Um dos primeiros e mais importantes passos no marketing de influência é encontrar os influenciadores certos para sua marca, objetivos e orçamento. No entanto, isso pode ser desafiador devido ao grande e diversificado grupo de influenciadores, à falta de critérios e métricas padrão e ao potencial de influenciadores falsos ou fraudulentos. Para evitar perder tempo e dinheiro com influenciadores ineficazes ou antiéticos, você precisa fazer sua pesquisa, definir suas expectativas e verificar sua autenticidade e credibilidade. Você pode usar ferramentas como análise de mídia social, plataformas de influenciadores e avaliações para ajudá-lo a encontrar e avaliar influenciadores em potencial.
Top Tip: Vet potential influencers for each campaign by inviting them to a group call as asking them to show up for a call eliminates those not motivated to work. In the call, set a clear agenda and discuss the outcomes you are looking for. Last, but not least, send everyone a link to submit their ideas and proposals to be part of this particular campaign. This process works well for new and micro-influencers with little to no experience.
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Some good metrics to keep in mind when evaluating influencers: 1. Current partnerships - are they working with certain types of brands? Is their content tailored to a certain audience? How well does your brand align with their particular niche? 2. Engagement - are they interacting with their audience? Responding to comments? Do they use polls and Q&A? 3. Consistent messaging - do they have a consistent tone of voice? A consistent style of photography & video? Memorable content from someone who connects with their audience in YOUR particular niche is the goal here!
Another challenge of working with influencers is the inconsistency of the cooperation price, they raise one price today and another the next day, and this causes us to always have problems with them to close the campaign.
Identifying genuine influencers who align with your brand ethos from a sea of contenders can be daunting. The vast influencer spectrum, absence of uniform metrics, and potential fake profiles render decision-making intricate. A thorough vetting process, setting clear expectations, and leveraging digital tools and platforms can streamline the selection, ensuring alignment with brand objectives.
🔍 When eyeing influencer partnerships, keep these 5 🔑s in mind: 1️⃣ Authenticity 🙌: Ensure the influencer aligns with your brand's values and message. Authenticity = trust. 2️⃣ Audience 🎯: Dive deep into their followers. Are they your ideal customers? Quality > quantity. 3️⃣ Engagement 📲: Look at likes, comments, and shares. Active followers mean more impact. 4️⃣ Track Record 📈: Check their past collaborations. Did they drive results? Actions speak louder than words. 5️⃣ Contract Clarity 📝: Draft crystal-clear agreements. Define expectations, deliverables, and KPIs. No surprises! 🤝 Partner with influencers who tick these boxes, and watch your brand soar! 🚀
Outro desafio que você pode encontrar ao trabalhar com influenciadores é negociar contratos e termos que sejam justos, claros e mutuamente benéficos. Os influenciadores podem ter preferências, taxas e requisitos diferentes, e você precisa respeitar sua liberdade criativa e valor, ao mesmo tempo em que protege sua imagem e interesses de marca. Para evitar mal-entendidos, disputas ou problemas legais, você precisa se comunicar abertamente, definir metas e resultados realistas e estabelecer um acordo por escrito que cubra todos os aspectos essenciais, como pagamento, prazos, propriedade, divulgação e desempenho.
Never lose sight of the contract and terms being MUTUALLY BENEFICIAL. All negotiations are just that - an opportunity to determine what is fair for both parties. If an influencer is asking for a higher rate based on the deliverables, usage and/or exclusivity and it's not within your budget, consider where can adjust your request so your available budget is more aligned for the influencer.
When collaborating with influencers, striking a harmonious contractual balance that respects both parties' perspectives is imperative. The varied expectations, pricing structures, and requisites presented by influencers necessitate a comprehensive, transparent agreement process. Ensuring clarity on deliverables, payment terms, content ownership, and other critical facets can help avert potential pitfalls.
Depois de encontrar e contratar seus influenciadores, você precisa gerenciar seus relacionamentos e campanhas de forma eficaz para garantir uma colaboração suave e bem-sucedida. No entanto, isso pode ser desafiador devido à complexidade, diversidade e imprevisibilidade do marketing de influência. Você pode enfrentar problemas como atrasos, erros, conflitos ou crises que podem afetar a reputação e os resultados da sua marca. Para evitar ou resolver esses problemas, você precisa manter uma comunicação regular, fornecer feedback e suporte, monitorar e medir o desempenho e lidar com quaisquer problemas prontamente e profissionalmente.
Post-engagement, the task of effectively steering the influencer partnership to fruition emerges. The multifaceted nature of influencer campaigns, paired with unforeseen hiccups, can jeopardize outcomes. Strengthening lines of communication, providing constructive feedback, and meticulous monitoring ensures a streamlined, impactful influencer campaign execution.
