You’ve successfully identified and secured the right influencer for your brand. Upon downing a celebratory gin and tonic, consider the best way to work alongside this newfound ambassador of your brand. Pulling from our experience at DEVENEY, we have a few tips at the ready for working with and managing influencers.
Allow Them to Deliver the Message in Their Own Voice
Influencers know the best way to address their audience. Give them the freedom to interpret your brief in their own way. If their message comes across as canned and inauthentic, it could hurt all parties involved. If you find their style clashes with your message, you’re better off not using them than giving them a strict script.
Give Them Time
We recently attended a seminar by one of the influencers we work with, Rachelle Lucas, and she couldn’t stress enough the importance of giving influencers enough time to work. When working on your plan, build in some time for the influencer to analyze your brand. Presenting your message in a way that matters to their audience isn’t an easy task; otherwise you’d be doing it yourself.
When you bring on influencers, make sure you communicate exactly what you are expecting. Define measurable metrics, such as an increase in social followers, increase in brand mentions, hashtags, etc. Once you’ve established goals, you'll be better equipped to analyze the success of your campaign and can optimize both content and strategy along the way. Just make sure your expectations are realistic. Influencers don’t possess the sorcery to double your profits or make your brand “go viral” with the touch of a button.
Play by the Rules
If you’re in the U.S., make sure you know and follow the Federal Trade Commission (FTC) guidelines. Understand that influencers must disclose that they’re posting due to a relationship with you and/or your business. This summer, Warner Bros was slapped with a deception charge by the FTC after paying YouTuber PewDiePie thousands of dollars to play their videos games on his channels without disclosing that money had changed hands. Bring in your legal team to review the influencer posts if necessary. It’s not worth the risk.
Now that you’ve learned our best practices for managing influencers, do you have any other suggestions? Let us know by tweeting us your tips @DEVENEYnola using the #DEVchat hashtag.