The TL;DR June 25, 2018
This week we’re talking about Facebook Brands Collab, IGTV, and how to improve your influencer marketing process.
Facebook Introduces Brands Collab Manager:
As influencer marketing continues to grow in popularity, Facebook is working to make it easier for brands and influencers to connect. To do so, they’ve introduced the “Brands Collab Manager” – a tool dedicated to helping this two groups find each other. You can read the full article here.
- The platform, initially tested last month, highlights relevant influencers for a brand based on the brand’s specific requirements.
- You can filter options by a range of qualifiers – including if the influencer has already liked your brand on Facebook.
- Each influencer highlighted will have a percentage match on their profile thumbnail, calculated by their relevance to your brand and brand requirements. Thumbnails will also show audience reach and category.
- Once you click through to a profile, you’ll see deeper insights about the influencer like who they are, where they’re based, their preferred content type, and their site.
- Influencer/Creators will be able to make specific Brand Collab profiles that feature a media kit and intro videos, allowing them to share even more of who they are with a potential brand partner.
- Brands will be able to see data from a creator’s past brand collaborations.
- While not available to all users yet, brands can express their interest in joining
7 Ways to Use IGTV
Instagram introduced a major update in the form if IGTV. This video hub focuses on longer form content, allowing videos up to an hour – in a vertical format. There remains a lot to be seen and explored with IGTV, but for now, these 7 ideas can help you get started. You can read the full article here.
- Interviews/Q&A’s: Interviews and Q&A’s with industry leaders or people within your organization could provide great value to your audience. This is a great way to get started on IGTV.
- Video Greeting/Introductions: These work well on Youtube and a good intro video can help a potential follower what to expect from you and your Instagram profile. It can also humanize the people behind the brand.
- Product Demos/Tutorials/How To’s: Product demos, tutorials, and how to’s are the best way to teach your audience about your product or service. Making a library of useful content like this can help establish credibility and authority.
- Recurring Segments: If you share tips or create other forms of content on a regular basis, you can turn them into easily digestible videos. This gives your followers something to look forward to week after week and keeps them coming back.
- IGTV Exclusives: Create videos that you only share to IGTV. This gives fans an extra reason to follow you.
- Webinars: If you already go live regularly or create educational videos, turn them into IGTV content. You could reach more people and establish even more credibility on the platform. It also creates a resource library for followers.
- Repurpose Content: IGTV is a great place to breath new life into older videos or recorded livestreams you’ve done in the past. Just make sure they’re still relevant and sized for Instagram.
5 Ways to Ramp Up Your Influencer Marketing
With 84% of brands utilizing influencer marketing in some way, it’s important to make sure you have a solid process when it comes to influencer marketing. These five tactics can help. You can read the full article here.
- Create Influencer Personas: While many brands do A/B testing of certain influencer types, it’s also helpful to create influencer personas based on your target audience.
- Implement “Trackable” Goals: It’s important to know what influencer marketing is doing for your brand. Make sure you create goals that can be tracked – that way you’ll be able to know exactly how well your campaign is working. Some potential goals include direct sales via a unique influencer code, signups to your site, social engagement, and more.
- Allow for Creative Freedom: Having a theme for an influencer campaign is great, but give the influencer some freedom. People follow them for a particular type of content, so make sure you’re providing them the opportunity to create that content for your brand. If an influencer posts something that doesn’t make sense with their style, the audience will know and the campaign will feel inauthentic.
- Open the Gates for Opt-In Influencers: While brands often reach out to influencers they want to work with, sometimes influencers will seek out brands. Keep an eye out for these opportunities and make sure that it’s easy for influencers to get in touch with you. Consider adding a CTA to the footer of your site where they can apply to work with your brand.
Create Competition: Considering finding extra ways to reward influencers – for example, challenge a group of them to post the best photo or bring in the most sales and give the winner a bonus on top of their fee. This can encourage influencers to create better content.