How to Create Content with the Help of Influencers
GRIN also recommends this free guide: How to Get ROI from Influencer Marketing.
Did you know that 49% of Twitter users trust recommendations from influencers? And, 40% of Twitter users admit buying a product when an influencer promoted it.
Influencers have a loyal fanbase, who value their opinions. Clearly, they can help you create the right buzz for your business. For this, you need to collaborate with the right influencers for your niche and brand. And you need to learn how to create content that is more authentic, relatable, and engaging for your followers.
There really is no substitute for great content. And good content should be the backbone of your marketing strategy.
If you are unsure how to create content that can appeal to your audiences, we’re here to help. Here are the four different types of content that you can create with the help of influencers.
1. Product Reviews
In general, influencers are viewed as experts in their niches. Their followers trust reviews and recommendations from them. So you can partner with influencers to build a positive image for your brand and products.
If the collaboration is done well, it can create more brand awareness as well as more sales. Leave it up to them to get you a bigger audience.
But your business should primarily focus on how to create content around your products. You need to constantly come up with amazing products and get influencers to review them. Send some samples of your products to influencers, and let them try your products for themselves.
Encourage them to write honest reviews about them or even create unboxing videos. From packaging to listing all of the features of your product, everything can be showcased in a natural manner.
If you’re looking for authenticity, don’t be afraid of getting some negative feedback on your products. If only the pros of your products are listed, you risk making it seem too advertorial.
With honest reviews, there is a better chance of winning over the trust of your audience. At the same time, if the review is good, you can definitely expect more conversions out of it.
Image via YouTube
For instance, take how ORIGIN PC used this strategy to reach out to more people. They partnered with YouTuber, Linus Sebastian, who covers technology related topics on his channel Linus Tech Tips.
His detailed review on ORIGIN PC has more than a million views. The video succeeded in sparking off a discussion about the company and its products as well. The comment section has more than 2000 comments.
2. “How-To” Tutorials
Another effective way of reaching out to your target audience is to teach them how to use your product or service. Instead of telling them what your products can do, show them. Tutorials and demos are an excellent way to show consumers what you have to offer.
If you sell beauty and technology-related products, this strategy is an ideal solution for how to create content that delivers results. This type of content can familiarize your audience with your products. It can also show them exactly what they can expect from your product.
A survey by Ask Your Target Market showed how seeing people use a product can influence purchase decisions. 76% of respondents said that they were more likely to purchase a product after they saw it being used. In the same survey, 92% of people said that they believed influencers were better than other people at explaining how products work.
Image via Instagram
OUAI Haircare occasionally teams up with beauty influencers to showcase their wide range of beauty products. They conceptualized tutorial videos with beauty influencer, Andrea Cristina, in which she used their products to create different hairstyles. Her tutorial on creating soft waves got more than 50,000 views on Instagram.
OUAI also shared the same video on their social media profiles, which gave the brand more credibility.
You can learn more about how to create content that will boost your brand’s image from such marketing campaigns.
3. Interviews with Influencers
A great strategy for how to create content that is valuable for your followers is to conduct interviews with influencers. You can use this opportunity to share helpful and relevant knowledge in your niche with your target audience. It is also a great way to get featured on influencers’ social media handles.
With interviews, you don’t have to rack your brain for new content ideas. You just have to come up with a theme or topic that you’ll discuss during the interview.
Make a list of questions beforehand. Or if you’re a more spontaneous person, have an impromptu chat with an influencer. Try to get a peek into their daily lives or habits and see how you can align them to suit your products.
The best part about interviews is that you have the full creative freedom to play around with the format. While blog articles and videos have been used for a while, Instagram Live is a relatively new addition to the realm of social media. And it’s quickly growing in popularity.
Image via West Coast Shaving
You can do it the other way around too, which means you interview an influencer with knowledge in your niche.
West Coast Shaving, a luxury grooming brand, interviewed fashion influencer, Denny Balmaceda, about men’s styling. In the interview, there was no direct promotion of the brand.
But West Coast Shaving was able to emphasize proper grooming during the interview, which is a component of the brand’s philosophy. It’s a simple and subtle strategy, yet it creates an impact. It’s a great way of showcasing your brand’s beliefs and ethos without seeming too pushy.
4. Social Media Takeovers
Not sure how to create content that is interesting? Give the reins of your social media handles over to influencers. They’re creating content on their own social media handles constantly so they know what works well, and what doesn’t.
Let them temporarily be in charge of posting content on your behalf. Also, encourage them to promote the social media takeover to their own followers.
Social media takeovers are an influencer marketing strategy that will give you access to the audience in your influencer’s niche. In addition to this, you are more likely to see an increase in engagement and followers on your social media profiles. This cross-promotion will also help you get some diverse content on your page.
Maserati routinely gives influencers access to their Instagram account. Most businesses approach influencers only in their own niche, but Maserati hasn’t shied away from making bold moves.
They approached a variety of influencers to contribute ideas on how to create content that can captivate a diverse following. In a recent takeover campaign, they worked with ballerinas, rugby players, celebrities, architects, singers, and others to curate content for them. They want to give a unique dimension to the Maserati brand by showcasing its relevance to different personalities.
Image via Maserati
Some businesses are apprehensive to give away control of their social media handles. You don’t have to give influencers complete control. You can ask influencers to send you pictures, videos, articles, and captions. You can then post them yourself from your profiles.
However, for something like Instagram or Facebook Live, you might need to give them access to your page. That’s the only drawback with this strategy. Overall, takeovers are a great way to create engaging content and to build long-term relationships with multiple influencers.
Influencers can boost your brand’s visibility, reach, and engagement rate. But you need to know how to create content that your audience can relate to.
Before you approach influencers for collaboration, make sure that you have a proper content strategy in place. Get creative and explore different types of content formats. Be open to suggestions from influencers as they understand their audiences better.
Was this article helpful? Give it a share!
Be part of the GRIN, access to our weekly newsletter
Stay up to date with all things Influencer Marketing focused. We cover the best new tools & platforms to help you succeed.
Join us as we sit and chat with experts across all industries and fields to help you maximize your marketing potential.