How to work with an influencer and not harm your brand

Influencing marketing is becoming more and more popular. According to eMarketer, almost half of marketers plan to increase their marketing budgets for influencers. If you decide to work with a popular influencer, first, make sure your brand image is protected.

For example, take PewDiePie and his controversial joke about Nazis and anti-Semitism that caused Disney to stop sponsoring him. After the event, YouTube updated its policies, including a tighter validation and application process for content creators looking to make money. But brands are still very careful about involuntarily supporting offensive content.

A good influencer knows how to save the brand from this kind of disaster. This is why the combination of a good match and a brand will benefit both. And if you want to partner with an influencer and not risk your brand, follow these 3 steps:

It is not easy to give the influencer the ability to lead and choose, especially when it comes to your brand. If you want your work with an influencer to be successful, you should consider this act as an opportunity rather than a risk. This is the only way to make the most of the relationship with the influencer.

By influencing the image of your brand, influencers will be able to have authentic conversations with their audience. Those conversations give consumers a voice and give them a sense of ownership of your brand. Consumers themselves will become brand advocates, which will broaden the reach of the brand. All you have to do is project reliability and clients and influencers will do the rest.

That brand ownership can work against you if you do not offer your business as reliable to consumers. For example, consider what happened to United Airlines after its employees forcibly removed a passenger from an airplane while someone was filming it. After the video went growing, United Airlines could not control their brand. The CEO tried to address the incident, but it was too late, at that point, the crowd, the social media, and the community-owned brand.

 Fits audiences.

Last year's study by Smart Insights showed that for every dollar spent on marketers, advertisers earn $ 11.69 worth of media value. You must work with an influencer who speaks to your audience to achieve this level of valuable ROI. When your message gets to where it should go, the size of the following does not affect.

If your influencer and your company have both heard the same purposeful, they will not be interested in rejecting the consumer. This way, you are likely to achieve ROI goals and protect your brand.

 Implement real-time monitoring.

Influencers make their content authentic by creating their strategies. They develop audiences around certain topics and integrate brands into the conversations around the same topics, you have to be the first one to know if an influencer is making a mistake. And don't think that won't happen, reliable influencers can make mistakes too. so, make sure you influence the influence of the work as they work with you. You will need to act quickly if something goes wrong.

Build a mutually beneficial relationship.

Your business must have a mutually beneficial relationship between them after he has appointed an influencer. Don't concentrate on what the influencer can do to help your brand, instead, you need to realize that this relationship should work in both ways. Although they have agreed for financial reasons to promote your brand, you should also think about what you can do to help them and grow both audiences.

You can do this just by supporting your influencer if something only happens. Remember the Pepsi ad with Kendall Jenner when the ad was supposed to encourage unity, but it went completely wrong.

The involvement of digital content with Pepsi was analyzed by the Amobee Brand Intelligence after the event, and it shows a large increase in short-term engagement, but it was largely negative; 10 percent of those polled said the ad was "the worst ever," and 31 percent called it " deaf. "

What was most important about the mutual relationship and Pepsi's support for Kendal as an influencer was the fact that Pepsi released the statement admitting he missed the brand, and apologizing to Kendal the same day they pulled the add.

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