How to work with influencers
Last Thursday I participated for the first time in a #HootChat. For those who don’t know it, a #HootChat is a Twitter conversation that is triggered by a series of questions done by Hootsuite. Yesterday’s topic was “Influencers” but before I share with some of the responses and thoughts, I must say that I enjoyed participating and I found very interesting to see what other Social Media people think about a certain topic. Now, the chat:
Q1) What is an ‘influencer’ anyway?
Q1: What is an ‘influencer’ anyway? #HootChatpic.twitter.com/bix17XN0BN
— Hootsuite (@hootsuite) April 21, 2016
A1)
A1: an influencer is a respected opinion leader @hootsuite#HootChat
— Javier (@villaraco) April 21, 2016
.@hootsuite A2: to show that they have a connection to the community and are listening to consumers #hootchat
— Martin Massel (@martinmassel) April 21, 2016
A1 Someone or a brand who makes an impact on consumers or users; spark online conversation & engagement #HootChat
— Anvil (@anvilmedia) April 21, 2016
.@hootsuite A1: an individual with an expertise on a certain subject that people in the community look to for knowledge and info. #hootchat
— Martin Massel (@martinmassel) April 21, 2016
Q2) Why should brands partner with influencers on Youtube?
A2) youtubers can reach and affect audiences that the brand would not reach with traditional means #HootChat @hootsuite
— Javier (@villaraco) April 21, 2016
.@hootsuite A2: to show that they have a connection to the community and are listening to consumers #hootchat
— Martin Massel (@martinmassel) April 21, 2016
#HootChat A2: Partnering with YouTube influencers not only increases the reach of your brand—it shows that you understand your community.
— Kendall Walters (@KendallWalters) April 21, 2016
@hootsuite A2: Not to mention, influencers know what works in YouTube marketing. Most brands are clueless. #HootChat pic.twitter.com/fB6tWF0kfF
— Wilde Agency (@Wilde_Agency) April 21, 2016
Q3) How can you find the right YouTubeers to partner with?
I was surprised that not many people mentioned to use a multi-channel network for this purpose. Maybe that was my first idea cause most of the times we have tried to contact influencers at my company (Instagram or Youtube) they are already working with one. But I totally agree that a thorough research is a must and then – why not? – contact them directly. I guess we have to take action based on the budget of the campaign and maybe a MCN can sum a good amount on top.
A3) @hootsuite you gotta find a multi channel network like @Divimove for example #HootChat
— Javier (@villaraco) April 21, 2016
@hootsuite A3: Don’t partner based on popularity alone. Find a YouTube influencer that makes sense for your brad. #HootChat
— Wilde Agency (@Wilde_Agency) April 21, 2016
Q4) What makes an influencer a good fit for your brand?
A4 Someone who embodies your brand. It needs to be the right demographic and they have to actually like your brand. #HootChat @hootsuite
— Laura Reid (@tfashionfiles) April 21, 2016
A4) Its a good fit if Brand and Influencer are aligned in terms of values and brand message. @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A4. Believing in your product. Not to get political, but you don’t want an influencer promoting Bernie when he’s a Trump supporter #hootchat
— Nikki Fica (@NikkiFica) April 21, 2016
Q5) What makes an awesome influencer/brand collaboration video? (I guess they were thinking in Youtuber influencers/creators only)
A5) When you let the influencer be him/herself, they understand what do you want and like your brand. @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A5. be subtle in the amount of brand messaging/selling – consumers can smell the BS a mile away #hootchat
— Alexander Wilson (@anthrofoodie) April 21, 2016
A5. Something where it feels absolutely organic, as if the collaboration has naturally fallen into place with no effort at all #hootchat
— Bethan (@BethanVincent) April 21, 2016
@hootsuite A5: An awesome influencer/brand collaboration video is rooted in A-U-T-H-E-N-T-I-C-I-T-Y. #HootChat
— Wilde Agency (@Wilde_Agency) April 21, 2016
Q6) What mistakes do brands make when working with YouTube-ers?
This is the response of an actual youtuber so keep this in mind.
A6 They demand too much or try and take over creative control. These people got where they are for a reason. #HootChat @hootsuite
— Laura Reid (@tfashionfiles) April 21, 2016
A6) 1.They tell the influencer what they have to do instead of what is the message they want to get out. @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A6) 2. Partner with a wrong influencer for the brand or for the message. @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A6: Using ‘spray and pray’ – aka working w/ many influencers who aren’t all that great instead of focusing on 1 key relationship. #HootChat
— lookthinkmake (@lookthinkmake) April 21, 2016
Q7: How do you measure success when a collaboration goes well?
A7 When you have more engagement than when the collab started. Also if the influencer wants to work you again. #winning #HootChat @hootsuite
— Laura Reid (@tfashionfiles) April 21, 2016
A7) 1/2 Of course: Video Views, thumbs up on the video, increase on sales/app installs or the main metric and virality @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A7) 2/2 And if possible sentiment of the campaign (social buzz) like @FalconSocial provides @hootsuite #HootChat
— Javier (@villaraco) April 21, 2016
A7: Measure brand/influencer collaboration success using engagement rate including likes, shares, comments and sentiment analysis #HootChat
— Bharat (@bharatpc) April 21, 2016
A7: Is it sending traffic to your website? Are you getting sales? Are people commenting and sharing? #HootChat
— Express Writers (@ExpWriters) April 21, 2016
Q8) What would you say to someone planning to work with influencers on YouTube?
#HootChat A8: Do your homework, build relationships with influencers, find someone who’s a good fit and give them creative control.
— Kendall Walters (@KendallWalters) April 21, 2016
@hootsuite A8: Choose an influencer wisely, choose an influencer carefully. #Hootchat pic.twitter.com/tQ3SG1Rgrd
— Wilde Agency (@Wilde_Agency) April 21, 2016
I didn’t replied to the 8th questions cause I was tweeting as well about Germany’y Next Top Model (yes, I did) and I couldn’t focus on both conversations. Back to the topic, I basically expressed my ideas in those tweets but if you have anything to add or simply change some ideas, please contact me on Twitter or leave me a comment in the box below.
I hope you also find it interesting and thanks for reading!
-Javi