Insider guide: How to work with influencers?

How to work with influencers?

work, money, influencer, engagement, likes

This is one question brands often ask themselves. Why are they so persistent on working with influencers?

This is why.

Are you a frequent social media user? Here’s a quick question. How much do you think is your daily digital consumption? Is it difficult to put an accurate figure to it? Here’s another one, through all the posts and captions, how many of the advertisements do you trust?

Value of social media marketing

social media, value

The main value of social media marketing is the direct connectivity you get instantly to your target audiences. Across all the industries, it is always possible to find the best fit for your brand and collaborate with these social experts.

Here’s five outlines for you to try and connect with them if you are planning for your next marketing campaign.

  • Get noticed

One of the fastest and easiest way is through gifting your products or services to these social people. Firstly, identify people with the same brand identity as you. For example, if you are in the fashion line, get someone that does #ootd shots well. That’s why people follow him/her. Always ask yourself why people follow him/her, and align it with your requirements. If they love/need your gifts, there’s a higher chance for exposure. Do also note that gifiting does not guarantee exposure, so do not be disappointed if they do not appear on their profiles. Keep in mind of the goal- to make the influential messaging about your brand highly shareable.

  • Be flexible with the #sp tag

As we know in this digital age, trust is fragile. #sp essentially stands for sponsored post. Which is a tag to show that they are paid to post through their own voice. While you can always provide the relevant information for them to include, the content should be done in their style. This helps to maintain a consistent appeal with his/her audience.

You should be flexible with the #sp tag as it may be important to him/her to build trust with his/her readers. To include a small tag in the post to indicate that the post was sponsored but that the opinions expressed in the post are their own is a typical way.

  • Never force your way through

Always engage your audience by how your product/services can solve their problems. It is always good if you engage influencers that will benefit from this product and get them to share their personal experiences. This makes it easy for people to relate without feeling the advertisment message being pushed too hard. Take it the natural way as it only takes less than a minute to make a decision. In this highly saturated market, advertisements are easily recognised, and there goes your credibility.

  • Start planning early

There are several ways you can do about to hold a campaign with influencers. One is to go through an agency, or directly to an influencer. Although pictures and videos always come off with such good quality that it may seem so easy. But do not underestimate the planning and hardwork that comes into good content. Planning and editing takes up a substantial part of an influencer’s job. That is why it’s so important to plan your campaign ahead, and communicate with the relevant personnel in advance. This will also give you the extra advantage to secure influencers you want since you start early. Remember that it goes by a first come first serve basis.

  • Make communication your first priority

Communicate frequently with not just the influencer, but with your team as well. Once you have plans for an influencer campaign, remember to set our your boundaries like budget, timeframe etc. It’s always good to have a few back up plans to fall back upon.

As it may not be easy to engage suitable influencers you ranked high on your list.

Always communicate your expectations with the influencer(s) you are working with to better know their working style. As influencers have a certain expectations to uphold, it is important to find a common ground. It is always good to leave good impressions by making sure that the partnership ends on a good note!

@speishi shares her online stories

@speishi

@speishi, instagram, blog

With the “girl next door”online personality, Pei Shi is one gentle girl you see online.

“Getting out of my comfort zone”, Pei Shi shared on an interview with nuyou that she was an introvert in school, to the extent that she often got bullied in school!

Why did she start with a blog

Truth to be told, she do not have confidants at that point in life. Luckily, she started her on blog at the right age and time. She was thoroughly engaged in it, and cheers to finally having a platform to share her feelings. Through her blog, she became happier and more relaxed. Originally only with a blog, she started a Youtube channel due to an invitation by a friend. With more partnerships across channel, she gained more experience and confidence. Finally, she decided to start her own to share about her daily skincare musings or beauty techniques.

What is the most attractive about her?

@speishi, pei shi, instagram

She was asked what was the most attractive about her, and she humbly responded that she is in no position to give any comment. But she said her friends claimed to be her character. This has got to be due to her “girl next door” vibes that make people feel comfortable. Her youtube channel is also very relatable to real life scenarios, making it easy and practical to learn.  

