Choose wisely: You worked hard to create your brand. Influencer partners should make sense. Their tone, their audience and their channels all should align with your goals.
Communicate clearly: What do you want the influencers to do, and how do you want it done? Instagram post, YouTube video, blog series? Provide your brand guidelines, set timeline expectations and set up regular check-in times. A creative brief can help bring this all together.
Define success metrics: Do you want clicks? Sales attribution? Increased followers? Make sure you know what this campaign should achieve. You can work with the influencers and their agency to structure payment around key performance indicator successes.
Get out of the way: Now that you and your influencers have clarity, let them work their magic. Their authentic voices are their most valuable asset, so give them the freedom to use them. Their followers will disengage if they sense something is phony. As long as you’ve clearly communicated your guidelines, you should be able to trust that they’ll do a great job representing your brand.
crowdsourced
Is Crowdsourcing Turning Creative Directors Into Curators?
Not every crowdsourcing company is out to steal your business. “I commend BBDO for trying to do something different,” said CrowdHere CEO Nick Pahade, who has also worked at IPG’s Initiative, “but I have no desire to compete with any agency. Think of us as a marketplace meets an array of content creation tools.”
Impact of crowdsourcing video content on advertising
Dawn Hudson, the National Footbal League’s chief marketing officer who has held executive roles at ad agencies and at PepsiCo, agrees. One reason that crowdsourcing is no longer as threatening to agencies is because shops still play a role, she said. “You still need people to organize it,” she said. Crash didn’t happen “because consumers decided to do it. This program happened because somebody had the idea, organized it, made it happen, provided the vehicles.” She added: “The agency world is as relevant as ever, if not arguably more relevant, as more crowdsourced individual ideas have come to pass.”