That vagueness is a real problem, especially if you work in a small company, a government office or a non-profit. When no one agrees what thought leadership is, it is hard to know whether you are doing it, whether it is working, or whether it is worth your limited time.

For years, the honest answer was that thought leadership resisted definition. It was easier to describe what it felt like than to say what it was.

That is now changing. The Global Thought Leadership Institute (GTLI) at APQC, where I am a board member, has published the first widely recognized standard for the field, and with it, a clearer definition. GTLI describes thought leadership as the development of distinctive, evidence-based insights that give decision-makers the information they need to act. Our standard sets out what true thought leadership looks like: ideas meant to influence decisions, not simply to attract attention.

Three things make that definition useful. First, it must be evidence-based, grounded in real research or experience rather than opinion dressed up as authority. Second, it must offer something new, a genuine insight rather than a tidy restatement of what everyone already knows. Third, it must help people act, moving a reader closer to a decision or a solution.

Notice what the definition does not require: a famous brand, a large budget, or a flood of content. A town council, a two-person charity or a regional firm can all produce real thought leadership, as long as their insights are credible, fresh and useful. Smaller organizations often hold exactly the kind of specific, first-hand knowledge that decision-makers value most.

This matters more as generative AI makes publishing easier. When anyone can generate endless polished text in seconds, volume stops being impressive. What stands out is human judgement, distinctive thinking that someone can trust and use.

So the question is no longer “Are we producing enough?” It is “Are we sharing insights worth trusting?” That is thought leadership, clearly defined.

If you’re interested in learning more about thought leadership and how to position yourself as a thought leader check our course.

These are some of the key findings from the latest Reuters Institute for the Study of Journalism’s Digital News Report – the ‘bible’ for news about the news.

So far, 2026 has been marked by uncertainty: political instability, economic pressures, changing media habits, and growing questions about where people can get information they trust. That uncertainty is reflected throughout the report.

People around the world describe feeling anxious, cynical, and, frankly, exhausted by the news. However, the report also points to something more complicated: people are not abandoning the news entirely. They are just finding it elsewhere – through social platforms, video, creators, and, increasingly, AI chatbots.

Missed the report? Don’t worry, Clear Europe has you covered. Here are our key takeaways:

Social media and video networks are the most widely used ways of accessing online news

For the first time, social media and video networks – like YouTube and TikTok – have overtaken TV, radio, newspapers, and news websites for media consumption.

According to the report, 54% of audiences globally use social media and video to access news online, compared with 52% for TV and 51% for news websites.

Social media is by far the most popular gateway to online news for under-35s, but also the most widely used means for over-35s. 42% of young people use Instagram to access the news, and 36% use TikTok.

However, this does not mean traditional news organisations are disappearing from the picture. When people consume news on social media and video networks, they are often still seeing content from established news providers, highlighting the importance for news organisations to expand their digital presence.

Trust and interest in news are at historic lows

The drift away from TV, radio and news websites is not only due to changing technology, but also because people are simply less interested in news altogether.

Since 2021, the proportion of people saying they are ‘extremely’ or ‘very’ interested in the news has fallen by 13 percentage points. This is concerning because a less engaged audience is harder to reach, harder to inform and harder to involve in the political process.

Trust is also moving in the wrong direction. In 2026, global trust in news dropped to 37% – the lowest figure since the Reuters Institute began measuring it in 2015.

Many people are simply avoiding the news altogether. 42% of people surveyed said they often or sometimes avoided the news. This is up from 29% in 2017.

For news organisations, these developments reveal a deeper challenge behind the platform shifts. People are not only changing where they get their news. They are also questioning whether they want it – and whether they even believe it.

The rise of AI news chatbots

Another trend worth noting is the growing use of AI chatbots to get news. The institute describes this phenomenon as a “fast increase” rather than a “sharp one,” but the reasons people are using these tools are just as important as the growth itself.

The report shows that AI chatbot users are drawn to the ability to ask follow-up questions, get faster answers, summarise complicated stories and pull together information from different outlets.

This is where the finding becomes especially important for news organisations. People are not just looking for more news. They are looking for news that is easier to understand, quicker to access and more useful in the moment.

The report says that news organisations can respond to some of these needs directly. There is a clear demand for simpler, more digestible writing. Clearer articles, summarised formats, explainers, and newsletters can all help anticipate what time-poor audiences are looking for.

The Reuters Institute also warns that trying to replicate generic AI tools may not be the way to go. Instead, news organisations may be better served by focusing on what makes their own journalism harder to replace: trusted sourcing, original reporting, clear explanations and work that adds value beyond what AI can quickly summarise.

The big picture

The 2026 Digital News Report shows that news organisations must work harder to gain the public’s trust and rekindle their viewers’ interest in news. This means addressing many concerns that the news is dominated by negativity, bias and constant crisis coverage.

At the same time, publishers need to meet people where they actually are. Increasingly, that means social media and video networks. News organisations must work to make journalism clearer, more useful and more trustworthy in the places where people now get their news.

And while some people may shrug it off,  it’s clear that TikTok has established itself as a major platform.  

Does this mean everyone needs to drop what they’re doing and start an account right this second? Not necessarily. But TikTok offers so many useful features that it seems crazy to dismiss it altogether.

With that said, let’s explore some of the ways you can use the platform to grow your digital audience.

Use video content to educate and entertain

One of the coolest things about TikTok is that there aren’t really any rules for how to use it. 

Spend 10 minutes scrolling through your ‘For You’ page, and you’ll find musicians making songs with funny animal sounds, artists painting blindfolded or even a licensed therapist explaining commonly misunderstood psychological disorders.

This makes the platform perfect for people and organisations who are looking for new, inventive ways to communicate key messages to their audiences. Unlike channels such as X, where you have an extremely limited space to tell your story, you can use TikTok to show your story in a way that resonates with people and helps your organisation stand out from the rest.

After all, when was the last time you were simultaneously educated and entertained by content on Instagram or X?

Below is a great example from UNICEF’s TikTok account, where they’ve been creating tons of helpful content for how to approach COVID-19 vaccine discussions with hesitant loved ones:

Make the most of TikTok’s features

TikTok’s features are just as valuable as the platform itself. From its comprehensive music library to its incredible visual effects and video transitions, the editing power TikTok gives its creators is nothing short of brilliant.

Are you a nonprofit organisation raising funds for your cause? There’s even a donation button you can add to your content that allows your audience to donate directly to your organisation!

As an organisation, your TikTok videos can riff on current events, add your voice to viral trends or even just act as memes that are relevant to the work you do. After all, do we really need another boring conference group photo tweet in our Twitter feed?

Here’s a quick example from the British Red Cross – you can see they’ve used a couple of simple editing features as well as an audio clip from a personal favourite song of mine, Bo Burnham’s ‘Welcome to the Internet’ (by the way, if you haven’t seen Inside on Netflix yet, I can’t recommend it enough):

Hashtag challenges and memes

Hashtag challenges and trendy memes are a great way to not only come up with fresh content, but also serve as a way to be a part of the larger conversation.

Remember the viral Ice Bucket Challenge from all the way back in 2014? Imagine something even more viral popping up every single week, if not every single day – that’s pretty much how TikTok works.

By having virtually unlimited ways of expressing yourself, there are always new, fun trends that are gaining traction on the platform. 

An example of this is the ‘romanticise your life’ trend that has been used in the past few weeks by hundreds of millions of users – if you don’t know what I’m talking about, check out an example below from zoologists and nature show hosts The Kratt Brothers:

Can you think of some interesting ways your organisation could create something similar?

How-to videos perform really well – if done right

Your organisation likely has expert-level knowledge on a variety of topics, so why not create valuable content that showcases this?

A human rights nonprofit could create a series of videos on how to stay safe at protests, or a youth organisation could offer practical tips for students’ first job interviews. Find those things that add value to people’s lives and showcase that knowledge in a catchy, creative way.

A great example of this is Poppy O’Toole’s channel, Poppy Cooks, where she offers tutorials on basic cooking skills, takes audience requests on which recipes to make and even demonstrates easy budget meals:

Share across other platforms

Use your current social media presence to let people know you’re on TikTok!

Not only is this a great way to build your audience on a new channel, but this also offers a unique opportunity to share your TikTok content with an audience that might not necessarily have the app on their phone.

TikTok videos are very versatile, and can be shared on Twitter, LinkedIn, Instagram or even Facebook – so your content doesn’t need to only exist in one place.

Switch to a TikTok Pro account

Just like every other social channel, TikTok offers a business-related profile option that gives you access to analytics and advertising features. After all, social media business models are built on a solid foundation of data monetisation! 

With this free tool, you can see your view counts, identify your trending videos and even compare your follower growth over time. Plus, if you feel inclined, you can set up your own advertising campaigns directly on the platform.

