When moving your marketing efforts to social media influencer marketing, one needs to be very, very strategic. Today we won’t discuss influence per se, but about the second most important benefit you can get from social media influencers – content creation.
The content you receive from influencers you hire can be extremely useful. Why?
Original, native, and unlike ads, the content influencers create shouldn’t be intrusive. At the same time, it should be impactful, magnetic, with a great point-of-view, attention to detail, and interesting. This is exactly the type of content influencers can provide!
And so, if you want to go that route, here are five tips based on my experience:
- Investigate the influencer’s content posted in other places besides social media (websites, catalogs, posters, TV ads, etc). This may give you a hint as to whether they are content creation rock stars or not.
- Make sure the influencer LOVES your product/brand/what you do. If they don’t, their endorsement will not come across as truthful.
- Understand that influencers are best at telling stories. They are excellent in #StoryTelling! And so, if the influencer just asks you for your product, and doesn’t ask you for your story, that’s not a great sign.
- Micro-managing, forcing your views on the influencer, and not giving the influencer freedom to create, will lead to you getting another bloody useless ad from them — and you don’t want that.
- Make sure you are the content owner of whatever they create for you. Otherwise it will be illegal for you to use it!
Read on for other tips for getting great content from influencers, from my very experienced friends!
Gil Eyal (@gileyal): Getting good content starts with selecting the right influencers. Brands should pick influencers that already generate content that resonates well with the Brand’s target audience. If you feel like you need to be too involved with the content creation process, you may not have chosen an influencer that fits
[bctt tweet=”If you feel like you need to be too involved with the content creation process, you may not have chosen an influencer that fits, says @gileyal #InfluencerMarketing #ContentMarketing”]
Lee Odden (@leeodden): Since most customers don’t really care about what brands want to say, but what problems they want to solve for themselves, marketers that emphasize useful, customer-centric content from influencers will see much better reach and engagement.
[bctt tweet=”Marketers that emphasize useful, customer-centric content from influencers will see much better reach and engagement says @leeodden. #InfluencerMarketing #B2B #ContentMarketing”]
Owain Williams (@ojawilliams): I am starting to see smart businesses use influencers (especially micro-influencers) as flexible, expert and affordable content marketing teams. By approaching influencers with a view to leverage their content across social, web and any other platforms, this removes focus from reach and towards content quality.
However, there are two very important things to consider in this case. Firstly, to get the most out of these types of arrangements, brands should provide influencers with the flexibility they need to create their usual level of high-quality content. Secondly, brands need to be aware that unless otherwise stated they do not own the rights to the content just because they paid for it. If you plan on using influencer content throughout your marketing campaigns you need to have the influencer agree to where these assets will be used, or have them fully sign over ownership to the brand.
[bctt tweet=”If you plan on using #InfluencerContent throughout your marketing campaigns you need to have the influencer agree to where these assets will be used, or have them fully sign over ownership to the brand, says @ojawilliams #ContentMarketing”]
Andrew Kamphey (@Kamphey): A brand should know exactly what the main value is that they’re getting out of the relationship. If an influencer has a large audience (1M+), then it’ll be like a billboard. If an influencer is at the top of their specific industry, then you’ll have to trust that influencer knows their audience better than your brand does. If you’re building relationships with creators, then let them create.
Jim Tobin (@jtobin): Start with influencers who are good content producers. This is much more important than their total reach in fact. But even then, not all content will perform equally so you’ll need a system in place to figure out which pieces perform the best. Then make sure you have a license to reuse the content and a system for finding it when the time comes.
[bctt tweet=”Start with #influencers who are good content producers. This is much more important than their total reach in fact, says @jtobin #ContentMarketing”]
Pieter Groenewald (@pieterg100): In this content hungry world of social media, where the shelf life of content is short, you want to look elsewhere to share this burden in a cost effective manner. In my mind there is no better channel for this than influencers, who build their audiences on the back of their ability to create and engage their audience through their content and engaging story telling.
Earlier this year we did work for one of our clients Cell C, one of the main cellular networks in South Africa and for a period of time influencer content dominated their Instagram wall and judging on the engagement, the audience approved. Some of the examples are below, where the influencers were given freedom to create content within a specific context. Examples:
Eric Webb (@cirewebb): Let the influencers come up with ideas for creating unique content and also share your ideas with them so the collaboration produces authentic content from all perspectives. To me you are not leveraging an influencer if all you do is create some content and tell them to follow what you set; they need the freedom to be themselves.
