Benefits and Challenges of Unpaid Influencer Partnerships

by Andrew Poulsen, Content Engineer, Sonnhalter Lately, we have seen tremendous growth in the number of influencers in the trades. In fact, it has grown so much so that Sonnhalter clients are forming partnerships and relationships with these influencers much in the same way we would with traditional media. What defines an influencer can sometimes be broad, so there are categories like “micro-influencer” and “nano-influencer” that distinguish these social media content creators by the size of their audience. Many influencers make a full-time living by working with brands to make sponsored content that involves financial compensation. However, there are plenty of influencers who are slightly less established and are looking to start a relationship with a brand and are willing to make content in exchange for free product and cross promotional opportunities. Since the company is only sending product samples, unpaid influencer partnerships are great for increasing brand awareness and social media numbers when you have a limited marketing budget. Below is a real-world example that outlines some of the pros and cons of unpaid influencer partnerships. The Origin of the Campaign One of our clients had a strong reputation overseas as one of the leading manufacturers of spirit levels, laser levels, and layout tools, marking and measuring tools, but had yet to make a major splash in the U.S. We had experienced a decent amount of success in getting this client featured in many key trade publications, but with the rise of influencer marketing in the woodworking, construction and DIY markets, we thought we could gain more traction with our time by exploring this new, grassroots approach. We wanted a better method for conveying the client’s product ingenuity in a way that was more interactive and visual. We figured that the quickest way to grab the attention and build…read more >

Influencer Relations: Is It Right for Your Brand?

By Rosemarie Ascherl-Lenhard, PR Foreman Recently, you’ve been hearing a lot about “Influencer Marketing” or “Influencer Relations.” But what exactly is it, how does it work and is it right for your company’s marketing strategy? Sometimes referred to as the “new media,” a comprehensive marketing communications strategy often will include influencer relations as a tactic for expanding a brand’s awareness. What is an influencer? An influencer is someone that has a large social media following and actively engages with its audience to “influence” them on his or her opinions. While “influencer” might conjure up ideas of Kim Kardashian touting the latest waterproof eyeliner or designer handbag, there are influencers in the industrial, manufacturing and contractor space, as well. While some of these influencers might not boast the same Instagram audience numbers as Kardashian’s 149+ million followers, their audiences can be very significant for the market they are in. A large social media following can be relative. Nano influencers, with 1K to 10K followers, have small, niche and highly engaged audiences. Micro influencers, the next tier up, with 10K to 50K followers, are often the most informed opinion leaders in their niches and typically have a very engaged community of followers who rely on (and trust) their content. If you are a nano/micro influencer in a niche market such as woodworking, developing relationships with companies that are promoting the tools or supplies you use can be mutually beneficial for both parties. For the influencer, it provides the opportunity to be the first to experience innovative products and share their experiences and opinions with their followers, providing appealing content that keeps their followers enthralled and looking for more. For the brand marketing products, it provides an authentic, engaging opportunity to get your products or services endorsed by an opinion leader and visibility…read more >