When you think of social media influencers, you probably think of Instagram stars with millions of followers and selfie-ready filters. But what if there’s more to working with influencers than meets the eye?
The collaboration between brands and influential individuals has grown in popularity in recent years, with research predicting that its rise will continue. When it comes to marketing or promoting your business, using social media influencers can be a great way to get your message out, as they are trusted advisors who have dedicated followers interested in their opinion.
They can also help you reach new audiences, particularly if they share similar interests or passions as your target audience. But where do you start? Creating a detailed content strategy is the first step to launching an effective social media Influencer Content Strategy. Here are some ideas on how you can create one for your brand today.
An Influencer Content Strategy is a detailed plan outlining how you’ll work with influencers to create exciting, engaging content for your social media channels. It will help you define your goals, pick the platforms where you want to work with influencers, and select the influencers you want to work with. If you want to reach new audiences, increase brand awareness, or raise brand engagement, then a content strategy can help you achieve these goals. An Influencer Content Strategy is much more than simply reaching out to influencers and asking them to post about your brand. When you create a content strategy, you’ll plan out every step of your campaign, including who you want to work with, what types of posts you want them to create, and when you want those posts to go live. A comprehensive content strategy will help you achieve your goals, engage your audience, and build your brand reputation.
Before you can begin planning your Influencer Content Strategy, you must first define your goals. What exactly are you hoping to achieve with your collaboration with social media influencers? Do you want to raise brand awareness, drive brand engagement, or increase sales? There are a few goals you might want to consider, including increasing brand awareness, driving sales, increasing engagement, improving conversion rates, and growing your email list. If you are looking to raise brand awareness, then you’ll want to create content that appeals to your target audience, but also appeals to other people who may not know your brand exists. Influencer Content Strategies that drive brand awareness often focus on topics relevant to your industry, but may not directly reference your brand. This can help you appeal to a wider audience.
When planning your Influencer Content Strategy, it’s important to decide on your launch date. You’ll want to make sure that you pick a date that gives you enough time to plan your Influencer Content Strategy, and gives you enough time between your launch and any important dates, such as trade shows, holidays, and your company’s anniversary. When picking your launch date, you’ll also want to keep in mind the seasons. For example, if you’re launching a holiday-themed product, it might make more sense to launch it closer to the holiday season. When choosing your launch date, keep in mind that it may take some time to line up all of the influencers you want to work with. If you want to work with popular influencers with a lot of followers, you may have to plan several months in advance.
When creating an Influencer Content Strategy, you’ll want to consider the platforms where you want to work with influencers. You’ll want to pick a mix of platforms where you think your target audience spends time. You can also pick platforms where you think your brand is best represented. If you’re targeting both English and Spanish-speaking audiences, you may want to consider working with influencers on both English and Spanish-language social media platforms. You may also want to consider working with influencers who have a large following on the platforms where your target audience is already spending time. If you are looking to increase brand awareness, you can target a wide range of social media channels. You can also choose to focus on one or two specific platforms.
Now that you’ve picked the platforms where you want to work with influencers, it’s time to select the influencers you want to work with. You can do this by using a tool like Buzzsumo, where you can search for influencers based on topic, hashtag, or other relevant information. Alternatively, you can use a tool like Fluence to browse through influencers based on social media channel. Once you’ve selected the influencers you want to work with, it’s time to reach out and pitch them your campaign. Reach out to the influencers you want to work with as early as possible. This will give them plenty of time to create content relevant to your campaign. When reaching out to potential influencers, you’ll want to include the campaign details, including your goals, the type of content you want them to create, and the dates you want their content published by. You can also include an example of the type of content you want them to create to give them an idea of what you’re looking for.
Once you’ve selected the influencers you want to work with and pitched them your campaign, it’s time to write a brief for your chosen influencers. A brief will help you make sure the content your influencers create is both relevant to your campaign and consistent across all channels. In your brief, you’ll want to include a few key details, including your goal, the type of content you want them to create, and the dates you want their content published by. You can also include any brand assets you want them to use, such as logos or images. When writing your brief, make sure to follow any guidelines the influencers have provided, particularly if you’re working with Instagram influencers. Many Instagram influencers have specific guidelines they’d like their followers to follow.
Now that you’ve created an Influencer Content Strategy, it’s time to sit back and watch your campaign unfold. Keep in mind that it may take some time for your campaign to be effective. It may take your audience a few weeks or months to realize the content you’ve created, so don’t get discouraged if you don’t see results right away. Once your campaign is live, be sure to promote it across your social media channels. This will help ensure your campaign reaches as wide of an audience as possible, which can help you reach your goals.
If you’re interested in exploring the exciting career of social media influencer, please download my free ebook, Understanding Influencers on Gumroad: