For brands looking to expand their reach and engagement on social media, partnering with relevant influencers on platforms like Twitter has become an extremely popular and effective strategy.
However, simply identifying potential influencers on Twitter is only the first step. You also need an effective approach for actually contacting them and opening up discussions about potential collaborations.
In this comprehensive guide, we’ll cover proven strategies for approaching and engaging with influencers on Twitter to maximize your chances of forming successful partnerships.
Table of Contents
Why Approach Twitter Influencers?
Before getting into specifics on how to reach out, let’s review some of the key reasons brands are eager to connect with influencers on Twitter:
Targeted Audience Access
Influencers have invested extensive time in building followers within specific niches. Tapping into this existing engaged audience provides brands instant access to relevant target customers.
Increased Brand Awareness
Even a single mention from the right influencer can dramatically boost brand awareness and introduce you to new audiences.
Content Distribution
Influencers can be great partners to help create and distribute engaging content that resonates with their followers and gets shared widely.
Perceived Credibility
Associating with respected influencers helps build brand credibility and trustworthiness through third-party validation.
Cost Effectiveness
Influencer collaborations often provide significantly higher engagement and ROI than paid ads.
Authentic Messaging
When influencers discuss or recommend a brand, it comes across as more authentic, natural, and trustworthy than ads.
Audience Insights
Influencers have direct access to their audience’s interests, preferences, and feedback. They can provide brands with valuable consumer insights.
Clearly, partnering with relevant voices on Twitter has many potential benefits. But first, you need to make contact and build relationships.
Also read: Top Influencers on Twitter
Researching Twitter Influencers
Before reaching out to potential influencers on Twitter, it’s important to take time researching and learning about them. Here are some key things brands should explore:
Their Bio and Pinned Tweet
Review their bio and pinned tweet on their Twitter profile for background on their expertise, interests, typical content, etc.
Audience Demographics
Look for any available info on the makeup of their audience, including location, age, gender, interests, etc.
Typical Content Themes and Style
Browse recent tweets and other content to analyze common topics, tone of voice, content formats, etc.
Engagement Rates
Evaluate their typical engagement levels on tweets like likes, retweets, clicks, comments, etc.
Existing Brand Partnerships
Look for signs of previous brand collaborations and sponsorships to understand their experience.
Other Social Accounts
Identify other active social accounts like Instagram, YouTube, and LinkedIn to cross-reference content.
Their Website/Blog
Review their website/blog content further to evaluate their expertise, interests, and content style.
What Others Are Saying
Search for reviews or testimonials about working with the influencer to evaluate professionalism, results, and audience feedback.
Taking time to thoroughly research potential partners before reaching out allows you to customize and personalize your approach for the best chance of success.
How to Initiate Contact with Influencers on Twitter
Once you’ve identified and researched potential influencer partners, it’s time to reach out and open up communication. Here are some proven ways to make effective initial contact:
Follow Their Account
Please give them a Twitter follow first and start engaging with their content by liking, commenting, retweeting, and clicking links. This builds some familiarity before direct contact.
Reply to Their Tweets
Look for opportunities to start conversations by replying to tweets where they ask questions, share opinions, or invite discussion. Provide thoughtful replies.
Send a Personalized Tweet
Tweet them politely, introducing yourself, your brand, and why you’re interested in connecting. Keep it short, casual, and personalized.
Comment Thoughtfully on Posts
Leave value-driven comments on their content with insights, opinions, compliments, or questions to spark engagement.
Send a Warm Direct Message
Craft a short, warm DM introducing yourself and expressing interest in learning more about potential collaboration opportunities.
Interact Across Other Channels
In addition to Twitter, engage with any of their other social networks, blogs, videos, podcasts, etc., to build familiarity.
Identify Shared Connections
Look for mutual connections, like partners, contacts, brands, etc., that could provide a warm introduction.
Network with Their Community
Interact with others they engage with, like collaborators, brands, and audiences, to expand your network touchpoints.
Cite Their Work
Reference or link to their content from your social posts or blog to show familiarity with their work before contacting them.
The goal with initial outreach is simply starting a connection in a polite, non-sales way. Take time nurturing the relationship before proposing formal partnerships.
Best Practices for Contacting Twitter Influencers
When reaching out to potential influencer partners on Twitter, follow these best practices for maximizing openness and response rates:
Personalize Each Contact
Avoid mass, templated outreach. Make each contact attempt customized using details you learned researching the influencer.
Keep It Short
Keep your initial outreach concise and direct, whether a tweet, DM, or comment. You can provide more details once a conversation starts.
