The Dos and Don’ts of Working with Influencers in 2024

working with influencers

In today’s world, we’re constantly being ‘influenced’, whether we know it or not. Influencer marketing has emerged as an effective strategy for brands to reach their target audiences in an authentic and engaging way.

In this blog post, we’ll explore the dos and don’ts of working with influencers in 2024, to ensure your campaigns are successful.

The Dos and Don’ts of Working with Influencers

Don’t: Think more is always better

Influencers come in all shapes and sizes (in terms of followers and engagements). Knowing which type of influencer is most suitable for your brand and campaign can impact the effectiveness of collaborations.

These can typically be sorted into the following five categories:

  • Mega influencers (over 1million followers): Think celebrities. Their huge following also means a huge budget to work with them. While they may reach a greater audience, their followers may not be actively engaging with their content.
  • Macro influencers (500k to 1million followers): Though not as large as mega influencers, macro influencers can still come with a hefty price tag. They do however typically offer higher quality content.
  • Mid-tier influencers (100k to 500k followers): A fine balance between macro and micro, mid-tier influencers offer good quality content and a good level of authenticity.
  • Micro influencers (10k to 100k followers): Despite a relatively small following, micro influencers are a popular source for brands. They offer a more authentic voice and typically have amore dedicated following.
  • Nano influencers (1k to 10k followers): What these accounts lack in followers, they make up for in engagement rate. They are also usually more effective at targeting a niche audience.

Do: Know when to move on

Contacting influencers can sometimes feel like messaging that crush who’s playing hard to get. You’ve messaged them and they replied seeming interested, but now they’re giving mixed signals, barely replying, or even ghosting you completely. Make sure you don’t waste time waiting for a reply from an influencer who isn’t actually interested in collaborating. Know when to move and reach out to someone new.

Don’t: Micromanage

Setting clear campaign objectives is essential to ensuring you are getting what you want out of an influencer collaboration. Make sure the influencer is aware of the key messaging behind your brand and be clear about what deliverables will be expected from the influencer. However, be careful to not take absolute creative control, you’ve selected the influencer because you like their style of content so don’t take this away. You want to get your key messages across, without sacrificing the authentic voice of the influencer.

Do: Track results

You’ve secured your influencers, and the campaign has gone live, but you’re not done yet. It’s important to review the content that is created and posted by the influencer, as well as the engagements and interactions it gains. This will help you to keep track of which influencers you may or may not want to collaborate with again for future campaigns. Make sure to keep an eye on the comments section too for any other potential influencers to add to your list.

 

For more help with working with influencers, get in touch to find out how we can help your brand.

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