Recommendations from influencers are one of the most effective ways of marketing your products to Gen Z and Millennials. Research has shown that these age groups are less influenced by traditional forms of advertising and are far more likely to engage with recommendations from influencers on Instagram and other social media platforms.
With Instagram – the most popular platform in this demographic – having over one billion users, it may be tempting to send free stuff to influencers in return for exposure. But does this work? And is this the best way to do it? The short answers to these questions are: yes it can, but ultimately you get what you pay for.
In this blog post, we’ll look at the advantages of engaging in a professional relationship with influencers, as well as some of potential problems with simply sending free products to influencers in the hope of a positive recommendation.
Professionalism counts
First off, there’s nothing to stop you sending out samples to influencers. And while nano and micro influencers may be happy to give a shout-out to any freebies they receive, those with more reach will always want a more professional arrangement.
Loyal followers means money on social media, and mid-tier and macro influencers are going to want a return for investing their time in your products. Those influencers willing to give exposure in exchange for freebies are likely to have a much smaller reach and they may also be new and inexperienced. And, while we all have to start somewhere, you have to consider the amount of exposure you want and the image that is right for your business.
Do you want someone who’ll maybe give a good shout-out to your product, with them being under no obligation to portray it the way you want? Or do you want to work with someone who’ll deliver your message in a professional way as part of an agreement?
Get the right message to the right audience
The majority of reputable influencers prefer an official, professional relationship and receive payment in addition to samples of products. Remember, this is their livelihood, and like anyone else they want payment for their services.
Although this approach is more expensive, there are many benefits for businesses who choose this route. The most obvious of these is reach. Large influencers don’t work for free, and the more followers an influencer has, the more people will see them promoting your products. Done in the right way, an influencer promotion can get your message out to millions and more people will therefore buy your products.
However, it’s important to bear in mind that the more followers an influencer has, the more companies they’ll have wanting them to promote their goods. Given this competition, it’s highly unlikely that just sending them a gift will get you anywhere.
Having a professional, paid relationship is not exclusive to the most popular influencers, and trust is equally, if not more important than reach. Influencers with smaller, dedicated followings are often perceived as more trustworthy by them, especially if they specialise in the area you want to market to.
The combination of the personal touch and perception that they’re not just in it to make money, can position them as an authority in their industry. As a result, their recommendations carry more weight with their followers and so sending free stuff to influencers can work in this case. Just remember that it’s their business, and a professional arrangement with them will lead to a more professional campaign.
Just as important to your business, is your ability to control the message. Sending out freebies gives you no say in how they’re promoted. An influencer may decide not to feature your product, compare it unfavourably to a competitor, or even feature it in a negative manner.
Entering into a financial agreement with influencers gives them an obligation to do a good job. You’ll also be in a position to influence how and when they deliver your message, down to which links and hashtags you’d like them to include. You can provide them with a brief and scripts if required, approve content prior to posting, set deadlines and other requirements, depending on your needs.
How much this is likely to cost depends on a number of factors, such as the individual influencer, frequency and type of content, length of campaign, whether you want them to promote your products exclusively and more. For more information on this, take a look at the influencer pricing guide on our blog.
Let the experts manage things
So how do you know which influencer is right for you? And how do you know they’ll market your product the way you want it to be promoted?
This is where an experienced influencer agency like Find Your Influencer is invaluable. Companies such as ourselves work closely with both leading influencers and companies wishing to engage with them.
We can help match your business with a suitable influencer, taking into consideration your client base and matching you with an influencer who fits with your brand and has the number and demographics of followers you need. Our team can then execute and manage your campaign from start to finish, liaising with the influencer on your behalf. We can also work with the influencer to extend the reach of the campaign, improving both traffic and sales.
Find out how we can help
In conclusion, there’s no right answer and it all depends on the situation. With smaller Instagram accounts, sending free products to influencers is often acceptable and you may get increased exposure and sales out of it, but there are no guarantees.
However, if you’re prepared to work alongside an influencer in a professional relationship, this can offer a multitude of benefits, and ultimately, greater rewards for your business. And FYI can help. As a dedicated influencer marketing agency, we can match you with the right influencer, negotiate rates, manage campaigns, and provide regular updates on your progress.
Contact us today to arrange a discovery call and we’ll provide you with everything you need for your next influencer marketing campaign.