The Do’s and Don’ts of Working with Influencers

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Beth Reynolds


Influencer marketing has exploded in popularity in recent years with many brands choosing to incorporate partnerships with social media influencers as part of their digital marketing strategy. This comes as no surprise. In an era of social media, influencers offer brands the opportunity to build brand awareness, reach new audiences, and, in some cases, even alter the public’s perception of the company. However, as with any marketing strategy, it is vital that influencer partnerships are carefully considered and executed in order to avoid potentially expensive and reputation-damaging mistakes. Our top tips for working with influencers will ensure that your activity successfully harnesses the huge potential that influencer marketing has to offer.


1. Define your goals

Before embarking on a social media influencer campaign, it is important to clearly define your goals. Think about your primary objective and how you will measure success. Are you looking to target a new audience, raise awareness amongst your current audience demographic, change the perception of your brand or drive traffic to a certain web page? Clarifying these objectives will help you to identify the influencers you need to work with and the type of content they will need to produce. For example, to generate leads, ask influencers to include a link to your company’s website on their channel. To raise brand awareness, opt for a more creative campaign that will get your audience talking.

2. Choose your influencers carefully

The number of online influencers is growing by the day, making it increasingly challenging to select the right one for your campaign. Once you have defined your goals and identified your target audience you should have a pretty clear idea of the type of influencer you would like to work with. Next, consider whether you work with a macro or micro influencer. Whilst macro influencers benefit from having a huge reach, they often come with a hefty price tag, so it is worth considering partnering with a handful of targeted micro-influencers (influencers with less than 100,000 social media followers) if your budget is limited. Before committing to working with an influencer, research them thoroughly to ensure they are a good fit for your brand. Carefully consider an influencer’s audience demographic and engagement, as well as checking they share your brand values before partnering with them. A misjudged influencer partnership can have a detrimental effect on a brand’s reputation.

3. Set a clear brief

The advantage of undertaking a paid partnership with an influencer is that you can set a clear brief to ensure that they produce the content you had in mind. Before you start working with an influencer, draw up a contract that clearly states exactly what is expected and give them deadlines. Influencers will appreciate this clarity and it will avoid any disappointment from either party at the end of the campaign.

4. Be comfortable with relinquishing some control

Whilst it is important to set a clear brief to communicate what your brand is looking to achieve from the partnership, influencer marketing can benefit from brands handing over some control. Whilst you are an expert in your brand, the influencer is an expert in their audience, and they will have a clear idea of the type of content that resonates with their followers. Whilst it’s important not to hand over the reins completely, allowing them to have some creative freedom will ensure the content is authentic and achieves maximum engagement.

5. Build lasting relationships

Instead of working with influencers on one-off promotional posts, aim to build ongoing relationships with a few key influencers who are genuinely fans of your brand. This will mean that you have a reliable, committed influencer who can be trusted to produce relevant and authentic content. In turn, they will feel valued and trusted, which will motivate them to produce the best possible content for your brand. Influencers will also be keen to invest in this relationship and will often offer you added value as part of an ongoing partnership.

To discuss how we can help with your brand’s influencer relations, please get in touch.

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