Influencer management is an essential advertising tool in this era of online consumers who have a strong social media presence. Most companies acknowledge this fact and have started engaging influencers in marketing their products. Unlike with other forms of advertising where brands regulated the content used in their advertisements, influencer marketing demands a lot of creativity and flexibility. It is therefore very important that brands realize it is vital to allow influencers the freedom to be creative as they engage consumers, and why it is important.
Influencer management rule No1: The public views every influencer in a unique way
Whether it is a celebrity, sportsman, blogger or expert, all influencers connect with consumers in unique ways. They are people who are already known by the masses and your target market already identifies with them. Imposing restrictions on how the influencers go about promoting your brand might interfere with their perception, since your specifications might turn out to be misaligned with this image. It is thus vital that you give your chosen influencer the creative freedom to come up with content that is appropriate with how consumers perceive them.
Influencer management rule No2: It will enable them to generate content that consumers trust
Consumers are very wary of traditional advertisements, which are characterized by choreographed information and exaggerations. Most online consumers have even blocked advertisements and pop-up ads from appearing on the pages they subscribe to. They mostly rely on reviews and recommendations from friends, other users, and influential people to rate products and make purchases. Brands should therefore not restrict influencers in creating marketing content so that consumers can feel the endorsements are genuine. Once consumers feel that influencers are happy in adapting and using the product, they will definitely make a purchase.
Influencer management rule No3: Influencers have the knowledge of their target markets
Influencers already have a following on social media platforms and they know how to communicate with these followers. They know what message will work for each target market and how to pass it across, the effective tools to use and how to keep track of the campaign success. Interfering with their creative freedom implies that you lack complete trust in an influencer’s ability to promote your brand and you could fail to strike a working relationship. It also hinders effective communication between the influencer and the consumers and attracts negative reception or perception of your brand.
Influencer management rule No4: User-Generated-Content used by influencers is hard to regulate
With the advent of web 2.0 people, have moved from the static web to user generated content. It is now easier to interact and engage more with target markets on the dynamic social media platforms. Influencers can now use live video streaming, discussions with target markets, posts with positive reviews and recommendations for your brand among other methods. All these methods require that the content marketers employ some creativity and uniqueness. The use of UGC also makes it hard to restrict influencers since they do not have information gatekeepers like traditional marketing channels.
Influencer management rule No5: A detailed briefing will be able to propel the influencer in the right direction
While approaching influencers, a detailed briefing of your product, brand campaign and what you aim to achieve at the end of the campaign is enough information. The influencer should then use this information to guide them on how to package the message and the tools to use. They know the consumers since they interact with them on regular basis and so they should be able to employ the needed creativity for engaging them. As the marketing campaign goes on, the brand owners should continue nourishing the content marketers with appropriate feedback that could improve the campaign, while still allowing them creative freedom.