Businesses must partner with mid-level and micro-influencers for influencer programs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 04, 2019, 2:01 AM UTC

They are more probable of entering a fair deal with brands.

This article recommends ways for brands to create an effective influencer program. Firstly, marketers must determine which social media platform suits the target demographic and customer base. Businesses could hire an influencer consulting firm for a “limited engagement”.

This can help in approaching and vetting new influencers, negotiating before signing on an influencer. Businesses must focus on mid-level influencers and micro-influencers as these would have less number of offers from other brands and would be more likely to work with a new brand and strike a fair deal.

Hire people who already use the brand’s product as influencers. They are likely to boost a company’s followers with their passion and authenticity. Companies should avoid signing long-term contracts, and start with short-term contracts.

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