HANG­ING WITH THE COOL KIDS

Find­ing your way in the brave new world of so­cial me­dia stars

Inc. (USA) - - INNOVATE -

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.

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