[bctt tweet=”Great tip re how to get best content from #Influencers, from @cirewebb: they need the freedom to be themselves #InfluencerMarketing #ContentMarketing”]
James Spicer (@GreenManGaming): There’s been this sole focus on data recently when it comes to identifying influencers for campaigns, which I do believe is key however, you can’t overlook personality, authenticity and style.
My tip to get the best content and running a smooth campaign is to simply make a short brief with recommendations and not must-haves for the influencer. Simply by educating the influencer lightly and then letting them bring this idea to life in their own style will result in great content for your campaign.
Maddy Corbin (@maddy_corbin): Finding influencers that already generate the kind of content your audience is geared towards is step one. Step two is providing them with efficient knowledge on what you are looking for, while also giving them the creative freedom they need. It’s about finding a balance between giving guidelines, but not restricting too much, where the influencers feel they can’t give it their all creatively! 9 times out of 10 it’s going to take a handful of times of working with influencers to know how to really work with them!
Shane Barker (@shane_barker): The idea is to educate brand reps who may not think about the benefit they can get from making sure they can get influencer content that they can reuse on their websites, social accounts, storefronts, and where not. Most influencers are great content creators.
If you want your influencers to create the best content ever, you should give them creative freedom. Overly restrictive content guidelines can affect their content quality.
However, it is important to ensure that their content aligns with your brand’s messaging and campaign goals. That’s why you should provide a clear campaign brief to all of your influencers.
You should also encourage them to ask questions and discuss ideas. This will help you co-create great content that you can amplify.
Holly Davidson (@Theehollydavids) & Ruthi Davis (@ruthi_davis): It is of utmost importance that the brand/company only send the information to the influencers and allow the influencers to create the content/posts as they see fit, without micromanagement. Their messaging must be authentic with the influencer personality, habit, and alignment with past postings to ensure maximum result, interest, and audience traffic.
Vivien Garnes (@Vivien_Garnes): To get the best possible results from an influencer partnership, brands must guarantee these three things:
– the influencer is compatible with the brand. (This goes beyond just niche… look for shared values and real investment on their part. Are they excited about the project?)
– the brief is detailed, there are clear expectations about what is to be done and when. Ask to do content review before things go live.
– the influencer is nonetheless afforded their creative freedom. Never dictate the exact wording. Encourage the influencer to use their own voice, they know their audience best!
Timothy Snow (@SnowinRI): An influencer is influential because they have their own voice and opinions ~ this is why brands choose to work with him or her in the first place.
Limiting their creative freedom and NOT showing them respect as professionals runs counter productive to the entire idea of reaching out to them in the first place.
David J Wing (@djwing_wing): To derive the best possible content from an influencer campaign, whoever is orchestrating the process (agency or in-house brand team), they must understand the influencer they’re working with, where their talent lies and how to align each other’s interests and abilities.
Simply put, to get the best content, you need to trust in your relationship. Campaigns built on transparency and honestly will continue to prove valuable return on investment. You’re building an advocate relationship, it’s a partnership and if both parties are invested, then it’s in everyone’s interest to produce content that delivers and delivers well.
[bctt tweet=”Campaigns built on transparency and honestly will continue to prove valuable return on investment ~ @djwing_wing #InfluencerMarketing #ContentMarketing “]
Emil von Schwartzenberg (@emilvons): It all starts with choosing the right influencers and getting them at a good price for your objective. I think when dealing with influencers you always have this balance between controllable and uncontrollable.
I think it’s best to really give them a lot of control over their creative. They know their audience the best, what they need to say to make them act. The more control you demand the more it’s gonna come of as an advertising resulting in less actual influence.
You wanna look for influencers that haven’t drained their audience. If they’re doing a shoutout every other day they’re less likely to bring you great results. If your timeframe allows you to monitor them for some time watch if they’re doing some from time to time, or systematically putting ads into their feed every other day.
Neal Schaffer (@nealschaffer): Brands suck at creating content. Influencers have become influential because of their content. When thinking about relationships with influencers, forget about content amplification: Hire them solely for their content creation to begin a relationship. By working together you will get great content that you can use for your organic and paid social, but you will also learn something from this influencer about content creation that you can apply internally. It will also give you a chance to see how “legit” this influencer is.
[bctt tweet=”When thinking about relationships with #influencers, forget about content amplification: Hire them solely for their #Content Creation to begin a relationship ~ @nealschaffer”]
That’s it, heroes, you can do it, get the influencer to make amazing content that will win for you more than anyone else!!
SMI* = Social Media Influencers