One of the hardest parts of being an influencer is finding a way to incorporate a brand message without turning your audience away. It’s a difficult balance to strike — you want to appease the needs of the brand and share a great message with your audience while not coming off as too sales-y.
Some influencers get it right and do a really good job of incorporating the messaging in the same way they deliver their content already. Other influencers struggle with it and are left with a blog post that looks like a straight up copy / paste job from the official press release from the company they are working with. We’re sure you can guess which of the two methods has greater impact.
It’s worth it to spend some time to find the right balance though. Your audience is valuable and you’ve built trust with them — one bad brand partnership or a recommendation gone south can turn them off completely. Joshua Schnell, Content Marketing Manager at Buy Sell Ads, wrote about that in his latest post on word-of-mouth marketing. It’s worth taking a few moments to read.
Thankfully, there are influencers out there who already do a great job at incorporating a brand’s message into their content. We wanted to share a recent example with you that we saw pop up in our feeds so that you can get an idea of how to work with brands in a way that makes sense and doesn’t cannibalize the trust you’re building with your audience.
Unless you’ve been under a rock, you’ve no doubt seen the gals at imomsohard on Facebook. The two are best known for their comedic videos on parenting and life but since they’ve gained so much popularity, they’ve been wooed by brands to work with them.
Their brand-oriented videos are among the best we’ve seen online as they don’t depart from their typical video style and while it’s clear that it’s a brand placement video, you still get laughs out of it and you’re left feeling no different than you would when you watch one of their usual videos.
We talked about this in a previous post, when the contrast is drastic and abrupt (between your regular content and your sponsored content), your audience feels the lack of consistency and trust is eroded.
imomsohard makes sure that their messaging is consistent and for this, we give them two enthusiastic thumbs up! Here’s an example of one of their sponsored ads:
You can see from the comments on the post, people don’t even mind that it’s an ad as they stayed consistent and true to their messaging.
To recap, incorporating a brand’s messaging into your content is best done when there is as little contrast between your usual content and the sponsored content. Finding a way to minimize that gap will show your audience that you still want to deliver them value — even when the content came from a different source.
Also published on Medium.