Who are digital influencers? What do they do? How do you identify them? If you work in the marketing and communications business, I’m sure you’ve either asked (or have been asked) these questions. The topic of digital influencers has been a pretty trendy one in a few brainstorms I’ve participated in over the past few months. Marketing and PR teams are constantly trying to find ways to innovate and this is a sexy new way of doing it.
In my opinion, there should be a loose definition for “digital influencers” because brands will work with them in their own unique ways. If I had to give a very generalized definition, I’d say digital influencers are online personalities who’ve built a following around an area (or areas) they’re most passionate about. Some of my favorite digital influencers I’ve had a pleasure of working with are JessiMae Peluso, @NYDoorman and Rae Holliday. JessiMae’s a popular stand-up comic who got her big break on MTV’s “Girl Code.” @NYDoorman started his parody account a few years ago and built a following around NYC nightlife and events. Rae Holliday is one of hip hop’s premiere socialites.
Once you’ve discovered a digital influencer who shares the same passion points as your brand, then it’s time to think about how you can collaborate. It’s important that you look at it as a partnership and not a build on to something existing. Digital Influencers will only work with brands that their followers love. Once the partnership is formed, there are tons of ways to create content. Below is a list of a few different ways:
- Exclusive Content Series
- Press Events (don’t just invite media, invite digital influencers for real-time promotion)
- Product reviews
- Twitter Parties
- Facebook Takeovers
Now you’re probably wondering how to connect with these individuals. There are professional “connectors” who help brands and influencers work together. In fact, I’m one of them. Before I started working professionally as a connector, I had the privilege of meeting a ton of digital influencers at events or through social media. Initially I participated in conversations with digital influencers for the same reason you’ll want to work with them – I thought they were cool. I didn’t realize I was building a powerful network. I then was able to help my clients create major campaign partnerships with these guys. If your brand is looking to build out a digital influencer program, I highly recommend meeting with a connector who has experience working with these individuals. They can help your team build relationships for ongoing partnerships.
What are some of your favorite brand/digital influencer partnerships?