidelines.
Influencers are brand ambassadors
When forging relationships with influencers, it is best to treat your influencers as long-term brand ambassadors.Handled correctly, and done right, influencers represent the future of your brand and can be some of your most valuable marketing partnerships. When forging relationships with influencers, it is best to treat your influencers as long-term brand ambassadors, who can, over time, routinely promote your product and add value in terms of elevating your overall brand messaging and penetration.
Look beyond followers/subscribers
Looking beyond numbers can help better match brands and influencers together.Though followers and subscribers are valuable metrics, there are many other salient elements that brands should take into careful consideration before engaging in an influencer partnership, such as what is the message the influencer is seeking to convey to their audience, what is the overall tone of the channel, who makes up the community of fans, etc. Looking beyond numbers can help better match brands and influencers together and find new, deeper layers of synergy.
Many of the hottest new brands, such as Kopari Beauty, Kylie Cosmetics, and Fashion Nova, have been launched with influencer marketing in their DNA, and have grown a passionate audience of loyal customers through the relationships they’ve forged with influencers. If you are a brand and aren’t already following these tips and the examples of influencer-forward brands, it’s time to start.