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Influencer Marketing: It’s All About Chemistry
A mutually beneficial partnership between advertisers and influencers requires chemistry.
Advertisers find numbers helpful when measuring followers, monthly visits, engagement, and more. However, once you’ve weeded out some good candidates, there’s still more work to do. Some items can’t be measured quantitatively but are essential to a successful campaign.
There are some hidden elements in perfect partnership between advertiser and influencer. These can’t be measured quantitatively but are essential to a successful campaign. We’ll take a look at three of them below.
Do the influencer’s values align with yours?
If an influencer or blogger is known for edgy content, it may not be a good fit for a family-friendly brand. Conversely, if your brand sells controversial or adult-themed items, a parenting or family blogger may not be the best choice. Other bloggers may write about eco-friendly organic products, and may not have the best platform to promote conventional or less-than-healthy items.
Even if they agree to promote your product, you may not be reaching the right readers through their platform. It’s best to find someone who already creates the right mix of content to reach your target audience.
Can the influencer give the appropriate voice to your brand?
Some influencers develop a persona for their accounts that may not mesh well with your own brand’s voice. Someone who writes serious, heavy content may not be the best voice for a brand with playful vibes — or vice versa. Similar to our first point, if you wouldn’t typically use foul language or controversial content in your other advertising, don’t hire an influencer who has built their brand on this type of material. Remember, they’ll be your voice and will affect the way people perceive your brand.
Does the influencer’s style align with your branding?
An influencer’s overall aesthetic or branding style should mesh well with your branding. Your sponsored content should flow well with the rest of the content on the influencer’s website. The influencer’s audience is likely a fan of their style and follows them for that reason. Finding someone who can promote your products seamlessly within their content will be more attractive to their followers.
Get the right “reaction” from your target audience
Brands forcing partnerships without the right chemistry won’t achieve the best results. Have you ever seen a blog with an awkwardly placed advertisement that doesn’t blend in with the rest of the site? When the sponsored content is not in line with their other material, it can feel intrusive or annoying.
The FTC defines native advertising as “content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online.” Note that they also have specific requirements regarding disclosure of this content, which you can read more about here.
Use the three questions discussed in this article to help evaluate influencers as you look to hire them. A balanced equation will result in the reaction you want for your campaign.