With all of the recent scandals breaking out across Facebook, Instagram, and Tumblr, brands better do their research before they get in bed with a social influencer. The importance and ultimate severity of putting your brand in the hands of someone else has dire implications no matter how airtight you think that contract might be.
The first step in harnessing the otherworldly power of these mighty and sometimes outlandish social personalities is knowing your audience. What demographic are you going after? What age group is responding? What does the data from your A/B testing tell you? Once you have your answers, you can start to sift through the abyss of influencers that align with your targeted market.
Along the same lines, you need to know what you’re going to pay for. If you’re looking to make the biggest impact, then you’ll be sorting through top influencers like Cameron Dallas who is pulling in over 21.1 million followers and hundreds of thousands of “likes”. Maybe you want to reach for the stars with a celebrity influencer like Joanna Gaines who brings with her millions of engagements per post and the clout of a successful TV personality. These tip-top media giants command upwards of $50,000 per post if not more.
On the other hand, if you’re looking for a micro-influencer with a trusted social brand, like Derek at Dad With A Pan, then you’re budget will go further, and you’ll have more control over the actual post. The advantages of these niche influencers can be very impactful. Their audience tends to listen more and offers a channel into the specific demographic you’re targeting.
Needless to say, there are plenty of options for influencer styles, engagement, and budget.
The main pitfall of tossing aside your control as you let someone create a tone for your brand are instances like everyone’s favorite blonde, Logan Paul. With his blatant stupidity and insensitivity to the Japanese culture and the families of those affected, he essentially killed his own brand. We’ll probably never know the exact extent of how the plethora of sponsors affected by his actions, but it was enough for brands to drop him and go into emergency damage control.
So what’s the moral of the story?
Do your research. Know your own brand. Know the direction you want and what you’re willing to pay to get there. Weigh the risks and plan for counter-campaigns.
When you’ve settled on all of these elements, contact me and we’ll set a price for a whiskey-themed post.