Modern marketing techniques often rely on social media influencers to promote the brand on blogs or other accounts. Influencers can help brands get their names out to large quantities of potential new customers in a short period of time. In exchange for social media interaction with your brand, these individuals receive free products or experiences. This symbiotic relationship works well in most cases, but maintaining a balance is essential to keeping an authentic representation of your brand.
Fitting in With the Audience
One of the best ways to maintain authenticity is to have a solid sense of how your brand fits in with the influencer’s specific audience. A social media influencer could have a number of different audiences, so remain aware of how each of these audiences could potentially perceive your product or service. Before connecting with someone to promote your brand on social media, take some time to look through their blogs and other social media accounts to get a good feel for which types of audiences they are attempting to target.
Make Sure the Influencer Aligns with Your Message
When choosing the best influencer to promote your brand, make sure your message and purpose are clear and plainly stated from the beginning. Popularity is important to reach the greatest number of people, but just attempting to align with the most popular person of the moment lowers the chance that your brand will be viewed as authentic. By being a little choosier on the front end and only aligning with those who mesh well with your brand’s overall purpose, you can keep your believability at a higher level.
Tap Into Social Media Language
Part of using social media for brand marketing is understanding the language of social media, influencers and their followers. An important way to maintain authenticity with potential audiences during your influencer alignment is by learning the current language of the various social media outlets and then communicating on that level. Reading the room is an effective marketing strategy in any situation, and social media is no exception.
Using social media influencers to align with and promote your brand is a smart and modern way to get your name out into the digital world. Although many companies are now using this strategy, it can sometimes be difficult to balance relationships and authenticity. By doing research on both the potential influencer and their audience before deciding to connect, you can maintain your authenticity while still finding a new customer base.