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5 Ways for Brands to Build Relationships With Social Media Influencers

influencer marketing is one of the most effective social media strategies available to brands for the simple reason that it’s based upon one of the oldest and most reliable forms of marketing: word of mouth.

Now, in the era of social media, when it comes from a trusted source with a large following it’s all the more important if brands can tap into its powerful and effective reach.

“Influencer management can be tricky because it requires relationship building. It’s not ad space you can purchase in a few clicks – it needs to feel right,” adding that ” The more natural the fit, the better the content you will build together – which ultimately means more earned customers.


1. Know The Audience of Your Social Media Influencer

Make sure you do your research and seek out more about your influencer’s audience. This is not only a great way to determine if the social media influencer in question is a great fit for your brand, it also helps you learn more about who you’re approaching. Analyze who is interacting with their content, and dig deep to find out what demographics they attract.

Remember that influencers are the authority when it comes to their social media following. They know what works and what doesn’t. Though it can be difficult to let go, you will see much better results if you let them take the content wheel.

Once you feel confident about your research you can build a personal message that revolves around your influencer’s following. It’s important to explain what their audience will get out of the partnership as well. Keeping this at the front of your mind will make your influencer management even more effective. Always remember that influencers have their audience’s interest at heart and won’t want to participate in a partnership that doesn’t look authentic.

For example, when reaching out you can include in your message that you think a partnership would be great because their audiences have an interest in (mention topic) which is closely related to your own brand.

2. Be Clear About Expectations

Influencers have a lot going on and are approached by other brands regularly. To build a successful relationship with an influencer you need to be clear about expectations from the start. Always ask what type of relationship they are looking for, after all, it’s a two-way street. Leave the conversation open-ended, and don’t be surprised if you need to meet in the middle and compromise.

Once you’ve hammered out the general collaboration you can talk campaign details. Simply, Founder, Sarah Boyd gives great advice on what to include when discussing campaign expectations:

  • Mention the number of content pieces you expect over what period of time
  • Outline how you plan to use their content and verify which channels
  • Be clear on what call-to-actions you want the influencer to use in their campaigns
  • Explain the approval process if you have one in place
  • Define captions or campaign tagging
  • Set up an FTC disclosure

3. Don’t Limit Creativity

This is a big one. Influencer management requires trust. That’s why it’s important to be selective when you start your search. You want to choose someone you can count on. To save yourself the trouble, search through their previous collaborations and benchmark their sponsored content to your own expectations.

Luckily German Mercedes Benz manufacturer lets him do the unthinkable and the social media world loved it. They not only let him cut open a Mercedes Benz C-Class seat but let him publish the video to his channels without any edits. The result? Over 3 million views and 30,000 likes.

4. Make Your Offer Stand Out

Social media Influencers only have so much space they can offer to brands without turning into a billboard. As a consequence, getting their attention can be difficult, even more so if your offer is no different from the ones they are getting sent to their inbox every day.

Before you reach out directly and ask for a transactional partnership try to build a relationship with the influencer. Interact with their social media content and tag them in posts that they might find relevant. It’s a great way to get your name recognized so when you do make the next step they are already familiar with your brand.

5. Keep Your Influencer in the Loop

Before you start writing an influencer you need to first set goals and objectives. Clearly outline what you want to achieve with your campaign and how you plan to measure your company’s success. This will help the influencer you’re collaborating with refine their approach based on your goals. Let them know if you’re looking to partner with them to raise brand awareness, grow your social media community, or even convert sales.

Once the partnership is live, reach out to your influencer and let them know how their efforts are contributing to your success. If you’ve noticed one of the customized promos you’ve created for them are working well – share the results! This will demonstrate how their content is generating real impact on your business. On the other hand, if you find a campaign isn’t getting any traction letting them know early enough can point them in the right direction. Bottom line, don’t leave them in dark!

The Takeaway

Building a relationship with a social media influencer isn’t always easy. To manage your influencer marketing initiatives effectively you need to communicate expectations, goals, as well as progress. In turn, you will not only create authentic content, but you will also be able to reach new audiences and acquire new customers.

