HOWEVER, SHOULD ALL OF YOUR STAFF BE INFLUENCERS?

In short, no. Choose employees who actually want to represent the brand, as this way the content they produce will be genuine and trustworthy.

Also, consider the influence some employees already have. Do they already have a good amount of followers? Are they active online? Do they post controversial opinions (maybe avoid these!)?

Now you’ve settled on a select few give them the correct support and guidance. Develop brand guidelines with things that they shouldn’t do, such as swearing. As well as this, give them the creative freedom to create attention-grabbing content. This may involve allowing them to have a few hours a month to take images or review campaigns, which will pay off in the long run.