Are social media influencers part of your brand strategy?
Influencers are specialists who have established credibility in particular niches. For example, when Estee Lauder wanted to create a more youthful presence last year, the company turned to model Kendall Jenner to promote its makeup to her 75 million-plus Instagram followers.
Others have emerged as social media influencers from platforms such as YouTube and Vine. Ultimately, one’s credibility manifests itself as a large community of engaged followers.
Here are three ways to tap the power of social media influencers:
1. Research. Make sure the influencer is credible and meshes well with your brand. For instance, a former contestant on “The Bachelor” might find success promoting hair vitamins and home delivery cooking boxes, but their loyal band of followers probably wouldn’t be the best target for power tools or any product that clashes with their reality TV persona.
2. Start small. Be careful not to jump blindly into a partnership just to land a big name. It's important to spend time and resources on an influencer who shares your brand’s vision and whose followers will do the same. Kendall Jenner might be difficult to reach anyway.
3. Mix personalities. When looking to attract and connect with your influencers' followers, incorporate your influencers' personalities into your content. DJ Khaled and Venus Williams, newfound almond milk lovers, for example, have established a successful partnership with Silk.
Maintaining authenticity is important when creating partnerships. Showcasing an influencer's connection to your brand is a great way to do just that.