Vetting Influencers In Advertising

Influencer marketing has turned out to be an incredibly popular strategy for brands, interested in reaching audiences via the personalities they are already paying attention to. Of course, this strategy has also challenges to overcome. The procedure of working with influencers is not always cut and dried/ this is why it is important to build an effective relationship, which needs a certain level of vetting and transparency. Are you going to use influencer marketing in advertising campaigns? If yes, then you need to do a lot of things on your part. Firstly, make sure to identify influencers whose audience aligns with campaign objectives.

Understanding the goals 

It would also be good if you understand the objectives of your influencer marketing campaign. Some most common goals of influencer marketing are:

  • Enhancing traffic to your website
  • Enhancing conversion rates
  • Boosting brand awareness
  • Reaching a formerly untapped demographic
  • Boosting customer engagement across platforms
  • Widening your audience by boosting exposure
  • Gaining customer insights by observing engagement platforms

Aligning values and voice

The client/brand must first choose who they want to represent their brand. If these influencers are used in conjunction with licensed music in the commercial spots of “User Generated Content” (UGC), they must be approved by the music licensors – both publishing and label side. Since the brand pays the influencer directly to represent their brand, the influencer also wants to appear to be independent, an “outsider” and not part of the “establishment.” Both the brand and the influencer must balance these two ways of appearing to the public and their “brand” demographics.

If you are done with your influencer marketing strategy, now, you should start looking for influencers that support your goals. It means that you have to look for influencers with audience demographics, supporting the network you are going to target. Make sure the values of influencers align with your brand values and whose social media voice is in sync with your brand.

Attentive followers can easily discover an inauthentic brand. This is why it is important to keep the focus on the message of the campaign and find someone who complements your brand’s voice and values.

Emphasize brand safety 

It is also important to think of brand safety. It is your chance to ensure the choice of the influencer to make it legal. Before starting your partnership with any of the influencers, it is ideal to take a strict approach where you are utilizing third-party services and also a human touch. Understand the complete history of an influencer. Also, analyze the followers, examine their posts or comments, etc. This is your brand safety will start revolving around maintaining brand image. For more guidance, visit Michael Welsh Productions.

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