Turning Digital Influencers Into Brand Ambassadors



Free stuff, invitations to exclusive parties, and opportunities to travel the world: bloggers may seem to have it all, without the stress of a day job. However, many people do not realize that these digital influencers have just as much work if not more than those in their usual 9 to 5. Blogging is a full time job. That means they have to be representing their “brand” all the time whether that’s through social networks, blog posts or simple day-to-day activities. In some ways, bloggers have become the modern day celebrities yielding thousands, sometimes millions of views or hits per month.

So, how can your brand leverage these fashionable online personalities for your benefit?

First of all, don’t be a creep! E-mail etiquette is extremely important when reaching out to these influencers, as it’s the first point of contact. Think of this email as an interview – would you show up to an interview without knowing your employers name? No. Therefore, be sure to address your influencer correctly. Mention something unique that you enjoy about their blog, how you discovered it and why you feel your brand is a good fit for them.

Next, it’s important to realize that bloggers are not going to respond positively to a list of demands. They understand that you both need to receive something from the partnership; however, unless you are paying them, they do not want to be treated as an employee. Rather, ask them questions and get feedback on what they feel would be beneficial for both parties. Digital influencers appreciate being apart of the initiative at hand.

Finally, even though you may have completed your brand initiative, the relationship with your blogger is not. This is the most rewarding aspect of partnering with a digital influencer is the relationship created. Continue interacting with them on your social platforms. This will not only build your brand audience, but could result in additional future initiatives.

Original image created by Jorge Franganill0.

This article originally appeared on Open Source Fashion, an active community of helpful innovators working in fashion, retail, and technology. Join OS Fashion on Meetup to attend future discussion series events.

About the author: Jennifer Heal

Jennifer Heal attended Parsons the New School for Design where she graduated with a BBA from the Design and Management program. Upon graduating she was hired as Social Media Coordinator at Betsey Johnson LLC where she re-strategized and implemented a new social plan. Currently, Jennifer is a Digital Senior Account Coordinator at the style communications firm, Bollare, where she manages the social platforms for several fashion, beauty and lifestyle brands.

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