While it takes a few days for the tool to populate your analytics, it’s a great way to better understand your audience and see what’s working and what isn’t. There aren’t any downsides to switching, so this is a no-brainer for organisations looking to make data-informed content decisions.

Article updated on 21 April 2026.

If you’re someone who tends to shy away from numbers, social media analytics can seem daunting at first.

There are so many things that can be measured, especially when looking across different platforms – so how can you tell what’s worth your time and what isn’t?

Many of the metrics below have something in common: context.

We always want to try to track our actionable metrics rather than our vanity metrics.

While vanity metrics such as the number of followers or total number of retweets can look good on paper or in a quarterly status presentation, they don’t actually help you move towards your social media goals.

That’s why actionable metrics should be the focus of your efforts. They provide context and, as the name suggests, are actionable pieces of information that can help you make informed decisions about content and campaigns.

With that said, here are six things you should be measuring across all of your social media accounts:

1. Engagement rate

This is the social part of social media. How are people responding to, and engaging with, your content? Likes, shares, comments, retweets, etc. are all opportunities to engage with your audience and potentially boost your messages to people beyond your typical network.

The engagement rate is simply calculated as the total number of interactions on a post divided by your total number of followers. From there, multiply the number by 100% to get a final percentage.

Via Hopper HQ

By keeping track of how much and how often people interact with your content over time, you can start to get a strong idea of what content does and doesn’t work well on different social media platforms.

But be careful here: it’s nice to get lots of likes and retweets on a single post, but it’s much more important to get consistent engagement over time. That’s why the engagement rate is crucial to measure rather than just tracking engagement. Engagement rates help you see how your social media content performs over time and is independent of your follower count.

2. Conversion rate

Conversion rates help you keep track of how good your posts are at getting audiences to do something – otherwise known as converting – whether that’s signing up for a webinar, purchasing a ticket to an annual conference or downloading an ebook.

The conversion rate is calculated by taking the total number of conversions and dividing it by the number of total interactions of a post or campaign.

If you’re running a campaign with clear goals in mind, tracking the conversion rate is one of the best ways to check the performance and impact of a campaign (both during and after the campaign’s run).

3. Follower growth rate

300 followers may not be that impressive, but if you started with only 25 followers the month prior, that’s a huge jump in audience size.

That’s why tracking your follower growth rate is far more important than simply keeping an eye on your total number of followers.

A Twitter account with 1,000 followers and a 1% follower growth rate is far less impressive than a Twitter account with 200 followers and a 20% follower growth rate. The follower growth rate is all about growing your audience size in the proportional context of your current audience size.

4. Impressions

Impressions are an easy metric to follow on just about any social media platform, as it answers one of the most basic questions we ask when posting online: how many eyeballs are seeing my content?

And while it’s certainly not a metric that is helpful in and of itself for driving content decisions, it can be a nice guide for better understanding how often your content is seen across different social media platforms.

Plus, if your goal is to increase awareness of your organisation on social media, aiming for a high impression count is a great place to start. 

5. Follower demographics

While this metric is technically a collection of data points about your followers – gender identity, age range, location, etc. – it can sometimes be a crucial piece of your social media metrics puzzle.

By understanding who your audience is and possibly where they’re from and what they’re interested in, we can tailor the type of content we post to fit what they’re looking for.

Perhaps you notice that the vast majority of your Twitter followers are in the 40-55 year age range. Because of this, it might be a good idea to not overdo it with emojis or to heavily rely on reposting TikTok content, as it doesn’t really fit with what this demographic would be interested in.

(Side note: This is a generalised example and if you are someone in this age range who loves using emojis and frequently scrolls through TikTok, more power to you!)

6. Traffic

OK, so this one is cheating a little bit, because it’s a metric that you need to track outside of your social media analytics tool, but is still just as important to track.

Let me explain.

By better understanding where your website traffic is coming from, you can make informed decisions on where to spend your time and resources on social media. After all, the ultimate goal of an organisation’s social media presence should be to drive audiences to your website.

Are you only getting 20 visitors from Facebook but 10,000 from LinkedIn? Then maybe the time and resources you’re spending on Facebook aren’t worth it in the end and you should instead focus on your dedicated LinkedIn audience.

This simple guide from Campaign Monitor shows how you can track social media traffic on Google Analytics, so be sure to check it out if you’re interested in seeing just where exactly your website visitors are coming from.

And if you’re interested in learning more about social media analytics, or are looking to refresh your social media skills, get in touch for a customised training.

