Influencers are a key component when it comes to having a successful PR and social campaign, because of this, it is only right to make sure that you create an ongoing relationship with the influencer for any future ventures.
Whether you are utilizing an influencer for a social media takeover, blog or article, you are creating content that benefits both parties. Before and after your partnership, you need to always keep the momentum going.
To get the ball rolling, introduce your audience to the influencer. This pre-post gives your audience a sense of what you are trying to achieve and what the influencer will be doing.
During this time, influencers will also announce the partnership to their followers. In both cases, this helps you and the influencer gain new followers or engagements even before the initial partnership.
Duration of Takeover
We have learned it is beneficial during social media takeovers to give the influencer limited access to your social accounts. By using both their social and yours, it drives engagement traffic in both directions.
In some cases, depending on your restrictions, you may not have that opportunity. In this case, keep an eye on their social media during the takeover and continue to share their posts or stories on your account to keep the engagement going on both ends.
The blog has been written the social takeover is done and you have the assets you were looking for. So, what to do next?
Post-partnership is an important piece of keeping the relationship going. Whenever using the content the influencer developed for you, it is important to tag them. That means, ANY work that they may have done for you, photography, blogs, reviews, video, etc. Shouting them out and presenting to them that their content was beneficial shows them your gratitude for helping you achieve a set goal.
Gaining Forever Content
As I mentioned before, we here at ABC have collaborated with a variety of different influencers; international photographers, travel bloggers, beer bloggers and Instagram influencers all of whom we still recycle content from today. We continue to tag them in this post-partnership state to give them credit where it’s due.
We have seen many instances where the influencers themselves continue to recycle the content they built for us. Normally, they tag us and throw in a little blurb about their experience working with us.
There are two different kinds of future opportunities that you can stumble upon when you continue the conversation post-partnership. Either you will partner with them again or gain other influencer plans.
The influencer community is very close. When you work with one, many others get on your radar or you get on theirs. The influencer you previously worked with could recommend other influencers to reach out to you. Even better … they could recommend a collaboration with similar influencers and create one big idea.
In our experience with influencer work, it is a lasting bond. It’s not always just a one-and-done type of deal, but a relationship that is ongoing.
Influencers are and will continue to be an important aspect of success within marketing strategies. Treat them how you would treat any business relationship. You never know how it could benefit you later.
About The Author
Abby came to ABC as an intern only to return and emerge as a social media, content development and PR powerhouse.
She was turned onto marketing and its cultural influence as an avid
social media user and now channels her knowledge of those platforms to
craft consistent messaging and engaging content.
The public relations degree-holder moonlights as a foodie and fan of
all things Syracuse, from the eateries to the sports teams. Abby
appreciates the family dynamic at ABC, where she can exercise her
creativity in a collaborative setting.