When people browse through Instagram and the feed of different influencers, they look for certain things. The first thing that draws their attention is the overall aesthetic of an influencer’s account and the look of the photos used. It is not necessary that the photos must be professionally shot but it is important to pay attention to how they are presented. For influencers, it is sometimes difficult to figure out the right type of content to use across different social media platforms. Given below are tips that will help an influencer to figure out the right type of content for their channels. 

Share authentic content

Businesses and ‘followers’ look for certain types of content to determine how engaging an influencer is. If an influencer showcases certain types of content, it demonstrates their ability to create multiple types of content, and this makes them eligible for more campaigns and promotions. Their own photos say a lot about them. How do they wear their hair? What type of outfits do they wear? What is their makeup style? What sort of vibe do they exude? Is it luxury or every day? Do they look like they are trying too hard, or do they look comfortable in their own skin? The photos of their surroundings are equally important. The surroundings include landscape, food, or interiors. If a travel agency sends the influencer on a trip, they would need to know if the influencer is capable of telling a story even if they are not in it. 

Use video content

A lot of content created these days is video. A company will not be able to cast an influencer in a video if they do not know how the influencer looks or sounds on camera. Video content is a must if an influencer must be considered for different campaigns. 

Do not be overtly positive or negative

Every product cannot be the best product ever. It is okay to get excited about a product or a service, but the exclamation marks must be kept to a minimum otherwise an influencer might end up sounding like a fan instead of the expert that they are. A product may not be of superior quality and an influencer might want their audience to know so that they are not disappointed. There is a difference between being honest and ranting. Ranting might raise a red flag to brands because they know that one day, they might experience a similar rant. 

Balance organic content and ads

When it comes to balancing organic content and advertisements, it would be wise to follow the 70/30 rule. For every ten photos, videos, or posts, seven of them should be organic and three could be sponsored. The audience should not be tired of sponsored posts. If they do, then the posts will not perform well, and the brands might stop booking the influencer. An influencer should not say yes to every brand endorsement that comes their way, particularly if they are for similar products. For instance, the audience might lose faith in an influencer if they tried to sell them four different bronzers in one month. 

Dara Busch is Co-CEO of 5WPR, a leading PR agency.