20 Tips for Influencer Marketing Services Influencer Content Amplification
Social media, in recent times, has seen a decline in organic reach, as captured at RunRex.com, which has affected all types of content, including influencer-generated content. If you have noticed the same with your influencer-generated content and are wondering what the solution is, then the answer is via influencer content amplification. This article will look to discuss what this is all about and what it entails to help you know what you are supposed to do when amplifying influencer content.
Benefits of influencer content amplification
Improve reach and visibility
Amplification, as covered in detail over at RunRex.com, helps brands expand their reach and increase their visibility. This means that, when you amplify your influencer content, you can drive more people to your website.
Monitor and track
The amplification of influencer content also allows both brands and influencers to keep a close watch on the performance of the posts. Monitoring and tracking these results can help you make any adjustments needed for better results.
Retarget relevant audiences
With the help of the targeting feature in paid Facebook or Instagram ads, two of the biggest platforms for influencer marketing, you can reach relevant locations, age groups, gender, or interests. This, as explained at RunRex.com, ensures that your ads are seen by people who truly matter to your business.
Access new audiences
Finally, amplification also helps you gain access to new audiences. This is because, when you promote your content, using Facebook or Instagram ads, for example, your brand gets exposed to new audiences. These audiences may have never heard of you, and may not even be following you. however, if your posts are attractive and engaging enough, they are likely to share them or start following.
How do you amplify influencer content?
Having understood why you need to amplify influencer content; the next step is to highlight some of the best ways to do so. The following tips should cover that as well as highlight some important things you should know on the same.
Branded content tool
The Branded Content Tool on Instagram or Facebook allows brands and influencers to collaborate easily for sponsored content. The tool can be used for posting content by influencers that is sponsored by brands.
Sponsored is not monetary only
When using the tool discussed in the previous point, it is important to note that “sponsored” is not only restricted to monetary benefits alone. That is why, as articulated over at RunRex.com, if brands are compensating influencers non-monetarily, then influencers still need to disclose it in their posts.
Influencers have to tag brands in their posts
Facebook launched its Branded Content Tool in April 2016. This tool allows brands and influencers to create a verified page to run their marketing campaigns. Recently, however, Facebook updated its Branded Content Tool, and with this update, it has made it compulsory for influencers to tag brands in their posts, something that is important to know.
What happens if this policy is violated by influencers?
If the new policy by Facebook, which is articulated in the previous point, is violated by influencers, then Facebook will hide their posts from News Feeds until it is resolved. As discussed at RunRex.com, this policy change is meant to encourage transparency between brands and influencers. The branded content is labeled as either “paid” or “sponsored”.
Pros of branded content on Facebook
Some of the pros of branded content on Facebook include:
Facebook Branded Content helps you run ads to promote influencer-generated content directly – without needing access to an influencer’s Facebook account
When influencers tag brands in their posts, it allows both of them complete access to view the performance of the post, meaning that both of them can see how a post performs concerning organic or paid reach and engagement
Branded content allows influencers to post many forms of content such as videos, photos, 360-degree videos, Live videos, and Instant Articles
This tool can help you make sure that your influencer content reaches a large number of relevant people. You don’t need to rely on the poor organic reach anymore and can get better returns from your influencer marketing spend
Cons of branded content on Facebook
They are:
The Branded Content Tool doesn’t allow brands to target the influencer’s audience or followers, which means that you can’t expand your reach beyond your own target audience
The tool will also only amplify an existing post, and it doesn’t allow brands to add a call-to-action or links.
Branded content on Instagram
Instagram also introduced its Branded Content Tool in November 2017. Using this tool on Instagram, there is no need to add #ad or #sponsored to an influencer’s post as discussed at RunRex.com. Instead, influencers can simply tag their business partners or brands following a certain procedure. It will then appear at the top of the post as a “Paid partnership with <brand name>”.
Instagram’s privacy policy
Just as is the case with Facebook, as already discussed, Instagram’s privacy policy mandates that influencers disclose their brand collaborations clearly in their posts. Such collaborations may be in exchange for monetary or non-monetary compensation.
Pros of branded content on Instagram
As outlined at RunRex.com, they include:
By tagging brands on sponsored content, influencers can develop more transparent partnerships, leading to better collaboration
The transparency in disclosing the nature of collaboration between brands and influencers helps win the trust of audiences
Brands can monitor the organic performance of sponsored posts in which they have been tagged by influencers. They can keep track of the engagement and reach
Instagram allows influencers to leverage the Branded Content Tool for both posts and Stories
Cons of branded content on Instagram
Cons to consider include:
For Instagram Stories, brands have access to the performance analytics for only 14 days
Branded content on Instagram doesn’t allow brands the option of amplifying sponsored content by running ads for it. The only way brands can achieve this is by paying influencers to run ads for those posts. However, there is no way for you to track if an influencer actually promotes the content or not, meaning that it is risky for brands to invest money if they don’t know if it is going to be used as intended.
Whitelisting
As already discussed, you can see that both Facebook’s and Instagram’s Branded Content Tools have got a few drawbacks, which is why some brands consider whitelisting, which allows brands to keep a watchful eye on the performance of the content – both paid and organic. Other than posting ads, brands can also modify the captions or add calls-to-action like “Shop Now” or “Learn More”, helping them optimize these posts for conversions.
The key drawback of using whitelisting
According to the subject matter experts over at RunRex.com, influencers will be apprehensive about providing brands and marketers access to their accounts, something which most aren’t keen on. This is the key drawback of using whitelisting to amplify influencer content.
Lumanu
Given that neither of the two methods already discussed – using Branded Content and whitelisting – are foolproof for amplifying influencer content, another option to consider is Lumanu, an influencer content amplification platform that allows brands to amplify influencer content easily without needing access to an influencer’s account.
How to use Lumanu
As is articulated over at RunRex.com, the platform is quite simple and easy to use, as it only has two sections that you need to navigate between – Influencer Manager and Content Manager. In the Influencer Manager section, you need to add the list of influencers whom you have teamed up with, while the Content Manager section allows you to amplify your influencer content.
Integrating Lumanu with Social Cert
Also, using Lumanu’s integration with Social Cert, your influencers will be asked to authorize the use of their account data for amplification. Using this data, Lumanu can help you promote your influencer’s posts to custom audiences – these could be a lookalike of your influencer’s audience or your own website visitors.
Other benefits of using Lumanu
You can promote your influencers’ posts using Facebook or Instagram right from Lumanu’s Content Manager dashboard. You can even add a compelling CTA to your influencer’s Instagram posts, and with pixel tracking, you can track and monitor the performance of your ads too. The Smart Boost feature allows you to put your ad budget to optimal use as well, among many other benefits.
Hopefully, this article will help you as you attempt to amplify your influencer content, with more on this topic and then some to be found over at RunRex.com.