Sensibilisation des influenceurs : Obtenir l'adhésion des ambassadeurs de la marque

Influencer marketing is all the rage on Instagram. Instead of brands pouring their money into traditional, overly manicured ads, they tap content creators to promote their products. People are more receptive to it because it looks more authentic and seamlessly meshes with the typical “aesthetic” IG feed. But brands that have influencers promoting their stuff took a long way to get there. It all starts with proper, strategic, and respectful influencer outreach.

Pour que vos campagnes actuelles et futures soient couronnées de succès, il est essentiel que vous sachiez comment contacter les influenceurs. Vous devez communiquer efficacement les objectifs de votre marque et les inciter à signer un partenariat avec vous pour une campagne. C'est également la première étape pour établir des relations fructueuses avec les influenceurs. C'est très important si vous voulez les réutiliser pour de futures campagnes de marque.

Alors, comment contacter exactement un influenceur avec lequel votre marque souhaite collaborer ? Voyons comment envoyer une proposition de collaboration aux influenceurs qui seront parfaits pour votre campagne.

Qu'est-ce que la sensibilisation des influenceurs ?

Everybody on Instagram knows what sponsored content and paid ads are. But what is influencer outreach, and why is it so important?

Une stratégie d'approche des influenceurs est le plan de match d'une équipe de marque pour contacter des influenceurs avec lesquels collaborer pour promouvoir leur campagne. Les marques s'adressent généralement à des créateurs qui comptent un grand nombre d'adeptes et jouissent d'une grande crédibilité dans leur créneau. Elles envoient un e-mail à ces influenceurs pour leur proposer un partenariat dans le cadre de leur projet à venir.

Influencer marketing is incredibly important if you want to widen your reach on Instagram. It’s especially effective for campaigns targeting younger audiences. According to Morning Consult Pro, 72% of Millennials and Gen Z follow at least a few influencers on Instagram. So, aside from your typical ads, influencer campaigns are a terrific way to reach and engage these age groups.

Voici d'autres avantages à contacter les influenceurs et à les faire travailler avec votre marque :

• It allows you to reach a targeted audience, depending on an influencer’s main fanbase demographics.
• Votre marque peut paraître plus authentique et plus digne de confiance lorsque des personnes réelles en parlent.
• Elle génère un engagement exceptionnel, car les fans de ces influenceurs sont désireux d'interagir avec leur contenu.
• C'est rentable car les influenceurs produisent leur contenu pour promouvoir votre marque.

Comment contacter les créateurs pour des campagnes d'influence : 6 étapes faciles

Vous ne savez pas comment vous y prendre pour contacter les créateurs de contenu afin qu'ils collaborent potentiellement avec votre marque ? Nous sommes là pour vous aider. Voici six étapes simples pour entrer en contact avec des influenceurs et leur soumettre votre idée de collaboration.

1. Identifier votre public cible

Before choosing the influencers you want to work with, you need to have a firm grasp of your target audience. Do your research and pin down who you want to reach with your influencer campaign.

Posez-vous des questions de base sur le public auprès duquel vous souhaitez promouvoir votre marque. S'agit-il d'hommes ou de femmes ? Quel âge ont-ils ? Quels sont leurs centres d'intérêt ? Quel type de contenu aiment-ils consommer sur Instagram? Faites le point sur les caractéristiques démographiques et psychographiques du public auquel vous vous adressez. Pourquoi ? Parce que les influenceurs que vous choisirez par la suite (et le contenu qu'ils créeront) doivent être adaptés à ce public.

By understanding the needs and personalities of your target audience, choosing brand ambassadors becomes easier. For example, if you’re targeting young females who love beauty and clothes, you’ll know to collaborate with fashion influencers. Or if you’re launching a campaign for parents, you’ll know to reach out to family-oriented influencers or mom bloggers.

Knowing your audience well doesn’t stop at influencer selection, either. It allows you to craft creative messaging for your brand influencers that you know will resonate with people. It also lets you narrow down what type of content to ask your influencers to create for you.

2. Choisissez des influenceurs pertinents avec lesquels vous souhaitez travailler

Next, identify the influencers you want to collaborate with for the campaign. Make sure that these are relevant influencers that your target audience will find interesting and exciting. Aside from that, the influencers also need to display the same values as your brand.

When choosing influencers, don’t forget to research their current Instagram stats and numbers. Look not only at their follower count but also their engagement rates and how often they post, too. These will tell you how active they are and how much influence they actually have over their fans. All this information will give you an idea of how effective they will be as brand ambassadors.

