After conducting countless analyses on campaigns, and conversations with creators, talent managers, vendors, brands and agencies, the SYLO team has pulled together these four top tips for creators to make the most of their creative strategies and partnerships in 2018.
1. Show Your Authority
The right “influencer” for brands will also be a creator who consistently puts forth quality content. True creators easily separate themselves from the fake accounts and bots that are casting doubt on the influencer marketing space. The creators that brands are now demanding for partnerships will carry out authority on specific topics and will resonate with their audience through innovative and empowering content. Both creators and brands should strive to build a lasting relationship instead of one-off campaigns which appear inauthentic to the creator and brand’s audiences.
2. Play to Your Strengths
Utilizing content benchmarks to understand which topics resonate with audiences on various social media platforms will ensure that you are reaching any and all of your engaged audiences. It’s rare that a creator only has “influence” on one topic or theme. Though the you as a creator may be regarded as a “beauty influencer,” you may also see high performance in other areas such as cooking and automotive – which could open up new opportunities to pitch relevant brands with the data showing this “influence.” This can also vary by social media platform. It’s important for both the brand and creator to understand the combination of topics and social media platforms that drive the highest performance and authenticity.
3. Cross-Promote your Content
Using the SYLO Score, SYLO analyzed nearly 500 pieces of influencer marketing content produced by creators to see if cross-promotion of their YouTube videos led to better performance. We found that YouTube videos that were cross-promoted by creators scored 47% higher than those that weren’t cross-promoted, and creators with cross-promotions accounting for more than 10% of their branded content saw a 58% higher score on average for that content. However, it’s important that you tailor the content captions to be relevant to the audience for each social media platform – we found that usually, a copy and pasted caption accompanying the cross-promoted content piece underperforms captions that are tailored to each platform’s audience.
4. Embrace Third-Party Standardized Measurement
There are countless articles quoting top marketers from the likes of P&G, Fiat Chrysler Automobiles U.S., and Unilever, demanding for transparency and accountability in the advertising space. Marketers need standardized measurement to track and justify their investments. For creators, standardized measurement will bring more budget into the influencer marketing space as there will be actual measured performance, as well as an increased confidence in the brand partnerships, content strategies, and creators themselves. With more money, creators can afford to be more innovative with their content, seeking out formats that work across different channels. Since they can now see what’s effective, finding content solutions that perform well on Twitter, Instagram, Facebook, and YouTube becomes that much easier.
Image source: Pixabay