Over the last year, influencer marketing has been one of the most talked about digital tactics in all of marketing.
We’ve seen scores of articles about best practices, tips
These articles talk about tools the author/brand/agency use to identify influencers.
And, of course, agencies will talk about the relationships they have with influencers (some agencies are completely built around the concept of influencer marketing) and how powerful those can be.
In many cases, it simply sounds too good to be true.
And, that’s because it is too good to be true.
The harsh reality is this: There are no shortcuts in influencer marketing.
Because the harsher reality is this: It takes a lot of time, effort and research to execute a well-planned influencer marketing program.
I see three key areas where extensive time, effort or commitment is needed:
Identifying the right influencers to work with
The up-front research is easily the area that requires the
Managing long-term relationships with influencers
This is an ongoing and time-consuming job. Because, if done right, it involves much more than just monitoring their Instagram profiles every few days. Managing an effective long-term relationship with an influencer is a commitment. It involves scanning their social media accounts DAILY–you want to know what they’re talking about each and every day. It involves monitoring their posts to ensure they’re disclosing paid affiliations (because, well, FTC guidelines demand it and you could get sued for millions of dollars if you don’t). It involves checking in with the influencers every so often (I would usually say monthly at a
Managing ongoing content creation with influencers
Much like the areas above, this isn’t a one-time deal either. It’s an ongoing effort to work closely with influencers to either co-create