Consider your goals for your campaign as well. If your goal is to reach as many people as possible, contact macro-influencers with hundreds of thousands of followers. But if you’re trying to drive engagement and conversations with a niche audience, working with micro-influencers might be better. Their follower count might not be huge, but they are known to be incredibly engaging.

Nous comprenons que cette étape peut être écrasante. Il existe des milliers de créateurs de contenu sur Instagram. Comment choisir ceux avec lesquels vous souhaitez travailler parmi un tel vivier de talents ?

To make things easier, make a shortlist of 50-100 influencers that catch your eye during your initial research. Then, do additional research, zeroing in on their engagement rates and content styles. Narrow down that list of influencers to those that meet your standards for excellent Instagram metrics. Keep trimming that list until you have your final influencer squad.

Note that not every influencer in your list will say yes to your invitation to collaborate. So, don’t throw out that shortlist. If your top picks turn down your offer, contact the other creators on your initial list.

3. Contactez les créateurs par courrier électronique et présentez votre idée de partenariat

Now that you have the final list of influencers you want to partner with, it’s time to shoot your shot. Visit their Instagram profile and see if they have their contact details in their bio. Then, send out an email to tell them that you’re interested in working together for a campaign.

Your outreach email should be clear and professional but still in line with your unique brand voice and personality. Introduce yourself politely and give a brief background on your brand and what you stand for. Then, tell them that you have an upcoming project and that you’d like to collaborate with them.

Personnalisez chaque courriel en fonction du créateur auquel vous vous adressez. N'oubliez pas de vous adresser à eux par leur nom et d'insérer des détails sur leur contenu qui ont retenu votre attention.

After the niceties, tell them all about the campaign you’re about to launch. Be open about what products or services you want them to promote. Their response will rely heavily on how interested they are in what you have to offer.

Give them as many details about the campaign as you can without giving the whole project away. Tell them the benefits they’ll receive, like product samples or affiliate marketing links, for extra commission. You want to reserve the juiciest details for creators who will officially sign on as your brand ambassadors.

Indiquez clairement que vous leur proposez un partenariat rémunéré. Certains influenceurs, en particulier ceux qui ont déjà collaboré avec vous ou qui sont très suivis, peuvent ne pas être intéressés par un travail bénévole.

Lastly, tell them how to contact you if they’re interested in the collaboration. Give them your contact number or ask them to reply directly to your email. Then, sit back, relax, and wait for them to reply.

4. Négocier les conditions du partenariat s'ils expriment leur intérêt

If an influencer responds to your email and expresses interest in working with you, it’s time to negotiate the collaboration. During this process, you’ll be communicating back and forth to iron out project details, expectations, and compensation.

The first thing you want to do is acknowledge their response to your initial outreach. Thank them for replying to you and express that you’re excited to work with them. This creates a positive, enthusiastic atmosphere that can make them look forward to working with your brand.

You can then share more details about the campaign with them. While you can easily do this via email, it’s better to hop on a video call with the influencer instead. That way, the communication is a two-way street. You brief them on the project, and they can ask any questions they have and get an immediate answer. Here are just some of the things you should do on the call:

• Donnez-leur un aperçu détaillé du contenu de votre campagne d'influence. Cela inclut les produits ou services qui seront promus et le message général de la campagne.
• Discuss the expectations from both parties. Talk about what types of content you’d like to see from them, posting schedules, and how many posts you’ll sponsor.
• Hash out the possible legal components of your partnership, such as a non-disclosure agreement or exclusivity clause.
• Negotiate compensation, whether it’s through a monetary fee, free products, affiliate links, or other brand perks.

After discussing everything with the creator, draw up a contract with all the agreed-upon terms. Then, have both parties sign it to seal the deal. And that’s it!

5. Envoyez-leur vos produits pour qu'ils les essaient et en fassent la promotion

Reaching out to influencers doesn’t stop at the contract signing, though. You still have to hold up your end of the bargain before they start creating content to promote your brand.

Influencers are effective marketers because they share their raw, authentic thoughts on the products they promote. They can’t do that without trying out your brand’s products. So, send them the products or services you want them to use and promote on their channels.

Be as creative as you can when packaging these products. Build a PR kit if you have the budget for it. Include freebies, beautiful packaging, product instructions, discount vouchers, or even a personalized note thanking them for working with you. Sending them a thoughtful package with your products isn’t just respectful—it also makes them think positively about your brand.

Of course, make sure you send the package to the correct address. Track your shipment as it makes its way toward your brand ambassadors. After a successful delivery, follow up with them to confirm receipt of the package. Use that opportunity to ask them what they think of the products, too!

