Steps to Building Influencer Relations

Many of you are probably already aware of the major impacts influencer marketing is having on brand awareness and driving conversion rates. A healthy influencer relationship can likely have those same impacts on your own brand, but we understand if this seems like an intimidating venture especially for your first influencer campaign. You need not worry because we’ve got your back! We’ll help you build influencer relations.

According to an influencer is “a person who has the power to influence many people, as through social media or traditional media.” So regardless of your preconceived ideas of influencers, you should understand that their job is to help spread your vision with their audience (i.e. your target audience). 

Many other brands are also using influencers to reach their consumers. The great thing about having influencers as a strategy is that your consumers trust their opinion and oftentimes when they swear by a product or brand, their followers are buying it too. 

An important factor of a successful influencer campaign is successful influencer relations. See our list below of the great steps to help you boost your influencer relations:

1. Searching influencers

It is key that you are looking to partner with influencers in your specific industry. Hopefully you are already following many of these people and keeping up with their feeds. However, you might consider doing extensive searches on these accounts to verify their metrics such as fake followers, demographics, engagement rates, etc. using search tools such as Tokfluence to simplify the process.  Checkout our article about How to find the best TikTok influencers for more information.

2. Determining the Budget

Factors such as location and engagement will impact the cost of an influencer’s services but here are some typical numbers that tend to be standard for each major platform: 

  • Youtube – $20 per 1,000 subscribers per video
  • TikTok – $10 per 1,000 views per video
  • Instagram – $10 per 1,000 followers per post
  • Snapchat – $10 per 1,000 followers per post
  • Facebook – $10 per 1,000 followers per post

3. Creating Contracts

When you are doing a paid partnership, you should definitely be using contracts to set out the guidelines and expectations of you and the influencer. This will eliminate any confusion or ambiguity regarding roles, responsibilities, time constraints, etc. Seeking legal aid would be beneficial to ensuring all bases are covered. However, if due to a limited budget, you are unable to pay for an attorney, consider signing up for online legal aid from reputable companies. 

4. Creating Content 

This is the fun part! Even though the influencer often takes the lead on this step to ensure that the content blends naturally with their feed and represents their voice, in a paid partnership the brand should also give input to ensure that the posts reflect positively on them.

For more in depth explanations for planning and creating content for TikTok specifically, always consider these simple tips into your strategy: 

  • Be consistent
  • Creating interesting, relevant content
  • Use TikTok ads

5. Track the Performance

Once you get the campaign up and running, make sure you’re keeping up with the results of the posts to ensure that they are aligning with your goals. This step is important to making sure the campaign and the ROI are successful. Tracking the metrics of engagement, reach, etc ensures that the campaign is profitable which would mean success for you and the influencer. 

Even after your campaign is over you should still maintain relationships with influencers and when the time comes to launch another you will already have options of influencers to choose from. Also, using the same influencers for multiple campaigns is great because your ties are already strong, their followers will also be familiar with you and they are likely more receptive to your brand as opposed to a new audience.

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