How can you use influencer marketing to promote social responsibility and sustainability?

1 What is influencer marketing?

Influencer marketing is a form of marketing that involves collaborating with influential people who have a large and loyal following on social media platforms. These influencers can create and share content about your brand, product, or service, and influence their followers' opinions, behaviors, and purchasing decisions.

2 Why promote social responsibility and sustainability?

Social responsibility and sustainability are important values that many consumers care about and look for in the brands they support. According to a 2020 report by Nielsen, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. By promoting social responsibility and sustainability, you can show your customers that you share their concerns and values, and that you are committed to making a positive difference in the world.

3 How to find the right influencers?

The first step to using influencer marketing to promote social responsibility and sustainability is to find the right influencers to partner with. You want to work with influencers who are relevant to your niche, have a genuine interest in your cause, and have a high level of trust and engagement with their followers. You can use tools like BuzzSumo, Upfluence, or AspireIQ to search for influencers based on keywords, topics, or hashtags related to your cause. You can also look at the content, tone, and style of the influencers, and see how they align with your brand identity and values.

4 How to create a successful campaign?

The next step is to create a successful campaign that showcases your social responsibility and sustainability efforts, as well as encourages your audience to take action. You should define your goals, budget, timeline, and metrics for the campaign, and communicate them clearly with your influencers. Furthermore, provide your influencers with creative freedom and guidance, allowing them to use their own voice and style to create authentic and engaging content. Examples of content formats you can use include stories (short ephemeral videos or images that can be used to share behind-the-scenes, testimonials, tips, or challenges related to your cause), posts (longer permanent videos or images that can be used to showcase your product, service, or initiative), live (real-time video that can be used to host Q&A sessions, interviews, or events related to your cause), and reels (short catchy videos that can be used to create fun and viral content related to your cause).

5 How to measure the impact?

The final step is to measure the impact of your influencer marketing campaign on your social responsibility and sustainability goals. To do this, you need to track and analyze the data and feedback collected from your influencers and audience, and see how they relate to predefined metrics, such as reach, engagement, and conversion. Reach indicates how much awareness was generated for your cause, while engagement indicates how much interest and interaction was generated. Conversion shows how much impact and value was generated for your cause by looking at the number of actions taken after seeing your content.

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?