Experts Talk: Master your Influencer Marketing Strategy – Tips from Content Creator Lisa Erhart
Influencer marketing is a powerful strategy for promoting products or services through collaborations between brands and content creators. The content creator must identify with the brand to generate authentic content that helps brands achieve their marketing goals.
We asked the Metapic content creator Lisa Erhart, also known as grauschwarzliebe, for tips and insights into the influencer marketing business for brands who want to master a successful marketing strategy with content creators.
Lisa Erhart, Content Creator
About
Can you briefly introduce yourself and your social media presence?
Hey! My name is Lisa. I’m 30 years old and a mother of two small children. We live in a small town in Lower Saxony in Germany, and I really enjoy decorating, furnishing, and gardening. So, I take my followers along and show them everything related to it. Before and after videos are particularly well received.
Why do you work with Metapic?
Metapic is great! I can link my followers to the things they are asking about anyway. I put the links in my highlights (sorted by room), and my followers can always look them up.
Insights
Influencer marketing is becoming increasingly important for brands. What new trends and developments have you experienced?
Influencer marketing is changing a lot at the moment. Companies would like to book videos, such as reels and User Generated Content (UGC), to promote the content themselves.
What has changed in influencer marketing over the past 12 months?
Oh, there has changed a lot! Twelve months ago, companies only wanted to book stories - Today, they are more about reels and videos. That is also because everything in this marketing channel is much more fast-moving than in other areas. That makes it more important to evolve and follow the trends constantly. What I currently do is shoot a lot of UGCs and sell my content so that companies can use it themselves.
Where do you see the advantages of a CPC campaign?
The great thing about CPC campaigns is that the followers don't have to buy any products. They just have to click, and I earn a few cents. The followers can look at the products at their leisure, save them, mark them as favourites, and think again about whether they want to buy them or not. That also ensures greater authenticity and awareness of the brand's products.
Tips
Which payment model do you recommend to brands that don't want to work with CPC?
The CPC model is the best because influencers like to link, and the links are in highlights, this means they are permanent. Of course, companies can also work with commissions. However, it could be that content creators lose interest if followers want to wait to buy so quickly. Many followers save the articles, take screenshots, and buy a few days later. And I suspect this is precisely what brands often forget. It is essential to have the products permanently available for the target group and to become known through more views because today's generation researches and informs itself before deciding on a purchase.
What recommendations do you have for brands to get a good partnership with content creators?
My recommendation is to ask how the collaboration went instead of just asking about the insights. Look at more than just the number of sales. Many companies must remember that influencer marketing also means brand awareness, not just immediate sales. Many followers take their time to look at the articles and then buy them the second or third time. Maybe even from other influencers, and they use the code from other influencers, maybe a few weeks later.
What are the dos and don’ts when working with content creators?
My Do‘s: · Ask how the content creator felt during the collaboration · Give a proper briefing · Don't just pay attention only to the insights
My Don’ts:
Do not try to change the content creators. I was once told what clothes to wear. But there's a reason why you chose the content creator: You like the videos and the style and the same is with the followers.
A big thank you to Lisa for her tips and insights on helping brands master influencer marketing!
Do you want to master an influencer marketing strategy successfully? Connect with digital creators and benefit from trustworthy and authentic content about your brand. Get in touch with the Metapic Experts here >>