An Introduction to Brand Repping: What it is, and Why Your Brand Needs Them?
Brand repping or brand representation is a popular marketing strategy that many small and large businesses use to promote their brand. It’s considered one of the most cost-effective marketing strategies out there, hence the popularity and the boom the influencer marketing!
Brand reps are influencers that a brand pays (usually by exchange of product) to advertise its business on its social media. Brand Reps are a form of ‘influencers’ who have thousands of followers on social media.
Those who have a few thousand followers are called ‘nano influencers’. They advertise a brand in exchange for gifts. However, those who have 10k followers upwards (micro influencers) are usually paid based on their time, skill, and ability to create engaging content.
The job of a brand rep differs according to the brand or business owner, but mostly their role is brand endorsement by either wearing merchandise & posting it on their social media accounts.
93% of marketers use social media influencers
Why Do Many Brands Work with Brand Reps?
Brand reps only require minimal investment for business owners, but the increased brand reach they can offer is immensely valuable. They advocate for your brand to attract new, potential customers or encourage current ones to purchase from your business.
However, there are a lot more reasons why many business owners work with brand reps, some of which are as follows:
They’re Cost-effective
Brand repping requires minimal investments. For nano influencers, you can gift products that for them to advertise your brand on their social media platforms. While many smaller more well established influencers would sometimes ask for monetary compensation, the costs are minimal compared to other marketing strategies.
They are Trustworthy
Brand repping allows both the brand and the influencer to develop a more collaborative relationship. This is because smaller influencers tend to be easier to reach out to. This is opposed to celebrity ambassadors, since you would first need to contact and talk to their managers before you can convince them to promote your brand.
They Help Increase Brand Visibility and Attract New Leads
The good thing about brand repping is that influencers tend to work with the brand(s) they love. Since their followers are their lifeline, they would do their best to engage them – and one way to achieve this is by promoting quality brands.
As long as you successfully made a negotiation, your chosen influencer will promote and talk about your product more often. This can lead to enhanced visibility of your brand online.
They are Close With Their Followers
As mentioned earlier, followers are the lifeline of influencers, so it’s only natural for them to be more engaging and responsive toward their following.
This means that as they promote your brand, they will be more than willing to communicate with their followers who have the potential to become your customers.
They Give Your Brand a New Energy
A lot of influencers tend to be creative in their content. In the case of brand repping, they will try to come up with content that’s in line with your brand’s message. This allows you to reach demographics you previously wouldn’t have been able to.
How to Become a Brand Rep or Influencer?
Each brand or business deal differs depending on the brand and the people involved. But most of the time, brand repping roles begin in the following ways:
1. A Brand Contacts Influencer
Mega influencers – basically those with large followings – are most likely to get brand deals with minimal effort. Brands personally approach them when they feel like the influencer would be an effective ambassador for them. Although there is a growing number of brands making direct contact with smaller ‘nano’ & ‘micro’ influencers through their social media platforms.
It’s for this reason why it’s important for influencers to leave their contact or email information on their page.
Once a brand has finally reached out to its target influencers, discussions and a deal are sometimes agreed on. Their agreements may involve the payment, freebies, and the duration of their collaboration. In many cases, brands will request a one-time deal, ( collaboration ) and if the result of the deal is successful, then further roles might follow.
2. An Influencer Contacts a Brand
If you have a large following, you can approach the brand you like and request a collaboration or role. Many influencers do this, so don’t feel hesitate to contact a brand you love to work with them.
You can do this by sending them a private message on their social media platform. However, the most courteous way to approach a brand is by contacting their marketing department (should they have one ) via telephone or email.
When pitching to a potential Brand be sure to include your media kit!
3. A Brand Gives Freebies
Most of the time, a brand approaches influencers and offers them freebies. Some influencers are happy to endorse a brand with freebies as payment. In this situation, brands will ask the influencer to post their brand or products on their socials in exchange for clothing, accessories, or merchandise.
Moreover, if the brand sees that this exchange can guarantee sales, the agreement can be long-term. If you’re an influencer who wants to prolong the collaboration, you must learn and understand the brand’s perspective. This way, you will be able to promote it effectively.
4. A Brand Accepts Affiliates
Some brands or businesses have an affiliate program in place. This program allows affiliates to promote a certain product, offer, or brand in exchange for a commission for each sale made using their affiliate link.
In this case, their followers can click on their link if they’re interested in the brand and its offers. These affiliate links usually come with a discount or even a freebie after a successful purchase.
An affiliate scheme is a good collaboration between influencers and brands because the brand can monitor how the influencers’ effectiveness for their business. At the same time, it allows the influencers to earn.
If influencers bring in more sales to the brand, the collaboration could be extended. In some cases, they can even become ambassadors for the said brand.
Conclusion
The advantages of Brand Reps far outweigh the disadvantages, making it a win-win situation for both your Brand and the Brand Rep you work with.
Including Brand reps as a part of your Marketing strategy will help boost your social media presence, influence customer sales, and spread positive messages about your business.
Want to start working with Brand Reps? Contact us to ‘Run Your Rep Search’ for you.
