The Dos and Don'ts of Influencer Marketing: Lessons Learned from Real-Life Campaigns
Welcome to our comprehensive guide on the dos and don'ts of influencer marketing. In today's digital landscape, influencer marketing has emerged as a powerful strategy for brands to connect with their target audiences authentically. However, navigating this dynamic realm requires a strategic approach. In this blog, we will provide you with valuable insights and actionable tips to help you leverage influencer marketing effectively, achieving optimal results for your brand.
Prioritise your content’s quality
Be creative with your content to allow stronger brand relationships. When brands are working with creators, they’ll see lots of content, so to stand out, go that extra mile and put your creative mind to work. This can help build much stronger and longer-lasting relationships.
Rush through your content. If your content has been rushed or shows no real creative feel to it, the brand you’re working with will see right through this, harming your relationship and potentially even your reputation as a creator.
As well as being creative, you should also ensure that your content is not being filmed in dull lighting; find somewhere bright to shoot your content to ensure it looks its best.
Take your time with the influencer marketing brief
Read the brief thoroughly. Take your time reading through the whole brief taking note of all of the key deliverables, and make sure to ask any questions you may have prior to filming your content to minimise amends once you send it over.
Lightly read the campaign brief. Failing to read through the whole brief can cause you to miss out on key information that the brand is asking of you. This can also cause there to be larger rounds of amends, creating more work for yourself as the influencer and even more work for the brands themselves.
Be your true self
Be real to your audience. When working with a brand, you should remain as yourself; this will help the content you are creating to come across naturally and feel more like a casual endorsement rather than an ad.
Create an ad. The last thing people want to see on their feeds is an ad that feels like an ad. Instead, focus on speaking about the products or services like you’ve used them for years and be passionate about them, show why they’ve worked for you and allow your authentic self to shine through.
Use appropriate language and ideas.
Use current reactive trends to inspire your content; the better your ad/promotion performs more opportunities will arise. But always ensure these reactive trends are in line with the brand's tone of voice
Use offensive language, nudity or slurs. This may sound obvious for brands, but it’s good to remind yourself of who your content will be shown to. If you’re unsure if your content is in line with the tone of voice or target audience, show your ideas to them and don’t be afraid to ask questions!
Know the brand
Propose a concept idea ahead of content creation if you think it will engage and react with your audience better. Only you know yourself better than anyone, so if you believe you have a better idea or angle for the content, let the brand know and work collaboratively to create the best content possible. Showing that you’re proactive can also help you build on the relationship you have with the brand you’re working with and can help build on your reputation as a creator to.
Reference other brands/use their product within content… especially at a photoshoot! It’s very likely that you are already using other brands' products on a regular basis, but you must remember not to have these on show or have any references to these other brands when creating your content pieces for a campaign. This could be detrimental to your contract and reputation. So before you send off your content for approval, double-check that you’ve made an effort not to get any other products than the brand you are working within the shot.
Do: Disclose paid partnerships and sponsored content to your audiences. Transparency builds trust and maintains authenticity. It also ensures compliance with regulations surrounding influencer marketing, maintaining the brand's credibility.
Don’t: Engage in deceptive practices or conceal sponsored content. Authenticity is the cornerstone of influence, and any perceived lack of transparency can harm your and the brand's reputation.
Navigating influencer contracts can be challenging, but you can negotiate a fair and beneficial partnership by understanding these key clauses. Remember, a contract is there to protect both parties involved, so make sure to read it carefully and clarify any questions or concerns you may have. With the right contract in place, you can build strong and successful partnerships with brands that value your unique influence and voice.