Many bloggers wonder how to get chosen for campaigns with brands. There are so many questions that could be asked, so I decided I would. I have started this blog series to find out some of the answers to bloggers questions from the PRs themselves.
So for my next interview with a PR I would like to welcome Jessie from Go Fish Digital. Read her answers below…
1. Why did you choose to become a PR?
My current position actually requires me to fill a few different roles, one of which includes influencer marketing. It’s probably one of my favourite parts of the job because I get to work with and identify talented, creative individuals in the social media and blogging world. I chose this field and to work in an agency because it keeps me on my toes. I get to work with clients across several fields on fun, unique projects on a day to day basis in an industry that’s always changing.
2. How do you choose bloggers/influencers to work on brand campaigns?
We select bloggers based on several factors. One of the most important is their overall messaging and aesthetic. If the tone of their platform doesn’t match the message of the brand, then it wouldn’t be a smart collaboration for either side. We also consider their following, engagement, Domain Authority, and quality of work to name a few.
3. What advice would you give to bloggers looking to get more paid work?
For new bloggers, I would recommend focusing on your content and building your personal brand rather than instantly trying to turn it into a money-making machine. In general, bloggers should stay authentic to who they are and what they want to present to their audience. Don’t simply agree to a collaboration because you could get paid. Instead, only accept collaborations with brands that you believe in and are a fan of.
If you’re creating quality content, engaging with your audience and growing it, and treating your platforms as a business then the work should come to you. That being said, when the work does come to you, it’s important to remember that this is your business and you should treat it as such and put in the effort needed.
4. Do you think brands always respect the amount of work bloggers put in?
I’m sure that there are some brands or individuals out there who don’t appreciate the work that bloggers put in, but I’ve been fortunate enough to work with clients who really love seeing the content that bloggers create. The brands I work with are always really excited to see the fun ways that bloggers come up with to utilize their products.
5. What is more important: follower numbers or engagement?
Both are very important, but I would say that engagement probably outweighs follower numbers. Just because you have a large following, doesn’t mean that you’re really reaching that audience. Unfortunately, there are many bloggers and social media influencers out there who have tried to cheat the system by “buying” followers, so engagement rate is always something we check. Seeing your audience engage with your content means that you’ve really created a community that trusts what you’re saying, and that’s what brands are looking for when they need blogger representation.
6. Do you like bloggers/influencers to pitch their own ideas for brand work?
Yes, absolutely! Being creative is what made you successful as an influencer in the first place, so hearing your ideas is always welcome. Also, we want your messaging to come across as authentic and honest as possible, so if you come up with the idea from the beginning it will really show your touch.
However, don’t be disappointed if your idea isn’t always accepted. Brands are often looking to highlight specific products or messages around certain holidays or dates. The brands I work with know their business and know what their needs are when.
7. What is the biggest faux pas for a blogger/influencer?
One thing that can be difficult is if a blogger has agreed to the guidelines for a collaboration and then they decide to make a change without first confirming that the pivot in the direction of the project is okay with the brand. As I mentioned, it’s great to share your ideas! But, please share them before assuming that it will be okay if it’s different from what was originally agreed upon.
8. Do you reply to every email from bloggers/influencers?
I always try my best to respond to every email that I receive from influencers, but my days are also very busy as I’m being pulled in a million directions. Even if I don’t respond right away, I do appreciate when bloggers reach out to introduce themselves!
9. What has been your personal favourite brand campaign and why?
We recently ran a “Spruce Up Your Space for Spring” campaign with Snapfish that I really enjoyed because it was great to see the creative ways that bloggers came up with to feature the Snapfish products. Whether it was a marbled pillow or a throw with beach photos on it, I felt really inspired by the campaign to make my own decor changes. I’ve always loved interior design so it was right up my alley.
10. Do you like long-term collaborations with the same influencer?
I think long-term collaborations can definitely be beneficial! While I don’t think every collaboration needs to be long-term, it’s nice to have a good mixture of short and long-term collaborations running.
11. What would make you come back to work with the same influencer?
The influencers that I come back to typically left a great impression upon our first collaboration. They were professional, friendly, and the quality of work was really impressive and on-par with their rates. You can really tell who is organized and who isn’t when it comes to working with influencers. I’ll usually return to an influencer who met the deadline, communicated quickly, followed guidelines, created beautiful content, and had high engagement rates on the collaboration posts.
Instagram is by far my personal favorite! I love photos and the platform got even better when Instagram Stories was added. Other social media channels are great as well, and really when it comes to brand collaborations the most important platform can change. For instance, a fashion brand would likely put the most emphasis on Instagram, but a brand that’s offering an experience might prefer YouTube so you can really show that experience.
If you want to read my previous interview with Gemma from Cirkle PR, then pop over here.