Please Talk About My Brand? How to Get Influencers to Share
One of the first questions we receive when developing an influencer program through the Smiley360.com community typically involves something along the lines of “What do I send to influencers to get them to share?” or “What kind of experience will get them to share the most about my brand?”
We know one of the most powerful ways to trigger an influencer to share is to provide a brand experience. You can’t recommend a movie until you’ve seen it and you can’t recommend a restaurant until you’ve dined there. This applies to your brand as well. Moreover, a recommendation from a friend is trusted by more than 90% of consumers. Today’s marketers can leverage brand experiences as a platform to spark consumer conversation, advocacy and purchase consideration.
Create an experience where the consumer can share a story.
Let’s be honest; sometimes brands aren’t the most interesting thing to talk about. People don’t want to talk about brands. They want to talk about how brands positively impacted their lives. Create an experience where consumers can try your product and show how they’ve incorporated your brand into their life.
Make sure it’s exclusive, free and makes them feel special. Investing in a brand experience boosts the number of times an influencer mentions your brand and to how many people. Avoid relying on discount offer codes or forcing consumers to pay upfront to participate.
Give clear instructions on what you are asking influencers to do (and make it clear up front!).
Be upfront with what you are asking the influencer to do and know that asking to do too much can cause confusion. Keep your program clear, fun and exciting. Whether it’s visiting a retail store, going to a specific website or planning a party, make instructions simple, doable and could easily fit into your target’s lifestyle.
When it’s time for influencers to share about your brand, we know you want them to talk about benefits A-Z of your product. However, consumers can’t and don’t want to cover all your product features. Find the most relevant messaging to them and make it easy to weave into a conversation with a friend.
Provide a strong call-to-action for friends, followers and readers.
Ultimately, influencers want to provide value to their social circles. Give consumers an added incentive by arming them with offers for their friends. Remember the consumer is advocating for your brand. Make them feel like a star for introducing your brand to their friends!
Best practices include sharing coupons, samples of your brand or your latest sweepstakes. The greater the offer, the more pass-along and viral conversation your brand will achieve.