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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

More often than not it can be easy to dismiss something as a faze, unworthy of excessive attention and inclusion in your marketing strategy. Or, for us generic millennials (you know who you are), when certain trends are especially embraced by a younger demographic we feel an urge to look the other way.

TikTok was initially dubbed a Gen Z platform, and now it is essential for most brands’ social strategy and boasts users and content creators of all ages. It makes sense for those of us who only started using social media in our late teens, to have a more narrow view of how to use the internet. But, for Gen Z, a generation that was raised on technology, they have developed a relationship with social media that transcends preconceived notions but should certainly not be ignored. Case and point, Discord.

Launched in 2015, Discord initially gained attraction from gaming Subreddits and its affiliation with Twitch. But, in recent years the company has made a conscious shift away from gaming, becoming a community-focused chatting platform. It’s like the non-corporate version of Slack.

Discord is made up of millions of Servers. A server is a community that focuses on a topic that individuals can join and discuss. It’s basically a comprehensive chat room. You can either search for an existing server or create your own. 

There are categories for Servers including; Gaming, Music, Education Science & Tech, and more. And, within the categories are Servers that can be extremely niche or more general. Within the Server, users can participate in a regular chat or a voice chat, which can include multiple participants.

Doja Cat, 20.6K Members
This server is dedicated to all things Doja Cat. Here fans discuss all things they love about the singer and relevant information for Doja fans like a new Doja-themed Wordle. 

Menology 465.7K Members
A place for meme-lovers and meme-creators to share… memes!

The DevOps Lounge 2,818 Members
A professional community to bring together those who focus on CloudOps, DevOps, Systems Engineering, and all things automation.

Servers are community-run spaces. It’s kind of like if the users on a Subreddit thread decided to start an exclusive community about their thread. Each server has admins and moderators, as well as FAQs and Rules. The rules of a Server are extremely important because they ensure that the community, made up entirely of strangers, operates peacefully and “serves” its intended purpose.

Servers are also community-supported, which is like funded. There are three different levels, and each level offers more capabilities to the server such are more emojis, better audio quality, and customizations. 

The server is only upgraded to a higher level if members decide to pay for the boost. This really speaks of the passion people have for the server and the value they see in it.

With 150 million monthly users and over 6.7 million different servers, Discord is an extremely diverse platform. Though it was initially geared for Gamers, the identity of the platform has expanded since its initial launch hosting users interested in a range of topics from music to politics.

The average age of a Discord user is around 20 years old, so this is a heavy Gen Z platform. However, the average age of Discord users has been dropping recently, so some Servers are 18+ in order to avoid very young users.

There is an entire Student component of Discord, where high-school and college students can join study group servers to support them during finals or just to help during a rough semester. In fact, some members of non-academic-focused servers sometimes come together to form study groups.

There is no reason not to try Discord. With over 6 million Servers, there is a community for everyone. And, these communities are strong and passionate. If you need convincing then we give you r/place, a subreddit that allows users to move a single pixel once every 5 minutes and create a digital, community-lead, work of art.

While the final work was done on Reddit, most of the planning was done on Discord. Many Servers, or “fandoms”, came together to plan how they would turn pixels to create a piece within the image that represented their community.

The participation became so intense that different online communities were battling for pixel space. And, while this is definitely cool and gives off major “the internet is insane” vibes, there is actually a lot to learn here. 

R/place is a digital map of the strongest online communities in 2022. While these users are surely more technologically savvy than the average Instagram user, it can help you understand what types of brands and celebrities generate an almost cult-life reaction from fans. So, maybe right now the question shouldn’t be if you should use Discord, but what can you learn from Discord. And the answer is quite a lot about fan loyalty and market interest.

A website made of millions of chat rooms and forums, Discord is not necessarily the place to scroll for curated content, but it is a place to learn about customer sentiment. We suggest joining servers that represent your industry or of your competitors and following the conversation to understand the interests of your ecosystem. For example, if you’re a streetwear brand, there are entire discords focused on Sneakers or brands like Supreme, which can help you gauge which products customers prefer and general style trends they are into.

Market research is an extremely important stage of a successful influencer marketing strategy. It will allow you to understand what influencers would be relevant to your target demographics and what type of content they will be likely to engage with. Since Discord is a very informal social channel, you will be able to see raw and unfiltered conversations that wouldn’t really happen across other social platforms.

