Credit unions and social influencers are the perfect match. Here’s why.

What’s the Super Bowl of advertising? The Super Bowl itself, of course. Over 40% of viewers watch the big game just for the ads.

Brand partnerships generate the most hype before kickoff. Everyone wants to see which celebrity will make an unexpected appearance. How does this buzz translate to brands that aren’t Super Bowl-level famous?

Influencer marketing is one of the most cost-effective ways to stand out. With these partnerships, companies typically earn over $5.00 for every $1.00 spent. The ROI goes far beyond cash flow. Influencers help you break free from the routine of posting about internal news and holidays. You can lead conversations with truly engaging content.

These advantages aren’t guaranteed. They’re earned with careful research, planning, and commitment. With the right strategy, you can grow your brand with powerful influencer partnerships. Here’s how to get started.

Soul searching, not sole searching

Like credit unions, influencers are grassroots to the core. Authenticity matters above all else. But, true authenticity is subjective. It all depends on the audience.

For many credit unions, the first logical influencer partnership would be with a financial expert. This can be a great idea—up to a point. Think about the target audience first. College students probably aren’t tuning into this type of influencer. First-time home buyers, on the other hand, might be.

Instead of sole searching, where influencers are chosen based on a surface-level interest, we encourage brands to do some soul-searching to choose their initial partnerships.

What does your brand stand for? How do you give back? What matters most to your target audiences? Since financial health touches every aspect of a person’s life, it is easy to link your credit union’s mission to fresh, unexpected content.

For instance, if your team sponsors a local 5k charity race, consider working with a local fitness influencer. Have them create a video that shows a simple strength training routine for novice runners. They can wear a t-shirt with your logo, plug your brand in their sign-off, and even show up on race day.

Make sure to allow influencers to do what they do best—creating things people want to see. Subtle nods to your brand in sponsored content will usually fare better than posts that exclusively talk about your organization ad nauseam.

First Impressions, Lasting Impact

Influencer marketing isn’t always a simple, transactional relationship. Both parties are looking to grow, not just one. That means the first impression is critical. Get to know their world from the inside out:

Show respect: Keep in mind the word “influencer” can have a negative connotation. Many prefer using the term “content creator” instead. When reaching out, consider using this phrase first. Also, get specific about what you like about their personal brand. This shows you truly appreciate what they do while telling them the kind of content you want to sponsor.

Show enthusiasm: Chances are, you aren’t the only organization interested in partnering with a specific influencer. To stand out in the marketplace, consider putting together a PR box of branded gifts. These items are a way to sweeten the deal and can also be used as props in sponsored posts.

Show support: For influencers, engagement is their livelihood. Support their work by interacting with their non-sponsored content. This helps with their engagement rates, and therefore helps you in the long run, too.

Paying attention to these details can dial up the authenticity factor in the content you sponsor. It’s hard to fake excitement. If an influencer is excited to partner with you, it will shine through their work.

Starting, and staying, steady

Lasting success is all about consistent commitment. Starting small with local micro-influencers is a smart way to get started. You can also get more bang for your buck: micro-influencers have a 60% higher engagement rate than macro-influencers. No matter the partnership, make sure you stay on track with an overarching strategy:

Level out: There are over 50 million influencers across social media. Make sure you don’t spread yourself too thin. Stay consistent by choosing a handful of influencers to create a steady stream of content from the start.

Level set: As a highly regulated sector, credit unions need to be careful about their chosen partnerships. To mitigate risk, make sure to have a brand guidebook ready to send at the start of every partnership. This allows your team to set expectations right from the beginning.

Level up: If you’re looking for extra help, there are many platforms designed to help your team search for, contact, organize, and fund your influencer campaigns. GRIN, impact.com, and Upfluence are some of the most comprehensive.

The sooner you get involved, the easier it is to solidify your brand’s reputation within the influencer community as a trustworthy partner. In other words, influencers will start chasing you—not just the other way around.

Doing the heavy lifting upfront will make it easier to find success faster. Smart, strategic groundwork allows you to hit the ground running—without dropping the ball.

Sources:

https://www.statista.com/statistics/1290552/people-watching-super-bowl-for-ads/
https://www.prvalues.com/post/3-reasons-why-brands-should-send-out-pr-boxes
https://www.forbes.com/sites/theyec/2022/07/08/the-rise-of-the-influencer-predictions-for-ways-theyll-change-the-world/?sh=55c0fb8443a7
https://grin.co/blog/the-ultimate-guide-to-micro-influencers/
https://blog.hubspot.com/marketing/influencer-marketing-stats