Content is one of the most important parts of an influencer marketing campaign as it’s what attracts the audience. Content can be a complete success or a disaster, this is why is so important to pay attention to it, to develop an appropriate strategy, and to decide how we want that content to be created.
The eternal debate
Advertisers expect from the influencers to publish the most accurate content for the audience to convey their message, this based on the criteria from their creative team. On the other hand, the influencers are the ones who know their audience best, they know exactly what they like and do not, and what works best having their own style to communicate.
This said, who should write the content if both want to do it and believe that one can do it better than the other?
In kasitoko, we believe the key is not having to choose. Why not trying a mixed formula that satisfies the needs of both parties, where both feel comfortable for the sake of the followers who are the ones who are going to read, hear, or see the content?
Co-creation leads to success
If each one of the parties involved in influencer marketing campaigns puts their best, success is assured. This is why in kasitoko we are committed to the co-creation of content. The campaigns that allow the influencer to create the content are 80% more effective than those ones limited to publish a standard message created by the brand and published equally in the profiles of all influencers involved in the campaign, regardless of their style, what they usually publish, and their type of audience.
How to co-create correctly?
First of all the agency/advertiser need to be very clear about what to convey with the campaign, describe very well the characteristics of the product or service to be promoted explained and defined within an exhaustive brief.
The brief is crucial and solves the influencer’s doubts, so they won’t be in need to ask details and he/she will create the right content in the first shot, without having fallen into the loop of asking for changes or modifying the content. These issues only serve to erode the relationship between the influencer and the advertiser wasting the time of all the agents involved.
The influencer has to read very well the requirements that the advertiser is asking for and then let their imagination fly to create content that attracts their audience. All this by keeping their feet on the ground bearing in mind what’s important for the advertiser.
To manage this relationship, kasitoko allows networks to send a campaign proposal to their influencers with a very comprehensive brief that includes the possibility of including mandatory elements such as hashtags, mentions, URL’s, youtube videos, or images.
Moreover, thanks to the content moderation system, the advertiser can whether or not agree with the content created by the influencers. In this case, the advertiser can invite the influencer to modify the content in the event of a communication failure when the influencers didn’t understand what to do exactly.
To sum up, the best thing for a content to work is that everyone is comfortable with it. This is to say, the influencer who is going to publish the content to appeal to their audience and the advertiser who wants to convey their brand values and drawing the audience’s attention in order to effectively meet the KPIs of the campaign.