Wonder what it takes to make great influencer content? Here are our Top 3 Tips to help content creators, brands and agencies create great content that better engages their target audience.
1. Invest in the Instagram caption
Over the last few years we’ve seen engagements rates go up as the caption length has increased. The ER% of an IG post with 1000 characters in 2019 was 3x higher than the same in 2016*. Often this is a chance to better explain why a brand and content creator are working together. Consider what information needs to be communicated and don’t be shy allowing more words to explain it if that is what it takes.
2. Are your content creators making ‘saveable’ content
Do you know which of your content creator content has the most ever saves? Are you even reporting on saves? It’s arguably worth ten times that of a simple like. Work on creating content that people are going to want to reference time and time again – this could be inspirational, educational or how-to content in the form of video.
3. Diversify where your “influencer” content is
While Instagram continues to hold a lot of Kiwis attention, using different channels allows for different content and in turn different types of engagements. Our content creators use a wide variety on mediums to spread their message, whether it’s the newest video social platform on the block TikTok, Podcasts (we have several pod-casters) or using blog content to tell a deeper brand story through written words – there are lots of ways of working with creators outside of just Instagram.
*Later, Fohr (2019) – State of Instagram Influencer Marketing in 2020 Report