Brussels is full of acronyms, technical terms and policy speak – and sometimes it feels like you need a translator just to follow a meeting. So what if we used emojis to make EU jargon more relatable? From for institutions to for global cooperation, emojis can help visualise complex ideas and make communication more human. Imagine replacing “stakeholder engagement” with or “policy alignment” with - suddenly, the message feels clearer and more accessible.

At Clear Europe, we believe visuals and storytelling go hand in hand. Whether it’s through infographics, icons or emojis, simplifying language helps audiences connect faster and remember better.

Beyond being fun, emojis remind us that clarity doesn’t have to be complicated. In a city where policy papers and press releases dominate, a simple visual cue can make communication more inclusive and memorable. Whether you’re drafting a tweet or designing a presentation, a well‑chosen emoji can say what a sentence sometimes can’t.

Brussels needs its own set of emojis to cut through all the EU jargon. Here are our suggestions for relatable EU emojis.

Many thanks to Sam Wilkin, Jack Schickler and Craig Winneker for their contributions.

“Is the European Commission on TikTok?”

This question turned lots of heads when it was asked at a recent conference in Brussels.

Unsurprisingly, the Commission is not on the lip-syncing app so loved by teenagers. But it shouldn’t be such an outlandish prospect. Here are three reasons why the European Union can benefit from using TikTok. 

The EU can’t get complacent 

It’s true that TikTok’s main audience is young and the platform is not exactly built for announcements about fishing quotas and soya bean tariffs. But this doesn’t mean it should be ignored completely.

Forty per cent of TikTok’s user base is under 30. Those youngsters now filming their viral challenges will be walking up to ballot boxes in the not-so-distant future.

Although millennials and Gen Z are staunch pro-Europeans, recent election results show the EU can’t rest on its laurels.

In Belgium, for example, 30 per cent of people who voted for the far-right Vlaams Belang party in national elections in 2019 were under the age of 34. Despite waning popularity among younger generations, Hungary’s radical Fidesz still garnered 37 per cent of Hungary’s under-30 voters in 2018.

If the EU wants to avoid a generation of Eurosceptics, it needs to meet this generation where it is – and one of those places is TikTok.

It will show the EU is proactive rather than reactive 

Comparing dodgy, racially-charged adverts of days gone by to today’s heartfelt campaigns shows that the EU has upped its communication game in recent years.

Although it took a few years, the EU has taken to popular platforms like Twitter and Facebook like a duck to water, launching hard-hitting campaigns like EU and Me and EU Protects.

But younger generations are largely absent from Facebook, preferring to spend more time on platforms like Instagram, Snapchat and – you guessed it – TikTok.

And the app is on the rise in a big way. It has grown rapidly, becoming one of the most widely used social platforms globally. It’s no longer a social media minnow – it’s a shark.

Being a Chinese company, there are obvious concerns about data privacy and censorship of sensitive content. But if the EU wants to stay ahead of the curve and engage young audiences, it needs to embrace new platforms like TikTok now. It’s better to be a trendsetter than a follower.

It provides a new, creative way of communicating 

TikTok’s defining feature is its short-form, video-based content. This has given birth to billions of videos ranging from choreographed memes to viral challenges.

This doesn’t mean Ursula von der Leyen should be sharing her rendition of Bad Guy by Billie Eilish. But it does mean EU’s comms experts can use it to break down the façade of institutional dullness.

Take the 142-year-old Washington Post. “We are a newspaper,” it reassures visitors to its TikTok page. Below this, hundreds of videos show staffers lip-syncing, dancing and creating absurdist memes.  It’s hilarious, and it’s successful; more than 390,000 people follow the WaPo TikTok account.

How can the EU take inspiration? It’s already testing the waters.  In a previous campaign, it launched #TheRealChallenge with UNICEF, encouraging users to create awareness-raising videos about children’s rights. The campaign gained more than 280 million views on TikTok.

This exploratory effort and the case of the venerable American broadsheet shows there is space for serious organisations to communicate on TikTok.

Social media is a shapeshifting, fickle beast. But this doesn’t mean the EU should avoid exploring new, creative channels of communication to reach new audiences. Maybe at a conference in the future, the answer to “Is the European Commission on TikTok?” will be “Absolutely.”

At Clear Europe, we offer a series of social media training courses where you can learn how to leverage TikTok and other social media platforms for your business.

Article updated on 21 April 2026.

And just like Facebook – and pretty much every other social media platform – Instagram is becoming increasingly pay-to-play. Businesses and organisations can have a hard time reaching the right audiences with organic traffic alone – which is why the use of paid ads is so appealing. 

