YouTube, Vine, Instagram, Snapchat and Tumblr can be marketing gold for TV brands, but their full potential is still being analyzed throughout the industry as to what is authentic and usable in the promotion world.

In navigating this “leap from traditional to social media,” Niche’s co-founder, Rob Fishman, advises never underestimating the power of social engagement. “The moment everyone remembered from the Oscars had nothing to do with film,” he said. “It was a selfie.”

So in this growing social environment of digital content meets traditional content, media brands need to take advantage of influencers and content creators at their disposal as they try to increase their reach and cement loyal followings.

Below are Niche’s tips and tricks for finding online influencers to help enhance your brand:

Top 10 Tips from Niche:

Social media is media

“For the younger generation, everything is mobile,” said Lachtman, co-founder of Niche. “Even ‘traditional’ programming is on mobile.”

Speak to your customers — not at them

Obviously, social media on the rise – 42 percent of teens are on Instagram, according to Fishman, and Vine claims more than 40 million content posters to its site/app. But in the end, it’s all about the individual.

Be authentic, transparent and to the point

Fishman says that younger people are “sort of tired of being spoon fed what they view as ‘over-packaged entertainment.’”

Overproduced content will underperform

According to Fishman, “you don’t need production capabilities to be effective.” Marketers don’t always have time for a month-long campaign, and these are real-time platforms. “You want it to look like this influencer woke up and had a funny idea. You don’t want it to feel like an overly planned thing.”

Align yourself with native players

Online influencers and creators come in all shapes and sizes: photographers, animators, millennials, parents – “We work with Vine magicians who can turn your computer into a pineapple,” said Fishman. It’s simple: think about who’s your customer, then look for those people on social.

Be first, not reactive

It’s about giving your creative partners enough creative license to do what they think will work best with their audience. They might have 5 million followers, they know what those people will respond to and how to go out to them first.

Focus on engagement, not impressions

As brands are spending more on these social channels, they expect more insight on the data proposition. And while brand engagement is certainly desired, it’s also harder to quantify.

Measure ROI through data and dashboards

Keep in mind these goals: brand engagement, follower growth, app installs, live events, direct sales.

Have fun, be experimental

Overall what is rewarded is really great content. Insist on high quality. Watch these creators, spend some time on these platforms and think about how as a brand or as a marketer, how can you replicate that?

Long-term solutions, lightning-quick responsiveness

“Above all, make awesome content” – Fishman

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