As brands explore different ways to include into their broader social strategy, there needs to be one consistent component – aligning them with the right content for their audience.

Influencers are just the delivery component to a broader strategy that includes content aimed at the right audience. Marrying these components to work together is essential to success. programs work best when the content aligns with the influencer’s topic of influence, and what their audience expects from them. Influencer programs don’t work because influencers reach a lot of people, instead they work when we give the influencers content their audience finds them credible about.

An example of this was shown in Taylor’s . We partnered with team-specific influencers to come together and share content around their audience’s interests (in this case, the players). We knew the audience engaged with team-specific memes, so P&G played a supporting role by providing relevant pieces of content to the influencers on gameday. Content, Influencer’s topic of influence, and audience expectations all need to be aligned for maximum benefit.

Another recent example of leveraging influencers to support a real-time strategy was ’s use of influencers during the 2014 MTV Movie awards. MTV made use of social influencers by partnering with the blogger boy band Our 2nd Life and well-known Tumblr artists. The band was a large part of MTV’s red carpet strategy and the Tumblr artists were part of a GIFs strategy during the show. “The community they’ve built is off-the-charts engaged,” Tom Fishman, Vice President of Content Marketing and Fan Engagement for MTV says of Our 2nd life. “That’s led to spikes in MTV Movie Awards voting, to tons of globally trending topics on Twitter, to hundreds of thousands of streams and tens of millions of impressions.”