...
Working with influencers can also help to build trust within a community. You can say whatever you want about your brand, but audiences know it’s coming from a biased source; you wouldn’t say anything negative about your store! Influencers, however, are third-party sources, and many nano and micro influencers work hard to build trust in their communities. They wouldn’t want to break their followers' trust by promoting a brand they don’t love.
You can work with them to promote your own product line, host giveaways with your store, or spread brand awareness. Some influencers may work with you long-term and have standing discount codes that their followers can use at your store (these also generate commission for the influencer, in lieu of or in addition to an upfront payment). Others might be a one-time deal to help you promote yourself around the holiday season or sell custom jewelry.
You’re going to have to pay your influencer. Often, they have their own rates per post or per partnership. Some smaller influencers may accept a trade (i.e. they get to keep the jewelry they wear in a photoshoot), but in most cases these are professionals and this is their job. Influencers don’t work for free.
Influencer Posts
Influencers can create anything from a single promoted post to a whole series of videos and reels. They can livestream their experience in your store, provide a detailed review of their experience on a blog, or host a giveaway featuring an item from your store. You can decide how much creative license you want the influencer to have; your in-store copy team may write the posts, create requirements for what the influencer has to mention but have them write it in their voice, or let the influencer give their own authentic message.
When choosing which influencer(s) you want to work with, keep in mind their main social platform. Are they super active on Instagram and have a smaller following on Youtube? Maybe their main platform is actually their blog, and all their other posts send readers to their website so they can create long-form written content. If you want “link juice” a blog might be great – but if you’re hoping to grow your Facebook engagements it’s not what you’re looking for. Ultimately, it’s up to you to find an influencer who fits your niche and provides the type of posts you want.