One of the newest trends in PR and media outreach is influencer marketing. If you’re scratching your head wondering what it is, you’re not alone! However, social media influencers can be the difference between reaching a broad audience or making no impact.
What do social media influencers do?
Social media influencers are often people with a lot of followers on platforms such as Facebook, Twitter, and Instagram. They frequently partner with brands to showcase new products and services. The most successful influencers are entrepreneurial-minded, driven to succeed, and communicate well with others.
Did you know that 70% of teenagers trust influencers over celebrities? Women are one of the biggest demographics a company wants to reach, and 86% of them buy products over social media. You can see more valuable influencer statistics from the Digital Marketing Institute here.
For a PR campaign, devised around social media influencers, it is crucial to strategise. There are many factors in addition to the number of followers to be considered.
Here’s how to strategise the right PR plan when working with influencers:
Choose your audience
If you want to increase the chances of success, it is essential to focus on a particular audience. Look at some of your favourite influencers, and you’ll see that they stick to a specific demographic. The important thing to remember is that each audience has different needs, and by focusing on one, you can communicate with them effectively.
For example, at SYNC when we helped organise the CNY media luncheon for Millenia Walk last year, we sought out some of the most relevant food bloggers in Singapore. However, for the launch of ST Signature Chinatown- a co-living property, we collaborated with lifestyle-based influencers to make sure we are reaching the right kind of audience.
Here’s why brands should be proactive and not reactive with PR.
The indirect approach is the best
Nobody wants to feel pressured into buying something, and social media influencers know how to achieve a balance between selling and engaging. You should always try to personalize your content and evoke some emotion within your audience. An article published in Business Insider shows how emotions can affect a buyer’s journey.
Instead of focusing on getting your audience to make a purchase, focus on showing them how the product can improve their life through their favourite influencers.
Consistency is key
Each social media influencer has a niche- a unique selling point. And, more often than not, they tend to adapt their message to cater to their personal brand. It is important to enabling this to some extent, so the followers feel the connection. However, overdoing it might affect the entire purpose of the PR exercise.
This is where the pitch and press release come into play where you can use these documents to explain your brand message clearly to the influencers.
We discuss how to write a compelling press release.
Furthermore, it’s important to remember that saturating people with content means that important messages are lost. Therefore, when planning a PR campaign with influencers, it is important to keep track of how often the audiences are being bombarded with the same product, service or brand.
The bottom line
It is a fact that more people are using the internet today than ever before. Social media influencers know how to stay on-trend and keep up with new fads. Both companies and marketers can learn a lot from them and develop a workable brand identity. This produces a sustainable business and increased product sales.
We explore writing tips for an effective PR campaign in the digital era.
If you’re curious to learn more about effective social media strategies, read on in our FREE eBook: Social Media for PR Guide now. Download the eBook here.