Focus on Introducing Yourself
Use first contact merely to politely introduce yourself/brand and express interest in learning more. Don’t pitch yet.
Reference Their Work
Point out specific content of theirs that you enjoyed or found valuable to show you did your homework on them.
Suggest a Quick Chat
Rather than formally requesting collaboration immediately, suggest a brief initial call or DM chat to learn more about each other.
Highlight Shared Values
If discovered during research, highlight any shared passions, interests, values, etc., between the influencer and your brand.
Avoid Sales Jargon
Use simple, conversational language. Avoid overused sales terms like “synergy,” “partner,” “collab,” etc.
Offer Praise Authentically
Complimenting their work or achievements sincerely helps build quick rapport. But avoid fake praise.
Have Patience
Don’t expect instant responses. Be prepared for potentially slow response times, and follow-ups needed depending on their availability.
Follow Up Politely
If they don’t respond after a week or so, follow up politely in case they missed your initial outreach.
Smart, personalized contact that puts relationship building first sparks positive conversations with potential Twitter influencer partners.
What Not to Do When Contacting Influencers
While there are many recommended best practices for contacting potential influencer partners, there are also some common mistakes to avoid:
Automated or Impersonal Outreach
Mass emails, DMs, @tweets, or comments come across as spammy and are unlikely to generate responses.
Contacting with No Context
Simply saying “Hi!” or introducing yourself/brand without context will confuse or annoy them.
Using High-Pressure Sales Tactics
Tactics like exaggerating exclusivity or urgency almost always backfire when approaching influencers.
Focusing Only on Yourself
Don’t dominate the conversation by talking about you. Show genuine interest in learning about them as partners.
Requesting Too Much Too Fast
Take the relationship slow. Don’t propose formal partnerships or major commitments immediately.
Not Providing Value
You must demonstrate clear value to the influencer. Don’t immediately ask for something from them.
Contacting Infrequently
Successful relationships require consistent, regular communication before and after campaigns.
Seeming Desperate
Avoid tactics that reek of desperation, like exaggerated flattery or overly aggressive follow-up.
Lacking Specific Goals
Have a clear objective for the relationship, like campaign ideas vs. vague “collaboration.”
Using Discounts or Deals as Bait
Don’t lead with offers of discounts or special promos. Focus on value to the influencer first.
Avoid these missteps to ensure your outreach leaves a positive first impression and sparks meaningful conversations.
Proposing Campaigns to Twitter Influencers
Once an initial connection is established, here are some tips for proposing specific influencer campaign ideas successfully:
Wait for the Right Timing
Don’t jump to proposing partnerships too quickly. Wait for clear cues of mutual interest and rapport building through ongoing communication.
Share Success Stories and Examples
To build interest, share examples and results from influencer campaigns you’ve run in the past. Have specific stats handy.
Start Small
Propose lighter commitments like a single sponsored tweet before large multi-month contracts. This eases them into collaboration.
Lead by Asking for Opinions
Rather than pushing your ideas, engage them creatively by asking for input on partnership ideas that would resonate with their audience.
Have Clear Goals
Explain the specific goals you’re trying to achieve, like reach, engagement, conversions, etc., and your vision for how they can help.
Highlight What’s Unique
Explain what makes this opportunity special versus other potential partnerships they likely receive requests for constantly.
Focus on Mutual Benefits
Emphasize what’s in it for them, like association with your brand, access to products/events, increased exposure, etc.
Align on Brand Values
Show how the proposed campaign aligns with your brand’s values and areas the influencer is passionate about.
Be Flexible
While you can propose ideas, remain flexible to collaboratively build campaigns based on their insights into what will best resonate with their followers.
Remember, it’s a discussion and collaboration, not a one-sided pitch. Craft proposals tailored specifically to each influencer you approach.
Partnering with Nano-Influencers on Twitter
In addition to bigger names, connecting with nano-influencers can provide great value. Here are tips for working with nano-influencers on Twitter:
Who Are Nano-Influencers?
Nano-influencers have smaller followings of 1,000 – 10,000 engaged followers. They build strong bonds and credibility in their niche.
Take a Targeted Approach
Nanos specialize in specific topic areas. Target those precisely aligned to your brand versus general outreach.
Why Partner with Nanos?
They provide highly targeted promotion and authenticity. Their fans have high trust in nano recommendations.
Provide Creative Freedom
Allow nanos freedom to put their unique spin on content while still providing loose guidelines.
Compensate Accordingly
While cheaper than large influencers, it still provides fair pay for nano time and effort. Give discounts on products or services.
Leverage Cross-Promotion
Offer to cross-promote their accounts, posts, website, etc., on your blog, social channels, email lists, etc.
