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Money pro app usaa link12/21/2023 ![]() Since content is sponsored by USAA and the FTC requires certain disclosures, Francisco does her due diligence. It details what the campaign is about, key messages they would like to touch on, examples of what they are looking for, and the call to action (often to go to a certain site).Īn influencer will then tell their story and add points to a message that is in line with the campaign but also with their personal brand.īefore any content is released, Francisco will review it one more time. ![]() On the other hand, they also want the influencer to use their own language and style when communicating that message.įrancisco says it should be their message, but it should be the influencer’s interpretation of that message.įor each campaign, USAA puts together a Campaign Brief document. On one hand, they have a specific end-goal in mind when it comes to a campaign or partnership, whether it be a product or action they would like taken. When it comes to the messaging a brand gives its influencers, brands have a fine balance to navigate. Otherwise, it could be a liability to USAA. They are looking for situations to be handled with respect and decorum. What they look for specifically is how someone is taking a political stance and how they express those opinions. They will not risk damaging that reputation with a high-risk influencer or partner. They extensively vet each influencer they consider working with by using software to help them analyze not only data like how many curse words appear across that influencer’s social platforms, but also how they respond to current events.įrancisco says it is fine for influencers to be political and to have an opinion. USAA is very protective of their brand and reputation. ![]() Second, an influencer can maintain a good reputation on the internet. It will serve them well down the road as their audience grows. If there is a brand that aligns with an influencer’s mission and goals, it’s never too early to have a conversation to develop a relationship. First, it is never too early for influencers to start a relationship with a brand. Speaking of influencers with smaller audiences, Francisco says there are a couple of things those influencers can be doing now to posture themselves for future partnerships as they continue to grow their audience. There are still going to be opportunities to partner with a brand like USAA because they may have a campaign that’s a good fit for an audience their size, and they focus on engagement more than purely on numbers.Īdvice for influencers with small audiences Francisco says audience size doesn’t always matter. Don’t be shy about numbers–even if they are small.This gives them a little more insight into what campaign would be a good fit for that particular influencer. When finding out a little more about a potential relationship, brands want to know who they are working with. When contacting a brand, Francisco suggests influencers outline what they can do, show them examples, and give a price range.USAA does not like having a “one-off” campaign–they will want to work with an influencer for as long as it is a good fit for both sides. Brands want to get to know their potential partners, and the relationship is long-term.According to Francisco, USAA is looking for, “The right person for the right campaign for the right time.” Just because the partnership doesn’t happen immediately does not mean it will not happen in the future. Partnerships between influencers and brands take time to develop trust and a solid relationship. Making contact with a brand doesn’t mean an immediate or guaranteed partnership.When it comes to the influencer reaching out to the brand, Francisco has a few tips: When it comes to brands working with influencers, relationships are formed when one party reaches out to the other. ![]() We recently sat down with Kristi Francisco, Senior Communications Manager for USAA, to find out how they are working with influencers, creating and delivering content, and how both those strategies serve their overall mission. By using influencer marketing, brands like USAA have influencers tell their story and humanize their message. Financial services aren’t always the easiest thing to talk about or to put into human language.
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