So what is it about influencer partnerships that results in engaging content?
Influencers provide a new perspective on your brand.
From featuring your brunch in a “staycation” round up or showing a new clothing line in action with a busy mom’s schedule, an influencer’s coverage brings a new perspective. Compared to traditional advertising, audiences can more easily envision how your product or service fits with their life.
Enhance the narrative and consider complementing industries to assist with influencer’s expense. For example, a car brand could partner with a hotel, travel attraction and restaurant to showcase weekend road trips, each benefiting from the exposure and helping to offset the cost. The result is a pre-planned trip for followers.
Influencers can reach a new audience.
Looking to attract a specific audience? Introduce a new product or service? Micro influencers thrive on resonating well with niche but highly engaged audiences. To pursue this type of partnership, consider breaking down your target audience to aid with research. For example, rather than “Females, age 35-50,” further refine to “female business leaders,” “female culinary influencers,” etc., to better define potential partnerships.
A word of caution: don’t be tempted to force-feed any influencer tag lines or copy about your brand. To truly be influential, the story must be told in their own words with their own style. 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.