Effects of starting at 15

@speishi, instagram

Throwing back to her success at age 15, Pei Shi shared that she thought she was the youngest in this online arena. But there are now more young girls approaching this online personality area. This has affected her in many ways, and one way is that although she is still young but not “fresh” in this industry anymore.

Although really young, but her fame has brought her to the common level with her seniors, and indeed that she is not as “fresh” anymore.

However, will she stop despite this?

She answers that this industry is very practical, and once you take a haul, others will replace you. Despite being already very used to this environment,  she has no attempt to develop this into a full-time career. This state can be a hobby and she doesn’t want to give herself too much pressure.

Essentially, she rather take it with a smile given the current situation!

Treasure what she has

@speishi, peishi, instagram

Always doing it based on her passion, Pei Shi regards this online job as part of her daily life. It is not a job. But having the ability to earn from a “job” that she likes makes her very happy. But she cannot imagine herself still doing this at age 80. She is glad that she is able to travel the world based on the job as an influencer.

To become an online personality has both good and bad, but there are more good than bad. For example, having the opportunity to attend a china production 《头脑风暴》, where she discussed the topic of becoming famous overnight with many hot online personalities. I have a sense of accomplishment with this opportunity to attend these overseas productions at this age.

Currently, Pei Shi is in a dilemma to continue studying or working. She hasn’t made a decision but are having plans to start her own career. In the mean time, she is still glad that she has the job as an “influencer”so at least she is not lazing around at home.

The power of social media in Singapore

singapore

Social media influencers

Did you know that Singapore is one of the most socially connected countries on earth? According to a survey, people in Singapore use instant messages more frequently in South-east Asia. Females are more active users, and we clocked the highest usage frequency with 79% over 7 days. 

Singapore social media landscape

social media, singapore

Directing to Singaporean social media statistics, Facebook memberships and usages are at a skyhigh. With a ratio of 9 in 10 having access to a smartphone, we trump global smartphone penetration.

The way to own a successful business in Singapore is, therefore, through social media. The fastest route to your customers seems like engaging social influencers.

Although engaging with these social influencers can be challenging, but it can be rewarding. If you own a quality product or service, these influencers will become your best brand advocates.

Difference between traditional marketing vs influencer marketing

tradtional marketing, social media, influencer, marketing

Unlike regular passive advertising approach, where people have the choice to ignore or take it with the obvious intention to sell. Influencer advertising is like a recommendation by the friend who you trust. It is that extra “oh, I didn’t know” that pushes your purchase decision.

What to avoid in influencer marketing

It is not all rosy in influencer marketing, there are dangers too. If you fail to deliver what you promised, devastating effect is expected.

Tips for influencer marketing

tips

The fashion of influencer marketing is the digital notion of the old fashioned “word of mouth”. Start catching up with the usage of the current most powerful influencers, as your competitors probably are. It’s time to switch up your marketing game! Start turning most followed quality influencers into band advocates with persuasion and relationship building.

Let them know you want to work with them! One way could be through sending PR kits- showcasing your products with personalised handwritten cards!

How powerful is social media word of mouth?

74% of consumers rely on social networks in their purchases. It is a growing area where brands need to start focusing on to maximise sales in Singapore.

Social media in Singapore?

social media, marketing

Tapping into social media marketing is not a wrong choice in Singapore, due to it’s peoples’ to take risks in purchases. With word of mouth advertising, products/services endorsed by a celebrity, friends, or respected influencers enjoy surge in purchases. Budgeting into social marketing early is not only wise, but important for your brand’s campaigns.

Why?

As a status-driven society, millennials in Singapore follow influencers as role models. Even in behaviours, choice of brands, especially what to wear and buy. The reminding importance of third party recommendations is why influencer marketing is winning.

It is never too late

Start to include social influencers in your public relations, best of all, remember that they are humans not tools! Manage and develop them to become powerful advocates of your brand with care.

