But who are our modern day influencers? Celebrities, industry leaders, journalists, academicians, athletes, and bloggers who have the ability to influence the decisions of their social followers.
According to a 2017 report by Linqia, the demand for influencer marketing is on a steady rise. 86% of marketers have leveraged influencer marketing, and 94% of them have found it to be effective.
Image via Linqia
An obvious concern that arises when we talk about influencer marketing is the choice of a social media platform. Which ones should you use? Which ones are most effective given the kind of campaign objectives you have? In this post, we’ll explore Twitter as a platform for brands to implement their influencer campaigns.
Studies have found Twitter to be one of the most effective platforms for successfully running influencer campaigns. Approximately 40% of Twitter users claimed to have made a purchase after viewing a tweet from an influencer. Also, 20% of Twitter users are known to share product recommendations tweeted by influencers they follow.
Engaging with social influencers on Twitter is quite simple and the benefits are endless. Connecting with influencers opens up the possibility of attaining a greater reach for a brand as well as better engagement.
If an influencer’s niche aligns with your industry and products, their followers would be relevant to your brand. By building relationships with the right influencers via retweets or mentions, brands can pave the way for a long-term association.
When such influencers promote your brand to their followers, it can be a huge win for you. Not only will you benefit from exposure to newer, relevant audiences but also a higher likelihood of conversions.
Let’s now explore how marketers can build massive engagement on Twitter with the help of influencers.
How to Build Engagement on Twitter for Influencer Posts
1. Identify the Right Influencers
The first thing that you need to do is to identify influencers who will be a perfect fit for your brand. Identifying the right influencers for a brand is a two-fold process and it can be a tedious one.
In the first stage is that you need to track down and enlist influencers who are relevant – who know your brand and share common values. In the second stage, you need to drill down further and see whether they are a mega macro or micro-influencers. And then you need to devise a strategy to reach out to each of these groups.
Influencer marketing platforms are really useful at helping you find the right influencers. You can drill down by niche, category, reach, engagement rates, and so much more. Platforms like Grin or Buzzsumo, for example, can help you connect with suitable influencers, run your campaigns, and even monitor them.
Social Listening also plays a crucial role in both of these stages. Platforms such as Brand24, Simply Measured, or Followerwonk can help you track brand sentiment, trending topics, and so on. You can use such insights to create a robust content strategy for your campaign.
Image via Brand24
2. Build Relationships with Influencers
Once you have identified your influencers you need to work towards building relationships with them. This can be done by following them, retweeting, sharing, liking, and commenting on their posts. Meaningful sharing of an influencer’s content can help your brand get noticed by the influencer.
Image via Twitter
Influencers appreciate the gesture of someone building a relationship with them before actually asking for help. They receive numerous messages, likes, shares, and comments, to their posts every day. So getting their attention can be difficult. You need to come up with witty, out-of-the-box ideas of connecting and building relationships.
Daniel Knowlton, the founder of KPS Digital Marketing, sent a video tweet to Aaron Orendorff for his article on Social Media Examiner. This strategy worked like a charm as he got a prompt response from Aaron.
Image via Twitter
3. Focus on Micro-Influencers
Working with top influencers can be quite an expensive affair, especially if they’re mega or macro-influencers. Brands also need to focus on micro-influencers who have a comparatively smaller follower base but are closely connected to them.
Collaborating with micro-influencers enables brands to earn loyal customers. Because followers of micro-influencers are more engaged and trust their recommendations greatly.
4. Be Thorough with your Big Idea
On Twitter, influencers can only promote brands using less than 280 characters of text. So brand marketers should have a clear understanding of their campaign objectives and share them clearly with influencers.
Bonobos wanted to promote their Summer 2016 Collection using several social media campaigns. The brand worked with Foster Huntington, a famous lifestyle photographer to create several posts and sponsored content. The campaign was a huge success, with 5.1 million impressions and more than 68,000 engagements.
Image via Twitter
5. Participate in Twitter Chats
Twitter chats are a great way to search for influencers and build connections and relationships with them. Brands or brand leaders can participate in numerous Twitter chats that pertain to their industry.
Twitter chats can help to build your brand’s credibility as well as familiarity with the online community. #AdweekChat and #AdobeChat are some common examples of popular Twitter chats.
The bittersweet truth is that there is currently a lot of noise when it comes to digital marketing. Brands are on the constant lookout for ways to cut through this noise to reach their audiences. Influencer marketing is the key when it comes to increasing a brand’s reach, visibility, and loyalty.
Twitter can be a really useful platform for marketers when it comes to influencer marketing. It is relatively easy to connect with influencers on Twitter. However, you need to make sure that you’re only connecting with relevant influencers who are capable of driving solid engagement. You need to also think about the long run and build relationships with them to be truly successful.
Can you think of any other ways of increasing your engagement from influencer marketing on Twitter? Let us know in the comments below.