Branding and constructing a brand story is becoming increasingly important when marketing to younger millennials and generation z.
Influencers are natural storytellers, creating content around themes to present themselves a certain way to their audience.
Whether you want your brand to come across as fun, trendy, risky, polished – there are influencers who have got you covered.
Collaborating with influencers who fit your brand can advance your brand story without you taking the creative burden.
It’s important to select the right influencers to represent your brand.
Check their content to see if their channel has the look and feel you want conveyed to your target customers.
Do the stories they tell tie in with your brand story? Does their content match the style you are wanting to put out?
For example, maybe you’re a language learning app and your story is that you’re a professional service offering tutoring more conveniently for people on the go than attending a physical class. Then influencers who post about their travels or cultural trips might make sense for your story.
For a more detailed list on selecting the perfect influencer for your campaign, have a look at this article.
When briefing your influencers tell them the tone you want to come across in the video.
More important is to say what you definitely don’t want, for instance, curse words, as this will ensure the need for re-edits after the sponsored content is done will be minimal.
Mainly this is a guide and meant to steer influencers in the right direction, if you have selected appropriate influencers whose content fits your brand story there should not be a dramatic imbalance in the story they want to tell for the sponsorship and what you had in mind.
But at the same time, it is crucial not to be so controlling the influencers’ creativity is curtailed.
When hiring influencers, you are hiring creators. Their stories and ideas won them their loyal audience, if you try and change or tinker with this format too much your content will not go down so well with their fans – your target customers.
Let them pitch you a few concepts and see if there’s something you can work with, after all why make more work for yourself when the influencer is more than qualified?
They are professional storytellers, let them add something to your brand story.