Brands have long since realized that they need to tap into the power of influencer campaigns and benefit from the organic placement in a potential customer’s Instagram feed. With FTC guidelines as lightweight as using a partner hashtag on their photos, Instagram influencers began to feel the love (and dollars) from brand partnerships in 2014. We think this will only continue to grow in 2015 with the rise of emerging agencies such as Instabrand, Fohr Card, Socialyte and rewardStyle‘s innovative LiketoKnow.it.
But it takes more than paying a handful of influencers to post photos of your products. Brand must consider a few key elements in order to create a truly authentic influencer campaign that is engaging and tells your story accurately.
Tips for Creating Authentic Instagram Influencer Campaigns
1) Choose Wisely
What matters more for your brand? Blanketing as many impressions across as many influencer accounts as possible might seem appealing but it’s more wise to handpick your partnerships.
2) Create Brand Guidelines
Make it easy as pie for your influencers by creating a customized one sheet/deck for the campaign including photography guidance, copy suggestions, hashtag/tagging requirements and FTC info.
3) Add Some Love
Instead of just shipping product to the influencers think about ways to inspire them through your brand filter. Provide an extra layer to the campaign, perhaps by asking them to perform an authentic action while wearing or using your product instead of just taking a straight on picture. You can also create a gift box with the product you’re placing along with a few handpicked personal items for the influencer.
4) Keep In Touch
The best relationships build year by year and yours should too! Now that you’ve handpicked your influencer group grow the partnerships by seeing what else you can come up with each season. The amazing part of social media is some influencers may quickly rise to the top and you can be the brand that gave the extra boost to get them there.
Examples of Authentic Influencer Photos: @danielwellingtonwatches
#PGBeautyCollective Content is a Stretch
Examples from #PGBeautyCollective of a visually less successful influencer Instagram campaign. Even though the influencers tried to incorporate the products in a natural way, the less appealing packaging and odd grouping lends to a less engaging campaign. We would have recommended that P&G encouraged the influencers to showcase the results of using the products and instead pushed their followers to follow P&G for more. Or perhaps to just focus on one product at a time in order to make the placement less obvious. What do you think?