📣 Managing influencer relationships & campaigns is vital for success, but it can be a wild ride! 🎢 Here are 5 tips to keep it smooth: 1️⃣ Constant Communication 🗣️: Stay in the loop with your influencers. Regular chats prevent misunderstandings. 2️⃣ Feedback & Support 🌟: Offer constructive feedback and assist when needed. Collaboration is a two-way street. 3️⃣ Performance Tracking 📊: Keep tabs on the stats. Metrics reveal what's working and what's not. 4️⃣ Swift Problem-Solving ⚡: Crises happen. Deal with issues professionally and promptly. Damage control matters. 5️⃣ Flexibility & Adaptation: Influencer marketing is unpredictable. Be ready to pivot and adapt to changing circumstances. Influence done right? Success is yours! 🚀
Outro desafio que você pode enfrentar ao trabalhar com influenciadores é alinhar seu conteúdo e mensagem com os valores e a voz da sua marca. Os influenciadores têm seu próprio estilo, personalidade e público, e você precisa garantir que eles correspondam à identidade e aos objetivos da sua marca. No entanto, isso pode ser desafiador devido ao potencial de desalinhamento, inconsistência ou controvérsia que podem prejudicar a imagem e a confiança da sua marca. Para evitar esses riscos, você precisa escolher influenciadores que compartilhem sua visão e missão, fornecer diretrizes e expectativas claras e revisar e aprovar seu conteúdo antes de publicar.
You need to be clear about how you wish to collaborate and identify those misalignments or inconsistencies you wish to avoid if you are able to visualize ahead of time.
It's imperative that marketers research the influencers they hire for their campaigns to ensure they align with their brand philosophy. Additionally, the start of a good project is to show the influencer that you know their content and brand well; this builds a rapport that will make the project flow better. Also, ensure that the client is not too rigid with the messaging. In my experience on the influencer side, some of the copy that the clients want the influencers to use is not even remotely close to what they sound on their captions and videos. You're contacting an influencer because you want an authentic voice with your brand, not a recycled commercial. Take the time to be collaborative in creating quality content.
Ensuring the influencer's content and ethos resonate with your brand's narrative can be intricate. A potential disparity in values or content style can misalign brand messages. It's crucial to choose influencers echoing your brand's essence. Furnishing them with explicit brand guidelines while retaining their unique voice, and vetting content pre-release can maintain brand consistency.
Outro desafio que você pode encontrar ao trabalhar com influenciadores é cumprir as regras e regulamentos que regem o marketing de influência. O marketing de influência está sujeito a várias leis e políticas que visam proteger consumidores, marcas e influenciadores de práticas enganosas ou antiéticas. No entanto, essas regras e regulamentos podem ser complexos, vagos ou variando dependendo do país, plataforma ou indústria. Para evitar multas, penalidades ou ações judiciais, você precisa estar ciente e seguir as regras e regulamentos relevantes, como divulgar postagens patrocinadas, respeitar os direitos de propriedade intelectual e evitar alegações falsas ou enganosas.
Outro desafio que você pode enfrentar ao trabalhar com influenciadores é se adaptar às mudanças de tendências e expectativas do marketing de influência. O marketing de influência é um campo dinâmico e em evolução que requer inovação, criatividade e flexibilidade constantes. Talvez seja necessário ajustar sua estratégia, táticas e orçamento para acompanhar os desenvolvimentos mais recentes, como novas plataformas, formatos, recursos ou práticas recomendadas. Para se manter à frente da curva, você precisa monitorar o mercado, analisar os dados e testar novas ideias e oportunidades.
Social listening plays a pivotal role in crafting a successful Influencer marketing strategy. It's all about understanding which trends, platforms, and influencers are the perfect match for your campaign. It's a shame when companies blindly jump on trends that don't align with their brand or hop on the bandwagon too late, only to be labeled as "out of touch." Not every company needs to ride the TikTok wave, and that's absolutely okay! The key is to stay true to your brand, connect with trends and platforms that truly resonate with your target audience, and keep things simple yet impactful.
I think it is important to research and follow the growth and evolution of an influencer before getting affiliated with them. Going through their content and identifying their relevancy with your industry will help you determine if this is the right influencer for your brand. Also, their flexibility along with the relevancy of the content will help you understand if this is the influencer you want to be affiliated with in the long term or not.
Another thing that I'd like to add here is: Lack of control: Once you have partnered with an influencer, you have less control over the content they create and how it is promoted. This can be a problem if the influencer does something that you are not happy with.
Book worm? Check these out: 1. "Influence: The Psychology of Persuasion" by Robert B. Cialdini -This classic book explores the psychology behind influence and persuasion, which is crucial in understanding how influencer marketing works. 2. "Influencer Marketing for Dummies" by Kristy Sammis, Cat Lincoln, and Stefania Pomponi -A comprehensive guide that covers all aspects of influencer marketing, from strategy development to campaign execution and management. 3. "Influence: Building a Platform that Elevates Jesus (Not Me)" by Kate Motaung and Shannon Popkin -This book provides a faith-based perspective on influencer marketing, focusing on how to use influence for positive impact.