 

 

 

Need help with your brand and want a push in the right direction? Get in touch!

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Instagram launches IGTV app for creators, 1-hour video uploads

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So, how exactly do you use IGTV?

If you want to try your hand at making long-form video masterpieces, the first step is to make sure that your phone’s operating system and Instagram app are updated to the latest version. If you don’t have the standalone app, you can access IGTV from a TV-shaped icon in the top-right corner of your Instagram home screen.

When you press the icon, it takes you to a navigation screen that features a search bar and four different categories: For You, Following, Popular, and Continue Watching. You can swipe right to navigate through videos recommended to you based on who you already follow. Swipe down, and IGTV will continue playing the currently selected video. 

According to an Instagram press release, videos play in full-screen and portrait mode to mirror “how you actually use your phone” — meaning all videos are vertical. The press release also notes that you can like, comment on, and send videos to your friends.

If you’re a creator at heart, you can create your own IGTV channel.

Once you’ve added a channel, you can access it by clicking on your profile picture in the main IGTV screen. From there, you can upload content from your video library. As The Verge points out, when you first start out, your videos can be a maximum of 10 minutes, while more prominent channels can share longer videos.

But CEO Kevin Systrom told The Verge that the goal is for everyone, eventually, to be able to post unlimited videos. Although there will be no ads at first, it’s possible they’ll be added as IGTV grows in scope.

We can’t wait to try out IGTV. What are your thoughts on the new feature?

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News

Instagram adds emoji slider stickers to spice up polls

If you’ve been meaning to ask your friends just how eggplant emoji your new summer cutoffs are, you’re in luck.

Yesterday, Instagram introduced a feature it’s calling the “emoji slider,” a new audience feedback sticker that polls your viewers on a rating scale using any emoji. The updated Instagram app is now available now on the App Store and in Google Play.

Instagram says the emoji slider grew out of the natural popularity of the poll sticker, which is admittedly a pretty fun way to pressure your friends and admirers into spontaneous audience participation. With the emoji slider, you can ask how [emoji] something is instead of just asking your followers to operate under a binary set of options, because binaries are over, man.

If you’re into it, you can find the emoji slider in the sticker tray with most of the other excellent stoner nonsense. Just select it, write out your question, slap that baby on your story and wait for the sweet, sweet feedback to roll in.

Follow @EassonMedia on Insta here

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Six steps to take back control of YOUR social media: the how-to guide

We’ve heard a lot in recent months about the dark side of social media: excessive use to the point of addiction, lack of privacy, and data capture without informed consent. But in all of this melee, now is the time to remember that the way we use social media is up to us. In other words, it may be convenient to believe that social media applications are thrust upon us, and we don’t have much choice in the matter – but that is not entirely true.

It is time we remembered why we use these applications in the first place – to enrich our relationships – and not to have them take over our lives in a dysfunctional way. So, here are some tips for taking back control!

1. Be selective in your responses
Research shows that social overload – where your friends frequently ask you for advice on things such as new restaurants, clothing brands, birthday cake recipes (pretty much anything really) – is stressful. Be selective about the posts you respond to. If a friend is posting 50 times a day you don’t have to respond to all or any of them. Trust me, they won’t mind, because anyone who is doing that amount of posting is not keeping tabs on who is responding anyway.

 

 

2. Stop worrying about missing out
You have no control over what gets displayed on your screen and when. The social media platform/ algorithm decides that. Which means you have no control over what you don’t see either. Checking frequently is not going to change that – of all the thousands of things your friends’ post, you have no idea what you will see and what you won’t – so FOMO (fear of missing out) is pointless. There will always be things you’ll miss no matter how often you check.

3. Don’t let it be a distraction
Don’t let interruptions in the form of social media updates distract you. Though this can be easier said than done – because updates can happen anytime, while you are working, playing with your kids or, worse, driving. The dangers of such interruptions are well-known – reduced attention, productivity, and effectiveness at tasks. So make a choice, either don’t let the notifications disrupt you or if you can’t do that, turn them off.

