Claire here and I am in charge of Media Talent Agency at Hawke Media. MTA is an agency made up of a network of online influencers who we pair with several different brands to produce organically branded content.
Something I struggle with daily is finding the right influencer for each brand that we partner with for campaigns. The obvious thing to do would be to find people who have a ton of followers, have them post about the brand, and, voila, branded content with impact and reach! I am sure all of you have come across different social posts from someone you follow and say, “Wow, that was pretty obvious!” in reference to an extremely obviously paid branded post. Then you either unfollow them in disgust or you have lost that little part inside of you that looked up to this person. It happens to me all the time.
So, how do we produce seamlessly branded posts? You know, the type of posts you don’t know where the person’s beliefs end and the branding begins? Simple, you make sure the audience that the influencer is speaking to actually gives a hoot what they talk about on social media.
Example: Just because Kim Kardashian has 19.8 million followers doesn’t mean she should be blogging about DIY (let’s get serious, does that girl really do anything herself?)—but, I digress.
When choosing each influencer, make sure that their own personal brand aligns well with the brand you are pairing them with for the campaign. Take into account not only what topics the influencer enjoys, but what the audience enjoys hearing from them as well. That, folks, is how to produce organically branded content.