The role of influencers, or key opinion leaders (KOLs), has expanded far beyond the confines of social media platforms. You’ve likely seen familiar faces from your Instagram feed gracing billboards or starring in TV commercials. But what drives brands to incorporate influencers into their marketing strategies?
Influencer marketing is a dynamic and effective way for brands to market themselves and their products while connecting with their audience authentically. In recent years, it’s become an integral part of many successful marketing campaigns. Before making an important purchase, you’ve probably watched a review or recommendation from your favourite creators on YouTube or TikTok for research purposes. Influencers lend a relatable, human voice to brands and products, building trust and credibility with their followers.
For example, Disney+ Hotstar Malaysia gifted prominent influencers exclusive Taylor Swift merch to celebrate the launch of the Eras Tour film. The influencers then posted content about the merch, extending the campaign’s reach beyond Disney+ Hotstar Malaysia’s existing subscriber base. Non-subscribers who are interested in Taylor Swift or follow the influencers were exposed to the film in an organic and engaging way, potentially compelling them to check it out. This showcases the dual power of influencer marketing, particularly through gifting to influencers. It not only initiates relationships with KOLs, but also allows brands to reach wider, untapped audiences and segments through a more personalised and humanised lens.
While influencer marketing has proven to be an effective strategy, many agencies and brands still struggle to master its intricacies – particularly when it comes to cultivating warm and professional talent relationship management. Building genuine connections with influencers goes far beyond transactional collaborations. It requires fostering authenticity, trust, and mutual respect, which ultimately lead to better brand outcomes and more impactful campaigns.
Understanding Influencers
Influencers are more than personified billboards who pose with the trendiest items online. They are skilled content creators with unique voices and dedicated followers. To truly leverage their potential, take your time to identify the types of influencers that best align with your campaign or overall brand story. Let’s take the example of Mahsuri Food collaborating with Khairul Aming, a well-loved and respected Malaysian influencer known for his simple, authentic cooking videos, usually accompanied by witty commentary. Mahsuri Food is a local cooking sauce brand that has been around since the 1990s, and the collaboration with Khairul Aming built enough awareness for it to finally emerge as a household name.
When Khairul featured one of Mahsuri Food’s cooking sauces in a video, the product quickly sold out in grocery stores across Malaysia. Of course, this loyalty and interest from his followers was not built overnight – Khairul had been consistently creating content for years and intimately understands what works best for his core audience of home cooks and homemakers. This goes to show that working with the right influencer can help you unlock a target audience in a way that results in better engagement – comments, shares, and even conversion.
When conducting influencer outreach, invest time in researching their social media channels, interests, and previous brand collaborations. Personalise your communication when doing outreach to demonstrate a genuine understanding of their work and why you believe they’d be a great fit for your brand. Remember, influencers appreciate authenticity and are more likely to respond positively to brands and agencies who take the time to understand who they are and what they do.
How to Engage with Influencers
Photo Credit: Kate Torline/Unsplash
Studying (*ahem* ‘stalking’) influencers is the best way to understand how to engage with them for your marketing. Pay attention to their interests, favourite brands, and paid postings. Then, move on to engaging with their content on social media – like, comment, and share their posts to show your support. Do this so you can communicate your message strategically whether through email, text, or even in person.
When reaching out, focus on building rapport rather than hard-selling your brand. Find common ground, express genuine interest in their work, and foster a sense of mutual respect. Just take it easy. Influencers are people, too, and they may not take kindly to an immediate sales pitch.
Another way brands can start a relationship with an influencer is by gifting them products – but remember that the influencer is not obligated to post about this. The goal is to spark their interest in your brand and open the door for future collaborations. Consistent communication and trust are key here, as influencers do not want to feel like they’re being forced to post something on their socials. Consumers and subscribers can usually tell when creators pick up ‘inauthentic campaigns for the sake of a paycheck, anyway, so it doesn’t benefit your brand to force a campaign if it doesn’t feel genuine.
Your Influencer Marketing Budget
If you’ve been around long enough, you may have heard that you need a big budget for influencer marketing. While that can be true, a small budget can still get you results. Working with nano-influencers (1,000 – 9,000 followers) or micro-influencers (10,000 –70,000 followers) is a growing trend, as these social media personalities can garner more engagement from their loyal followers than you might expect.
However, the key to successful influencer outreach and campaign management strategies, regardless of budget, is managing expectations. Never overpromise to the client, and always lay out any pitfalls or issues that can arise in black and white. Remember, every influencer partnership is unique, and success requires careful planning and clear communication. Don’t take examples like Khairul Aming and expect instant success with just anyone.
In terms of monetary compensation, most influencers are aware that brands and content creation agencies in Singapore work with budgets for their outreach, so they are usually willing to negotiate a rate that satisfies all parties involved. However, if there is a case where no monetary compensation can be provided, always try to make the collaborations feel exclusive and personalised by offering alternative forms of value. After all, everyone enjoys being in on something before everyone else. Making it experiential rather than just about money could work in your favour. For example, providing early access to unreleased products or extending invites to special events can boost the chances of organic content from influencers. Taking the time to speak with them to understand their needs and future content plans can also help you understand how to do influencer outreach that results in better campaigns and collaborations that align with both parties’ interests.
Hitting the Perfect Brief
Once you’ve found the right influencers for your campaign, prepare a brief. This will serve as the foundation for how your influencer campaign will run.
Some influencers might want a detailed brief and direction, while others may prefer a certain amount of creative freedom over the content so they can relate it to their personal brand. Whatever their preference, take the time to craft a proper campaign that suits them, and allow influencers to create content in their own style instead of following a rigid brief that results in a post that doesn’t feel genuine. Remember, collaboration is key. It’s about empowering influencers to authentically connect your brand with their audience, rather than have them feeling that they’re being told what to do.
Another rule of thumb is not to rush the campaign. Yes, tight deadlines exist, but many, if not all, influencers have prior engagements. Always discuss timelines with them upfront, and try to accommodate them as best you can. Create campaigns with a healthy timeline, manage expectations, and discuss ideas thoroughly with influencers to ensure you’re aligned on deliverables.
Building meaningful relationships with influencers goes beyond financial transactions. It’s about demonstrating genuine care, respect, and interest in them as individuals and your valued brand partners. Invest time in understanding their goals, challenges, and aspirations. Celebrate their successes and support them in their creative endeavours.
By prioritising influencer relationship management, fostering a sense of community, and nurturing these relationships with time and trust, you’ll be more likely to create a network of brand advocates who are excited to collaborate and share your message with their audience. This translates to increased brand awareness, engagement, loyalty, and ROI – the ultimate goals of any influencer marketing strategy.
If you’re looking for expert assistance in cultivating meaningful relationships with influencers and maximising the impact of your influencer marketing campaigns, talk to us at [email protected] about our social media content creation services.