Guiding Influencers to User Generated Content Success

Posted by Jillian Londino on Sep 3, 2014 1:27:00 PM

Finding the right formula to encourage your ideal User Generated Content

Once a brand has made the decision to lift their visual marketing efforts with a Snapfluence influencer marketing campaign, they must devise a detailed set of guidelines to encourage their ideal influencer content.

…And did we mention running that influencer campaign is an incredibly smart, savvy, cutting-edge decision?

We look to brands as the authority on posting do’s, don’ts and sample posts that fit their brand's guidelines so we can give influencers an informed view of the content that’s desired from them. To further inspire our influencers' posts, we ask that brands consider incentivizing the participating influencers. Rewards in the form of gift cards and branded merchandise prove to strengthen the connection an influencer has to this experience, and in turn, their branded content.

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For us, we encourage brands to work on these guidelines early on in their planning process. This way, there is enough time to review and publish the content to a page made especially for that campaign’s influencers to refer to. Check out this example page for a recent campaign we worked on with Team Cooper Tires.

Not every piece of criteria may apply to every campaign, but here are the top 5 characteristics we encourage brands to define while finding the right formula for influencer posts:

1. General Overview

We thoroughly explain the details of a campaign before we officially sign up any influencers, but it’s important to provide them with a small, concise blurb of what this campaign is all about. This overview doesn’t have to be long, just consider that your words could be exactly what these users respond with to their inquisitive friends and followers. Arming them with a clear description of their purpose in this campaign up front ensures the best results for their inevitable word-of-mouth promotion.

2. Networks

Where is the optimal spot for these influencer posts to be shared? Twitter? Instagram? Both? Our influencers will be happy to post on more than one of their social media accounts, this just needs to be clear to them before they start designing their content.

3. Content Requirements

When we’re dealing with a strategically-constructed 140-character post or photo caption, influencers need to know which pieces of information are crucial to include. Consider:

-       Campaign hashtags – Required or optional?

-       Social handles – Listing out your accounts ensures the correct tag for each network.

-       Call to action – Do you encourage follows/likes, sharing tagged content or entering a contest?

-       Links – Will the influencer posts redirect to an external page?

4. Dont’s 
If there are any ideas that brands absolutely do not want shared by their influencers, we aim to clearly convey that in the posting guidelines. Whether it’s mentioning a competing brand or including items from last season’s collection, we need to know what will look like an unsuccessful influencer post. 
5. Sample posts
Last but not least, the most important part of a campaign guide; the sample post. Even the most detailed posting requirements can cause an influencer post to under-deliver if there isn’t a sample photo given to them beforehand. Providing this gives a clear point of inspiration and will indefinitely give the influencers the best chance at meeting the brand’s expectations.

 

After all this is set we’ll write out the timeline, posting schedule, compensation and influencer FAQs. From there, it’s time to share with the influencers and watch their carefully-created posts roll in.

 

To learn more about how you can leverage Instagram influencers and plan your next Instagram campaign, click below to download our free Step-By-Step Guide to Instagram Influencer Marketing.

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