We’ve all been there: scrolling through social media when we see our favorite influencers using new teeth whitening kits, drinking a special tea, or cooking with food that was delivered to their doorsteps. For some reason, we inspect the picture, post or video and maybe even do a quick search on the item, before restarting this cycle. These social media influencers use their platforms to promote brands to us, without us even fully realizing what’s happening. According to HubSpot, 71% of people are more likely to purchase something when it’s recommended by someone else. Who says that person can’t be an influencer?
Whether you have a niche client, or want a new way to reach more people, connecting with social media influencers is a highly effective way to promote, advertise or call attention to people, events and things. From beauty gurus and fashionistas, to fitness and nutrition buffs, you can find someone for every subject on social media. Your end goal dictates which route to take: YouTube, podcasts, or bloggers.
When it comes to YouTube, the idea of partnering with video creators might seem weird at first. YouTube was once a platform where people would share random clips of their friends, crazy skits and viral videos. YouTube has since transformed into a new kind of social platform, one that many use as their main source of entertainment or TV (myself included). YouTube is the only place you can start by watching a daily vlog (video blog) and a couple videos later end up learning how to properly give a guinea pig a haircut. YouTube partnerships work especially well when trying to sell a tangible thing. Beauty gurus, fashion vloggers, teens and young adults constantly flood us with brand sponsored videos. When these creators promote a brand, they can reach millions of people with just one video mention.
Podcasts are a much newer way to utilize social media. They allow for a completely different type of advertising, often bringing awareness to a business, organization or individual. Many podcasts are of a niche nature, meaning those listening are there for a specific subject. Podcasts are a great way to get noticed or bring attention to someone or something. The possibilities are endless when it comes to this new wave of promotion. Also, podcast producers partner with brands as well and are not afraid to throw sponsored posts or promotions into the mix.
I know I just threw a lot of random, seemingly pointless information at you, but there is a point! On top of having a podcast or YouTube channel, these social media influencers are all over Instagram and Snapchat, and many have a personal blog. By connecting with them on one channel of their brand, you or your client are instantly gaining publicity on their other platforms. By making sure their content lines up with what you want to promote, creators and influencers – or whatever you want to call them – could help your brand or client with endorsements. These are the opinions people listen to today, and many will support a brand just because their favorite influencer supports it. In a world where technology is constantly evolving, it’s important to make sure your PR plans evolve with it.