Think Long-Term Loyalty
View loyal Nanos as brand ambassadors to be involved regularly vs. one-off campaigns. Nurture lasting relationships.
Highlight Their Reach
Help demonstrate nano value by highlighting their engagement rates and quality reach to niche audiences.
Don’t Forget Legal Basics
Even nano partnerships require covering legal basics like rights, confidentiality, etc., in simple agreements.
Focus on nano-influencers for niche audiences to complement bigger-name influencers with mass reach. Properly nurtured, Nanos become loyal brand advocates.
Maintaining Influencer Relationships on Twitter
Here are some proven tips for sustaining positive, productive relationships with influencer partners on Twitter long-term:
Provide Ongoing Value
Share insider content, product samples, event invites, etc., with partners to show your brand’s ongoing appreciation.
Keep Communicating Between Campaigns
Check in regularly to nurture the relationship, not just when you need something promoted.
Develop an Influencer Ambassador Program
For top partners, establish an ongoing “influencer ambassador program” with defined perks and rewards for long-term commitments.
Avoid Over-Reliance on Just Big Names
While major influencers have an impact, they also nurture a diverse group of niche micro and nano-influencers.
Request Feedback
Regularly ask influencers for input on previous campaigns and ideas for new creative partnerships and content formats.
Track Performance
Share campaign results and metrics with influencers so they take pride in performance and see collaboration impact.
Recognize Top Performers
When influencer posts drive big results, congratulate them publicly on Twitter and other channels.
Make Introductions
Offer to connect partners with other relevant influencers, brands, and media contacts in your network.
Stay Updated on Them
Keep tabs on their evolving interests and audience to propose fresh, relevant ideas over time vs. relying on the same old content.
Express Gratitude
A simple thank you email or DM goes a long way after campaigns wrap. Show partners their time and reach are valued.
Common Twitter Influencer Partnership Mistakes
When partnering with influencers, there are also some common mistakes brands make. Be sure to avoid:
Relying Too Heavily on Just Big Names
Mega influencers provide reach but low engagement. Balance with niche micro and nano-influencers.
Not Defining Expectations Clearly
Leave too much open to interpretation without formal agreements on content, timing, approvals, etc.
Restricting Creativity Too Much
Overly dictating content style and messaging inhibits influencer authenticity. Allow reasonable creative freedom.
Minimal Tracking and Optimization
Not implementing thorough tracking limits your ability to calculate true ROI and optimize efforts.
Focusing on Followers Over Engagement
Prioritize genuine engagement over follower counts alone. Fake followers bring no value.
Undervaluing Influencers
Assuming they’ll accept low pay since “exposure” is their priority. Fair compensation attracts top partners.
Lacking Ongoing Communication
Only contacting influencers when you need campaigns gives the impression you see them as disposable.
Forgetting Legal Safeguards
Even friendly partnerships need legal protections like confidentiality, usage rights, etc.
Building authentic long-term relationships is crucial. Avoid treating influencers like vendors. Collaborate as strategic partners instead.
The Future of Influencer Marketing on Twitter
What changes lie ahead for influencer marketing on Twitter in the coming years? Here are some likely shifts to expect:
Continued prioritization of nano and micro-influencers over celebrity mega-influencers. Real connections will beat general reach.
Rising emphasis on long-form YouTube and Instagram video collaborations as video marketing explodes.
Focus on genuine influencer advocacy and connections versus just sponsored post partnerships.
Brands recruit their employees as “in-house influencers” rather than relying solely on outside influencers.
New live stream and collaborative digital event formats will emerge for influencer co-hosting.
More consultative, influencer-guided campaign development based on their audience insights.
Simplified discovery and campaign management as end-to-end influencer marketing platforms mature.
As with most social media marketing, change is the only constant when it comes to influencer marketing on Twitter. Savvy brands will adapt strategies to optimize for the latest platform trends and practices.
Conclusion
Influencer marketing on Twitter can produce tremendous rewards for brands. But only if approached strategically with an eye toward building lasting, mutually beneficial relationships versus transactional partnerships.
Success requires thoroughly researching potential partners, reaching out thoughtfully, collaborating creatively, compensating fairly, tracking rigorously, and nurturing relationships over time.
The strategies and best practices in this guide will position your brand for influencer marketing success on Twitter now and in the future. However, it’s vital to keep learning and refining your approach as influencer marketing evolves.
At its core, think of today’s social media influencers as modern versions of traditional spokespeople and brand evangelists. Work cooperatively with them in that spirit, and your Twitter presence and results will thrive.