4. Don’t be fooled
Don’t take everything you see on social media at face value. Research shows that people might experience all sorts of negative emotions – envy, worry, depression – when they see friends post pictures of where they’ve travelled, new houses they’ve bought and how well their career is doing. But it’s important to understand that posts can be misleading because they present only partial views of other peoples’ lives. Don’t compare your “behind-the-scenes” with everyone else’s “highlight reel”.

5. Set limits
Set time limits for how long you’ll spend on your laptop, tablet or phone – even if you are doing other things on that device and are not using social media. While working on these devices, it is natural to take a break, but if you don’t actually step away physically, then your break might consist of browsing social media and getting stuck in an endless cycle between work and social media.

6. Remember reality
Finally, actively seek ways to interact with your friends away from social media – meet up in person or call them. Social media is fine for sharing pictures and brief updates, but when you want to share the really important things in your life with those you care about, there is hardly a substitute for hearing their voice or looking into their eyes.

Human empathy – the kind that forms the bulwark of a meaningful social life – is very hard to convey through mass posts and text-based responses. A lot is lost between you and your friends when social media is the primary or only means of communication. Going for a walk or a run, having a meal, watching a film, working out, talking about your job, seeking support in difficult life situations – all of these things (and more) are what make your friendships warm, alive and real.

News

Is 2018 the year for video?

It’s no secret that the use of video in content marketing is on the rise. And, it’s certainly not a tactic to be taken lightly. Some might say 2018 is the year of video. In fact, YouTube is now the second largest search engine on the web and while video-marketing is frequently an afterthought, its value demands a front-runner position in your content marketing plan. Here are some reasons why video is 2018’s main player in the content marketing landscape and should be in your social media marketing strategy, too.

First off, utilizing video in your content marketing efforts will no doubt improve your SEO. In fact, adding a video to your website can increase the chance of a front-page Google result by 53 times. Of course, that’s when you do it right. Want to learn more about how to properly optimize your videos for search?

Videos have been proven to demand more consumer attention than any other medium. And while we’re in the midst of what some might call a content-overload for consumers, capturing attention is particularly key.

We’ve heard over and over that visual content is the key to great engagement. Video is no exception. So when you’re considering what types of posts to schedule on social networks in the coming weeks, think video: audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.

With the increased consumption of video and the resulting rise in production, technologies are leaning more and more towards favouring the video-marketer. Consider Facebook’s addition of the auto-play for example. It’s hard to argue that a status update or link to an article demands as much attention as a video in your newsfeed.

 

 

How much of your latest blog post did readers consume? Did they re-read parts of it? Or come back to it later and read it again? Did they share it with friends? The truth is, it’s pretty hard to answer these questions on text-based content.

Video, on the other hand, has this feedback loop built in. Measure click-through rate, drop-off points, or the number of times watched. You can even drill this down to an individual level. It all boils down to this: the feedback loop for videos means you know what’s working and what’s not. Now to focus on more of the stuff that’s working!

65% of viewers watch more than ¾ of a video, which is more than we can say about text-based content. So if you have a message to get across (and why wouldn’t you if you’re creating content?) – video might be the way to go.

You slaved over that email copy for days and it contains important information for your customers! But does it resonate? Will it drive results? Will recipients even read it? Enter video. The use of video in emails has been shown to double click-through rates. More effective emails? Yes, please!

While creating a video used to take many months and thousands of pounds, the production of great video content has become much much more affordable and less technical in the last few years to produce.

Video is the most powerful way to evoke emotions online. It’s King because it offers a slew of attributes above and beyond traditional content like the tone of voice, facial expressions, and music, to name a few. While you may not have felt the immediate need to run out and buy a product from an emotion-filled video, they will likely be at play later on in a more subtle and subconscious way. Evoking emotion in marketing has been proven to positively impact consumer decision-making, even in B2B markets.

The number one reason for using video in your content marketing plan? Video converts more customers. Simple, right? Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Need we say more?

Do you need video content implementing in your social media marketing strategy? Get in touch with us