AWARDS PARTNER POST: Best practice for influencer marketing and creativity by Vuelio

Jake O’Neill – Marketing Manager at Vuelio provides The Creative Shootout with best practice for influencer marketing:

There’s no denying that creative campaigns are a good way to secure coverage in the press and achieve your, and your client’s, goals. However, when it comes to influencer marketing, creativity is often restrictive and can prove counterproductive.

At Vuelio, we’re often told by influencers that PRs contact them with campaigns that are already packaged to be posted across their blogs, vlogs and social channels. For many influencers, that’s where the relationship ends.

Not only are the best influencers unlikely to accept unsolicited press releases, many prefer not to work on one-off campaigns.   

One such blogger is top food blogger Becca Heyes, of Amuse Your Bouche, who said: ‘I prefer long-term collaborations with brands, where I can show off their products in multiple recipes. It helps to show the versatility of a product, and I’m sure it feels more genuine for my readers to see how I’ve used a product many times, rather than just mentioning it once.’

Fitness guru Elle Linton agrees, she said: ‘I opted to prioritise long-term partnerships last year in order to remain authentic and not flood my channels with new brands that I had very little knowledge about.’

Influencer Marketing is about tapping into a loyal, targeted audience that has been carefully nurtured by the blogger, vlogger, Instagrammer or content creator in question. They’re personal in both style and purpose, which means the creator generally has full control over the content and their audience knows what to expect, whether they’re talking about hotels and holidays or business and politics.

If these creators used untailored PR campaigns and releases, it would be jarring and ultimately damage the results.

But that doesn’t mean you have to sign all creativity over to the influencer or that the campaign can’t stay on brand. A true collaboration means creators and brands working in partnership, which is how Lloyd Griffiths and Yaya Onalaja-Aliu – who write leading travel blog, Hand Luggage Only – approach the relationship.

They said: ‘No two destinations or brands are exactly the same and no two people are, so it would be unrealistic to expect two projects to be. We always see collaborations as a two-way conversation (not just one party telling the other what to do or not do), which always helps when working with brands.’

By working creatively with influencers, you can retain your campaigns core message and achieve the desired results.

Vuelio lists thousands of influencers, both traditional and new, on the Vuelio Media Database. Each listing has a profile, written in collaboration with the influencer, explaining what they cover and how they like to be contacted.