In the ever evolving non-stop landscape that is influencer marketing, the relationship between creative brands and influencers has without a doubt become a potent recipe. Imagine that working with content creators is a magical potion. A potion where authenticity, values, and ethos blend seamlessly into a concoction brewed to build confidence in your brand.
As part of our demystifying working with influencers journey, today we’re taking a look at how creative brands can find influencers who don’t just endorse campaigns but become genuine ambassadors crafting authentic connections that align with your brand.
THE SEARCH FOR AUTHENTICITY: FINDING THE RIGHT INFLUENCERS
The search to find influencers who embody your brand’s essence is crucial to the success of your campaigns. Think of it as assembling a dream team, people with your values who genuinely enthuse about what you do. And the first step to finding your influencer tribe is recognising that authenticity is key. These influencers aren’t just faces; they’re storytellers, and their narratives should align with your brand’s values.
Top Tip: Does a content creator just follow the money? When you find someone you like check back on their posts. Do they flip from competing brand to competing brand? Do they post out of niche? And most importantly do they genuinely sound as though they love a product or service?
NAVIGATING THE ETHOS MAZE: ALIGNING VALUES FOR IMPACTFUL CAMPAIGNS
In the realm of influencer collaborations, shared values are the compass that guide you out of the metaphorical maze without ending up in the hands of Voldemort. Your brand ethos is a unique tapestry, it’s warp and weft are totally unique to you. And so, the influencers you choose to work with should seamlessly weave into your brand values. A genuine connection between an influencer and your brand creates a campaign that resonates with authenticity, leaving a lasting impact on your audience.
Top Tip: A bit like a job interview, is the influencer so invested in you and wants to make a great impression that they will have done their research. Are they trying to get to know you and your brand rather than just talking about fees and deadlines?
THE ART OF INFLUENCER CHEMISTRY: BUILDING RELATIONSHIPS BEYOND CAMPAIGNS
Once the stars have aligned and you’ve found influencers who are a good fit with your brand, the real magic begins. But it shouldn’t be a one-time only potion. Instead, think of ongoing relationships. Collaborate with influencers who are genuinely passionate about your brand and watch as they sprinkle their authenticity across not just one campaign but throughout their journey with you.
Top Tip: These content creators are probably already engaging on your social posts. They turn up consistently and leave meaningful comments that add to your conversation.
CREATING SHAREABLE MOMENTS: CAMPAIGNS ARE LIKE CONVERSATIONS
Social campaigns aren’t just broadcasts. They shouldn’t be one-offs leaving you wondering where part two is. They’re more of a series of conversations. So, encourage influencers to create content that sparks dialogue that resonates with their followers. The more authentic the chat, the more likely it is to be shared, liked, and possibly go viral.
Top Tip: Give your influencers creative freedom. Over managing their content takes away their tone of voice and turns off their followers.
AUTHENTICITY: A REAL CONNECTION
While metrics are essential, let’s face it we all get hung up on the numbers. Don’t let them overshadow the true essence of authenticity. It’s not just about likes and shares, it’s about creating connections. It’s about the nuances of engagement and the conversations sparked by influencers.
Top Tip: to get the real measure of the impact your campaigns are having delve into the conversations in the comments section. Volume doesn’t always equal quality or success. Meaningful, genuinely interested comments will resonate with a follower who then shares their newfound knowledge with their circle of friends. The influence of one post can have far-reaching effects.
CONCLUSION: CRAFTING A MAGIC SPELL OF AUTHENTICITY WHEN CRAFTING AUTHENTIC CONNECTIONS THAT ALIGN WITH YOUR BRAND
In the enchanting world of influencer collabs, authenticity is the magic spell that transforms campaigns into unforgettable spellbinding stories. By finding influencers who share your brand’s values, align with your ethos, and foster genuine connections, you’re not just creating marketing campaigns—you’re weaving narratives that resonate, captivate, and endure. You’re spreading the word far beyond a single post. It’s the offline real world conversations they spark…… That’s where the magic really starts to happen.
Written by Rachel Edmonds
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Further reading:
Demystifying working with influencers: A guide for independent brands
Influencer marketing: Navigating objectives and expectations for creative businesses