5 Things Brands Look for in Influencers
Lately, I’ve been getting asked a lot about influencers. Specifically, people keep asking me how they themselves can become influencers. This is in wake of having done some campaigns for major brands and adding influencer work as a stream of income. In fact, I think I can safely say influencer work is the highest paying work in my business thus far.
So, for those who keep asking me questions, here is what I believe brands look for in influencers. You can also find my in-depth webinar on the topic, here.
A couple of years ago, I decided I wanted to add brand partnerships as an income stream in my business. I knew I needed the social media numbers to get the gigs, so I immediately invested marketing dollars into social media.
This looks like ads, services and contractors that can handle my social media for me so I can focus on other things. My following on Twitter and Instagram grows by the thousands thanks to this. It’s also no surprise that when my social media started climbing, the influencer work started coming in.
While I’m not 100 percent sure if companies look for influencers to have their own websites, it certainly doesn’t hurt. A part of what companies want is sponsored content and that can include your website. In fact, most of my influencer work has involved writing a blog post on my own site.
Since influencer marketing is now very popular, influencers need to work to find their angles. For example, I’ve worked with campaigns that targeted the South Florida area specifically. I’ve also worked on bilingual campaigns because I’m fluent in English and Spanish.
Additionally, having a good story also helps with having an angle. I will often have to pitch story ideas to brands based off of my own narrative. The reason is because people connect with stories.
As a result, your homework is to find what makes you unique. Is it your local market? Your culture? Your story? What are the things that make you stand out from everyone else?
Most of the influencers who are making money have some sort of media experience. This means they get featured often and know how to work media. Business owners should be pitching media regularly anyway, so either learn how to do it yourself or invest in public relations.
At the very least, they have experience being in front of people or cameras. For example, before I got a radio show, I was on hundreds of podcasts. I’ve also been doing a lot of video work for a client for years which helps me during appearances.
Experience creating content
Influencers are often times bloggers and content marketers. Brands like this because a big part of their marketing plans include a lot of content. That’s why, as an influencer, you’ll need to know how to pitch, create and promote content that is in line with brand messaging.
Influencer work is a great source of revenue that can pay handsomely. If you already create content and have a following, consider partnerships with brands as your next step in creating a profitable business.