Designing engaging and on-brand content has become a lot easier. Especially if you are working with creators who’ve gained their audience’s trust. Did you know that the human brain processes visual information 60.000 times faster than written content?. This means high value photography and multimedia matter the most when trying to promote a product or service on social media.
Starting this process can be overwhelming, we are here to guide you through all the steps so you can feel confident when launching the campaign.
- Define your visual brand
You must have a cohesive branding meaning color palettes, defined logo, slogan, website, packaging, etc. When you have this established, people will recognize you easier and will remember your company’s values and message. This is extremely important If you are working with instagram influencers, you want their followers to identify you by your uniqueness and assertiveness.
Ask yourself: What is the mood I’m trying to convey? Is it more towards all things nature, positivity, mental health?
Once you have this answered, create a social media style guide. This is a document you can refer to everytime you start a campaign, this is a great resource to show influencers so they get to see more about the design systems. If you have time, create custom graphics combining simple images and text. Always consider using the same shapes, font and similar colors. These templates don’t have to be extremely fancy, they are very simple to make using tools like Canva and Adobe Illustrator.
Brand We the Urban is a great example of maintaining a clear and cohesive image on all social media channels.
- Define your budget
How much are you willing to spend on each campaign? If you are a small business, I would consider starting with micro influencers. These have up to 5K followers but are usually really beneficial to work with since they have high engagement with their followers. They usually don’t charge that much and you can even negotiate the stipend and see if they would be willing to accept product samples instead. Negotiating and having good communication is key since this will definitely be a big part of the campaign’s success.
- Find the right influencer
To find influencers can be a long process if you don’t have the specific options to filter the search according to your needs. Fortunately, there are different softwares that can help you narrow all the options in a matter of seconds. This specific tool lets you choose by categories such as demographics, age range, location, engagement, cost, follower growth, among others. This is important to consider since you want to pick a content creator whose growth is organic, posts frequently and seems genuine. If you liked one or a few you can save them in different lists, which makes it easier to compare when deciding who you want to work with.
Having a fast and effective process means you will have more time to focus on other aspects of your business.
Communicate with the content creators and let them know your expectations and goals. Is the campaign more focused on building product awareness or is it just to mention a product launch? Make sure this is clear to him/her as they will have time to think about how to best convey the information. Once this is set, you can clarify they will have some creative freedom to choose in what kind of setting they want to be in, etc.
Don’t feel intimidated if you didn’t get a lot of traction the first time. It’s a learning process and you should be proud of yourself for stepping out of your comfort zone and trying new strategies. After the first campaigns you will have a more clear idea of which kind of influencers resonate more with your target audience. Influencer marketing campaigns are a great resource to get feedback and see how you can improve aspects of your brand or even characteristics of the product or even packaging.