Over the years, influencer collaborations have become a game-changer for both large and small brands… and the numbers certainly don’t lie.
In fact, in 2022 alone, the global influencer marketing market was valued at a whopping $16.4 billion, more than double its value in 2019.
Choosing the Right Influencer: It’s All About Relevance & Authority
When it comes to influencer collaborations, it’s not about the follower count: it’s about finding the perfect fit.
Here’s the secret sauce: relevance and authority.
- Relevance: Look for influencers who align with your brand’s values, target audience, and overall impact. For instance, think of the magical partnership between Chrissy Teigen and the beauty brand BECCA, or how lifestyle blogger Kate La Vie nailed it when promoting Naked Juice. When there’s a natural connection, your brand message resonates more effectively.
- Authority: The number of followers an influencer has can impact your campaign’s success. While celebrity influencers might be out of reach for some, don’t underestimate the power of micro-influencers. Take Tom’s of Maine, for example. They leveraged micro-influencers and saw a jaw-dropping 600% increase in consumer engagement. Big or small, authority matters.
To identify the right influencers, you can manually follow industry leaders on social media or rely on handy tools like BuzzStream, BuzzSumo, Hunter, Pitchbox, and Influencity. These tools do the heavy lifting, providing a list of relevant and authoritative influencers.
Getting Noticed: Start with Authentic Engagement
Sending a random email requesting collaboration might not be the best approach. Influencers receive countless requests, and yours might get lost in the noise.
To stand out, start with authentic engagement:
- Follow them on social media
- Engage with their posts by liking, sharing, or leaving thoughtful comments
- Be consistent but avoid overdoing it
As Lee Odden suggests, do your research and find common ground in terms of shared goals. Authentic engagement will make influencers notice you, setting the stage for meaningful relationships, even if it’s a paid collaboration.
Reaching Out Creatively: Crafting Your Message
Once you’ve caught their attention, it’s time to reach out creatively. Avoid generic direct messages or emails. Trust me, influencers receive plenty of those daily.
Here are some tips for effective outreach:
- Make your first encounter as organic as possible
- Craft an impactful headline to grab their attention
- Clearly mention the deal, whether it’s products or monetary compensation
- Highlight shared values and motivations
- Personalize your message; automated tools lack the human touch
Diverse Forms of Collaboration: Think Beyond the Basics
Influencer marketing is more than just social media posts and videos. Explore diverse forms of collaboration:
- Guest posts with brand mentions on their websites
- Interviews and webinars to create engaging content
- Modular approaches with multiple influencers
Building Long-Term Relationships: Nurture, Nurture, Nurture
Influencer partnerships are like any other relationships… they need nurturing. Don’t take a set-and-forget approach. Stay engaged, share their content, and show appreciation. Your goal is to keep the door open for future opportunities.
Authenticity Is the Key
Influencer partnerships thrive on shared values and mutual benefits. When choosing influencers, focus on relevance and authority, but also ensure they genuinely care about your brand. That’s the secret sauce for long-lasting, successful collaborations.
Remember, influencer marketing is more than a numbers game. It’s about building real connections that benefit both parties.
So go ahead, find your perfect influencer match, and watch your brand shine!