In our recent Happy Hour Hustle podcast, we invited influencers Aly Zuidervenn and Chelsea Sinke (@helloalymay and @mygrandrapidslife) to chat about the ever-changing world of influencer marketing. Influencer marketing has emerged as a potent strategy for brands seeking to connect with their audience on a more personal level. We delved into the realities from the influencer’s perspective.
We’ve found, from an agency perspective, we are leaning heavily on user-generated content which includes influencer marketing, brand ambassadors and more.
Key Practices to bring in Influencers
Flexibility is Key: Influencers often juggle multiple responsibilities, from content creation to parenting. A lot of them also appreciate flexibility when they’re trying to make your content as quality as possible, so even something like a rainy week can set you back. As such, brands must offer a degree of flexibility to meet creators’ unique needs and schedules.
Value Genuine Partnerships: Influencers are excited to work with brands they love. Ensure your partnership is genuine and aligns with the influencer’s lifestyle or values. This authenticity resonates with audiences and boosts engagement.
Rather than following every trend, influencers who want to partner with brands should aim to create authentic content that resonates with their audience.
Respect Time and Effort: Content creation is time-consuming and often involves hidden costs. These can include childcare, time off the 9-5, or even paying the pay to play costs as Aly pointed out. Brands should recognize this effort by offering fair compensation rather than expecting influencers to work for less or even for free.
Avoid Unprofessional Comparisons: It’s inappropriate to compare influencers based on their rates. Each influencer has unique costs to cover and brings a unique value to the table.
Prioritize Quality Over Speed: Quality should never be compromised when it comes to content creation. Brands must understand that great content requires time and patience. You can’t have it all – fast, cheap, and high-quality – pick two and run with it.
It’s about quality content over quantity. Brands are interested in creators who can produce high-quality content that they can repurpose as user-generated content (UGC). Many influencers are diversifying their income by offering UGC creation in addition to influencer campaigns. While influencer campaigns may pay more, UGC creation work is more consistent.
So what do we think about TikTok?
The future of e-commerce may lie in social media platforms like TikTok. However, concerns remain about the quality of products available on these platforms.
Big brands entering the TikTok shop could change the game. Influencers are more likely to promote products they actually use and love, which could increase consumer trust in the platform.
Much like public relations, influencer marketing will continue to evolve. Brands, agencies, and influencers need to be flexible and stay educated. Check out influencer marketing for our clients.