Interested in performing more comprehensive market research for an upcoming campaign? Why not conduct a competitor audit, and dissect the influencer strategy of top brands in your industry? Schedule a call with one of Meltwater's influencer marketing experts and learn how our platform empowers your market research capabilities.

What Is Discord and Why Should We Talk About It?

For most marketers, posting on Instagram, engaging influencers, and using Instagram Stories and Reels for their business has become almost as commonplace as scrolling and posting to their own social media feed. However, Instagram ads and promoted posts are an equally crucial component of Instagram marketing and often underutilized by companies.

With a potential advertising reach of more than 1.6 million users, Instagram seems like the perfect place to advertise for social media marketers. It helps with products discovery, brand equity, and growing followers. And, contrary to what some might expect, users are actually interested in brands and products on social media.

A frustrating facet of Instagram for many marketers is that brands can’t add clickable links to their captions. Even if you have a solid organic social strategy on Instagram, building engagement and gaining followers doesn’t always lead to measurable web or product page click-throughs. 

For brands that want to target specific audiences for a particular product or serve their products to users who are already looking for similar items, ads on Instagram are particularly useful. Marketers familiar with Facebook ads will be happy to know that they can make use of just as many tailored objectives and audiences in Instagram ads.

In this guide, we highlight the different ad formats marketers can make use of and how they can create Instagram ads.

Can (and should) have the same look and feel as regular posts, but may include a “Sponsored” tag and often have a call-to-action (CTA).

Each format supports various CTAs based on your advertising objectives. 

All ad formats lead to an in-app browser or app store.

These are the supported ad objectives for Instagram Ads:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Objective</th>
<th>Feed</th>
<th>Stories</th>
<th>Explore</th>
<th>Explore Home</th>
<th>Reels</th>
<th>Shop</th>
<th>Search Results</th>
<th>Profile Feed</th>
</tr>
</thead>
<tbody>
<tr>
<td>Awareness</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>No</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
<td>Traffic</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
<td>Engagement</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>No</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
<td>Leads</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
<td>App Promotion</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>No</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
<td>Sales</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
<td>Yes</td>
</tr>
<tr>
</tbody>
</table>


Instagram ads CTAs include but are not limited to:

Tip: If you run ads across both Instagram and Facebook and select the "No Button" option, no CTA will appear on Facebook but “Learn More” will still appear by default on Instagram. There, CTA buttons signal that your ad is clickable.

In 2016, Instagram released enhanced CTA features that respond based on how users interact with the ad. Instagram's algorithm detects if the user has shown interest in and around the ad and serves different versions of the same ad accordingly.

The CTA button is highlighted with a blue background when people hover on the advert for at least four seconds or tap on the profile name. 

The difference between ads shown to regular users versus interested users. On the left is the ad that hasn’t been engaged with, showing a blue CTA on a white background. On the right is the same ad after a user has engaged with it, showing a white CTA on a blue background.

In addition, Instagram users can also engage with a brand directly from the comments with an integrated CTA in the comments section.

Users can click on the brand’s CTA from the comments section of the ad.

Video ads have also become more intuitive. Users are taken to a destination URL when the ad has been unmuted. On the redirected page, the video continues to play on-screen while users navigate the site. They can also enter fullscreen or dismiss the video player if desired.

Instagram advertising comes in many forms, from feed posts and Instagram Stories to promotional posts specifically tailored for e-commerce. 

Here are the various ad types and specifications that social marketers should be aware of:

The most basic form of Instagram promotion, feed ads emulate the regular photos, videos, and carousels that you may find on your own feed. These are Instagram sponsored ads, and appear with a "Sponsored" label while looking like a regular feed post. 

Left to right: Image ad for The Peach Truck, video ad for Volvo cars, carousel ad for Fizzy Goblet shoes

Minimum Resolution: 600 x 600 | 600 x 315 | 600 x 750 pixels

Maximum Resolution: 1936 x 1936 | 1936 x 1936 | 1936 x 1936 pixels (landscape)

Maximum Caption Length: 2,200 characters (Recommended: 125 characters, no links)

Recommended Caption Length: 125 characters

Tip: Instagram carousel ads work the same way as a post in the regular carousel format, in which each image is sized or resized so that all images follow the same ratio. The best practice for this is to design your images in the same dimensions or aspect ratio (e.g. all square).

