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Look who’s talking

Davina Kumal, the International Institute for Anti-Ageing (iiaa) PR and Influencer Programme Manager, shares some of her tips on how to implement a successful influencer strategy for business…

Influencer marketing is on the rise! Over the past couple of years, more and more brands and salon owners have begun to align themselves with social media influencers as a result of customers expressing increasing preference for ‘authentic’ opinion over and above the voice of the brand itself.

I am a match maker. My job puts together people whose skincare interests and values match ours. At the iiaa we are not about beauty fluff but about a Feed, Fortify, Finish™ philosophy and product range that delivers results. So, it’s all about collaborating with journalists, publications and influencers who have something to say about skincare quality, and respect skincare products that make a difference.

Trust your chosen influencer

Influencers know their own audience better than anyone. If you have decided to work with an influencer due to them being a good fit for your brand, you should trust their creative license. This will give your posts an authentic feel on the influencer’s social channels and will help to give you the result you want. They represent your brand, or endorse your brand, as a third party. Millennials for example will trust an influencer more than a piece of advertising.

It’s not always about the numbers

An influencer is an individual who appeals to a broader consumer audience. This could be the ‘big sister,’ the ‘expert,’ the ‘aspirational celebrity,’ or just someone who has a story to share that inspires. An influencer needs to be authentic. Be careful when selecting an influencer based on their audience. The levels of engagement are much more important and whether the audience fits within your brand’s target market. Today, with five to six generations to consider, we have an interesting dynamic of a new breed of influencer emerging in the social media space, with an audience that listens to them.

Build connections

Ask yourself why an influencer would want to work with you. Try building connections in advance, show you’re interested and supportive of their content by sharing and liking their posts. Demonstrate that you really like their style and keep up to date with what they’re up to.

Make sure you have a goal

It’s all very well wanting to align your product with the right people, but when planning your activity, make sure you have an actionable goal in mind. This will help determine successes and failures along the way, and allow you to see a clear ROI at the end of your activity.

Do they love your products?

To work successfully with an influencer, you need them to genuinely believe in your brand. Whatever you’re hoping to sell, it must have the correct feel for their social channels to reassure the audience that the collaboration is about more than just the money. This authenticity will ensure optimum performance of your posts, and forms the basis of strong and long-lasting relationships between brands and influencers.

If you have any questions please contact Davina on twitter.com/DavinaKumal or instagram.com/DavinaKumal