5 Things Brands Need to Know About Interior Design Influencers
In Part 1 and Part 2 of this series, we discussed influencer marketing best practices all home brands needs to know, as well as three home brands who are totally owning the influencer marketing game. In Part 3, we’re going to share five things brands need to know about interior design influencers.
Some influencers make what they do look completely effortless, which is exactly the sign of a really good influencer. Because this field is so unique and also relatively new, brands don’t always know how to do business with them.
We wanted to make things easier on you, so we reached out to a couple of influencers to get some expert insider tips — straight from the horse’s mouth. Here are a few things influencers would like home brands to know about working with them.
1. Interior design influencers want to work with brands that match their aesthetic.
Brands, take note: Striking up a business deal with an influencer isn’t just about sending them free stuff. When it comes to the real pros who take pride in the aesthetics of their homes, you’re going to have to work a little harder than that.
What exactly does an influencer look for when considering partnering with brands? It’s a question brands need to consider, if they want to form long-lasting, organic, mutually beneficial relationships with influencers.
“I look for brands that I authentically use in my life and ones that I know my audience can benefit from,” says lifestyle and home blogger, Taelor O’Dorisio. “I also look for yearlong partners, because when my audience consistently sees a brand, they know that I authentically love them. It also helps tell the brand’s messaging over time and consistently to really get it across to my audience.”
It’s a marathon, not a sprint. Considering how much time goes into these campaigns, it makes perfect sense that some influencers will want to work with you long-term.
Style blogger Kristin Chambless echoes a similar thought, telling AspireIQ, “Is it a brand/product I would purchase on my own without a ‘paid partnership’ or compensation? Do I really LOVE the brand?”
These things matter to influencers.
On a similar note, if an influencer turns you down, keep in mind that plain and simple, your brand just might not be their personal style, and that’s okay.
2. A perfectly styled home takes a lot of time, money and energy.
If you’ve decorated your own home and tried to keep it clean, you know how much work it is. It’s no wonder why people actually go to school for interior design–it takes a great eye to style a like-worthy home.
Chambless tells AspireIQ, “There’s a lot of work that goes into content creation, but especially with home brands, since you’re typically focusing on a larger room/space/project.”
How exactly does this impact the way home brands work with influencers? Chambless explains, “Home brands should be aware and understanding that home-based partnerships might need a longer timeline in order to get everything together and properly styled.” So, if you’re planning an influencer campaign around a specific event, day, or launch plan ahead and give influencers at least four weeks to create content for you.
This brings us to our next point.
3. Interior design influencers are worth the investment
Based on AspireIQ data, influencers charge on average $0.14 per like on Instagram. When we drill down by industry, we find that home and family influencers charge $0.19 per like on average. Yes, home design influencers typically charge more than other kinds of influencers — but remember, the content they create takes more effort to create and they get exceptionally high engagement.
What exactly goes into getting the perfect shots? According to Chambless, there’s a ton of behind-the-scenes work — “planning ahead, strategizing, location shooting, styling, lighting adjustments, props, florals, etc.”
O’Dorisio agrees, explaining that she puts a ton of effort in leading up to the shoot and also the day of: “On the day of the shoot, there’s a lot of playing around — trying things in new places and getting the lighting just right. The lighting is so important. It really is the number one thing to getting the perfect shot.”
These influencers often use professional equipment to take their photos — and even professional photographers — which is why the images they produce easily rival anything you’d find in the pages of a magazine.
Remember that when you partner with influencers, you’re still saving thousands of dollars when compared to the cost of creating content in-house.
4. Influencers communicate your brand story
Is your product for someone who wants a practical living space or the person who wants their home to look and feel like a five star hotel? We’ve said it before and we’ll say it again: Creating a successful influencer marketing campaign isn’t as simple as finding someone with a big following and having them promote your product or service.
“I think it’s important for home brands to really communicate the messages they are trying to get across,” shares O’Dorisio. “This can help make sure the influencer is able to authentically weave it into their content. It also is really important that the brand educates the influencer on their company. This is key because it gives the influencer a story to tell.”
Brands should keep in mind that Instagram posts don’t act as stand-alone photos. IG feeds operate as one giant story. Both you and the influencer need to work together to ensure everything flows together seamlessly.
5. Influencers Have Transformed the Industry of Interior Design
Brands needs to understand that the value of influencers doesn't stop at their ability to take amazing pictures.. They’ve vastly changed this industry and are now an important piece of your entire marketing strategy.
Yet another benefit of working with influencers is that they can expose you to audiences you’d never have a connection to otherwise. Because their followers already trust them, and because they only promote products they personally love, advertising your brand’s products through an influencer is far less invasive than taking out a spread in a magazine or paying for Facebook ads.
While the misguided notion persists that being an influencer is as simple as snapping a few pics and laying back while brands send you free stuff, in reality, it’s so much more than that. For these people, this is often a full-time job.
If brands work to develop genuine relationships with influencers, clearly communicate their needs, give them adequate time to work, and treat them like the professionals they are, they will reap all the benefits that influencer marketing has to offer.
We know that developing your influencer marketing strategy can feel overwhelming. We’re here to help. AspireIQ will help you streamline your influencer discovery, management, and analytics, so that you can focus on building authentic relationships.