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Why Your Influencer Content Needs A Shot In The Arm
Influencer content faces the same challenge of all social media content. Which is the fact that social media can be very unpredictable. All it takes is one change in policy, scandal, or algorithm and there goes the reach of your content.
This is why you need to develop strategies to give your influencer content a boost!
What kind of boost?
Simple… give your influencer a budget to spend on paid media.
If you’re wondering why at this point, I hear you. After all, you’re already paying your influencer to work with you. Why should you give her more money?
The reasons are simple. You want your influencer to get your content:
- In-front of new audiences
- Improved visibility and reach
- Retarget your audiences
Let’s have a quick look at what each of these things actually looks like.
1) Getting Access To New Audiences
This one is super simple. Giving your Influencer a budget to boost your content helps you reach out to new audiences.
This exposes your brand to those who don’t follow the influencer you’re working with.
Think about it. If someone hasn’t yet followed the influencer you’re working with, your influencer content won’t reach them.
But if they see an ad or promoted a post from somebody they know is an authority in their field of interest. Well, that’s a different story.
If your influencer content is valuable, they are likely to follow both you and your influencer. Which is a win-win for everybody!
2) Improve The Visibility & Reach Of Your Influencer Content
Organic reach on social media isn’t what it used to be. Facebook is now focusing on “meaningful interactions”. What matters is how many people are engaging with content through comments and sharing.
Now, don’t get me wrong.
A true influencer is great at driving engagement. This is why you need to be careful about finding the right influencer for your brand and niche.
Boosting your influencer content means you’re playing smart.
Paid social is getting more and more visibility and reach. Organic social media is shrinking and refocusing on posts from family and friends.
So give your influencer content the best possible chance to succeed. Get your Influencer a budget.
3) Retarget Your Audience
Working with influencers is also a great way to retarget people in your audience.
Retargeting gives you great control over whom you’re reaching out to. But that’s not the most important thing.
Using influencers is just one part of a broader digital marketing campaign. (More on this in our in-depth article about influencer marketing)
Use Influencers to retarget leads and prospects. This creates a consistent presence for your brand with your target audience. By leveraging the trust and authority of influencers.
Also, remember the rule of 7. A prospect needs to come in contact with your brand at least 7 times before they make the decision to buy from you.
Influencers are a great way to achieve this. Let them retarget their audience and yours and watch the magic happen.
Influencers are great at driving engagement, but social media is an ever-changing creature.
To get the best result out of your campaign give your Influencer a budget. Let them use it to boost your posts and run ads for your influencer content.
This will get you access to new audiences. Improve your content’s visibility and reach. And help you create a unified brand presence through retargeting.
You can start small and scale up based on performance. Even 100 CHF is enough to get started.
Experiment and find out what works best for your SME. You’ll be amazed by what you’ll learn.