And more and more companies are doing just that. By 2028, global digital ad spend is predicted to exceed 965 billion dollars (according to Oberlo, 2026). 

So if your company is looking to grow its audience on Instagram and potentially convert some fans into customers, it might be worth considering an investment in Instagram advertisements.

Now, let’s get into the ‘how’ behind the ‘why’ of advertising on Instagram.

Get an Instagram Business Account 

First things first: you need to create or switch over to an Instagram Business account. This will allow you to set up ads and create promoted posts.

But that’s not the only benefit to making the switch to a business account. You also get access to cool features and helpful tools that regular accounts don’t, such as:

• Access to Instagram’s built-in analytics tool. See how your posts are performing and get valuable insights about your audience.
• The ability to add a contact button, as well as your industry, phone number and address onto your profile. Give your audience the information they need to get in touch without sacrificing precious bio space.
• Access to Instagram Shopping. There are a few caveats when it comes to using this Instagram shopping feature. But if you qualify, it gives you the ability to let people purchase your products directly in the Instagram app.

Switching to a Business profile is simple: just head over to your account settings and select ‘Switch to Business Profile.’ Once you fill in a few key details about your business, you’ll be on your way to creating enticing Instagram ads.

Understanding different types of Instagram ads 

When creating your first Instagram ad, it can be a bit overwhelming to decide which kind of ad is best for your business goals.

There are several types of Instagram ads, and each requires different sizes, files types and more. 

Image from “Carousel Ads: Best Uses and Formats Explained (Taboola, 2025)”

Carousel ads are a great way to tell a story with multiple images

The last thing you need is an advertisement that’s in the wrong format or stretched out because it’s the wrong size!

A few things to ask yourself when choosing which ad type to use:

• What is my goal for this advertisement? What am I trying to get the audience to do?
• Who is my target audience? Will the content resonate with them?
• Where do I want the ad to show up – in their feed or in their Stories? Do I want to use multiple images or just one?

Answering these questions can help quickly narrow down the type of advertisement that makes the most sense for you and your business.

Time to create 

Once you create your Business account and determine the type of ad you want to run, it’s time to actually create the ad.

When it comes to ads, it’s always better to keep it simple and catchy than detailed and complicated. Wouldn’t you rather be remembered for one simple message than forgotten because you were determined to cram five messages into a single ad?

Since Instagram is a visual-first platform, remember that the creative you use is the most important element. You may write a great caption, but if the visual isn’t clear, interesting or bold, it won’t get noticed.

And be sure to have a clear call-to-action – Learn More, Click Here, Follow Us, etc. – and to be authentic in your messaging. Authenticity goes a long way on Instagram, considering how filtered everything can be. And don’t be afraid to use hashtags or even create your own.

In the end, it’s all about getting the right message to the right people at the right time. If you can get these factors to align, you’re going to see a very clear return on your investment.

Another thing that can greatly help the success of your ads is to be active on Instagram. If you’re only posting ads but don’t really have any additional content for your audience to check out, it’s going to come off as a fake account. Or it could give off the impression that your organisation is just trying to sell rather than add value to people’s lives.

Advertising on Instagram can be a rewarding process, but if you feel like you aren’t getting the most out of it, check out the treasure trove of resources, tips and success stories that Instagram Business has to offer.

Article updated on 21 April 2026.

With increased competition and the never ending scandals plaguing virtually every channel, it’s no surprise that many social media managers are seeing a decrease in overall return on investment. Yet they still continue to invest more and more revenue into these channels.

So, where do we go from here? Do we continue to hand over our ad budgets to the likes of Facebook, Instagram and Twitter? Or do we need to reconsider our approach?

Luckily there’s an alternative route worth exploring: social media influencers.

Let’s explore some of the reasons why you should consider working with influencers to increase awareness and, where relevant, generate leads and sales.

Reason 1 – Gain awareness from a ready-built following

Rather than spending countless hours and investing a small fortune to get more followers on any given channel, working with an influencer means your message can be heard by a following that is actually listening.

Many brands focus on being overly self-promotional on social media, which is exactly why people tune out.

No one likes an obvious sales pitch, especially if it’s coming from the horse’s mouth, so to speak.

But hearing the message from someone people have been following for a while? That can be priceless – especially when it’s the right audience.

Besides, according to Linqia’s State of Influencer Marketing report, of the 86% of marketers who used influencer marketing in 2017, 92% of them found it to be effective.

Quite the promising success rate.

51% of marketers report that using influencer content outperforms brand-created content.