Why do people turn to influencers for information?

Influencers on social media

What are the uses of social media for these influencers?

The influencers uses social media to share and stay in touch, they support what brands and products they believe in through their accounts.

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Breaking down the main uses of social media in further details:

  • Connect with your favourite people- loved ones, friends, people

connect

Social media allows you to connect with people on a global scale. The most commonly used platforms such as Facebook, Whatsapp, Instagram and Skype are the most convenient and fastest growing platforms to connect people. One common thing about these platforms are the social factor, where you can contact people (anytime and anywhere). The connection you used to think is impossible is now made so much easier with these social channels. Distance is no longer a challenge, and now influencers are making use of that to share what they believe through the platforms. The instant updates followers can get from these influencers ease the burden of trying the products themselves.

  • Sharing passionately- enhanced credibility

People generally love the act of sharing, and the attention. The constant need to express themselves and let their feelings and/or experiences made known to others is the root basis of how social media came about. Different people with different opinions on topic come together to share and generate varying responses and readers/audiences can gain and selectively learn from them. With similar values and experiences, influencers gain value among their readers. That’s really how their numbers grow. WIth social media, it’s so easy to connect with people. You share about the things you love, and that’s how people believe in you.

Did you know that 90% of the audiences believe in what influencers say than brands?

  • To support a cause/ brand

types of influencers

Social media can be an effective tool to drive actions as it builds awareness. When influencers update their social media with brands information- they are essentially spreading awareness. Through their profiles, brands can reach out to their target audience more effective. Influencers are trusted voices and can be extremely effective at spreading the word. This alone, is enough to encourage topics and actions among their followers. One example would be the ice bucket challenge, where many people challenged themselves on instagram to pour a bucket of ice water over themselves. Celebrities, politicians and influencers all videoed their acts, and this spread promoted awareness. The act of pouring ice water over one also encouraged people to be more involved, and support Amyotrophic lateral sclerosis (ALS), a form of neurodegenerative disease that affects the brain and spinal cord.

  • FOMO (Fear of missing out) and keep up with trends

fomo, fear of missing out

People turn to social media platforms as that’s the “hot” place where people talk and share information. Influencers play a major role in selling and promoting a company, and these social media platforms become essentially a “marketplace”. Influencers are essentially cheaper and more reliable as an option of representation to ensure that their products is stretched to its maximum possibility.

Where is Instagram heading towards?

Instagram

Do you own an account? If you do, you’d probably noticed these trends on Instagram.

  • Live videosinstagram, gif, likes

instagram, live

The place to be where you see pretty pictures with capturing captions, Instagram wants to be that. The place to share the world’s moments through captures. With 550 million monthly users, it has come a long way to be one of the top social media platforms. It never fails to disappoint (maybe except the algorithm), but Instagram took it to the next level with live videos.

Now, influencers are able to communicate and share with their followers whenever they want. It generates authentic content where information is shared live, with no edits.

  • Instagram Stories

insta, instagram, story

Snapchat’s 24 hours stories were also launched on Instagram to engage users when the posts feed get boring. Its all about expressing yourself through visuals. Getting updated is almost becoming a habit. Therefore, a story is a tangible form of keeping your moments in snaps. Although not the best to keep it on your feed, you can now also share through stories. Stories have also evolved with more creativity where we can see that Instagram did put in some effort to perfect this story function.

Some new updates can be found here.

  • GIFs

double tap, like

The increase in moving animations, videos, GIFs is apparent. Enough of static beautiful pictures, videos will be the next big thing. The partnership with GIPHY, a platform where people shares GIFs, users can now customise stories with GIFs to add that something extra that was missing.

  • Business profiles

business, instagram, analytics, insights

The advertisement is one of Instagram’s unique selling point. They are getting serious with their business tools to enhance the experience for brands and also for consumers. The release of the business tool pack- business profiles, business email, contact, analytics and the paid partnership function. Advertisements are becoming easier and more direct for consumers. We see now that advertisements are no longer webpage banners, they are on your timeline too.