Influencer Marketing is a practice that recruits people with influence to share your brand’s message to a target audience
Technology can help in a number of ways:
- It speeds up finding and recruiting influencers
- It streamlines managing influencers your brand has partnered with
- It puts cost, execution, and measurement all in one place
But some of that technology has impactful drawbacks
1. Influencers recruited through tech may not be the best of breed for your brand because it only focuses on finding influencers based on quantitative metrics (i.e. keywords, audience size, post frequency) without using qualitative—you need to evaluate both.
"I fill out a profile sheet and then companies just pick me. I think it's less great since they don't know any history or personal aspects about me." - Laura from asdf.com
TIP: While reach and scale are still important metrics, brands need to look for influencers whose personal lifestyle and experiences tie into the brand. This allows them to create an emotional and genuine tie to the message that fits natively into their content.
2. Managing influencers through technology becomes impersonal and may lead to work with no emotional tie, which often results in scripted content. To generate quality work, brands must talk to influencers 1-on-1
"The technologies work by influencers setting up a media kit in the system and setting their rates, and then brands select you from there. Once you receive an email, you 'have the job' and have to agree to the requirements and pick a posting date."
TIP: a 1-on-1 approach helps to build a connection between brand and influencer as well as expectations and collaboration on content—because of this, influencers get excited and passionate about the project. - Mazzie from zxcv.com
3. Pay for performance through a platform may result in click-baiting and spam due to repeat posts from influencers trying to hit their performance goals. This may lead to them “begging for clicks” and only meeting the minimum campaign requirements. In order to get the most out of influencers, you need to build a mutually beneficial relationship with them.
"I constantly see bloggers in various forms and on Facebook asking, 'someone, anyone, please click this link so I can reach my target.' That's not the kind of visits a sponsor wants. Not the kind I'd want, anyway." - Kristin from qwerty.com
TIP: Create long-term partnerships where the influencer is set up for success in accomplishing brand goals. Pay influencers accordingly based upon the time and effort it takes them to make your campaign a success.