Article

Stefanie Siclot
Stefanie Siclot 2 August 2019

What to Keep in Mind When Hiring Social Media Influencers

Wherever you look, almost everyone is connected to the Internet via their phones, laptops, or tablets. People are spending so much time on social media nowadays. This is why businesses have been leveraging the power of digital marketing in the past decade.

The impact of online marketing has been so great that influencer marketing has become one of the hottest digital marketing trends. Adweek reports that the industry is set to reach $10 billion in worth by 2020. Taking that data further, a 2018 study from Mediakix reports that 89% of participants considered ROI from influencer marketing better than other forms of marketing. 

​This goes to show you that influencer marketing is an important technique that can help boost your brand presence. That is why you must proceed with caution when choosing a social media influencer; it goes deeper than picking someone with the most followers.

Key Takeaways from Previous Influencer Campaigns

An endorsement from a powerful social media influencer can work wonders for your brand. And since influencer marketing is still a new technique in terms of practices and strategy, it’s evitable to run into hits and snags along the road. 

There have been times when brands chose influencers who did more harm than good during their campaigns, for instance. So before you start with your next influencer marketing plan, take the time to go through some previous campaigns that didn’t end up as planned. You could learn a thing or two before you choose the next big influencer for your business.

PewDiePie and his Anti-Semitic Comments

A new type of online video is gaining popularity among kids nowadays, and an example of this would be “Let’s Play” by PewDiePie. Despite being a famous YouTuber, PewDiePie received flak after making anti-semitic comments to sound funny. As a result, several companies severed ties with him, including Disney Digital Network and YouTube Premium.

This shows you the importance of choosing your target influencer wisely. PewDiePie has a history of being irreverent because of his comedic and offensive content.

Fyre Festival 

Fyre Festival once had one of the most memorable influencer campaigns. Social media influencer Kendall Jenner posted photos of the event to generate buzz around the festival. As news of the event spread, however, the organizers starting selling the tickets at a premium price. It all went well until the day of the event when people found out how poorly organized the festival was.

If this teaches you anything, it’s that you should deliver what you promise. Hiring the right influencer often results in a higher ROI, so make sure your event lives up to the hype.

Luka Sabbat and Snapchat

Luka Sabbat is a creative entrepreneur with over 1.9 million followers on Instagram. In 2018, he collaborated with Snapchat to endorse Spectacles for $60,000. But Sabbat made a huge mistake by failing to wear the glasses at two events during the Paris and Milan fashion weeks. This epic influencer fail led to a lawsuit because of the embarrassment it caused Snapchat and Sabbat.

What is the lesson here? Keep a clear set of instructions before launching your campaign and be strict about how they should be followed. 

Choosing the Right Social Media Influencer

Now that you know what the far-reaching effects of hiring an influencer are, what defines one, anyway? A social media influencer is a person who has the power to influence followers and large audiences on social media. In terms of digital marketing, they can help expand your reach, build trust, and drive engagement. 

But with hundreds of thousands of online influencers out there, how do you know which one would be best for your brand? Make your search for the ideal influencer easier with these tips:

Choose an influencer whose vision aligns with your brand.

Hiring influencers whose network stretches far and wide and engages well with audiences is a plus. But another thing to look out for is an influencer who can positively influence your social media reputation because their vision aligns with your brand. This way, your audience your influencer attracts is likely to follow through with a purchase. Take note: that the goal is to acquire fans who agree with your brand values. 

Clearly define your instructions and objectives.

Define your objectives and provide a clear set of instructions for your social media campaign. It pays to have standard practices in place, so lay out the instructions as clear as you can. Doing this leaves no room for miscommunication and helps customers understand your message better, too.

Always strive for authenticity.

Make authenticity of your key priority. Audiences nowadays can easily detect a sales pitch and are quick to criticize a campaign. Avoid making your marketing campaign too sales-y by striving for authenticity. After all, it can get you more likes and shares online because your customers don’t feel like they’re being sold to. Being authentic is a great way of selling your product subtly through meaningful content.

Improving Your Influencer Marketing Campaign

One of the greatest appeals of influencers lies in the fact that they have a genuine appeal that regular A-list celebrities seem to lack. After all, YouTube creators and Instagram content creators can be just as trustworthy and just as much fans as celebrities. In an age where people tend to be more critical, it pays to be careful when launching an influencer marketing campaign. And while some there are bound to be hits and misses when planning, it is your responsibility to recognize areas of improvement and refine your strategy for maximum impact.

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