Power of influencer marketing in modern PR

From the overwhelming number of takes you see on the “very demure” trend as you scroll through Instagram, to the urge you feel to buy your favorite influencer’s latest product on TikTok Shop, the power of influencer marketing is evident in modern PR.

Influencers and content creators are not a new trend in digital marketing, but with the rise of new social media platforms and increased digital usage during the pandemic, the number of influencers skyrocketed. It left many professionals questioning when the plateau or decline of influencer marketing would kick in post-pandemic. But the truth is, influencer marketing is quickly becoming the most popular way to promote your brand. According to Sprout Social, the influencer marketing industry hit $16.4 billion in 2022, reached $21.2 billion last year and is set to reach $22.2 billion in 2025.

Are you still questioning if influencer marketing is right for your brand? The short answer is yes. From brand awareness to product promotion to new audience acquisition, influencer marketing provides endless opportunities for increasing your brand’s success.

So, whether you’re looking to take your brand’s partnerships to the next level or ready to dive head-first into influencer marketing with your first collaboration, here are five tips for creating influencer partnerships that succeed and earn positive results.

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1. Build trust with your audience.

Working with your audience’s favorite influencers will not only build trust between the consumer and the brand, but it furthers their faith in the product too. If their favorite creator loves it, their followers are likely to believe they will too. Leave the perfectly curated script in your drafts and trust the creator to make your vision come to life by combining your brand’s mission and their unique, audience-approved aesthetic. These collaborations have become hallmarks of successful influencer campaigns and are an opportunity to see your brand through a new creative lens.

2. Ask yourself: Will this influencer resonate with my brand, or do they just have a lot of followers?

Finding the right creator that fits the appropriate niche can make or break a partnership. Just because an influencer has a larger platform than someone with the ideal niche, does not mean your campaign will perform better. In fact, most of the time the smaller creator with the correct niche earns higher engagement rate results. Find an influencer that fits your niche who will be comfortable capturing or talking about the intended product or brand. Plus, their audience expects them to talk about a brand/product like yours if the partnership is the right fit.

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3. Save money in the long run with ROI that keeps giving.

Spending your budget on traditional ads alone isn’t the best value for your brand. Influencers can deliver more than just social media posts — many are expert writers, professional photographers and skilled video editors. Agreeing to a set of deliverables you can reuse in the future (ex: photos, blogs, videos) in exchange for an influencer fee will lead to long-term results (like new followers, views and engagement) long after the initial investment.

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4. Work smarter not harder with user-generated content.

Don’t have the budget for an influencer collaboration right now? (Because no, influencers should not be expected to work solely for trade.) User-generated content is the best way to save money and collect content that is authentic and true to the brand. Build a community of users that love your product or brand and reshare their content on social media (with permission and lots of kudos) and watch your social platforms flourish!

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5. Work with an agency to help you find the perfect creator for your brand!

With a full network of industry contacts and digital strategists, Thompson & Co. is ready to offer you a diverse selection of influencer selects that will take your campaign to the next level. From finding the perfect influencer to outreach, planning, managing contracts, reviewing content and ROI reporting, T&C will be there every step of the way to make your next influencer marketing campaign a success.

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