Reason 2 – Influencers have authority, trust and, well, influence

Building off of reason one, influencers have their audiences’ trust. That means that what they say has credibility and gravitas to the people who listen to them.

They’re called influencers for a reason!

If your organisation works within a certain niche and you find an ideal influencer in it, you’re going to get much more meaningful traction than investing in an Instagram ad.

In Linqia’s report, 81% of marketers use influencer content on other channels, with 51% reporting that it outperforms brand-created content.

via Linqia’s State of Influencer Marketing report

Why is this? One of the main reasons could be that by coming from a trusted source, this content is better received by an audience as it doesn’t feel like a direct sales pitch from an organisation. It feels more authentic and trustworthy.

Reason 3 – It’s an excellent opportunity to work with a creative person outside your organisation

Collaborating with an influencer can work wonders when it comes to finding new ideas and avenues for getting your message across.

Whether it’s an informative photo caption or clever video on their Instagram story, influencers know what their audiences like and how to reach them in an engaging way.

Wherever possible, take advantage of this opportunity and hear them out when it comes to any ideas they may have to make your message stand out.

And something to keep in mind: while you can place certain constraints around the message and your branding, you’re going to need to give up some (if not all) control when it comes to how an influencer relays your message.

Some organisations aren’t comfortable with that, so be sure to weigh the pros and cons before you dive in.

Rock the Vote is an excellent example of bringing creative people together to further a good cause. This non-profit’s mission is “to engage and build the political power of young people.” And what better way to do that than by enlisting the help of influencers?

Rather than pouring its entire marketing budget into social media ads telling people to vote, Rock the Vote encouraged influencers to share with their followers why they’re voting in upcoming elections and why others should as well.

This led to authentic messages via storytelling, rather than just another ad with a dry call-to-action.

Reason 4 – It makes financial sense (vs. paid ad campaigns on social)

As touched on earlier, organisations can spend an obscene amount of money to get an audience to listen to them. And it still might not be effective.

That’s why working with an influencer can make a lot of sense for many organisations.

While you may be spending a bit more per message, the return on investment can be far greater in the long run.

Of course, it’s important to keep an eye on your well-thought-out KPIs throughout this process – and to avoid just looking at vanity metrics – to see if working with influencers is an effective strategy for your organisation.

But in the end, in most cases, it just makes sense to work with influencers when it comes to using your budget effectively.

Reason 5 – They drive traffic and bring leads

By having your message broadcast to a new and attentive audience, you can drive even more traffic to your website and increase your organisation’s overall awareness – whether you’re launching a new product or just need a fresh way of reaching new audiences.

And if you’re trying to generate new leads and potential sales, influencers can also help with this.

Special offers or discounts for first-time customers are great ways to get people started with your product or service – and if you use an influencer-specific code for customers to enter at checkout, it’s even easier to track the effectiveness of influencer campaigns.

Before you get started

So you’ve decided that your organisation should start working with social media influencers. Great! But here are some things to consider first:

Does an influencer campaign make sense for your organisation? Like any marketing or promotional tactic, working with influencers is not for everyone. Be sure to consider the benefits and drawbacks – and any strict policies or rules of your organisation – before you commit to this.

Have a budget, audience persona, message and SMART goals established. Similar to any other marketing campaign you would carry out, you’ll want to be sure you have all of your metrics and goals in place before approaching influencers. Reaching out to influencers before you even know what you can pay them, the pricing model you want to use or what you want to accomplish just wastes everyone’s time. Determine your scope in advance!

Manage expectations. It’s crucial to understand you will need to give up control when it comes to the final content. Establish the ‘must-haves’ when it comes to your message and what can or can’t be done. Otherwise you need to let the influencer have creative license around how to best convey your message.

Working with social media influencers takes time and resources, but the beauty of it is there are influencers across a wide spectrum of niches and budgets.

Do your research to find the influencers that would work best for you and start reaping the benefits of newfound audiences without the stress and cost of yet another failed Facebook ad.

And with that said, happy influencing!

We recently co-organised an edition of News & Booze on this very topic featuring Jacques Foul and Louise Day from FleishmanHillard’s Digital, Social and Creative team! Alongside Julia Ravenscroft from Eurodad and Jo Sullivan from Conscience Consulting, News & Booze is a regular event for NGO and non-profit communicators in Brussels that takes place each month at the offices of the European Environmental Bureau. News & Booze provides a safe space for NGO networking, learning and sharing ideas. You can check out Julia’s write-up of the event here.