April 2, 2019 4:04 pm
“Communication to a relationship is like oxygen to life. Without it…it dies”- Tony Gaskins
Effective communication between marketers and influencers is vital in an influencer marketing campaign. Communication serves as the foundation of any collaboration and can assist marketers and influencers to plan, motivate and organize a collaboration. Poor communication can be the source of a failed influencer marketing campaign.
Below we have given both marketers and influencers a few key methods to increase the effectiveness of their communication on Webfluential, including how marketers can write the perfect brief to kick off a campaign, how influencers can create a quote to send marketers and how marketers and influencers can keep in contact during a collaboration.
The perfect influencer marketing brief
The idea: Outline the key message you wish to convey. Include the language you want the influencer to use along with any brand sensitivities (taboo topics and actions).
Key dates: Let the influencer know about any events they need to keep in mind (holidays, special events), especially if the entire campaign revolves around a specific event i.e. Valentines Day.
Time to post: Timing is everything. The time and day of the week can affect the performance of a post, therefore it is important to let influencers know when they should post.
Budget: The budget you set will dictate the tier of influencer you can use as well as determine how much you can spend on paid media. Informing the influencer on how much you are willing to spend will allow them to curate and organize their content accordingly.
Content: Tell the influencer what channels they need to post on, the form of content they need to create (Images, stories, videos).
FTC guidelines: Informing the influencer about FTC guidelines, such as making it clear that their content is sponsored, is extremely important. Marketers and influencers who ignore FTC guidelines can potentially get into legal trouble.
Audience: Marketers need to create a buyer persona and then tell the influencer exactly who the buyer is. Influencers will be able to create content that appeals to that buyer. Find out more about key audience metrics on Webfluential here.
Marketers can use the above as a template when booking influencers on Webfluential. Simply search for an influencer that you would like to collaborate with then send them a message with your perfect brief.
How influencers can respond to briefs on Webfluential
When you receive a brief from a brand you will be able to create a quote and also send a message to the marketer, possibly giving them feedback and your plan of action.
To create your quote Choose which channels you will use and how many posts on each channel you will create (set the quantity of the channels you do not want to use to 0). You will be able to add an extra line item, such as an Instagram story or a public appearance if the marketer requests this. You will also be able to offer the marketer a discount.
Keep the conversation going
Once the influencer has set their quote and the marketer accepts it, a major key is to remain in contact throughout the duration of the campaign. Marketers and influencers will be able to contact each other in their ‘collaboration chat’. The collaboration chat is an important tool for both parties to use to communicate and share files ensuring that all the content is suitable before going live and that all objectives included in the influencer brief are met.
Start collaborating with influencers here.
Register as an influencer and start collaborating with brands here.
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March 26, 2019 2:50 pm
It has been a powerful few years for fashion influencers. Whether your personal style leans towards preppy, minimalist, edgy, or bohemian, chances are you find inspiration from a social media influencer. Fashion influencers show their audience how to style wardrobe basics, explore current trends and set new ones. The number of collaborations between brands and fashion influencers hit an all-time high in 2018. Fashion, cosmetic and health brands found collaborations with fashion influencers highly effective, with 70% of brands now adding influencers to their marketing budget. Many fashion influencers have successfully begun to monetize their influence by creating their own clothing lines and cosmetic companies.
Here are 5 fashion influencers on Webfluential who are making waves in the industry.
Safia is a French YouTuber and blogger living in Barcelona. Safia is passionate about theater, travel and writing. She also holds a master’s degree in marketing and communication.
Her primary motivation is to share different and original content that surprises her audience every time.
As a keen traveler, Safia likes to embark on journeys that inspire her audience.
What My Boyfriend Wore is a fashion diary with a difference.
Sergio’s girlfriend at the time loved documenting his outfits and started putting them up on Instagram, it became so popular that he started the blog, What My Boyfriend Wore. Now, it’s all about fashion for normal men. On Sergio’s channels, you will find the where, what and how of men’s style as well as the fun finds of living a gentleman’s life on the tip of Africa.
Priscilla and Brittany are two longtime friends from South Florida who started BRNZ Blog. Their love for fashion and beauty brought them together to launch a new creative in hopes that others can find everyday inspiration from their individual perspectives.
