Not having enough creative input is a common grievance among influencers, and according to eConsultancy, 93 percent of influencers believe they should have full narrative control.
While garnering full control is probably a longshot, especially given how much money brands are pouring into influencer marketing, both brands and influencers must work together to strike a balance. Audiences are immediately turned off by content that appears inauthentic to the influencer.
Take a multi-channel influencer approach.
It’s tempting to offer influencers a blanket set of campaign guidelines to cover every social channel, but taking a one-size-fits-all approach does not play to the unique strengths and attributes of each channel. Just as Instagram, Facebook, YouTube, Twitter and Snapchat are all distinct, content expectations and guidelines created for these specific channels should vary.
For example, tracking options across each platform are wildly different; while you may be able to track and retarget the clicks from a YouTube video, Instagram’s lack of link real-estate makes tracking a bit murkier.
Related: Fixing the ROI Problem with Influencer Marketing
One recommended Instagram tracking technique is “comment to buy,” where audiences are sent individual links after commenting on an influencer’s post. If you don’t take the time to consider each channel’s attributes, the content and performance of your overall campaign could easily suffer.
Prioritize your community.
Influencer marketing alone can drive incredible awareness and engagement for brands, but it really becomes powerful when it is supported by community management. Your influencers are creating content for their followers to consume and likely engage with. It doesn’t do your brand any favors to not take advantage of the new customer touch points your influencers generate.
Attract.ly co-founder Tom Allen, for example, has said he believes that personal interactions are the only way to truly create a thriving social brand.
“I tell our clients time and time again, the only way to win on social media is to take micro, personal interactions and do a ton of them, thus scaling them to a macro level,” Allen says. “You have to get personal with your following to turn them into fiercely loyal customers.”
In short, your influencers are creating new customer introductions for you, but it’s up to you to turn those introductions into real relationships.