IMPACT’s six golden rules for working with influencers

In today’s ever-evolving marketing landscape, leveraging influencers has emerged as a dominant strategy for businesses seeking authentic connections with their audiences.  

The impact and reach of content creators can play a pivotal role in shaping brand perceptions and engaging consumers effectively. 

However, navigating these collaborations can present challenges, such as ensuring brand alignment, maintaining authenticity, and measuring effectiveness.  

To make sure your content campaigns are set up for success in 2024, read our six golden rules for working with creators. 

1. Get focused and nail your objectives 

When it comes to influencer marketing, clarity from the outset is key. Start by setting precise objectives that align with your brand’s goals. Identifying the target funnel stage and the specific audience you aim to reach will impact who your brand should partner with and what content will work best. It’s crucial to ensure alignment between your brand’s values and the creators you collaborate with for the content to be viewed as authentic.  

It’s also important to determine how you will measure effectiveness. Implementing strategies such as bespoke codes, cost per impression (CPM) benchmarks, trackable links or exclusive offers will allow for a more accurate assessment of the campaign’s impact on desired outcomes.  

2. Don’t settle; be selective 

Quality over quantity is most critical when forming influencer partnerships. Choose creators meticulously and take into consideration audience demographics, engagement rates, and the frequency of sponsored posts. Being specific in your selection ensures your brand message resonates genuinely with your target audience, fostering a stronger connection with them.   

3. Negotiate and build relationships! 

The art of negotiation is vital in influencer collaborations and a transparent and cooperative approach will enhance the longevity and success of any partnership.  

By discussing and agreeing on terms, such as pay and content requirements, from the outset, both parties can establish clear expectations, align goals and strive for the best possible outcome.  

Treating content creators as partners and nurturing strong relationships with them based on mutual respect and understanding will help ensure you are both on the same page.  

Building a successful relationship is also crucial for the influencer. They will want to hit your targets, so you will want to work with them again!

4. Provide guidance but empower creativity 

Achieving a balance between providing guidance and allowing creative freedom is paramount. Content creators are experts in what will and won’t work for their audience. As the client, you have an agenda, but as a partner, the influencer will need your support to get the best results they can for you in their own style. After all, this is why you’re working with them in the first place.  

5. Track CPM & ROI, monitor engagement & boost 

Monitoring metrics, such as cost per impression (CPM), return on investment (ROI), engagement rates, and web traffic, provide essential and invaluable insights into the performance of a campaign. You will need to set the metrics based on your objectives and track throughout the course of the initiative.  

Don’t forget to boost your influencer content. Not only will it help your content reach new audiences, but it will also bring down your CPM. 

6. Test, tweak, and test again 

Content creator partnerships are not a set-and-forget process. It’s vital to continuously test and tweak strategies for optimisation. Just because something has worked for you before, doesn’t mean it will continue to. Audience demographics may change, external factors may force your brand’s goals and messages to shift, or you may need to pivot due to trends on social media. When it comes to your marketing strategy, it’s important to embrace change, avoid complacency, and remain agile. The industry is always evolving, and your strategies need too as well.  

If you would like to discuss influencer partnership and collaborations with IMPACT, contact: 

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