For Nicola, fashion is so much more than buying clothes and being trendy. It’s about expressing herself to the outside world. Nicola believes that If you dress differently, people will see you in another angle. Nicola loves traveling and experiencing different cultures. She picks up inspirational ideas and items from the countries she travels to.
Angelina performs as a DJ and as an artist at well attended, heavily publicized and exclusive events all around New York City. From tightly choreographed live shows on the catwalk at fashion events to DJ’ing at some of the more exclusive spots around NYC. Angelina organically mixes being a music producer and Dj with fashion and style.
Start collaborating with thousands of fashion influencers here.
Sign-up as an influencer and start collaborating with brands here.
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March 12, 2019 4:29 pm
In 2018 Influencer marketing was more prominent, more scrutinized, and at times more controversial than ever. Privacy transgressions amongst other problems troubled social media platforms. If marketers and influencers want to succeed in 2019 then they will have to take a few factors into account.
Forbes recently wrote an article on the Five Key Trends Shaping Influencer Marketing In 2019. We have summarised the article below and you can see the full article here.
In 2018 almost all social media channels faced their own problems. Facebook and YouTube had privacy problems, Twitter had to remove accounts and Snapchat struggled with not only staying relevant but also staying alive. Even with all of this chaos, Influencer marketing has seen significant growth as the number of campaigns using influencers has doubled in the last year.
Instagram has been a part of 93% of all influencer campaigns in the last year. That is more than double the rate than Facebook and Youtube.
Instagram has leveraged the privacy transgressions that have plagued other social media platforms including Facebook. Many Instagram users do not seem to perceive that Instagram misuses collected user data. This, including the fact that Instagram is abundant with beautiful content and has paid attention to its user’s needs. This shows why Instagram will continue to be used in many campaigns in 2019.
Just one of the tools
Marketers have become more comfortable with the mechanics of influencer marketing. Marketers are now more sophisticated at integrating influencers into their digital campaigns.
Marketers have realized that their ideas are important, meaning that you can not give an influencer a poor idea and terrible content and expect them to carry the campaign based on their large following. Using influencer’s creativity needs to be seen as an extension to match up with marketer’s ideas as an advertiser. Brands can’t just hand influencers products and expect them to unauthentically push their audience to buy it. Brands need to look at influencer marketing as ‘creative execution’, leveraging the influencer’s talents and their creative skills to match advertisers ideas or message.
Marketers should consider tying the efforts of influencer’s organic reach to paid media, cross-promotion on other media and other marketing initiatives.
2018 saw the rise of not just the micro influencer, but also the nano influencer. A nano influencer is someone with a few thousand followers operating in a niche market. Fees are less, talent more impressionable and any potential drama more manageable.
While celebrities and macro influencers are still getting booked, the market has shifted. The average number of people following an influencer has halved in the last year to 500 000. This is an indication that the range of influencers being used in campaigns is much broader.
Marketers are looking to foster long term relationships with influencers. Influencers also want long term relationships if the brand fits their personal brand and audience.
Long term relationships mean that influencers can put out a consistent message and grow their audience with the brand. More brands have been requesting influencers to co-brand new product lines or be the face of the company and introduce new products.
These deals, while giving influencers more security and continuity can also mean more scrutiny and strings attached. In most cases, these deals are more complicated as the brand can request tight exclusivity terms and rely heavily on the influencer’s authenticity.
Reaching beyond reach
A lot was done in 2018 to deal with influencers using fake followers. Many platforms, like Twitter, spent 2018 removing millions of fake accounts. Brands, such as Unilever, committed to never doing business with people who use fake followers. Data companies have become better at flagging potential fake influencers. Influencers have also been more willing to share their first-party data with marketers so that brands can see engagements.
Marketers are relying much less on reach as a metric. Marketers are relying more on sophisticated metrics such as cost-per-engagement, which can be tied more directly to their return on investment.
Expect the trend on influencer marketing, in general, to become more intertwined in digital campaigns in the next year as influencer marketing platforms and software become more sophisticated.
Get started with booking influencers on Webfluential here.
Register as a Webfluential influencer here.
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