Last updated on 2024年9月3日

How do you create authentic and engaging content with your influencers?

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Influencer marketing is a powerful way to boost your brand awareness, reach new audiences, and generate trust and loyalty. But how do you create authentic and engaging content with your influencers that resonates with your target customers and aligns with your brand values? Here are some tips to help you plan, produce, and promote your influencer collaborations.

本文章的要点总结

Shared values matter:

Choosing influencers who genuinely resonate with your brand's core values is crucial. It fosters authentic content that their audience, and yours, will trust. Look for budding influencers who align with your mission and grow together.
Ethical alignment:

Before collaborating, ensure your chosen influencer's values and ethics mirror your brand’s. This prevents reputation risks and guarantees that the campaigns reflect genuine shared goals, resonating more deeply with audiences.

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1 Define your goals and expectations

Before you start working with influencers, you need to have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase your website traffic, grow your social media following, generate leads, or drive sales? What kind of content do you want your influencers to create and share? How will you track and evaluate your influencer campaigns? Having specific and realistic goals and expectations will help you choose the right influencers, negotiate the terms of your partnership, and optimize your content strategy.

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Daniel Medina
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This is mission-critical, and it can make or break your content strategy and, potentially, ruin your reputation. Choose the right influencers, make sure you and they understand the common objectives of each campaign and have all the ethical and values framework perfectly aligned beforehand. It can be tempting to go with influencers with a huge following – especially if their followers are exactly your key targets – but if there are any misalignments between them and your brand, your company will regret it.

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Miguel Koo Vargas - DirCom?

Jefe de Reputación en Corporación Educativa USIL
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Según mi experiencia, la forma más natural y orgánica de crear un contenido auténtico con un influencer es primero identificar cuál de ellos comparte tus valores y propósito. Lo segundo es fidelizarlo y convertirlo en un auténtico embajador de mi marca, para que su interés sea genuino y así se proyecte la imagen deseada a mi P.O

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2 Find the right influencers

The next step is to find the influencers who match your brand personality, audience, and goals. You can use various tools and platforms to search for influencers based on their niche, location, reach, engagement, and relevance. You can also look at your own social media followers, customers, and industry peers to identify potential influencers who already have a connection with your brand. Once you have a list of candidates, you need to vet them carefully and make sure they have a genuine interest in your product or service, a positive reputation, and a loyal and active fan base.

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Sara Floor

Cross-sector communications strategist, leader, mentor and volunteer.
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In my experience, the best results come from identifying and partnering with individuals who have shared values. If you're a non-profit on a shoe-string budget, look for bloggers or brand loyalists just getting started. Forge a mutually-beneficial relationship. Invite them to trainings, help their content marketing, promote them via your channels, sponsor their attendance at a major event, etc. Helping them advance to influencer status pays off dividends well beyond follower counts. This worked extremely well for a healthy family meals campaign. Many of our original list of Registered Dietitian Nutritionist mom bloggers were just starting out, and now are published authors with significant followings.

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Julia Jackson

Award-winning leader. Passionate communicator, inspired by the intersection of humanity, data, and insights.
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In order to personally connect with your audiences through influencers, it is critical to understand the "how" and "why" that motivates your audiences' decision making. This is especially important in healthcare. Once you have identified these insights, you can move forward with influencer selection adding these criteria to the basic filters of audience, reach, etc. It can make the difference between reaching your audience with a message, and motivating action.

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3 Co-create the content

The best way to create authentic and engaging content with your influencers is to involve them in the content creation process. Instead of dictating what they should say or do, ask for their input, feedback, and ideas. Let them use their own voice, style, and creativity to showcase your brand in a way that appeals to their audience. Give them some guidelines and best practices, but also allow them some flexibility and freedom to express themselves. Co-creating the content will help you build a strong relationship with your influencers, ensure consistency and quality, and increase the credibility and trustworthiness of your message.

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4 Amplify the content

Once you have the content ready, you need to make sure it reaches the right people at the right time. You can use various channels and strategies to amplify the content and maximize its impact. For example, you can share the content on your own social media accounts, website, blog, newsletter, or ads. You can also encourage your influencers to cross-promote the content on different platforms, tag your brand, use hashtags, and invite their followers to engage with the content. You can also leverage user-generated content, reviews, testimonials, and word-of-mouth to boost your social proof and visibility.

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5 Monitor and optimize the content

The final step is to monitor and optimize the content and its performance. You need to collect and analyze data and feedback from your influencer campaigns and compare them with your goals and expectations. You can use various metrics and indicators to measure the reach, engagement, sentiment, conversion, and ROI of your content. You can also ask your influencers and your audience for their opinions and suggestions on how to improve the content and the collaboration. Monitoring and optimizing the content will help you identify what works and what doesn't, learn from your mistakes, and refine your influencer marketing strategy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you create authentic and engaging content with your influencers?

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2

3

4

5

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1 Define your goals and expectations

2 Find the right influencers

3 Co-create the content

4 Amplify the content

5 Monitor and optimize the content

6 Here’s what else to consider

Reputation Management

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