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How CMO’s Can Connect with Influencers to Create Engaging Content

There’s no doubt that influencer marketing is still growing. More and more brands are teaming up with popular social media users to promote their products or services. But what’s the best way to connect with influencers so that you can create content that’s both engaging and authentic? Here are a few things to consider

Choosing the Right Influencer
An important factor to consider when choosing a creator is their type of engagement. A majority of followers may be bots or “fake engagement” instead of actual followers who are interested in what the creator is producing. This can be frustrating for brands because they’re not reaching their target audience. To avoid this, take a look at the quality of the comments and likes on a creator’s posts. Are they thoughtful and relevant? Do they seem like they’re coming from real people? If so, then you’ve found an influencer with engaged followers who are likely to be interested in your brand as well.

Creators Should Have a Say in Production
Another thing to keep in mind is that creators should have a say over content production if brands want to tap into authenticity. Creators better understand platforms than brands and can take content in creative directions that brands may not think of. After all, it’s their job to be creative! By collaborating closely with creators, brands can come up with content that’s both original and on-brand.

Sephora’s Successful Partnership With Addison Rae
It’s becoming more common for brands to collaborate closely with creators to create campaigns and products alongside the brand, such as Sephora’s partnership with Addison Rae to launch a makeup and skincare line. Through this partnership, Sephora was able to tap into Rae’s large following while still maintaining control over the final product. This resulted in a win-win for both parties involved.

The Risks of Influencer Marketing

No doubt, influencer campaigns pose some risks, but their benefits far outweigh these risks. When done correctly, influencer marketing can result in highly engaging content that reaches a wider audience than traditional marketing methods. So if you’re thinking about teaming up with an influencer, go for it! Just be sure to do your research first and choose an influencer who aligns with your brand values.

When done correctly, partnering with an influencer can help your business reach a new audience, boost sales, and build your brand equity. In order to connect with influencers, you must understand what type of engagement they have with their followers.

                            
Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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