Each universe has its influencers? Not so simple! Influencers are increasingly venturing into different themes to relay their favorites through their publications. It’s not uncommon for an influencer to cover fashion, lifestyle, tourism, even high-tech or food. This diversity can make it difficult to identify the most relevant profiles for your brand, but it also offers tremendous opportunities for visibility, provided you adopt the right strategy.
1 – Identify relevant influencers
Before any collaboration, it’s essential to understand who influencers are. An influencer is first and foremost a content creator who maintains a close relationship with his or her community. They can be bloggers, youtubers, instagrammers or podcasters. What they have in common is their ability to inspire and guide their subscribers’ choices.
To identify the profiles that match your brand, set up a daily watch on blogs, blogrolls, social networks and specialized platforms. Observe their editorial line, their rate of engagement, their audience… but also their personality, professionalism and responsiveness. Today’s sourcing tools enable us to refine this selection. This is where influencer selection becomes strategic: it helps you choose the right relays, according to your marketing objectives.
2 – Why work with influencers?
Engaging in an influencer campaign isn’t just about getting people to test a product. It’s a global approach, with a real brand strategy. Understanding why you should work with influencers will help you build effective partnerships. Their ability to generate engagement, humanize your message and reach highly qualified niches makes them ideal allies in a context of advertising saturation.
They embody your message, share your universe and provide essential social backing. The result: content perceived as more authentic, more credible, and better accepted by audiences.
3 – How do you engage influencers over the long term?
A one-off collaboration can meet a short-term objective, such as a product launch. But if you want more lasting results, it’s essential to build a relationship of trust. To do this, you need to nurture your network of influencers with regular, personalized, exclusive content and memorable experiences.
A win-win relationship is built over the long term: by offering value, you make influencers want to invest in you. Learn how to contact an influencer in the right way: personalization, transparency and recognition are powerful levers for establishing a genuine dialogue.
4 – Co-constructing and sharing experiences
Experience is at the heart of influence. Invite your partners to discover your brand behind the scenes, co-create content and take part in immersive events. This involvement fosters their commitment and results in more natural and rewarding publications.
It’s not just about sending a press kit or a sample. It’s about creating memorable moments that will make influencers want to relay your story with sincerity.
5 – Responsible influence: an underlying trend
The world of influence is changing. Brands and content creators alike are becoming increasingly aware of their responsibilities. In this context, initiatives are emerging such as the Responsible Influence Certificate, which enables influencers to test their knowledge and ethical commitment. Working with profiles who are aware of these issues enhances your brand’s credibility and limits the risk of bad buzz.
6 – Surround yourself with the right partners
Setting up an influencer campaign can’t be improvised. From selection and briefing to managing collaborations and tracking performance, it takes time, tools and real expertise. Calling on an agency specializing in influencer marketing will help you structure your actions, gain in efficiency and maximize your impact.
Sow to reap
Working with influencers is above all about building a human, sincere and lasting relationship. It’s also about co-creation and exchange. This in-depth work will enable you to benefit from a real lever of prescription and identification with their audiences. Influence is not an isolated operation: it’s a strategic investment over time.
If you want to work with influencers in your field, don’t hesitate to call on the Effinity experts.