6. Création du contenu et approbation finale de votre part

After sending your products to your influencers, it’s time to patiently wait for them to revert with their first drafts. During this time, a lot of magic is happening behind the scenes. Your brand ambassadors are assessing your products and filming content to promote them. When they’re done, they should send you samples of their work for your final approval.

Vérifiez que le style esthétique de leur contenu correspond à la personnalité et à l'ambiance de votre marque. Voyez si vous aimez la façon dont ils dépeignent votre produit dans leur message. N'oubliez pas de vérifier également les légendes de leurs posts pour vous assurer qu'elles s'alignent sur le message général de votre campagne.

Don’t be afraid to give them constructive feedback. If you need to ask them to make necessary changes, be sure to be respectful about it.

After the necessary revisions, sign off on the final output to approve it. Then, wait for your influencers to post the content on the agreed schedule and watch that audience engagement roll in!

Conseil de pro : laissez les outils de sensibilisation des influenceurs vous aider à choisir les bons influenceurs

As mentioned earlier, finding the most relevant influencers your target audience loves is crucial for any influencer campaign. But if you’re not well-versed in who’s in and who’s out on Instagram, this can be quite difficult. That’s why we suggest using accessible influencer outreach tools at your disposal to identify the best influencers for your campaign.

Il existe de nombreux outils que vous pouvez utiliser pour trouver des créateurs et entrer en contact avec eux. Les plateformes de marketing d'influence et les outils d'écoute sociale comptent parmi les plus courants.

Influencer marketing platforms have databases with trending influencers you can work with. They’ll typically have a list of influencers from every niche, from beauty to tech to art. Filter the database according to their demographics, and you’ll get a shortlist of creators that fit your criteria. Not only can this streamline the process of choosing influencers for your project, but it connects you to them, too.

You can also use social listening to see which influencers your target audience is talking about online. It’s an awesome, accurate way to find creators your potential customers love and listen to. Plus, it gives you a glimpse into people’s opinions on these creators. It allows you to select only creators that garner positive sentiment from your target audience.

Un modèle d'email de sensibilisation des influenceurs à garder à portée de main

Having an influencer outreach email template at the ready can help make contacting creators easier in the long run. Instead of typing out long emails from scratch every time you reach out to a new influencer, use a template. Then, just copy and paste it and make the necessary edits to personalize your pitch per creator. It makes outreach way more efficient and consistent.

Voici un modèle que vous pourrez utiliser la prochaine fois que vous contacterez des influenceurs dans le cadre d'une campagne. N'hésitez pas à le personnaliser pour qu'il corresponde à la voix et à la personnalité de votre marque.

Subject: Hey [influencer’s name], we’d love to collaborate with you!

Bonjour [nom de l'influenceur],

I hope this email finds you well. This is [your name] from [your brand], and I’m reaching out to present you with a great collaboration opportunity. We absolutely love your content and want to invite you to partner with us for an upcoming campaign.

We’re kicking off a new project called [campaign name]. The main purpose is to [insert specific campaign goals here]. We’re looking for the most creative, authentic creators to help us turn this project into a reality. Your style, personality, and relationship with your audience make you the perfect candidate to be one of our brand ambassadors!

We’d love to hop on a call with you to see how we can team up to promote this project. We know that with our top-notch products and your creative flair, we can wow audiences on Instagram together! If you’re interested, please shoot an email back so we can discuss partnership possibilities and concrete next steps. Feel free to read more about our brand on our official website and social media channels as well. Looking forward to speaking with you soon!

Je vous prie d'agréer, Monsieur le Président, l'expression de mes sentiments distingués,

[votre nom]

[votre marque]

Donnez plus de visibilité à votre campagne de marketing d'influence avec Path Social

Now that you know how to contact influencers and communicate your campaign’s needs well, your partnership can be smooth sailing. Remember to maintain strong relationships with influencers to ensure that they’ll stay loyal to your brand. That way, it can be much easier to activate them again when you have a new product launch or campaign.

La sensibilisation des influenceurs et le contenu sponsorisé ne sont pas les seuls moyens de promouvoir votre marque. Vous devez également être attentif à la performance de votre contenu. Vous souhaitez toucher davantage de personnes en ligne ? Nous pouvons vous aider.

At Path Social, we use an advanced, AI-powered targeting mechanism to find your ideal target audience. Then, we serve your content to their feeds to ensure they see and engage with it. After that, you’ll quickly see a noticeable uptick in your follower count. You’ll have a solid community of real, genuine fans who look forward to your content. Grow your IG fanbase today!