Working with influencers

Another potential way to leverage your award win via social media is by building a relationship with a local or national Instagrammer, TikToker, vlogger or other influencer. But how to go about this? 

The first trick is to identify the right person. Follower numbers are important – anything over 5,000 on Instagram is good, for example – but equally so is the right sort of content and engagement, and also the right platform for your product and target clientele. If you’ve carefully chosen an influencer that you reckon is a good fit for your brand, chances are they’ll think the same. 

Be clear, courteous and professional: despite the common perception, the best bloggers aren’t blaggers, and nor are Instagrammers or vloggers. They are proud and professional. Given that, and given that you don’t want disappointment down the line, it pays to be open about your content expectations from the start. 

Unlike journalists, reporters, editors or producers, influencers aren’t employed by a salary-providing company. So most require payment for their work.

It’s easy to feel aghast at this: “they want a freebie AND payment?” But it makes appreciable sense when seen from their side. Before making an approach, have an idea of what you can pay for the content you expect, bearing in mind its expected worth. 

If you can’t host an influencer for free, consider organising a tempting event – perhaps a sample of your product – and inviting one or some to that. That may lure them out to produce some initial content, which in turn will help you to measure their impact.