In the past, we’ve talked about all the factors that go into a successful influencer partnership.
You need to know your market. You need to create a budget. You need a creative content strategy.
All of this is true, but today, we’re going to let you in on a secret. You don’t need to worry about any of those things. These objectives are well beyond what you need to focus on for establishing an effective influencer partnership. In truth, you only need one thing: An influencer who has a personal attachment to your brand.
You can’t manufacture authenticity
Of the many products being churned out by your company’s marketing machine, the one thing you can’t create is authenticity. It’s either there, or it’s not. And this one factor is the key driver of every successful influencer marketing strategy.
Social media users aren’t afraid of sponsored posts. People are well-accustomed to their favorite creators advertising a variety of products these days, but users still have a good eye for which sponsorships are based in legitimate interest and which are all about the money.
Many companies neglect this fact, believing that a simple association between their brand and a favorite influencer is enough to drive marketing results.
If followers can tell that their creators don’t believe in the products being advertised, they won’t respond to the message. We call this “shilling,” and you’d think it would turn followers off of the influencer, but the reality is actually much worse.
They love the influencer. The influencer provides value to their lives. You’re the disposable component here.
If an influencer marketing campaign lacks authenticity, neither the influencer nor the audience will suffer—the only thing that will suffer is your marketing results.
Find authenticity where it lives
So, how do you achieve this authenticity and avoid getting glossed over?
This brings us back to personal attachment. For true authenticity, you need to team up with an influencer who already likes your brand.
This will guarantee that their messaging rings true for their audience because it rings true for them. They’re not shilling for a product they don’t believe in. They’re legitimately spreading the word about something they enjoy—and that they believe their market will enjoy as well.
Yes, it’s not unfair to say that finding an influencer with this built-in brand advocacy is the single most important part of your influencer marketing campaign. But how do you pull it off?
Advanced AI makes it possible
This is where Influential comes into play. Unlike other influencer matchmaking platforms available in the marketplace, Influential is powered by the advanced AI of IBM’s Watson.
The platform is capable of assessing millions of influencers across multiple social media channels, evaluating each on numerous factors to find the perfect fit:
- Follower size and market penetration
- Specific audience demographics and the level of engagement for each of these demographics
- Psychographic variables, such as personality traits, interests, hobbies, and pain points
- History of content publication, even for deleted posts
- Content appropriateness (similar to the handy MPAA movie rating system)
And yes, these insights can be assessed to determine which influencers are already advocating for your brand.
Just imagine how easy that influencer partnership would be! All you have to do is reach out to your ideal creators and offer to pay them for the type of content they’re already producing. You can bet that they’ll be on board—it’s a win-win for everyone involved. And if the technology is at your disposal, why wouldn’t you want to create the most authentic matches possible? With Influential, it’s all at your fingertips.