Sponsored content is generally a social media post or video that a company pays an influencer to make. These posts can range from being dictated almost word-for-word by the sponsor or just pass an approval phase. In many countries, an influencer must disclose that the post has been paid for by the company they are reviewing.
This post will highlight what sponsors look for in an influencer as well as go over 8 different ways you can focus on to make your presence attractive to brand sponsors.
What Sponsors Want in an Influencer
When looking for influencers, sponsors typically look for the following features:
Because of the above, your best bet in becoming a sponsored influencer is to focus on one niche and work toward growing an active community that values your contributions to the platform of your choice. You should also take care of which sponsors you to work with initially as working with those without a good reputation could turn your viewers off to your future recommendations.
1. Have a Solid Understanding of Your Brand
Your brand should have clear objectives within a specific niche. When you have narrowed down precisely your brand’s mission, you will be able to target a specific audience that will appreciate your work. As you grow, brands within your industry will be attracted to your work because they will see the influence you have over your community.
While you can (and should) cover something that is related to your niche, try to avoid covering information that doesn’t doesn’t relate to the rest of your content in any way. While you may also find it interesting, your audience won’t understand and you won’t receive the same amount of engagement as you would on brand-related content.
Try to grow your brand over several social sites to create a stronger presence online. The more areas you have influence, the more attractive your brand deals will be in the future.
2. Have 1,000+ Followers Interested in Your Niche
While most companies prefer to work with influencers that have at least 5,000 followers on any given site, you will be able to find a few willing to sponsor your content at 1,000 followers, especially if you are within a unique niche that is very focused on a specific genre.
Don’t go chasing sponsors at this point. If they contact you and they are a good fit for your brand in the long term, consider working with them, but most of your energy should go into building up your social following so that you have enough reach to work with better brands in the future.
3. Create a Professional Media Kit
Create a professional media kit that you can send to sponsors as they reach out to you. You can also attach them to emails when you outreach to brands on your own. A media kit is a PDF that is generally at least 2-3 pages long that details your brand, previous sponsorship deals, information about your following, and your contact information.
Many sponsors expect that the influencers they reach out to already have a media kit that they can submit. While you can create one in a matter of minutes, it is a good idea to create one in advance that you can update frequently. This way, you can be sure that it looks good and doesn’t have any mistakes on it. You will often only get one chance to make a good impression on a company. Make sure you are prepared.
4. Consistently Schedule Your Posts
Brands will look at your past posts and look for engagement and consistency. Not only should you ensure that your posts have stayed on brand, but you should make sure you are publishing new content frequently on a regular schedule. Your viewers will learn what to expect, even if it is subconsciously, and brands will be comfortable working with you because they can see your professionalism and consistency.
5. Shout Out Brands in Your Posts
Frequently shout out other brands and influencers in your posts, even if you aren’t being paid to do so. Make sure that they are all related to your brand and that they look natural. Sponsors will feel more comfortable working with you if they believe that you can show off their product or service in a natural way that your followers have already come to expect from your brand.
To get noticed by sponsors, make sure that you are posting content under the right hashtags and keywords. When looking for influencers, marketers will search for these same terms when looking for people to represent their products or services.
For the best results, use a platform that can help you narrow down what followers and potential sponsors search for to make it easier to grow your own brand and be noticed by potential partners along the way.
7. Add Contact Information in Your About Section
While this tip may seem obvious, many people don’t have their business contact information in their about section. With so many competing influencers, make it as simple as you can for marketers to figure out how to reach out to you.
8. Know the Value of Your Brand
Know what you are worth. Research what other influencers have done and what people in your niche typically make off of content. If you can’t find specific information, go with general information, and negotiate with brands until you are both happy.
Consider working with an agency that has experience working with influencers and brands. While paying them will be an expense, they can often get much better deals and network with better brands to help you earn more overall. They can also help navigate legal issues to make sure you aren’t doing anything that could get your brand in trouble long term.