Influencer : The content this influencer posts is increasingly going viral. Other influencers are starting to reach out and he or she is sent free products by brands. Number of followers: tens of thousands.
Top influencer : Influencers in this category have been able to turn their passion into their work. In the meantime, he or she has joined an agency that looks after their commercial interests. They have become celebrities with a price tag attached. Number of followers: hundreds of thousands.
Almost anyone can get followers or reach. It is even better if you can also provide them with truly creative content. – Diederik Broekhuizen, founder of The Best Social Media Awards
Also read: Influencer marketing: do it yourself versus outsourcing
4. Two types of collaborations
You've found a relevant, fun influencer and you both want to collaborate. Great! Now think about what type of collaboration you're going to enter into:
Campaign collaboration : A one-off collaboration, for example around the launch of a new product.
Long-term collaboration : You think more about what you have to offer and enter into a real partnership. This is positive for the credibility of the influencer and gives peace of mind. You can also put together a team of influencers, who you occasionally ask to think along about your brand. After all, they are right in the middle of your target group!
By looking beyond individual, one-off collaborations, you will be one step ahead of the competition.
https://www.instagram.com/p/BaRlnvzB7Wx
Sanny Verhoeven, now a real celebrity, makes videos about personal development and happiness. The reason for Natuurhuisje.nl to enter into a long-term collaboration.
5. Credibility is paramount
Credibility is crucial for influencers. It builds trust, authority (there it is again) and ultimately reach.
Most followers are absolutely fine with commercial collaborations as long as it is relevant to them.
Both the company and the influencer must be honest that content is created through a paid collaboration. #spon, not for nothing the title of this book, is a way to indicate this. Stay informed of the agreements in this area, for example with the Social Media Advertising Code . Just before the publication of this book, 20 well-known 'YouTubers' themselves drew up four guidelines for transparency about advertising.
6. Also give attention offline
Go offline and pay attention to the influencers japan phone number list you work with in real life. They are just people. Think about involvement in events, product development and market research.
Make sure you actually meet the influencers who are important to you.
Another form of attention is a special experience. Influencers often receive products in abundance. Think: what can I invite him or her for? What makes him or her enthusiastic? Give something back. A card or gift for a milestone or birthday, for example.
Such a special experience can be an Instawalk, in this case organized by a new museum. Bloggers, such as the Dutch Marjolein van der Kolk of Berlijn Blog, make beautiful photos that arouse curiosity.
This book is an accessible introduction to influencer marketing. You can see it as a kind of checklist for your own strategy. You'll get through it in no time! If you're looking for a more in-depth reference work, step-by-step plan or theoretical framework, I recommend doing some online research. Or of course, approach a specialized agency.