Five ways to raise your influencer game

Five ways to raise your influencer game

Long gone are the days when brands, and now increasingly charities, enlisted the latest actor or singer to endorse their products or services. Now, the playing field has expanded to a whole new realm of marketing: influencer marketing. And we’re seeing this trend across the charity and non-profit space too. In an increasingly competitive, and potentially crowded space, championing from an influencer is a vital part of any marketing or PR strategy.

However, given this is a relatively new and evolving space, not every charity or non-profit feels they have the skills or know-how in their toolkit. Engaging with influencers is one of the services we offer here at Jersey Road, but beyond that, we want to equip every change-making organisation with lessons we’ve learned along the way.

1. Vanity metrics are just the tip of the iceberg

The age-old adage that still perpetuates influencer marketing today is an over-emphasis on the follower count. Once the king of KPIs, the focus needs to be on a more holistic look at metrics. Social media platforms are ever–changing, and therefore we all have to adapt and change with them, lest we get left behind. Have you noticed how the drive towards Instagram reels has recently been prioritised on your feed as the channel reverts back to its original format: carousels of images with a few videos thrown into the mix? This was no accident, but part of an intentional move to keep viewers endlessly entertained and informed.

These days, the drive is towards shareable content. Instead of following influencers, it’s more likely that we will stumble across their content and then share it with our close friends. This is to make social media feel more community-based, which is a wonderful thing. But it’s worth keeping in mind that while impressions and follower count are valuable for brand awareness, to truly retain interest in your organisation, it’s all about engagement. So think in terms of saves, shares, video completion rates and sentiment within comments. Micro and nano-influencers are also often the perfect fit within this scope, with their higher rates of engagement and authenticity, forming 91 per cent of the influencer market.*

2. Tap into the rise of the UGC content creator

Not every charity has an expendable budget for influencer marketing - or indeed, marketing as a whole. Enter stage left: the rise of user-generated content, or UGC. UGC content creators are often just as experienced and knowledgeable in their social media savviness, but without the hefty price tag.

Again, without a focus on follower count, they drive genuine engagement. Did you know that UGC is perceived to be almost nine times more effective than influencer content when it comes to purchasing decisions? On top of that, it is considered 50 per cent more trustworthy and 20 per cent more influential than other types of media.**

3. Let their style shape the strategy

While it’s essential that every organisation has brand guidelines, a tone of voice, and a ‘look and feel’ that represents its mission, the goal of hiring an influencer or content creator is to harness their creativity. They will know what resonates with their audience. So while it’s important to provide a brief (including dos, don’ts, brand tone, visuals, key messaging or features to incorporate), allow them to add their own personal touch. Micromanaging their content will mean that the final piece of content could feel very ‘adsy’, a sure-fire way to turn off their audience, who will simply swipe away. Allow their creativity to shine through. Clarity is kindness, so being upfront from the off with your vision and potential budget (subject to negotiations from both sides), is a worthwhile conversation early on to lay the groundwork.

4. Don’t view an influencer as a one-stop shop

Influencer marketing should be part of an ongoing strategy; that is to say, there is rarely, if ever, an end-point. Onboarding an influencer should be an exciting journey for both the organisation and influencer - chances are if you are a non-profit with a heart to serve others in the world, they will be enthused by this and keen to get behind the mission.

Don’t be afraid to send a follow-up. You might be one of many organisations or brands reaching out, and they will likely be juggling lots of communications, so set yourself up for success by reaching out again.

By building up a real relationship with one another (read: not just over email or through DMs), there is every opportunity they will become a long-term champion of your work. Engaging with their content, and suggesting further collaborations will build long-term trust and credibility with their audience - a win-win for all involved.

5. Be wise, but proactive in selecting the right partnership

There can be a lot of pressure to select an influencer who looks exactly like your exact target audience. Although it’s important as a starting place, it’s also important to consider beyond these demographics. What is also essential is to select an influencer on a deeper level.

For instance, who is their audience? Do they have authentic, quality content, enabling trust within their community? Have they got any ‘skeletons in the closet’ that you should be aware of, from a reputational risk perspective? Do they align with your organisation’s values? Partnering with an influencer requires discernment, and possibly a leap into the unknown if this is your first venture.

And one for luck: don’t forget to set some KPIs to demonstrate what a successful campaign looks like, and why. This will serve you well in the future when you evaluate the campaign, in line with your wider marketing strategy, determining your next steps in this emerging new world.

By Lizzi Joyner, Account Manager at Jersey Road

Sources:

https://mightyscout.com/blog/ugc-vs-influencer-marketing-which-is-right-for-you-in-2024

https://sproutsocial.com/insights/microinfluencer-marketing/