Video format: .MP4 or .MOV recommended, others accepted

Recommended Resolution: Upload the highest resolution video available that meets file size and ratio limits.

Video Format: .MP4 or .MOV recommended, others accepted

Recommended Resolution: at least 1080 x 1080 pixels

Brands can also host feed ads within a user’s Explore feed. These ads do not show up in the Explore grid but will show up when users browse related grid posts in the Explore feed and Explore videos. 

A photo from Instagram explaining Explore ads: these ads do not show up in the Explore grid but will show up when users browse related grid posts in the Explore feed and Explore videos. 

Just like feed ads, Instagram Stories also offers image, video, and carousel ad options. Instagram Story ads appear as vertical full-screen images or videos in between a user’s Stories feed posts. As Instagram Story ads are paid offerings, brands can add a CTA within their ad (swipe up) without having a verified account. 

How to Use Instagram Ads — A Guide for Marketers in 2025

Bloggers bring influencer marketing to new heights. Here's how to conduct a blogger outreach campaign and how to find great bloggers to promote your products.

Introduction: The Power of Celebrity Advertising and Influencer Marketing

Blogging Influencers: A New Era of Online Marketing

Blogger Outreach Campaign: Digital Word of Mouth

Why Blogger Outreach is Essential for Influencer Marketing

How To Design a Blogger Outreach Campaign for Your Brand

How to Find Relevant Influential Bloggers for Your Campaign

Meltwater Offers An Easy Approach to Finding Influential Bloggers

How to Approach Bloggers in Your Industry

Nurturing the Relationship: The Key to Successful Blogger Outreach Campaigns

Conclusion: The Endless Potential of a Blogger Outreach Campaign

It seems everywhere you turn these days, people are bombarded with celebrity advertising. On TV, you often see an influential actor or athlete promoting a product to improve brand awareness and increase sales.

Remember Michael Jackson’s Pepsi commercial? Or how about, more recently, Britney Spears’ 2002 commercial, also for Pepsi?

Pepsi Co. has done a remarkable job at using influential entertainers to help them promote their brand as “cool” and hip to target a new generation of Pepsi drinkers.

Whether most people hear the phrase “influencer marketing,” they think social media platforms. But it may be time to broaden your thinking — blogger outreach campaigns can be an equally effective way to get your message out.

Tip: Learn how to scale your influencer outreach and how to approach influencers through emails.

Online businesses are looking toward bloggers more now than ever before to help them increase their brand awareness in social media. If you don’t already know, having a blog is a valuable tool for your content marketing strategy. If you want traffic, social media shares and ultimately, customers to sell to, a blog can do just that.

Finding bloggers to promote your products can expose your content to a larger audience, thereby increasing your brand’s exposure. 

While we’re sure having the endorsement of actors and celebrities will provide your brand global recognition, this isn’t always feasible, appropriate, or even attainable.

Online businesses can benefit greatly from a digital word-of-mouth approach to their marketing campaigns. Social media influencers in your vertical are great allies to have because, unlike traditional marketing strategies, influential bloggers are often more personable, relatable, and trustworthy to your target demographic.

More notably, consumers are looking toward blogs for resources when considering the purchase of a product or service.

We define blogger outreach campaigns as the intentional act of finding and reaching out to bloggers to make connections. These outreach campaigns serve as the starting point for blogger influencer marketing. 

Once you make successful influencer connections, you can start collaborating with bloggers who fit your needs. Bloggers can promote your products and brand in a number of ways, for example, linking to your website, offering discounts on purchases, doing product reviews or unboxings, or doing giveaways.

So, let’s break this down. Why should part of your influencer marketing efforts rely on a blogger outreach campaign?

Online shoppers trust bloggers’ product and service research. What do most consumers do before buying a product or service? Many do their research online. According to a study by Research Now (now called Dynata), 46% of online shoppers consult blogs to research a product, and 84% have purchased products based on descriptions they read in a blog.

Blog posts serve as a catalyst for online purchase decisions. According to Moz, 70% of consumers online read blog posts, not ads, to learn about companies. Moreover, 65% are heavily influenced by brand mentions in blog posts.

What does this mean for online businesses? It means your audience trusts what influential bloggers say about products — and other information on their blogs — to decide whether or not to purchase a product or service.

