In the ever-evolving digital era, digital marketing has become one of the most effective business marketing strategies. One important aspect of digital marketing is working with influencers. Influencers are called influencers because they can influence the public. They usually work as artists, celebgrams, YouTubers, or public figures who are considered important. Influencers will help with promotion and generate interaction with the audience. Therefore, building cooperation with influencers is considered to help businesses become better known or in other words, increase brand awareness. Well, as a businessman, KH Friend needs to be more careful in choosing influencers so that the cooperation built is more optimal. So, how do you work with influencers? What should be done? Check out the following explanation.
Definition and Types of Influencers
Before discussing how to work with influencers, it’s good to know what is meant by influencers themselves and their types. In the marketing world, an influencer is a person or group of people who are able to influence people’s perceptions or preferences towards a brand which is characterized by the large audience they have. The audience can be seen from the number of Instagram followers, TikTok, Twitter, Youtube subscribers, and so on. Influencers can be artists, politicians, artists, academics, community leaders, and others. Oddie Randa, Chief Operations Officer of Gushcloud Marketing Group, said that influencers are divided into three categories based on the number of followers on social media:
Nano Influencer
The type of influencer with the smallest reach is the nano influencer with 1,000 to 10,000 followers. Despite the small number of followers, nano influencers are a popular choice because of their low cost and offer quite a few other benefits. The small number of followers allows nano influencers and their followers to interact and get to know each other better, resulting in higher engagement. Since the community of followers of nano influencers is small and close-knit, the campaigns have a more intimate and personal touch. The followers of nano influencers feel as if they are getting recommendations from people they trust like friends.
Micro Influencer
A notch above nano, micro influencers have a following of 10,000 to 100,000. In general, people have a higher trust in this type of influencer because of their specific field of expertise. They usually get followers because they have YouTube pages with specific topics such as beauty, traveling, culinary, and so on. Or those who have built an Instagram account and are slowly increasing their number of followers because they are actively uploading quality and specific content on a regular basis. Because of this expertise, micro influencers can gain a loyal following and trust every piece of content they post on social media. The cost of working with micro influencers is still relatively cheap and affordable.
Macro Influencer
This type can be pinned when the influencer already has around 100,000 to one million followers. With that many followers, the reach needs to be wider and the costs incurred will be higher. Macro influencers tend to have diverse followers or audiences with various interests. They are on average very concerned with the brand awareness that the client needs.
Mega Influencer
Mega influencers have more than one million followers. In general, this type of influencer is an artist or influential person in the community with a national reach of followers. The huge number of followers allows influencers to disseminate messages in a short time with a wider reach. However, this also affects the funds and costs that must be incurred by businesses because the value is very large. In addition, like most celebrities, mega influencer accounts focus more on everyday life rather than a specific niche topic. This means they may not know anything about your business and their followers may not be interested in your brand.
Tips for Business Collaboration with influencers
To achieve optimal results when working with influencers, there are five things you can do. You need to make sure to choose a qualified influencer who can keep his/her promises, so that he/she can perform tasks in a timely manner. Thus, marketing activities can run effectively and efficiently to increase the number of product sales to consumers. Here are some things you should consider before working with an influencer:
Choose Influencers Wisely
The first thing that is very important is to choose your influencer wisely. This means you need to know the background and daily life of the influencer on her social media and the demographics of her followers. Find out how he/she creates content, how to interact with followers, as well as the fees to be paid for working with influencers according to the type. For the campaign to reach the target market, the influencer must also have a good digital track record.
Reinforce Brand Messages that Influencers Must Convey
To make the influencer’s message even stronger, a simple thing to do is to re-share the content on the brand’s official social media accounts. Make sure to tag and mention each other as a form of appreciation and support. By doing so, the followers of the influencer will also be more convinced of the product being promoted and make the brand more recognized as a friendly brand. This can increase customer trust!
Offer “Something Special” to Influencers as Encouragement
The next way to optimize your collaboration with influencers is to offer additional rewards or appreciation to influencers who exceed the specified targets. You can also make them brand ambassadors if they meet your qualifications. Guaranteed this way, influencers will be more eager to give their best to promote your brand and products.
Build Good Relationships with Influencers
Establishing a good relationship with an influencer is worth it. When the relationship is well established, the influencer may be happy to promote your products to their followers or people around them, outside of organized campaigns. You need to know, business is about take and give. So, KH pals don’t approach influencers with the mindset of only wanting to take. It’s better if they are not just influencers, but can be good friends for your business.
Make sure to make an Influencer Cooperation Agreement
Last but not least, it is important to draw up an influencer cooperation agreement. This agreement needs to be drafted jointly by the business owner and the influencer in order to reach an agreement and fulfill mutual obligations without coercion. This is important so that the agreement between the two is legally valid and both are protected if one party violates the agreement. With an agreement in place, each party can be aware of their rights and obligations, thus supporting the smooth implementation of a business relationship.
KH Contact
These are the things you need to do to optimize your business cooperation with influencers. Achieving this is certainly not easy because many other business people also use their services, even their businesses are in the same field as yours.
READ ALSO: 7 Indonesian Influencers who made it in business, here are their tips!
But don’t worry, as long as the products you market are of high quality, the influencer will remain loyal. Especially if your business is able to provide lucrative payments. Most importantly, don’t forget to make a cooperation agreement considering that business relationships don’t always run smoothly. It is very possible to break promises, not doing what has been promised, so the existence of a contract agreement can be a written evidence to sue the party who breaks the promise or defaults. However, making a cooperation agreement may be a difficult thing, especially for business owners who do not understand the risks that may occur in the future. Therefore, Kontrak Hukum is here to help you reduce the risks that occur through the cooperation agreement. With Kontrak Hukum, you can easily create an influencer partnership agreement for only IDR900,000! So, get started with your influencer cooperation agreement with Kontrak Hukum by visiting the KH Services – Influencer Cooperation Agreement page. If you have other business-related questions, you can also consult for free at Ask KH and via direct message (DM) to Instagram @kontrakhukum.
