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How do you create authentic and engaging content with influencers?

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How do you create authentic and engaging content with influencers? Influencer marketing is a powerful way to reach your target audience, boost your brand awareness, and generate conversions. But it's not enough to just pay an influencer to promote your product or service. You need to collaborate with them to create content that resonates with their followers and aligns with your goals. In this article, we'll show you some influencer marketing case studies in the context of advertising, and share some tips on how to work with influencers effectively.

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1 Choose the right influencers

The first step to creating authentic and engaging content with influencers is to find the ones that match your brand identity, values, and niche. You want to work with influencers who have a loyal and engaged fan base, who share relevant and quality content, and who have a positive reputation in your industry. You can use tools like BuzzSumo, Upfluence, or AspireIQ to research and compare influencers based on their reach, relevance, resonance, and engagement. You can also look at their previous collaborations, reviews, and feedback to see how they perform and interact with their audience.

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Francisco J. Tobón

Global Communications + Career Expert @ LinkedIn
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Finding the right fit for your brand is an important step in building out an influencer campaign. You want to make sure that a creator/influencer can authentically and genuinely deliver a message. The sweet spot is finding an influencer that is already a brand advocate, or is familiar with the brand, which will help make the onboarding process much smoother. Many times it means not going for the influencer with the largest following, and prioritizing those that better align with your brand identity and values.

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2 Define your goals and expectations

The next step is to clearly communicate your goals and expectations to the influencers you want to work with. You need to establish a mutual understanding of what you want to achieve, how you want to measure the results, and what kind of content you want them to create. You can use a brief or a contract to outline the details of your collaboration, such as the timeline, budget, deliverables, guidelines, and feedback. You should also give the influencers some creative freedom and flexibility to express their own voice and style, as long as they follow your brand guidelines and comply with the FTC disclosure rules.

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Nicole Santana

Account Director at The Axis Agency
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The best way to ensure influencers follow brand guidelines and key messages is to draft proposed social copy in the brief. This will give them a foundation to start with and a better understanding of the campaign messaging. From there, they can craft the copy in their own voice without missing any key elements.

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Elise Ryan

Crafting Social Media & Digital Strategies that Drive Innovation and ROI
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In my experience, there needs to be more emphasis on allowing your influencers to have creative freedom. In the briefing process, empower and inspire them while explaining your product and the problem it solves. Include inspiration like visuals, hooks, memes, etc…then let the influencers retell your story in their own voice, put them in the spotlight and let their message about your product resonate with the audience.

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3 Co-create the content

The final step is to co-create the content with the influencers, and make sure it's authentic and engaging for their audience. You can work with them to brainstorm ideas, review drafts, and provide feedback. You can also encourage them to involve their followers in the content creation process, by asking them questions, polls, or challenges. For example, you can ask them to share their opinions, experiences, or stories related to your product or service, or to create user-generated content using a hashtag or a tag. This way, you can increase the engagement, trust, and social proof of your influencer marketing campaign.

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Ryan Bares

Global Influencer Relations Lead @ IBM | Building brand relevance and awareness through influential voices, thought leaders and creators
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During this step it’s important to consider involving your subject matter experts (SMEs) to collaborate on the content. This is especially important for business-to-business (B2B) influencer marketing. Consider having the SME featured in the content. Executing this will help build the social persona and eminence of the SME, while also bringing credibility to the influencer/creator.

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4 Case study 1: L'Oréal and beauty influencers

One example of a successful influencer marketing campaign in the context of advertising is L'Oréal's #YoursTruly campaign, which aimed to promote their True Match foundation range. The campaign featured 23 beauty influencers from different backgrounds, skin tones, and lifestyles, who shared their stories and experiences with the product on their social media platforms. The campaign also included a TV ad, a website, and a pop-up store, where consumers could find their perfect match and get personalized advice from the influencers. The campaign generated over 100 million impressions, 10.5 million views, and 1.2 million engagements, and increased the sales of the product by 33%.

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5 Case study 2: Airbnb and travel influencers

Another example of a successful influencer marketing campaign in the context of advertising is Airbnb's #LiveThere campaign, which aimed to inspire travelers to experience the local culture and lifestyle of their destinations. The campaign featured 15 travel influencers from different countries, who stayed in unique Airbnb homes and shared their adventures and tips on their social media platforms. The campaign also included a video series, a blog, and a microsite, where consumers could explore the influencers' itineraries and book their own trips. The campaign generated over 300 million impressions, 6.5 million views, and 1.8 million engagements, and increased the brand awareness and consideration of Airbnb.

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6 Case study 3: Nike and fitness influencers

A third example of a successful influencer marketing campaign in the context of advertising is Nike's #BetterForIt campaign, which aimed to motivate women to embrace their fitness goals and challenges. The campaign featured 10 fitness influencers from different backgrounds, levels, and disciplines, who shared their stories and workouts on their social media platforms. The campaign also included a video series, a podcast, and a website, where consumers could find inspiration, guidance, and support from the influencers and the Nike community. The campaign generated over 80 million impressions, 18 million views, and 4 million engagements, and increased the brand loyalty and advocacy of Nike.

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How do you create authentic and engaging content with influencers?

1

2

3

4

5

6

1 Choose the right influencers

2 Define your goals and expectations

3 Co-create the content

4 Case study 1: L'Oréal and beauty influencers

5 Case study 2: Airbnb and travel influencers

6 Case study 3: Nike and fitness influencers

Advertising

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How do you create authentic and engaging content with influencers?

1

2

3

4

5

6

1 Choose the right influencers

2 Define your goals and expectations

3 Co-create the content

4 Case study 1: L'Oréal and beauty influencers

5 Case study 2: Airbnb and travel influencers

6 Case study 3: Nike and fitness influencers

Advertising

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