• Daniel Trösch

How To Use Influencer Marketing Across Multiple Marketing Channels

Updated: Feb 25, 2020

Guest blog from Sally Rogers, founder, and CEO of Y Combinator backed Parsnip


For brands, influencer marketing continues to be an oft-discussed, oft-ruminated, oft-revisited topic.


In our work with brands on Parsnip, a brand partnership platform, we have heard quite the range of opinions about whether influencer marketing really has the ROI that brands seek, especially when they’re in the nascent stage of building their business.


Furthermore, brands get stuck on what to do with an influencer beyond sending product and (fingers crossed) hope that they post about it.


OR they spend a ton of money on one post and 🤷.


But with the right influencer x brand relationship in place (hint: align on values), influencer marketing can seamlessly be used across all your marketing channels to increase exposure and drive sales.


While there are dozens of marketing channels you might be considering, we’ve got you covered with Instagram, Facebook, event marketing, and email marketing. Read on to learn how to use influencer marketing across multiple marketing channels.


How to use Influencer Marketing on Instagram


If your target audience as a brand is on Instagram, be sure to align with an influencer that also has an Instagram presence.


Ask them for their engagement rates over time, regardless of their number of followers. From there, there are a variety of content-based collaborations to use as part of your influencer marketing effort:


Giveaways:

  • if the influencer offers a product/service as well: both brand and influencer should publish;

  • leverage a variety of photos and copy to keep it fresh;

  • repost in stories


Featured stories:

  • typically published on the influencer’s Insta page, but you can repost


Featured post:

  • typically published on the influencer’s Insta page, but you can repost;

  • may involve exchange of fees


Recipe:

  • photos;

  • if the influencer is in the food/bev space: both brand and influencer should publish;

  • leverage a variety of photos and copy to keep it fresh;

  • repost in stories


Pro tip: When showcasing an influencer in your Instagram stories/feed be sure that they (and you!) consistently articulate the WHY you are working together. Your audience wants to know that you haven’t ‘sold out’ and instead you’re aligning with influencers based on what’s important to you as a brand!

@kalejunkie published a featured post indicating why she recommends Bob’s Red Mill products.


How to use Influencer Marketing on Facebook


Just as it was important with Instagram, if your target audience as a brand is on Facebook, be sure to align with an influencer that also has a Facebook presence (and their target audience is on that platform).


What’s important with Facebook is to leverage the influencer to not only post and share content, but to also actively engage with your audience.


Presumably, they’re already very engaged if Facebook is a primary channel for them, so they should totally get how important it is that they connect with your audience (and theirs!) after they’ve shared any content they’ve created with/for you.


Facebook is also great for the Instagram content types listed above, but in addition to those, use Facebook as a channel to share:


  1. Collaborative blog posts (linked elsewhere) with accompanying photos

  2. Actual recipes (typically linked elsewhere) with accompanying photos

  3. Articles (linked elsewhere) that highlight why the influencer is into your brand

  4. Quotes/testimonials with relevant photos

  5. Direct links to purchase, with photos of the product/influencer using the product

  6. Ads! Boost any of the above items by turning them into an ad aimed at your target audience, showing relevancy with your influencer/their content on your Facebook page


Pro tip: We strongly encourage brands to post a trio of details when sharing on Facebook. Most important is the visual component. After that, be sure to include a strong copy (that typically includes a reference to why the influencer x brand match works) and a link to purchase or to more detail (the blog, the recipe, etc.).