In today’s rapidly evolving marketing world, it’s necessary to promote products in different ways beyond what worked in the past.
That’s where influencers come in; they’re notable people who use products and services and spread the word about their favorites to their growing audiences.
However, influencers are not endorsers like the celebrities who appear in commercials for hair dye, foods and more. They appeal to followers on social media sites like Instagram and YouTube and were ordinary people before achieving internet stardom.
Here’s what PR pros must know to successfully pitch sponsored campaigns and execute influencer marketing campaigns that earn results:
1. Get influencers matched up with brands they love.
A post shared by Kate Spiers (@kate.lavie) on
A primary way that influencers come up with new content ideas is by figuring out which brands or products they love and then determining the best ways to encourage an audience to share their devotion. In the example above, lifestyle blogger Kate La Vie posted a subtle sponsored Instagram photo that featured Naked Juice, which aligns with her on-the-go lifestyle.
In another example, Nyx Cosmetics regularly supports up-and-coming influencers and fans—regardless of their backgrounds.
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Nikita Dragun is a Nyx Cosmetics devotee who came out as transgender a couple of years ago and loves the brand’s creativity and self-expression. She mentions how Nyx offers numerous shades of a certain foundation, along with 24 nude shades of a matte lipstick.
good girls go to heaven…DRAGUNS go everywhere else. 🐲👑 | 🐉LIPS: @kyliecosmetics “candy k” 🐉BROWS: @anastasiabeverlyhills brow definer “dark brown” / clear brow gel 🐉FACE: @marcbeauty remarcable 33 beige @benefitcosmetics hoola bronzer & porefessional @jouercosmetics blush in “peach bouquet” 🐉EYES: @tartecosmetics “lights camera flashes” @nyxcosmetics black & copper eyeliner 🐉LASHES: @nubounsom “dragon li” discount code: “DRAGUN” $$$ 🐉BRUSHES: @morphebrushes discount code: “DRAGUN” $$$ 🐉HAIR: @bellamihair tape in
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2. Focus influencer campaigns on audience needs.
When coming up with fresh and relevant content possibilities, intelligent and in-tune influencers evaluate how they could connect with their audiences to ease challenges they’re facing. A prime example is helping someone decide what to purchase during the holidays for someone who seemingly has everything already.
Influencers joined forces with luxury retailer Barney’s this year. They helped run gift giveaways on social media and used their rapport with audiences to suggest Barney’s as an ideal place to shop. The Barney’s website even has a section featuring its influencer partners.
3. Keep your message authentic.
Any team effort between a company and influencer must seem genuine. With that in mind, skilled PR employees look for products that fit an influencer’s lifestyle and the things they like to do.
We had the best morning at the aquarium!!! Grayson is very into everything ocean these days (he’s obsessed with scuba divers!) and his favorite thing was the exhibit about keeping the oceans clean. He is very confused at the idea that people used to actually put trash in the ocean (because “trash goes to the recycling center” – obviously 😂). Luke loved all the bright colored fish the most. We brought along our new @mydanielglass bottles and I love them because a portion of their profits go to charitable organizations dedicated to helping rid the world’s oceans of pollution. Follow along on our trip via my insta stories! #sipswithdaniel #sponsored https://www.mydanielglass.com/pages/sips-for-a-cause
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There’s a photo of Beaugh carrying her son while sipping her water bottle. She discusses the enjoyable day she and her son spent at the aquarium, then seamlessly mentions how she loved bringing her Daniel Glass water bottle along on the excursion because a portion of the brand’s profits go toward reducing ocean pollution.
Kayla Matthews writes about branding and digital marketing for websites like Convince and Convert, The Daily Muse and VICE. A version of this article originally appeared on the Cision blog.