By recruiting influencers in your industry to promote or mention your brand, your efforts will result in more social media attention and traffic, leading to more sales. An influencer loyalty program based on your customers could be helpful for you!

Before embarking on a blogger outreach campaign, it’s critical to consider the following:

It’s a long process. Campaigning for influential bloggers takes a lot of time, work and practice. Expect failures along the way.

When setting up a blogger outreach campaign, plan it out. At Klear, we offer an organizational method using our lists. Based on the categories you set, you can effortlessly add every blogger you uncover to your list and organize them in an uncomplicated viewing layout.

Set goals. Stay true to your marketing goals. Do you want to use bloggers to increase sales, broaden brand recognition, attract prospects, or drive more traffic to your site?

Develop relationships with influential bloggers. It’s essential to treat bloggers as people and approach them that way. Your success depends on how you approach bloggers. Sending spammy emails and broadcasting your blogger outreach campaign isn’t going to attract the quality bloggers you’re looking for.

Once you’ve decided on an influential blogging marketing campaign, it’s imperative to identify relevant bloggers to help you. While it’s tempting to contact the most popular influencers in social media who have the most influence with their audience, this doesn’t always work out. Certainly, a travel blogger will not be interested in makeup products, so approaching them is wasted effort.

Here are three ways to find the right bloggers to elevate your brand. Also, learn how to find influencers to partner with your brand.

Google search. A quick Google search can be surprisingly beneficial for small-niche industries like ecotourism. Simply type in “niche + blog” to get a list of top bloggers in your vertical. Depending on your niche, though, this won’t always yield the information you need — and it can be time-consuming.

Social media platforms. Using specific hashtags on Twitter or searching directly on Facebook or LinkedIn can provide a list of top influential blogs. But it requires plenty of legwork on your part, and you may not find influencers who meet your needs, especially if they don’t use the keywords you’re searching for in their bios.

Use Meltwater. We offer a straightforward way to identify influential bloggers in your industry by accessing your Network. Our influencer marketing solution keeps tabs on all your followers who mention your brand and any conversations about your brand. Businesses can quickly access this crucial information when identifying the right blogger, thus helping them with their marketing strategy.

Using influencer marketing tools to kick-start your blogger outreach campaign comes in handy when you want to target multiple influencers in your industry.

The Meltwater influencer marketing platform makes it easy for you to identify important bloggers and to find them quickly based on the specific criteria you provide.

Using our Influencer Search Engine, the Meltwater influencer search, you can input a niche skill and location to find the right influencer in your industry.

For example, if you own a food product business and want a prolific food blogger to mention or write about your product, Meltwater can help you access those bloggers. In the Influencer Search Engine, type in “food” and a location, and you will receive a rich list of influential food influencers and bloggers in your niche.

You can narrow your list down by only selecting “power users” or “casual” influencers you want to approach. If your marketing campaign requires influencers of a specific age group or gender, Meltwater allows you to filter for those, as well.

With the information in hand, you can now work toward opening a line of communication with your list of bloggers. The following are some easy ways to initiate communication with an influencer in your market:

Interested in a free tour of our influencer marketing platform? Simply fill out the form and we'll be in touch.

Beginning a line of communication with the methods laid out in the previous section is a step in the right direction; your brand will be on the radar of your influencers.

This process can take some time, so it’s always a good idea to approach multiple bloggers of different popularity standings. Don’t discount bloggers who may not have a large social media presence; you may be able to connect better and faster with an influencer who has a small following but great loyalty from their audience. 

While influencers are constantly inundated with pitches, queries, and comments, and you need your efforts to cut through the noise.

Approaching influencers for collaboration can be tricky. Many times, there are gaps between the expectations of brands and those of influencers, including the preferred method of outreach. 

Emailing is one of the best ways to reach out to influencers. It’s reliable, personalized, and efficient. Usually, emails have high deliverability rates. This means your target influencers will be more likely to receive your emails.

Let’s look at how you can use email as part of your outreach strategy.

Before approaching a blogger, do your research. Read their blog posts and see how your product can benefit their readers. You may find that their blog doesn’t coincide with your brand messaging. So, save everyone some time and read blogs from the influencers you want to approach.

