Social media influencers can be extremely powerful advocates for your cause, engaging and raising the profile of your organisation with the next generation of donors. Vloggers are among the most influential voices in the digital world, and the right partnership can yield impressive results.
YouTube star and teen icon Zoella raised the profile of Mind, the mental health charity, among her eight million dedicated subscribers. Successful gaming vlogger PewDiePie helped Save the Children raise over $300,000 for his #BrosSaveTheChildren campaign.
But what is the formula behind a successful vlogging partnership? How can you find the right influencers to work with? We’ve teamed up with BuzzMyVideos, a global digital media company specialising in socially distributed video, to find out how your organisation can work with today’s stars of online video. Bengu Atamer, co-founder and COO of BuzzMyVideos, gives you her five top tips below.
Subscribers and fans of vloggers are likely to be engaging with them due to the authenticity and personal style of their content. While it’s good to provide a few key stats or talking points, influencers need to engage with their audience in an organic, genuine way for it to be really effective – instead of only being a sounding board for your brand, they’re a potential campaign voice. Restrain from providing a finished script, or attempting to shape the vlogger around your brand, rather than the brand around your vlogger, otherwise you risk the message, and subsequently your campaign, appearing insincere. Work with the influencer to hit key points in a way that feels natural and authentic to achieve maximum audience reach and engagement.
2) Cause Suitability
The connection between the right influencer and the cause must feel natural. Beyond their popularity, what is it about these creators that connects them to your cause? For instance, it might appear unnatural if Jenna Marbles, YouTube star and founder of dog toy brand Kermie Worm & Mr. Marbles, were to advocate for a children’s art charity in comparison to an animal sanctuary. If a cause resonates with an influencer it will in turn resonate with their audience and is more likely to succeed.
If the cause can be brought to the attention of the targeted audience around a specific and recognisable event, this will push your campaign in the right direction from the start, for example, World Water Day, the COP21 Climate Change, and other events coming up. Timing is incredibly important with regard to amplifying the message, attracting broader attention and connecting with your audience.
The cause and subsequent campaign should be relevant to the influencer’s audience demographic. If your cause issue is focused on fundraising, or for an older demographic, you don’t for example want to end up trying to mobilise a group of 13 years olds, so make sure you work with an influencer whose audience fit the campaign target demographic. Always think about the actions you want viewers to take and put this at the core of your process.
You need to tailor the campaign for the Influencer’s audience across multiple platforms. The influencer might be big on YouTube, but then have a smaller but more active audience on Facebook. For Beauty gurus, their Instagram profiles might hold a more core demographic, so any vlogger campaign should be managed 360, it should be tailored effectively for each platform. Otherwise it would be a missed opportunity.
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