Let’s talk about influencer marketing!
On 4 February 2022, we had our first Team Talk on Instagram and TikTok Live, where we walked through the ins and outs of content creation and influencer marketing. Let’s recap on what we’ve learnt.
Influencer vs Content Creator
Content creators can still influence their audience and influencers still create content. The two differ in that, influencers work with the intent to persuade their followers to purchase a specific product or service from a brand. Influencers usually receive their own incentive or percentage from each sale. Content creators work with the intent to create engaging and informative content that educates their audience.
Finding your niche
A niche is a specialised segment for a particular kind of product or service. Tap into your strengths and interests and think of creative ways that you can share this on various social platforms. Once you’ve identified the type of content you’d like to create, you can now slot yourself into a niche.
There are thousands, maybe even millions of creators posting content under one category. It’s important that you don’t get lost in the background. Figure out your UPS – unique selling point. These are the little things that make you different and set you apart from others. What’s that special thing that will encourage brands to use you for campaigns?
Building your profile
When you step into the influencing/content creation space, your social platforms turn into a portfolio. This is the body of work that brands will review. These are the things you need:
- Your username is usually the first touch-point people have with you. Think of it like the first time you meet someone, and you introduce yourself. Your username is the equivalent of a first impression. Make sure it’s a strong representation of you.
- Use keywords in your bio. State your niche, e.g.: Lifestyle and Fashion. This immediately gives your audience an idea of what they can expect to find on your page. Your profile is also likely to pop up in searches when you use keywords.
- Other information to include is your location, contact details and link your other social pages. A LinkTree link works well in this area.
- Have a cohesive feed. Use of colour is a great way to create an aesthetic page. While we’re on the topic of colour, PLEASE do not over filter your images. Those beloved Pinterest ‘filler’ images are not always a good idea. Brands want to see YOU.
Working with brands
How do brands recognise you?
Look through the social pages of the brands you’d like to work with, as well as the creators that they collaborate with. Analyse the type of content they share, i.e.: colour schemes, themes, picture angles, video vs stills, etc. Take note of the hashtags that they use throughout their posts. Then begin to align your content accordingly whilst maintaining your unique voice.
Do not underestimate the power of tagging and using hashtags. Brands love seeing potential influencers organically engage with their content.
Our word of the day – alignment! Everything you do needs to make sense for you and the image you’ve built up. Working with many brands is incredible and can open many doors for you in this space. However, which brands are you working with? Is there logic behind these collaborations? For example, as a beauty and makeup content creator, a campaign with hardware store will not make sense. There is no brand alignment present.
Don’t work with brands for the sake of adding another big name to your list. Your profile will start looking like an ad page which will deter brands from working with you. Essentially, brands won’t get any added value from marketing through you because they will just be another one of your 100 ads in the eyes of your audience.
Do you need a large following?
We’ll admit, a large is an immediate attention grabber. But the proof of the pudding lies in your engagement! These are the numbers that brands truly care about. There is more value in working with a micro influencer that has a lower each but incredible engagement than a macro influencer that has high reach but low engagement.
How do you get an engaged audience? Initiate engagement and create a platform for people to engage. Comment, like and share other creator’s content. They’re likely to return the favour. Create a platform through tools like polls, questions, thought-provoking statements and including some sort of call-to-action in captions.
Media Kits and Rates Card
Think of a media kit like a CV for content creation. This is where you get to elaborate on who you are and what you can offer to the brand. Like a CV, adapt your media kit to the brand you’re speaking to. Only include information that will resonate with the brand. For example, if you’re a fitness and lifestyle creator who’s been approached by Ignite Fitness, your lifestyle content might not be the right information to share.
HYPERLINK, HYPERLINK, HYPERLINK! Your social pages, your previous brand collaboration, all of it. One, it makes life super easy and convenient for the person reviewing your media kit and two, the brand has quick access to live information.
Why are conversations about money so awkward? Anyway, three things to help you determine your rates:
1. Scope of work
What are the deliverables (IG Reels, in-feed post, etc.) that the brand requires from you?
2. Usage and lifespan
Often, brands will repurpose your content on their social platforms. Consider which platforms your content will be used, i.e.: Instagram, TikTok, brand website, and the potential exposure and traffic that could create for your page. How can your content be used – can the brand edit your content and use it 5 months after the initial campaign?
The higher your engagement rate, the more reward the brand gets from marketing through you.
We’ve added a media kit and rate kit that you can refer to when you get to creating your own.
Be flexible and open to negotiating. Brands usually have allocated budget for each campaign. The proposed rates may not always match your asking price. Allow wiggle room so that you can reach a mutually beneficial agreement.