The profession of influencer arrived not so long ago. It is thanks to social networks that it is now possible to be discovered as an influencer.
I remember, before Facebook and Co., only celebrities or known personalities could play the role of influencers. I wonder how my grandmother, who passed away at 86, would find it to see her granddaughter promoting products in an Instagram story . Phew! I can't even imagine his reaction. In his time, it was television and radio that pushed advertising… and the publisac!
I'm really not sure she would be as impressionable as we are.
Building trust
You'll agree with me, you don't trust an influencer overnight. We get to know them; we follow them on social networks; we look at their work and their skills. By partnering with big names and having multiple followers, they gain perceived notoriety.
When we see that an influencer has worked with Maybelline , we think that her business is going well! We want to follow her and see behind the scene, but above all to know what she really thinks about it. It's like a testimonial on Amazon before buying except that this time, we virtually know the person. This brings value to the product or service.
What I find particularly interesting
The close relationship that develops between the influencer and the consumer is interesting. We associate with them through their choices, their tastes, their passions, their preferences. We recognize ourselves in them!
If we like food and the “foodies” style, we will follow an influencer who is epicurean, for example. If we like fashion, we will follow one who has style and who does beautiful photo shoots.
It's a new way to discover new products and new companies.
Work with an influencer
I have put together some tips for you who want to find an influencer with whom to develop a winning collaboration. It's great visibility for your business and you will encourage an entrepreneur by the same token!
1. Be sure to check the influencer's editorial line before proposing a mandate. You must have the same target audience or a niche that is complementary. It's best to ask for their media kit where you'll find past collaborations as well as fan and view count stats.
2. Get to know the influencer, their audience, background, style of content they share, etc. Follow him on the various social networks. Do not try to go too fast by writing a private message to him without being well prepared. Be professional and present your request with a clear objective.
3. Plan a reasonable budget. Yes, some work in exchange for visibility, but the fact remains that it is work. They will take time to nurture your collaboration and they have worked hard to get the love of their subscribers. It's precious!
The influencer must be transparent when doing sponsored collaborations. The consumer likes to know. That's the least of it in my personal opinion.
Become a reference in what they like
Many influencers have started by first launching a blog. They wanted to share their discoveries with people. Some started because they liked photography, buying local or good restaurants. They become, so to speak, a reference in their field.
They have a talent for describing things and they are unifying. They often have a beautiful pen and above all, a well-knit community. Which means that their subscribers have an interest in the same things as them.
It is definitely the proximity to the influencer that will make all the difference in the results.
Getting closer to your ideal client
It's not easy to find your ideal client. When you own a small business that hasn't set up shop yet or is launching its first collection, you develop your market, you test it. When you have a more successful business, you seek to build loyalty, to create a community. The influencer can thus become an icon for your brand.
If you work with a local influencer you get closer to your customers and you will be able to offer better service, because you will share a feeling of belonging. We are always proud to encourage the entrepreneur near us. We feel that we can make a difference as a customer.
It's proven, you're more likely to visit a restaurant or buy a product if you know someone who recommends it. We are getting closer to word of mouth, but virtually!
Finally, I want to ask you who are your favorite influencers?
With the meteoric rise of stories on Instagram, I bet you have fun entering their worlds. For my part, I like to follow Maman Caféine , Lucie-Rose Lévesque , Chloé Dumont and Camille_dg to name a few.
Never forget this: Influencers have access to people who don't know you yet. And, these are the people who will become your next customers!
Reviewed by Catherine
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