Influencer relations is not synonymous with influencer marketing. One is not more important than the other, they are just different. In this video, I discuss the differences between influencer relations and influencer marketing. Enjoy the video below and subscribe to my Youtube channel to be the notified when new videos are added.
The difference between influencer relations and influencer marketing.
Ok, maybe its just semantics but I wanted to talk today about the difference between influencer relations and influencer marketing.
Now, this is my POV and I can be convinced otherwise.
But words matter. Meaning matters. And in this case, the words we use can impact teams and organizations.
Maybe a little too dramatic, but let me explain.
Now let’s first define Influencer relations.
The way I see it is that this is an extension of traditional media relations but in this case you are treating non-media influencers the way you would a journalist.
You reach out, build a relationship, send pitches and products for review. And then it’s up to the influencer to respond. Sometimes this is referred to as earned influencer engagement.
This function, whatever you decided to call it usually sits in corporate communications or PR teams.
Influencer marketing is different and there are two components:
- Organic influencer marketing
- Paid influencer marketing
In either case, it always starts with rigorous data and analytics to identify the right influencers.
I’ve defined organic influencer marketing in a previous video but to recap:
Organic influencer marketing combines data & analytics with content and storytelling that positions your brand at the center of relevant conversations with targeted individuals. It works like this:
- Use the 1:9:90 model of influence to find the right group of influencers
- Add them to a real-time listening panel
- Monitor their habits, data mine their conversations and media sharing consumption in real-time
- Once a trend is spotted, you activate the creative content engine and create/distribute and amplify that content with a digital asset
I should also add that successful influencer marketing programs sometimes don’t require any engagement whatsoever. It’s a matter of researching their conversations and integrating their words and language into owned and earned content and storytelling.
Paid influencer programs are just that. You pay the influencers to collaborate with you. Here’s a few examples:
- Co-collaborate with influencers to create an ebook or white paper
- Virtual panel discussions or 1:1 video collaborations between influencers and executives
- Use influencers as content creators and promoters of content
This is influencer marketing.
Influencer engagement applies to both influencer marketing and influencer relations. It’s simply the back and forth, either publicly or privately between the influencers and the brand.