Creating authentic content with influencers requires strategy, planning and content savviness. In this presentation, which was given at the Midwest PRSA Conference in Fall of 2022, Missy Voronyak reviews the universal truths of influencers, defines influencer authenticity with examples, how to find the right partners, how to build relationships and how to collaborate for authentic content. She includes QR codes so you can see the example videos and resources for more information. Missy founded Voronyak Consulting in 2023 to help healthcare organizations reach patient and physician communities through influencer marketing and social media. You can learn more at http://voronyakconsulting.com

1. Creating Authentic Content with Influencers:
How to Get Started
Missy Voronyak, Head of Healthcare Influence
PRSA Midwest District Conference
September 2022

2. Contents are proprietary and confidential
Missy Voronyak
she/her/hers
PR/Comms + Marketing
Social Media + Influencer
Head of Healthcare Influence, MSL
Career Focus on Healthcare
Blogger/Influencer 10+ years
Husband + 4 kids + 3 dogs
Food allergy + LGBTQIA+ Mom
@missyvoronyak

3. What We’ll Cover
1. Three universal truths
2. Defining influencer authenticity
3. Finding the right partners
4. Building relationships
5. Collaborating for authentic content
6. Resources
#TCShakeup @MissyVoronyak

4. Universal Truths
Influencer
marketing
has grown up
One size does
not fits all
Authenticity is
EVERYTHING

5. authenticity = real, believable
influencer
content

6. genuine connection with
their audience
<30% sponsored content
clear disclosure
Influencer
authenticity

7. really use the product
message is believable
feels like organic content
content
authenticity

8. Why create authentic
content that’s relevant
+ resonates?
82%
Influencer content generates
better engagement than
branded content
of consumers are likely to
follow the recommendation
of an influencer that relates
to their personal interests
8x
Source: Mediakix @corporatenatalie

9. TV advertising vs targeted audience
INFLUENCE: TARGETED AUDIENCE
• 30% increase in social community
management providing negative
feedback on the commercial and the
“What the Gush” reference
• Majority older demographic on Facebook
and Twitter
ADVERTISING: MASS REACH
• Two Gen-Z TikTok influencers had an
overwhelmingly positive response – and
no negative comments around the
phrase “What The Gush”
• Organically hit 3 million views in 3 hours
of going live

10. examples
inauthentic authentic

11. finding the right partners
2/3/24

12. Phases of influencer search
Define Discover Vet Propose

13. Influencer audience
size (reach) was
once critical, but now
with paid
amplification we can
focus on Relevance

14. Product
relevance is key
to authenticity
Has
asthma
and on
product
Has
asthma
but not
on
product
Caregiver
Physicians
+ experts in
asthma
No
connection
to asthma
but
relevant
influence

15. Channel
relevance is key
to reaching the
target audience

16. US based and has an
audience of approx.
60% in the U.S.
70%+ of audience
is female
Product exclusivity
for 2 months
prior to partnership
Content is not over-filtered
and is relatable
At least 3% organic +
sponsored ER rate
for in-feed content
50% of the audience
falls within the 25-34
and 35-44 age range
Organic interest in the brand
Politically/socially aware
and sensitive;
not too "extremist"
Creates a diverse
mix of content
(static, video, Reels, Stories)
Has active presence across
multiple platforms
(IG, TikTok, YouTube)
Less than 30% sponsored
in-feed content
Bilingual
Additional sample criteria
Align with
leaders/clients

17. Kicking off discovery
Explore Relationships
1. Talent managers
2. Colleagues
3. Friends
4. Women in Influencer
Marketing “casting
call”
Explore Data
1. Influencer discovery
tools (CreatorIQ,
Traackr, Julius)
2. In-platform search
3. Google
4. Social listening reports

18. Create a spreadsheet for inputting influencer
names + aligned-upon criteria in each column
[LIVE EXAMPLE]
Format
Vet + propose influencers
Vetting
Deeply research each influencer. Complete all
columns unless you know they are a sure NO
Propose
Create profile slides or vetting sheet with
pictures, links to relevant content, why they are
a good fit, past partnerships + red flags;
Ensure list is a holistic mix of diversity (race,
gender, sexual orientation, location, ability),
creative styles, reach and brand personas

19. building relationships
2/3/24

20. Is it business or personal?
BOTH

21. Reaching out
Review
recent
content
Personalize
message
Show
authentic
interest

22. 1. Always be very friendly and kind
2. Think about the long-term potential – not just this
campaign
3. Treat influencers as your partner, not your
employee or vendor
4. Ask questions, listen to their story before jumping
In – especially in healthcare
5. Be open to connecting on social media –
LinkedIn, Insta, etc.
6. Pay for all time involved, including consulting,
answering emails – it can take up to 12 hours of
time to make one piece of video content
7. Don’t expect influencers to do things for free or
use their own money to visit/buy your product
8. Invite them to visit your store/HQ, but don’t
require
9. Send thank you notes
10. Consider sending cards or small gifts
Tips for a positive relationship
@themomtrotter

23. collaborating for
authentic content
2/3/24

24. examples
organic sponsored

25. 25
Natural
product
integration
Authentic
voice
Organic
look
& feel
Quality
Content that
Resonates
This all starts with a simple & clear brief with a strong key message
This gives the creator the flexibility to design with their audience in mind

26. For the right partner, messaging
won’t feel forced because it is
already their style, tone and topic
area

27. BALANCE OF BRAND & INFLUENCER VOICE
PRIORITIZE ONE KEY MESSAGE
COLLABORATE & TRUST THE INFLUENCER
REVIEW FROM CONSUMER PESPECTIVE
CONTENT DESIGNED FOR THE PLATFORM
making influencer
creative great
@josh.zilberberg

28. production
tips
• Please rehearse a few times so you can feel as
natural as possible and ‘unscripted’
• This video you created is a great example of
the pace and tone we’re looking for
• Please talk at a steady pace and avoid
rushing/talking too fast
• We love when your natural personality comes
through – please aim for a fun, engaging,
positive tone
• We encourage you to record many takes and
send over a few versions
• Wear simple clothing with no words or designs
• Use a simple/plain background without any
artwork or logos in the background that may
have copyright issues
Additionally, to avoid any need for retakes, I’m
happy to jump on zoom while you record or
review content via text to help support in real
time.

29. final examples
organic sponsored

30. resources

33. Thank you
Contact:
LinkedIn - Voronyak Consulting