Attaching branded content to social good can be a great thing, if handled correctly. In a no-filter online era, where lack of authenticity quickly get called out – social good must be handled with tact. Influencers who are promoting social good also run the risk of losing credibility if the cause doesn’t seem or feel authentic amongst their audience.
These are a few tips to help make promoting social good a holistic fit for your next influencer campaign:
Influencer Connection: Social Good is best received when there seems to be a genuine connection between the influencer and the cause. In a brand campaign, where the goal may be to raise awareness it sits well with followers of the influencer that the cause is linked to a true interest of the creator. The cause should really fit the influencers personality and be a source of passion for the influencer itself. When planning strategy for your social good campaign, make sure to do your due diligence and investigate influencer causes and passions.
Messaging is Everything: With a social good campaign, it’s incredibly important to use the right words. If it can get taken out of context, or could be mistaken for a meme – edit till you find something that works. This is a great place for brand and influencer to employ some good old-fashioned teamwork to get to the right message. Developing messaging that the influencer agrees their audience would appreciate is a smart tactic to create a successful campaign.
Think Big: If a brand truly wants their social good message to be taken notice of, they’ll need to think of brand ambassadorships or longer-term influencer partnerships. Social good shouldn’t be a one and done piece of content. If the message is truly important and needs to be heard, then working with the same influencer will create an air of credibility amongst audiences.
Content With a Cause: Make sure your content is inspirational and serves a purpose. Aspire to create an emotional connection with audiences to ensure that your campaign really hits home. One way to do this, is to show why your social cause is affecting matters, and why it needs to be corrected.
Want to incorporate social good into your influencer strategy? Reach out and let’s make it happen.