THE STATE OF THE STORY  —  STRATEGIC INSIGHTS
THE STATE OF THE STORY  —  STRATEGIC INSIGHTS

Ask Us Anything: Magnet Media’s Top 5 Tips for Successful Influencer Brand Campaigns

Ask Us Anything: Magnet Media’s Top 5 Tips for Successful Influencer Brand Campaigns

Ask Us Anything: Magnet Media’s Top 5 Tips for Successful Influencer Brand Campaigns

Ask Us Anything: Magnet Media’s Top 5 Tips for Successful Influencer Brand Campaigns

Ask Us Anything: Magnet Media’s Top 5 Tips for Successful Influencer Brand Campaigns

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A social campaign can start life like a high-concept art project but end up resembling toddlers finger painting on the walls. Often it’s no one’s fault–not the creator’s, not the social media manager’s, not the marketing team’s–yet everyone can feel shorted as the original vision and goals get lost in execution. There’s a lot to manage and many different objectives depending on the part one plays in the project. But as an over $15 billion industry, influencer marketing is an essential component to any brand’s success.  

Magnet Media oversees many brand influencer campaigns for nonprofits, startups, and established brands. Crystal Edmonds and Arianne Ahimsa, two Magnet account managers with extensive social experience, have led enough social strategies to write a book. Instead, we got them to share their top insights that brands should follow when doing social storytelling with influencers.

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Arianne Ahimsa
Account Manager

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Crystal Edmonds
Account Manager

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1. Choose your influencers based on their audience and engagement.

Crystal Edmonds, who has managed social for the HarperCollins, Greenhouse, and The Knot, examines a possible brand influencer’s account and activity closely. “When I’m looking for someone who is going to be a good fit, I check to see who is following them, what kinds of content they create, what they and their followers are interested in. I also look at the follower count. We focus a lot on micro-influencers because there’s a little more authenticity with them. Their followers are more apt to try what they say. In our experience, someone like a Kardashian is great but they promote a lot of things. These smaller influencers have their niche: they are always talking about the same things, they have more trust with their audiences, and they honestly talk about what they like and dislike. I also look at whether they are engaging. Do they respond back to their followers? That’s important. For a lot of brands, engagement is the problem.”

Crystal Edmonds, who has managed social for the HarperCollins, Greenhouse, and The Knot, examines a possible brand influencer’s account and activity closely. “When I’m looking for someone who is going to be a good fit, I check to see who is following them, what kinds of content they create, what they and their followers are interested in. I also look at the follower count. We focus a lot on micro-influencers because there’s a little more authenticity with them. Their followers are more apt to try what they say. In our experience, someone like a Kardashian is great but they promote a lot of things. These smaller influencers have their niche: they are always talking about the same things, they have more trust with their audiences, and they honestly talk about what they like and dislike. I also look at whether they are engaging. Do they respond back to their followers? That’s important. For a lot of brands, engagement is the problem.”

"We focus a lot on micro-influencers because there’s a little more authenticity with them."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"We focus a lot on micro-influencers because there’s a little more authenticity with them."

—Crystal Edmonds, Account Manager at Magnet Media

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2. Give the creators freedom and guardrails.

While static posts are the norm and audio formats like Clubhouse are catching on, video content is still the highest engaged content format. “Video is king,” Edmonds says. “Everyone is making reels. Everyone is on TikTok. These kids have no formal video training but they’re doing intricate reels with interesting transitions and it’s amazing. Brands have to get good at it as well. It’s really the best way to get your message out.” Have your influencers do a video, she advises, but make sure they’re stodoing something specific and interesting. “It can’t just be a box opening.”

While static posts are the norm and audio formats like Clubhouse are catching on, video content is still the highest engaged content format. “Video is king,” Edmonds says. “Everyone is making reels. Everyone is on TikTok. These kids have no formal video training but they’re doing intricate reels with interesting transitions and it’s amazing. Brands have to get good at it as well. It’s really the best way to get your message out.” Have your influencers do a video, she advises, but make sure they’re stodoing something specific and interesting. “It can’t just be a box opening.”

"Everyone is making reels. Everyone is on TikTok. These kids have no formal video training but they’re doing intricate reels with interesting transitions and it’s amazing."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"Everyone is making reels. Everyone is on TikTok. These kids have no formal video training but they’re doing intricate reels with interesting transitions and it’s amazing."

—Crystal Edmonds, Account Manager at Magnet Media

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3. Video is the dominant medium.

Arianne Ahimsa, who in a past life managed the social accounts of Celine Dion, Lenny Kravitz, Kesha, Charl XCX, and Meghan Trainor, says that you have to give creators what they need to be successful, including trust. “Beyond the content format, we give them a creative brief, information on the target audience, what the company is about, how to use the product, and what hashtags to use. Otherwise, we give the creators freedom because we want to be sure it’s true to their channel. It has to be authentic to the influencer.” Edmonds agrees. “You have to trust them to be creative,” she says. “We give them the creative brief, but we like them to go out and create content just as they would, as long as they adhere to the brief. We want it to feel authentic and not stand out as a paid promotion.”

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4. Use the available tools.

Having the right tools to research and manage your campaigns can streamline the work and set you up for success. “You do have to invest in some of these platforms,” says Ahimsa. Both she and Edmonds mention companies like Hubspot and HootSuite for analyzing performance metrics and comparing them with existing benchmarks. These platforms can also assist with scheduling reposts of your influencer content on your own channels. In addition to those two platforms, Magnet Media also employs Captive8 to vet and find appropriate influencers for brands and specific campaigns.

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5. Brands engaging with influencers goes a long way.

It’s important for the brands to develop an authentic relationship with their influencers. “We make sure the creators tag and mention the client, but it’s equally important for the brand to interact with the influencers. They need to come in and foster the relationship. They have to comment and like and share every post,” Ahimsa says. “With our NovaBay work, some influencers were only contracted to do a set number of deliverables, but because NovaBay built these relationships with the influencers, many just posted additional content about the products that they were sent. It can go beyond the one campaign, and they can become brand ambassadors in a way.”

"We make sure the creators tag and mention the client, but it’s equally important for the brand to interact with the influencers."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

"Inclusivity and flexibility are already essential to employees, but now must be achieved at a level that honors the individual and their wellness."

—Arianne Ahimsa, Account Manager at Magnet Media

While many brands may be equipped to run their own social campaigns, it can be a benefit to bring in outside eyes to assist at many points along the journey: the initial audit, creating the story and content strategy, approaching influencers, managing contracts and deliverables, executing the posts, measuring the successes, to name a few. As an outside resource, an agency can keep everyone on track while preserving the client’s intention and their relationships with influencers, while managing expectations.

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Have questions about managing an influencer brand campaign? Email us or attend our The State of the Story virtual event, The Future of Influencer Brand Storytelling, on May 24. RSVP →

Join us April 22 for The State of the Story: World Book Day, and hear about storytelling from the most influential authors in business and marketing.

Have questions about managing an influencer brand campaign? Email us or attend our The State of the Story virtual event, The Future of Storytelling on Social, on May 24. RSVP →

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of world-class strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of world-class strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

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