Even if you know loads about your influencer, you need to dig a little deeper before reaching out to them. The better you know your target influencer, the more appealing your pitch will be.

Learn their real first name. (Hint: check their social profiles or blog). Learn who handles their business (themselves vs. an influencer agency). Dig into the social feed of your target influencer and try to understand the brand values close to their heart. Your aim is to understand if the influencer you are targeting is a good fit for you. 

For example, if you’re an organic food brand, you can’t collaborate with an influencer who promotes animal testing. 

Burt’s Bees is one brand that understands the power of authenticity in influencer marketing. The brand manufactures all-natural lip balms and cosmetics. They partnered with 44 influencers for their World Earth Month campaign. All of the influencers were nature or wellness enthusiasts who believed in the concept of sustainability, just like the brand.

To find an influencer who fits your brand values, check out their bio and posts. They will reflect the causes that the influencer champions. 

An influencer’s influence can be gauged by the engagement their content gets. If the number of likes, comments, and shares is adequate, you’ve found a winner even if the influencer has just a few thousand followers. 

Research shows that micro-influencers have 22.2X more “buying” conversations (such as product recommendations) than other people.

The quality of conversations in an influencer’s account also makes a big difference. If the comments on their posts are just emojis or generic comments, that doesn’t count as real engagement. On the other hand, if the influencer’s followers ask them for reviews or recommendations or comment on something specific about their post, the influencer can be considered a bankable partner.

Relevant reach is equally important. Check out the follower demographics of your target influencers. They should align with your target audience so you get access to new and engaged audiences that might be interested in your brand. 

Once you are sure that the influencers on your list are well matched and verified, it’s time to compile your outreach emails. Ditch the generic approach when it comes to composing and scheduling your emails. Everyone likes a bit of personal attention, and influencers are no different.

Addressing influencers by their name, customizing the content to match their tone, offering them things that they crave, and sending them emails when they are most active are some ways by which you can personalize your outreach. 

Even if you plan to use an email template, tweak it to add a personal touch. Here are some ways to do that:

Personalize Email Subject Lines and Salutation

Even if you’ve crafted a great collaboration proposal for an influencer, it will be a waste unless they open the email.

To increase the chances of them opening your emails, include their first name to make your email stand out in their overcrowded inbox. Use words and phrases like “collaboration,” “proposal,” “business opportunity,” or “let’s work together” to grab their attention. Be friendly but respectful in the salutation. 

Spammy keywords in the email subject line and body can trigger a bounce. Avoid all words/phrases that make you look manipulative, needy, or sleazy. 

Use your professional account to send the email. You don’t want an influencer to think the email is coming from a bot or an impersonal automated platform. Include your complete contact details in your signature so they can respond easily.

Before asking a blogger for anything (a product review, mentions, etc.), remember that it’s a game of reciprocity. If you do something nice for a person, most likely they will return the favor. You may want to consider influencer gifting; everyone loves getting free stuff, and when done right, it can be a great way to get bloggers excited about reviewing your products. Influencers work for different things, including money, exposure, free products/services, and emotional satisfaction. If you know what motivates your target influencers to accept a proposal, you can pitch them more effectively.

Be upfront about what you bring to the table. Make the offer more appealing by adding frills like free product samples for them to try. Try to match the industry standards for influencer pricing.

Make your email as transparent as possible. Mention your intent for this relationship. This helps influential bloggers understand the true purpose of your communication and more likely to open your email.

Lay down your expectations in unambiguous terms. What should be the influencer’s deliverables? What is the timeline of the delivery? How will you measure their performance? These are some questions you need to think about while drafting the email. 

While it’s good to be honest, try not to overwhelm them with stringent guidelines and unrealistic goals. Content creators crave freedom of expression, and you should respect their boundaries as well. 

Pro Tip: Busy influencers don’t have the time to go through lengthy blocks of text about your company’s background and campaign ideas. Use video editing tools to create slick videos and showcase your brand story and value proposition visually. Your influencers might appreciate your ingenuity and effort.

Here are a few more things to keep in mind:

How To Amplify Your Brand With a Blogger Outreach Campaign

If you want journalists and other influencers to feature your brand or products in their content, you should make it as easy as possible for them to get the information and materials they need. That’s what a media kit is for.

In this article we’ll explain exactly what a media kit is, how it works, and how you can build a great one for your business.

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