The most important part of any influencer marketing campaign is your influencers. Knowing how to pick the right ones is crucial for a campaign’s success. Connecting with the right influencers is more challenging than ever before, and even more so finding influencers that are high value and of high quality. Competing for the best influencers with other top brands can seem like a losing game, especially if you’re a smaller business. If you’re not sure which influencers you're looking for, be sure to check out our guide for some helpful tips. To aid your brands influencer outreach, let’s break down the do’s and don’ts of reaching out to your desired influencers so you can be successful the first time.
It’s important to scope out the landscape before messaging influencers. When you come across an account you like, start to do a few things. Read their comments, is it authentic engagement? Are their followers consistent? This is a really good idea to get a better understanding of whether or not this influencer has an authentic following. An obscene amount of likes with very few comments is typically not a good sign of authentic engagement!
Dive deep into an influencer's social media content. Look at the quality and consistency of their posts. Assess whether or not this influencer’s content ultimately aligns with your brand and its ideal messaging. This will serve as good background information when you try and establish a relationship with the influencer.
Most influencers have a specified way they want you to reach out to them. This method is usually found in their Instagram bio with an email listed or a simple message saying ‘DM for collaborations’. This will ensure that the influencer doesn’t accidentally miss your message or collaboration opportunity.
Start a friendly conversation with them when you’re ready to reach out. Show an interest in their work as an influencer and not just what you want them to do for you. Think back to what you liked about their content, and explain why you think your brand and their personal image could work well together. Influencers want to develop good relationships with the brands they work with, and this will get you started on the right foot.
Have a clear understanding of your campaign objectives and what you expect from the influencer. Be specific about your deliverables and the ideal time frame you’re aiming for. Whether it's brand awareness, product promotion, or event coverage, communicating your goals helps the influencer understand their role. The more details the better, so that the influencer has a clear direction and a good idea of what you are looking for.
It’s easy to jump on board with the first influencer to agree but be patient. Some influencers are of higher quality than others, and sometimes you won’t catch that until you get into a conversation with them. If you find all of a sudden they are taking a while to respond, maybe this isn’t the influencer for you at this time. On the other hand, don’t expect a reply right away either. They are busy too, but if an influencer is serious about working with your brand, you shouldn’t have to chase them.
Don’t limit yourself right out of the gate and focus only on one type of influencer. Think about your brand and how you can fit a diverse range of influencers into its image. A diverse mix can broaden your reach and expose your brand to many different types of audiences.
While a large follower count can be appealing, it's not the sole indicator of an influencer's effectiveness. Macro influencers are not nearly as effective as micro or nano influencers, especially if you have a very niche product or service. Influencers with smaller follower counts also tend to have higher engagement rates with their audiences.
Don't rush through an influencer's social media profile. Thoroughly go through their content, captions and audience demographics. Take the time to examine the influencer's past collaborations. This will provide insights into the kind of brands they've associated with in the past. It's important to ensure that these align with your brand's image and values.
Blanket outreach to every influencer can be counterproductive and does not look good on your brand. Tailor your approach based on the influencers' suitability for your campaign. Personalize the message by telling them who you are, what you do, and how your brand's values align with their content to show that you've put thought into the collaboration.
Influencer marketing can be a powerful strategy, but it must be executed thoughtfully. By following these do's and don'ts, you'll increase your chances of forming meaningful partnerships with influencers that drive success for your brand. If you’re still a little lost and looking for guidance, Embold has all the resources you need to launch your influencer marketing strategy.