I actually swore: No more fast fashion. Away from fast picked fashion pieces, instead less, but selected styles for a sustainable and individual look. So far my plan.
But then, lately, in the morning: in the one hand a coffee mug in the other the phone. Scrolling down Instagram. Fast forward. Wow. Three influencer in pure and easy denim styles. My favorite look: Blue jeans, black shirt. One of them wears a slouchy model, cut and colour were perfect. Nervously I checked the caption. From which brand is it and where can I buy one? Very quickly. Prefarably now!
Within the next three minutes I bought one. Broken intent? Saved my day. Me, PR and Social Media Manager, let myself be inspired by an influencer post? I guess, this must be a really good best practice case. Hereby some hacks how you can drive your Influencer Marketing in a success story too:
#1 Check honestly. Select targeted. Find out if the influencer with whom you would like to cooperate generally fits to your brand, values and target group. You will transport credibility and authenticity? The influencer should be convinced from your products or your service and might buy it on his own or recommend it to his/her own friends in best case.
#2 Set clear goals for your influencer marketing. What would you like to reach for your brand? Is it more image-building and brand awareness? Community building or sales support? Define your budget and KPI’s previously. Don’t forget the monitoring afterwards, maybe you have to adjust and adapt your concept.
#3 Method of choice. Check audience and engagement rate. Ask for further insights. Has the influencer already cooperations with competitors or is he planing one? Would this be OK for you or your client?
#4 Choose diversity. For all that data hype, selecting influencer is also a bit instinct. An influencer crew of different types and characters can transport the facets and USPs of your product in a variety of ways.
#5 Longterm relations are more sustainable. Influencer research, selection, contact, developing a cooperation idea, negotiating, set-up a contract or an agreement: all this takes a lot of time. So it makes more sense and of course it is much more sustainable to consider a long term cooperation.
#6 Take him/her by the hand. Create a concrete briefing for the cooperation: tags, hashtags, timing. Talk about the way of content creation and storytelling for the feed post and maybe for story or reels. You work together for the first time? Arrange an approval round. But give the influencer as much space for his own creativity as possible.
#7 Think ‘out of the box’. You like the work of an influencer or VIP, but she/he has only a few subscribers? Maybe you can grow together — try something new.
#8 Make yourself sure, when, for what and how long you will use the content from the cooperation. Talk about that point with the influencer, he can integrate that in his content plan also.
#9 Last but not least. Think about: The influencer is a human being, even though he is a ‘medium’ in your marketing plan and gets paid.
How the story with the slouchy jeans has ended? It was a bit to fast for me, indeed. I brought the pair in the store, of course not without pointing out that an instagram post initialized me to order it. I’m still looking for such a denim style — analogue and digital on Instagram and Co.
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