The rise of the social media era has enabled anyone to become an influencer through the power of communities on social media platforms. However, just having the power to draw traffic and attract followers is insufficient to become successful at influencer marketing.
If you’re a brand owner who intends to make the most of business partnerships with influencers, there are a few things to consider. Besides having a wide fan base, does the influencer also understand the operational dynamics of influencer marketing and the collaboration process with brands?
This article will explain the advantages of selecting influencers with experience in brand collaborations, as well as highlight the types of businesses that require influencers with extensive collaboration experience.
What are the advantages of collaborating with influencers experienced in brand collaborations?
? Reduced Communication Costs
The more experienced an influencer is in business collaborations, the better they understand the influencer marketing process. This understanding translates to smooth communication of timelines, collaboration details, and even contract negotiations. It eliminates the need to invest excessive time and effort in coordinating between the client and the influencer. Furthermore, based on experience, influencers can communicate their requirements in a clear and timely manner, thus reducing any gaps or miscommunication between both parties regarding the collaboration content.
? Precise Targeting to the Influencer’s Audience
Influencers have cultivated a loyal following within their community, and influencers with wide experience of collaborating with brands are better equipped to grasp the tone preferred by their community for promoting business partnerships. They can seamlessly integrate product placements in a manner that resonates well with their followers, ensuring not only effective product exposure but also a greater likelihood of purchase intention from their devoted followers.
? Value of Past Data for Reference
Compared to new influencers, experienced influencers with multiple collaborations with brands tend to have more records and statistics to share. Clients can review their past collaboration details and outcomes to evaluate whether they align with the project’s expectations.
Are you a company or brand that requires experienced influencers?
Brands that Require Specialised Knowledge
Apps and 3C (computer, consumer electronics, and communication) products typically require a higher knowledge threshold from influencers. Apart from promoting the convenience of these products and services, it’s also essential to explain their functionalities and operation methods to effectively captivate consumers. It is highly recommended to engage experienced influencers who specialise in these fields so that brands can gain from the influencer’s expertise in accurately conveying the advantages of the product or service while preventing inconsistencies in product placement.
Take the example of the Taiwanese influencer, “六嘆“. Being a gamer who streams, 六嘆 is well-versed in the types of equipment required for live streaming. Combined with their experience in collaboration with brands, 六嘆 has both professional skills and promotional capabilities under his belt, ensuring that the campaign appears natural and seamless.
Integrating Laptop Sponsorship into Everyday Gaming Lifestyle
Source: 六嘆 – YouTube
Brand Collaboration for Products
Influencers who are experienced in promoting products are typically more familiar with crafting compelling copy and capturing attention-grabbing photos, which streamlines the review and communication process. Take the influencer, Meg Lu, as an example. With extensive experience in past collaborations, Meg often includes her exclusive discount codes in partnership posts, thus using personalised incentives to drive purchases from her followers.
Key elements of promotional posts: Event information, product purchase link, exclusive discount code.
Source: Meg Lu – Instagram
Brand Collaborations Focused on Group Buy
Group-buying collaborations place a greater emphasis on the actual conversion of the influencer’s fan base into purchases, making it essential for influencers to not only possess strong influence but also have relevant experience in the group-buying process. To minimise miscommunication with the influencer, choose influencers with prior experience in leading group buy campaigns and who seamlessly integrate product placements into their daily content.
This approach also establishes trust between the influencer and their followers and enhances the intention to repurchase. For instance, KOL “小李” who produces humorous and family-oriented video content about daily life has initiated multiple group buys for household items, food products, and more, gaining significant popularity among her followers.
小李 excels at integrating group-buying products into daily life, capturing the attention of followers.
Source: 朱李聯姻日常小李 Instagram
How to find experienced influencers?
1. Keyword Search
On KOL Radar, you can directly perform keyword searches using product names, e-commerce platforms, group buys, and other relevant terms to identify suitable influencers. For instance, to find influencers for group buying, you can narrow down your search to keywords related to “group buying,” “unboxing,” and “food.” Additionally, group buying content often includes calls to action for followers to click on links and join, so brands can also input keywords like “start group,” “group buying,” and “link” to conduct their search.
Utilise KOL Radar to Search for Suitable influencers.
Source: KOL Radar
2. Analysing their Target Audience
Matching the various types of products you wish to promote with influencers can be decided by studying the profiles of the influencers’ followers. For example, young office professionals and lower- to middle-class women tend to have a relatively higher demand for lifestyle accessories. For launching home products, collaborating with influencers whose primary fan base consists of women aged 25 to 34 could be a suitable approach.
朱李聯姻日常小李’s Audience Analysis Diagram
Source: KOL Radar
3. Search for Influencer Relationship Management
Influencers with extensive experience in high-profile collaborations tend to have a wealth of past partnership information and performance records. Brands can access contact details, pricing information, and collaboration evaluations of previous influencer partnerships through the “Influencer Relationship Management” section on the KOL Radar influencer page. Referring to historical data for each collaboration helps brands to effectively save time on communication and identify the best candidates based on past collaborations.
Click on “Filter” and input collaboration candidate criteria
Illustration of Search Results for Past Collaboration Information in “Influencer Relationship Management”.
Source: KOL Radar
Click on “View Collaboration Information” to access KOL contact details, pricing, collaboration evaluations, and other related information
Source: KOL Radar
4. Analysis of Commercial Collaboration Content
The “Commercial Collaboration Content Analysis” feature in the KOL Radar dashboard enables brands to determine whether influencers have produced similar types of sponsored content in the past. They can also assess the influencer’s sponsorship experience and capabilities for potential collaborations by considering the amount of commercial collaboration content in their social media presence.
Business Collaboration Content Analysis Diagram for 麻姑師太.
Source: KOL Radar
Conclusion
With the prevalence of the internet, there’s no shortage of influencers with vast numbers of followers and high traffic. However, evaluating an influencer solely on a high follower count is insufficient for brands to achieve the desired results in commercial collaborations. By using the practical functionalities of the KOL Radar platform, brands can easily discover experienced and successful influencers with a track record in sponsorships. This approach reduces unnecessary communication costs and maximises the effectiveness of collaborations.
Interested in delving deeper into influencer marketing? Reach out to KOL Radar for a free consultation: https://www.kolradar.com/my/solution
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