Influencers: Pay them, deploy them and let them do what they do…

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I recorded a podcast episode on the Inner Sircle about working with influencers in today’s market. So many brands are missing this golden era and excellent time of opportunity by not engaging with influencers or by doing it all wrong.

First off, you should not be on the sidelines, plain and simple. Influencers represent targeted community infiltration at scale and that should be part of your mix. Find solid power users, who fit your target demo, analyze their posts, tone, energy, and community and then reach out and negotiate. Remember these are humans and often don’t know how to price themselves correctly. Most swing for the fences and unfortunately, often get their ask from PR Firms or brands that don’t counter well. As a result, they get the wrong sense of the true market. That being said, there is always room for compromise and conversation if you get in the sandbox and play the game. We find the best dollar value comes from multiple posts over many months, rather than “one and done” relationships. This happens because the human behind the Instagram profile values guaranteed recurring revenue for security.

Don’t just look at follower count, which is often BS or has a lot of fluff, that is not your target demo. We argue that you don’t even look at the quantity of engagement as this can also can be BS or just a lot of likes, that equate to nothing. Instead, find someone with fewer followers and less engagement, but who engages back with every single follower. This is someone who is creating a real bond with those users and therefore wields more influence over them. Bottomline – beware those who post but don’t engage and/or who only post staged, one-off product photos. Conversely, over-value those who really carry out on the dialogue and who integrate more with the products in their feed and Stories, like @calliegullickson did for OWYN above.

Once you do get in the game, source the right influencers and negotiate well, but don’t mess it up by trying to be too controlling over the message. Hire them for their storytelling and then let them do just that. The best example of the right way, was when Nike hired Casey Neistat to make a commercial for the #MakeitCount campaign. Rather than a big budget commercial, he and his friend Max just hit the road and went on an epic journey together to actually live the message rather than show it in a contrived way. The result was over 29million YouTube views and a campaign that went down in history as one of the best influencer engagements of all time. It doesn’t hurt that Casey is an all-time great storyteller and content legend, but worth noting this was way back in 2012 when he was not as expensive and was much less well known than he is now.  Go out and find your Casey Neistat people!