Enzo tuber. Monica Geuze. Harm and Kees. Nowadays there are more and more online celebrities. They have a specific reach and a large influence on a (young) target group. This offers opportunities: they can make your product better known. It is not always easy, because the influencer must match your campaign. How do you book the best results with influencer marketing? Bloeise has five tips.
Tip 1: Consider what you want to achieve
If it is clear to you what you want to achieve, you can also explain your campaign to the influencer. Consider that you work with a person and not with a channel. When collaborating with other companies you always tell exactly what your goals are, so why not with an influencer? Tell what you want to get out of your campaign.
An obvious goal is to attract a new target group. Suppose you want to reach a young target group because you have a clothing line with creative texts on T-shirts. A YouTuber will fit your campaign in this case. The YouTuber could, for example, wear the shirt in one of its videos. Ultimately your goal determines you marketing strategy. Make sure your goal remains realistic and achievable.
Tip 2: Set up a creative campaign
Creativity is the key to success in marketing campaigns. You are not the first company to post a photo on social media. Adding an influencer to your campaign does not change that much. Therefore, think up a campaign with the influencer that is also fun to watch and controversial.
If you are not that creative yourself, you can also choose to have the campaign set up entirely by the influencer. This usually also includes a specific price tag. You will also have to give clear instructions.
Tip 3: Adjust your budget
Being an influencer is nowadays a respected profession. The influencer is also an entrepreneur who has to earn a living. You can therefore not pay him or her with free stuff or with an invitation to dinner. A real budget must be reserved to invest in a successful campaign.
Approximately what you pay depends on the work of the influencer and the size of the audience. Naturally, a nano-influencer (up to 5,000 followers) costs less than a mega-influencer (with more than a million followers).
Tip 4: Choose your strategy
Where is the target group located? Do you want your company to be seen on billboards or in brochures and newspapers? Or would you prefer a YouTube video? In addition, you must make a choice for a long-term cooperation or a short-term cooperation.
You could turn an influencer into a brand ambassador. He or she will work with you in the long term. The target group thus gains more confidence in the influencer's message and indirectly gains more confidence in your company. A one-off collaboration is often used when a brand is just launched, or when it is a short, temporary campaign.
Tip 5: Choose the right influencer
Bigger is not always better. Sometimes you want to appeal to a smaller audience, because it specifically fits your product better. In some cases you also have a better chance that a nano-influencer will want to participate in your campaign than with a mega-influencer. Large influencers have complete earnings models and will reject 'small fish'. There are even online celebrities with their own manager and agent. You understand that you have to make a deep impression there.