What are the points to keep in mind while collaborating with an influencer?

Influencer marketing is utilizing content makers, or influencers, to advocate and draw in customers through brand endorsement on their social media accounts. They present the brand to their followers which increases brand awareness and which in turn converts into sales. 

It has become a popular channel for promoting products and services for a while now. And with time its effect is only growing, with more businesses getting themselves associated here. 

8 out of 10 consumers have purchased something after having seen it as a recommendation by an influencer.

-Rakuten Marketing

But to get the desired result through this marketing methodology one must be very careful in choosing the right influencer, or the right creator. For example, if you are an active wear/sports wear company and you collaborate with an influencer who is not a fitness freak, more so has completely unhealthy lifestyle choices, then this might backfire you and your brand image.

That is why it is important to have the right person by your side. 

You should keep the following points in mind while collaborating with a content creator-

Their Reach

At the point when you want to collaborate with a creator, one of the main things you need to know is the number of people the content reaches, and the number of people that engage with the content. Number of followers, number of views and likes give a basic measurement to making a decision about prevalence and effect, yet it's important that online media hacks like bots imply that this measurement isn't in every case best for deciding their influence. 

Engagement 

Engagement  measurements give us the insight into the number of individuals who are connecting with content. Likes, comments, and shares of the post can help in deciding how dynamic the audience is and how it responds to various sorts of content. The more invested the audience, the more benefit for the brand!

Popularity and Reliability 

Like any other well known people, influencers have a reputation through pictures that they share with their followers. Regardless of whether they're experts or creative wunderkinds, their  reputation can turn out well for brands, provided they're positive and lined up with brand goals. Cool influencers lend a level of their coolness to brands they work with, and expert influencers can help companies they work with gain trust from the people.

‘Content is the King’

There are many people who deliver and present themselves in their unique way.

For example, Comedian and Chess player, Samay Raina collaborated with MamaEarth and he never fails to mention the product in his own funny way, while streaming or on instagram live!

As a company you will have to decide how you want to be represented and that must be discussed before the agreement. Marketers should search for influencers whose substance is excellent, reliable and in accordance with brand objectives and image. 

Audience

It is very important to realise what is the type of audience that are interacting with the creator. If a fitness blogger, who has a fan following of people who are fitness enthusiasts, starts posting about a junk food company, then he/she may not appear very convincing and trustworthy to the people who follow him/her. And it will not result positively for the company and its image. 

Every person has a type of people that follow them. And the marketer has to decide the right person on the basis of the crowd that they have. 

Budget  

Financial plan is key in any campaign. This first step decides all other key factors. It is critical to decide in advance and distribute the budget accordingly. 

There are no standardised rates in this advertising industry. Marketers have to decide the amount they're willing to pay and pick people appropriately. Some people who have millions of followers might charge more when compared to someone who has few lakhs people following him. 

With the help of above tips you will be able to make just the right decision! And when you decide on the type of content you want to have, choose the right person here.