FINDING AND WORKING WITH INFLUENCERS: A GUIDE FOR BUSINESS OWNERS

​In the fast-paced world of social media, influencer marketing has emerged as a powerful strategy for brands looking to connect authentically with their audience. Whether you’re a content creator, a business owner, or a manager running social media for your company, understanding how to find and work with influencers can elevate your brand's presence. Let's dive into the process of identifying the right influencers, approaching them, establishing a working relationship, and setting clear expectations.

Finding the Right Influencers

Before reaching out, it's crucial to identify influencers who align with your brand values and target audience. Here are a few steps to guide your search:

1. Define Your Goals: Determine what you want to achieve through influencer partnerships. Is it brand awareness, increased sales, or audience engagement? Your goals will help shape your influencer criteria.
2. Research Relevant Influencers: Use platforms like Instagram, TikTok, and YouTube to find influencers in your niche. Look for individuals who consistently produce content that resonates with your target audience. Tools like Embold, Canada's leading influencer marketing platform for local and micro influencers, can also help you analyze potential influencers' reach and engagement rates.
3. Evaluate Authenticity and Engagement: Look beyond follower counts. An influencer with a smaller but highly engaged audience can often deliver better results than one with millions of followers. Check their comments and interactions to assess their community's authenticity.
4. Check Alignment: Ensure that the influencer’s values and aesthetics align with your brand. Reviewing their past collaborations can provide insight into whether they will represent your brand well.

Approaching Influencers

Once you’ve identified potential influencers, it’s time to make your move. Here’s how to approach them effectively:

1. Personalize Your Outreach: Avoid generic messages. Take the time to personalize your outreach by mentioning specific posts you liked or why you admire their work. This shows you’ve done your homework and genuinely appreciate their content.
2. Be Clear and Concise: Introduce yourself and your brand succinctly. Clearly state why you’re reaching out and what type of collaboration you have in mind. Influencers receive numerous messages daily, so getting straight to the point can help you stand out.
3. Highlight Mutual Benefits: Influencers are more likely to respond if they see how the collaboration benefits them. Explain how your partnership can provide value to their audience or enhance their content.

Establishing a Working Relationship

Once you’ve made contact and the influencer expresses interest, it’s time to build a solid working relationship:

1. Set Clear Expectations: Outline the specifics of your collaboration. Discuss the type of content you expect, whether it’s a sponsored post, story, or video. Be explicit about the message, tone, and any required hashtags or tags.
2. Discuss Deliverables: Specify the number of posts, formats, and deadlines. For example, if you want a series of Instagram posts, clarify how many, their content, and when they should be published. This clarity helps both parties stay on the same page.
3. Negotiate Pricing: Influencer compensation varies widely, so it’s essential to discuss pricing upfront. Some influencers may work for free products or services, while others might require monetary compensation. Be respectful of their rates and negotiate a fair deal based on the value they bring to your brand.
4. Establish Run Time: Determine how long the partnership will last. Will it be a one-time collaboration or a longer-term relationship? Discussing the duration helps manage expectations on both sides.

Maintaining a Positive Partnership

After the collaboration begins, keep the communication lines open. Check in with the influencer to see how they feel about the partnership, and be responsive to their needs. Providing feedback after the campaign concludes can also foster goodwill and set the stage for future collaborations.

​Working with influencers can significantly enhance your brand’s visibility and authenticity. By carefully selecting the right influencers, approaching them thoughtfully, and establishing clear expectations, you can create successful partnerships that resonate with your audience. Remember, the goal is not just to sell but to create genuine connections that benefit both parties. Happy collaborating!

Author

Tyler Babiy (he/they) is the owner of T Squared Social, where he works with numerous local businesses to produce incredible social media content. With a formal education in fine arts and fashion marketing, they are the designer behind Social Made Local, an apparel brand made for creators by creators. Through their community work, they co-founded the Saskatchewan Queer Entrepreneurs + Professionals, building a brighter future for 2SLGBTQIA+ businesspeople across the province.