HANGING WITH THE COOL KIDS
Finding your way in the brave new world of social media stars
TURN TO AN INFLUENCER AGENCY
Three-quarters of marketers say identifying the right influencer is the main challenge to rolling out a successful campaign, according to a survey by influencer-marketing company Augure. But you don’t have to go it alone. Tap talent brokers and agencies, like Talent Resources and IMA, to play matchmaker. When Jeep Wrangler wanted to promote National Dog Day, Talent Resources suggested enlisting actor Josh Duhamel, a known dog lover.
SPELL OUT PARAMETERS
Influencers want their posts to be breezy, off-the-cuff endorsements. But behind the scenes, there are lots of details to work out: How long must she wait before she posts for a competitor? Are there certain days of the week she should post? Must the post include certain hashtags or custom links? Are there certain analytics that should be reported in a given time frame? “All of the influencers we work with agree to six months of exclusivity, so they can’t work with anyone else in our competitive landscape,” says Kidpik founder Ezra Dabah. “But the contract specifics have to be tailored. A box-opening video on YouTube is completely different from a photo shoot for Instagram or a video on Musical.ly.”
PLAY BY THE RULES
The FTC requires that it be clear to consumers that money has changed hands for paid social endorsements. What that means on social can be a little fuzzy, but influencers use the #sp, #ad, and #sponsored hashtags and brand label to signal sponsorship.
CATCH THEM BEFORE THEY’RE BIG
The influencer landscape changes so fast, the megastars of tomorrow could be average customers today. So spread your love around, says Claudia Naim-Burt of Framebridge: “We re-pin and re-gram both influencer content and customer content.” The custom-framing startup also includes its social handles—and a request to post—on all of its packaging. Because when it comes to social media, every Like helps.