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So you have a brand you want to promote and you want to work with social media influencers. 

Well, working with influencers is (in some ways) like working with a reporter or editor at a traditional news publication, and in other ways it’s completely different.

I’ve worked for almost a decade in public relations and marketing, mostly pitching and working with traditional media contacts at magazines, newspapers, and TV stations. At the same time, I’ve been pitched for two years as a blogger and social media influencer, fielding requests from agencies and brands who want me to represent, photograph, write about, and otherwise promote their work.

Secure your hats…

Why work with influencers anyway?

It’s an excellent form on advertising because (when it’s done right) it lends authentic third-party credibility and a real lifestyle story to how a product or experience is used and enjoyed. Some of the best advertising campaigns I’ve seen recently – like those from Lyft, Loeffler Randall, and Glossier – tap into people who don’t just have big followings, but those who have interesting stories to tell.

With experience on both sides of the table, I see working with influencers like working with a hybrid magazine editor / TV personality / freelance writer or photographer. We’re more part of your team than a traditional media contact, because we’re often co-creating with you. But as you would when you’re reaching out to a news show producer, you have to understand who we are, what we cover, and why we’re a fit for your product.

Each time I’ve had a notable experience with a brand, I’ve jotted down my lessons learned. This has helped me nudge my subsequent relationships in the right direction – it’s also what’s become this blog post!

Great relationships open doors.

Here are 10 essential tips for brands and agencies on how to work with influencers:

Determine your goals

First, what are you trying to achieve? Whether it’s brand awareness, gaining followers, event registrations, driving web traffic, or sales, it’s incredibly helpful to share this information with your influencers up front to make sure your relationship aligns to these goals. If you need certain metrics from us at certain times during or after the campaign, include that in the contract. It’s also great when you can share your results with us afterwards – if we had an impact, it makes for a great proof point for us, and it helps build the relationship.

Do your research

Just like you would with a magazine editor, review an influencer’s following and who they are before you contact them. There’s no bigger turn-off than when a brand reaches out, I express my interest, and then they say, “Nevermind, we only work with people who have 100k followers.” I’ve also heard of brands reaching out to plus size or petite bloggers with clothes that doesn’t come in their size. It’s the easiest thing in the world to scroll through someone’s Instagram for two minutes, or read the About page on their blog. Doing your research in advance sets you up for success. 

Hit the books (or web browser) and do your research!

Select influencers based on your actual needs

Think about the kind of content influencers produce with your goals in mind. If you need beautiful photography, the number of followers an influencer has may not be as important as the quality and style of their photos. If unique, well-written reviews are what you’re looking for, a great writer might be more of an asset. Looking to boost SEO? You’ll want someone with a blog on a dedicated URL. Whatever your needs are, make sure you align and set expectations, preferably as part of a contract or at least in writing in one of your first emails, which brings us to . . . 

Make the ask the right way

I prefer being reached by email or my website contact form because it’s easier to keep track of messages. This is also a more foolproof way to reach someone, since your Instagram direct message (DM) will quickly get buried under other DMs. No matter the channel, keep your pitch professional and to the point. Tell the influencer who you represent, what you’re promoting, and give them an idea of the kind of relationship or campaign you’re looking for.

Take a fresh approach.

Secure a budget / plan compensation

Don’t expect influencers to work for free. Good ones are not simply people who post on social media every day – it takes a lot of work and a lot of time to do well. Influencers can offer many valuable services: access to an engaged audience, high quality photography, copywriting and content creation, and more. Sharing your budget or asking an influencer for their rates is a great way to get started, or set up a fair commission-based referral program. 

…Or get creative

Good influencers know their value, but that doesn’t mean they aren’t flexible. We take a lot of things into consideration, from the alignment with our brand to the amount of work, to how well the content will resonate with and excite our followers. If you really want to work with a specific influencer but their rates are out of budget, come up with something else mutually beneficial. That might be store credit (at wholesale prices), advertising you pay for that benefits both parties, or see if you can do something small as a trial and then ramp up the relationship after it’s proven value.

Bring the campaign goals into focus.

Manage the project

Like, actually manage it! You’ve essentially hired a freelance content creator / spokesperson, so err on the side of over-communication. Be clear with what you need, the approval process, and timing. It’s great if you can share an overview of the project plan up front as well as the launch date and timeline (so we can help amplify it). I can’t tell you how many times campaigns I’ve been a core part of have launched without my knowledge and left me scrambling to try to stay synchronized. Good project management will help your influencers deliver better work, keep your campaign running smoothly, and help you meet your goals.

Bring us all together

Working with multiple influencers? We LOVE meeting and supporting each other. Take advantage of opportunities to exponentially add value by connecting and capitalizing on an influencer team. I’ve worked with a national make-up brand that did this virtually by bringing all influencers on the campaign together in an Instagram DM group so we could like and comment on each others’ posts, and a local skincare brand that hosts exclusive quarterly in-person events for all their brand ambassadors. That means every quarter they’re on all our feeds and stories at the same time – and there’s power in numbers.

Influencers: better together.

Tie a bow on it

Post-event, it’s always nice to get a little feedback and a big picture idea of the campaign’s value. Did the CEO love it? Did sales go up? Were you wowed by a specific photo or something I said in my story? Bringing everything full circle differentiates you from other influencer relations professionals and creates a positive brand experience. Lastly, we love when you can give us an idea of when to expect payment – telling us when the check is in the mail is a nice touch.

Re-engage

Loved working with someone? Let them know! Keep in touch for the future. Keep following them and engage with their content. Even if you don’t have another influencer campaign on the horizon, building a great relationship now will pay off in the future. You never know when your paths might cross again.

Let’s keep in touch.

The advertising and media landscape is changing, and social platforms have amplified what we once called word-of-mouth marketing, turning everyone into an influencer. At the same time, it seems like brands at every level are trying to recruit influencers to represent them. I hope these tips help you get the attention of the best people out there for your brand and help make those relationships as positive and valuable as they can be.

Follow these tips for smooth campaign sailing!

Have a tip to add, or a question to ask? Leave a comment below! And Follow me on Instagram @theprimpysheep for more of my thoughts on influencer marketing and style inspiration.