Working with influencers is one of the most effective ways for brands to connect with consumers and create strong brand advocates. Now, more than ever, brands are opting to work with influencers to create content rather than going the traditional route of advertisements or working with celebrities. And while influencers have been around since the early days of MySpace, platforms, creators and their audiences are always changing. As brand representatives and PR professionals, we need to stay in tune with these changes to ensure we create the best campaigns possible. Whether you’re working with fashion and beauty brands or retail and design, these tools will help you create effective video content with influencers to maximize your results.
Be Clear With Deliverables
Setting yourself up for success extends to your influencer partners. While we always ensure our teams and clients are on the same page about content asks and expected results for a campaign, being clear with influencers leaves less room for edits or re-shoots. Working closely with influencers throughout the production process helps ensure the best possible results for everyone. When briefing influencers, it’s essential to break down all deliverables, content requirements and share examples of what the brand is looking for to allow creators to be equipped with all the information they need to shoot the best content. If you’re a visual learner like myself, seeing past campaigns or specific examples of what the brand is looking for can help influencers put their own spin on the campaign and create effective content that stays true to themselves.
Let Influencers Be Themselves
Consumers can recognize inauthentic content from a mile away. While it’s important to make sure the brand is properly represented and all key points are hit, letting influencers be true to themselves and speak to their personal experiences allows for more enjoyable and relatable content. We ensure all brand messaging is present in campaigns and allow influencers to add their input and do what works best for them and their platforms. The best content comes from being authentic and not overly branded – influencer content is not just an advertisement!
Think Like A Consumer
When creating campaigns to reach consumers, we have to take off our PR hats for a moment and think like a consumer. The industry can become saturated with so many new launches and campaigns, it’s important to think outside the box and go beyond what’s typically done. Some of our best campaign ideas have spun from scrolling on TikTok and thinking about events we’d want to attend and content we enjoy consuming. It’s essential to take a step away from what we always do and think about what excites us as consumers.
Gone are the days of picture perfect influencers that only represent one type of person. Consumers want to see influencers they can relate to speaking to authentic experiences. It’s important for brands to diversify their partners – to represent diverse communities and diverse experiences. There is no one size fits all and it’s crucial to take this approach with influencer campaigns. When planning partnerships, we ensure to work with creators that represent different races, ethnicities, gender and sexuality, along with diversifying creator niches and platforms. Not only do we want to ensure we are reaching wide audiences, but also partnering with creators that represent these diverse audiences.
Looking to maximize your results and make the most out of your influencer campaigns? We are a full-service PR and marketing agency offering influencer marketing and content production. Contact us today to learn how we can work together.