Until brands truly understand and appreciate what makes your audience convert, the effectiveness of your digital influence will be measure on likes, comments and followers. Many social media influencers are feeling the pressure of this and, in response, they buy likes, followers and (attempt) autogeneration of engagement. This is a bad practice and something you shouldn’t do as you build your brand. Engagement is important and here are three ways to increase it without using these hacks.
Brands, Ad Execs and, basically, all of “the olds” see the success and reach of a digital brand’s influence in likes, followers and engagement.
That IS a true measure, however, it is important to also understand the makeup of an individual influencers’ audience before you make a blanket statement about what will — or what won’t — convert.
Microinfluencers are more important than ever — anyone with 10k-50K followers often has an audience that is made up of individuals with the same buying power and brand preferences. Those with 50K+ followers? Those are often the aspirational brands and you can’t always get a true sense of WHY their followers are engaging.
An engaged audience is different from an engaged audience that converts — think about Kim Kardashian. She has built a digital empire on training her audience to like, and, more importantly, BUY the things she showcases on her social media brands. She did it by associating herself with brands that work, by building a level of trust with her audience and by continuing to deliver.
It is very easy to lose this trust (cough, Kendall and Pepsi, cough) and requires not only engaging content but an awareness of the things that matter to your audience.
And if you’re buying followers and engagement, there’s a good chance that your audience is made up of bots or fake, disengaged accounts.
So what can you do? You need to grow your numbers and comments but you can’t automate or buy them. Many of you probably don’t have the time to spend hours on your Instagram so here are some easy strategies to test on your brand this week. Guess, Test and Review— that’s THE best way to determine what strategies, tactics and content works for YOUR audience to give you the results in your brand influence AND your bank account.
It’s important to show that you can find good sources in YOUR content buckets to collaborate with and to curate on your brand. You are a content curator 95% of the time and an original content creator 5% of the time. Many influencer campaigns are built on the collaboration of micro-influencers, influencers, celebs and brands working to amplify the content at the same time. If you can’t collaborate, you can’t be a true influencer.
Product reviews are a great way to demonstrate brand conversion. Create a short link for your post reviewing a product (using bit.ly or others!), share it on your social media profiles and track it! Create images that highlight the brand or product in an engaging way and review how your audience responses. Once you get a sense of what types of products your audience is interested in, you can create a brand kit to showcase these results and pitch yourself to brands.
Your Zone of Genius
Taking the time to find your voice online, or your specific zone of genius, can be challenging BUT staying in your lane (or lanes; there can be many content buckets for your brand!) will increase your influence. Consistency is KEY to increasing engagement and followers on social media so this is one of the most important things you can do to see a return quickly.
Another way to increase your influence? Find a community of like-minded individuals to connect with! (Like my FREE Facebook Group, DIY Your Digital Empire) By doing this, you can not only share best practices, but you can also get a sense of what’s working for others who may share a content theme or two of yours (or be completely out of your content comfort zone!). There’s no reason to (completely) reinvent the wheel — the best thing you can do is find a strategy or tactic that works and put your own unique spin on it for your audience.