The keys to being a successful influencer

This is an interesting time for the advertising and marketing space. Lately there’s been a lot of talk about the increasing use of influencers in this area. Brands have been utilizing influencers more often than traditional methods and this trend is expected to continue. That means there’s a lot of opportunity for those in the influencer space and the perfect time for a successful influencer to capitalize on these opportunities.

For many of us who started a blog, YouTube channel Instagram page or other social media channel, we’ve been showcasing things we loved often without compensation. Often it’s because friends or family have come to us for advice or recommendations. Now brands are approaching us to promote their goods and services. Essentially asking us to recommend their products when advice is sought. For the savvy brand, that’s a smart strategy to follow and there are several reasons why.

First and foremost a successful influencer has a way of attracting attention. Whether it’s their likeability or passionate voice, they tend to have a way of drawing people to them. Moreover an influencer can come off as more authentic when compared to a model or celebrity endorsement. Although both may be compensated, those following an influencer tend to rely more heavily on the recommendations of the influencer. Even more so when it comes to clothing, people like to see how items will look on someone who looks like them. This type of believability is a win for the brand and typically can come at a much lower cost than other marketing and advertising alternatives.

Another reason is that advertising with an influencer can be more targeted than other types of advertising. While an ad placed in a magazine or shown as a TV spot can reach millions of people, influencers typically have a loyal and dedicated following. When an influencer recommends a product, there is a greater chance their followers who see this content will be pay attention to what they are seeing. That viewer sees the “ad” or “sponsored post” as a ringing endorsement. As a result, for the advertiser or brand there is a greater chance that that viewer will be more inclined to purchase the product or seek out further information. Conversion and brand awareness is the key.

So if the growth of influencer marketing is to continue, what is the influencer’s responsibility? It can’t simply be to post some content and move on the next thing. No, to be successful there are some important things the influencer should adhere to. Here are 4 factors that make a great influencer: Production of Quality Content, Authenticity, Consistency and Engagement or P.A.C.E. as an easy way to remember it.

Production of Quality Content

Well-written articles and high quality photos are just some of the key elements necessary to represent brands. A successful influencer should show the brand in its best light. While the brand may provide mood boards and basic guidelines, it’s generally the influencer who has the creative control when creating content. The influencers are the ones planning the photo shoot, writing the captions or blog post and producing the videos. That result should be top notch and that quality should not only well represent the brand but also be strong enough be repurposed by the brand through their own channels.

Authenticity

Readers need to feel that what is being saying is authentic and not just because money is exchanging hands. Part of the reason people follow or read certain tastemakers is because they are looking for original thoughts and ideas from whom they follow. Plus it’s that likeability factor mentioned earlier. It’s their voice that is being used to promote the story on behalf of the brand. True followers can tell if an influencer is not being authentic. For instance one can’t tout one brand as the best one week and then promote another competitor as the best in the next.

Consistency

Constantly producing content helps keep followers engaged and coming back for more. The more engaged a follower, the more likely they are to take action on the suggestions or promotions discussed.

Engagement

Influence is not a one-way street. A successful influencer will also engage with his/her followers. Thanking readers, answering comments and addressing topics suggested by followers is a great way to build relationships with followers. Those types of actions build trust, which is of vital importance to be truly successful. An added bonus for the content creator is that it can lead to some true friendships in real life apart from the social media sphere. In that sense, recommendations coming from a friend will be highly regarded.

It’s these key P.A.C.E. traits that are necessary to make a great influencer. Those who exhibit these qualities are the ones most likely to take advantage of this growing segment of marketing.

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