The distinction between a post from an influencer and a comment from a regular consumer lies in intent and reach. Influencers rely on their curated content and audience reach to make recommendations and endorsements that shape consumer purchasing decisions.
Social media influencers are generally thought leaders in their niche. They share content regularly and build communities in a specific platform (TikTok, Instagram or Facebook, for example). They also collaborate with brands to promote products and services.
Whether you're looking for an influencer to create content or to participate in a takeover, be sure to set clear expectations up front. This helps ensure a successful and productive collaboration. Discuss the project timeline and deliverables, including the number of posts, stories or videos the influencer needs to produce. You should also agree on the payment structure, whether that's a one-time fee, ongoing retainer or performance-based compensation.
A well-established influencer may have a following across multiple platforms, but it's best to focus on just one platform where your target market spends most of their time. You can then create an editorial calendar that's consistent with that platform's guidelines and reflects your niche.
Although some celebrities pay for followers online, genuine influencers have manageable follower numbers and check that the bulk of their followers are real people. It's also important to be transparent and disclose any material connection you have with a brand. This enables consumers to assess the value of an endorsement and comply with regulations against deceptive marketing.