WHEN AND HOW SHOULD YOU WORK WITH INFLUENCERS? PART 1.
I think when it comes to product/service launch, influencer marketing is the best option in terms of paid promotion. The reasons are very simple. Nobody knows your brand yet! You need to build trust and trust can’t be built with a Facebook ad. In my opinion, if your product has already been on the market for at least a year, you can go ahead and start doing ads, but in the initial stage, I’d definitely go ahead and build fruitful collabs with influencers first.
Now, you should know that there are two types of collabs. The first one is short-term, you pay the influencer, he/she posts something about you and it’s done. If you’re willing to order paid promotion within a group of influencers in a certain niche, say, food bloggers, this option might be a nice fitting one. You can order a single paid post to be done by each blogger in a group and create a “PR buzz” within the niche. This might generate a one-time boost of sales, even PR coverage, and a solid introduction of your brand to your potential audience. But this is still like a one-time shot. It fits special one-time causes or campaigns.
The second collab type is more fruitful in terms of long-term results. Here, you may not have to select 5 or 10 or even more bloggers, you can start with one, but a really visible one. Not just a blogger, but a real opinion leader in your niche. And you can offer him/her to become your brand ambassador with a potential of getting commission revenue from sales of your product (technically he/she becomes your affiliate; you may pay him/her for one or several paid posts, but their price might not be as high as in the first type of influencer marketing campaign because you will offer your influencer a chance to earn commission from your sales in a long-term perspective which gives them a long-term interest in promoting your brand whenever they get a chance to do so to gain commission. This way influencers become your PR managers, advocates, whatever you call him/her. Bigger brands are usually the ones who practice the second partnership type. (Swipe to read ⏩ the rest of the post)