The research decides

Here, of course, you can not avoid extensive research. It is important here that not only the size or the popularity of the influencer is considered, because followers and likes are no longer the only decisive factors for the success of a cooperation. Much more important in terms of social media marketing is the thematic proximity of the influencer and his engagement, which he gets, for example, through comments. To find an influencer, you can either do your own research or use the tools that are now available, such as Influencer DB or CreatorIQ.

Proceed in this order

If the search was successful, you need to write to the influencer. Keep the following three things in mind.

1. Attempts to compose an individual message. Do not, under any circumstances, send a copy and paste message that you may want to send to several possible candidates. Try to convey in the message why exactly this influencer is suitable for a cooperation and what you like about the content. Keep it short, get to the point and don’t overdo it with compliments, but keep it real.
2. Your message should include a brief description of your brand or business. This is especially important for brands and companies that are not yet so well known and want to increase their reach with the cooperation.
3. In order for the influencer to understand what you are about from the first reading of your message, your cover letter should also include a brief description of your idea or concept. This makes it easier to decide whether a cooperation is interesting for an influencer or not, given the large number of requests they receive every day.

After successful response

When the influencer responds, the exciting part begins, because now the arrangement of the partnership begins. This should take place at eye level. This means that both sides should benefit from the expertise of the other. We recommend implementing the briefing either by Zoom Call or by phone instead of continuing to write to each other. Before the interview, write down exactly what your core message is. What is the goal of the cooperation and what exactly is to be conveyed? This way you make sure that you don’t forget anything important during your conversation. Here, after all, everything is discussed that you will later record in the contract.
Other points you should mention in the briefing are as follows:

• Product details: Notes and features of the product
• Fire message
• Choice of formats: A video? A photo post? Or are stories to be created?
• Link to the landing page
• Hashtags
• Dos and Don’ts: What should be said and how?
• Contributions must be marked as advertising
• The scope of the partnership: what is involved and how long will the cooperation last?
• The visibility of the logo should be ensured

An eye-to-eye conversation also means trusting the influencer on what type of content works best and what their community responds to. Therefore, be open to suggestions on his part and ask questions about how best to implement the goal. In this way, you create cooperation and do not just give guidelines that may not lead to the hoped-for result. The more the influencer is allowed to get involved, the more authentically he or she can present the products.

We are happy to support you in the area of social media

The tasks of a social media agency also include writing to influencers and arranging collaborations. Therefore, we can also help you in this area. Do not hesitate to contact us.