Influencer advertising is a growing industry, and additional and extra businesses are using the policy to link with people via communal radio.
So if you haven’t tried out influencer marketing yet, it’s time to think about it! Whatever your brand, there’s an influencer out there who can connect you with your goal spectators. If you have already started using influencer advertising, I hope your results have been good.
Anyway, whether you have or haven’t contributed in influencer advertising before, here are 5 quick tips to help you brand the plan work for your make.
1. Set your goals, target audience and budget beforehand
The greatest significant component of any campaign is the objective. Every campaign has something it’s trying to achieve, and that goal should play a part in all the decisions you make throughout the campaign lifecycle.
Equally important is sympathetic your board spectators. Every goal is destined to affect some group of people, but who are they? Think of different demographics here like age, gender, location, and language.
Lastly, beforehand you smooth think around influencers, make your budget. How much money do you have to spend on the marketing campaign? How much of that is for diverse gears, and how abundant is for influencer inducement?
The amount you have available for influencer inducement directly affects which type of influencers you should look into working with, which brings me to my next point.
2. Understand the different types of influencers
Influencers can be categorized in various ways: by location, category, style, or follower count. The last of these can give us a sense of which influencers might fit into our campaign budget.
Influencers can be organized into tiers, as follows:
- Nano influencers, with 1-5K followers
- Micro influencers, with 5K-50K followers
- Medium influencers, 50-100K followers
- Macro influencers, 100K-1M followers
- Mega influencers, 1M+ followers
- Key opinion leaders*, no specific follower range
Nano and micro influencers will sometimes agree to collaborate in exchange for free products alone. But once you get into the medium tier and on, expect to pay fees in exchange for content. The higher up you go, the more expensive influencers get. That being said, KOLs may not always charge fees, as they may have other ways of partnering with your brand.
3. Prioritize engagement over followers, but know what affects it
Engagement rate is the hot metric in influencer marketing these days, with good reason. It is a measurement of an influencer’s connection with their audience. The more engaged their followers are, the more likely it is that they’ll interact with the influencer’s content.
Why is this more important than follower count? Well, an influencer can have a large audience of disconnected and/or fake followers, who don’t really care about their content. It’s much better to have a slightly smaller audience who’s actually interested in what the influencer has to say.
Just understand that engagement averages differ depending on the social network, category, and number of followers. So, for example, don’t compare the engagement rates of TikTok influencers with Instagram followers. Likewise, don’t compare the average rates of micro and macro influencers.
4. Don’t assume you need a contract
In fact, with nano and micro influencers, a contract may be a conversion killer. You may overwhelm these influencers, who are still new to the industry. This could scare them off, leaving you with no collaboration deal.
Whether or not you should use a contract depends on what type of campaign you’re running.
If you’re paying an influencer solely in free products, you usually don’t need a contract. The only exception here is if the product is highly valuable. Think of a new car, a round-the-world holiday, or fine jewelry. If the product has a high value, put the decidement depressed on newspaper.
If you don’t know exactly what to include, you can grab an influencer contract template and modify it to fit your contract.
5. Give influencers creative freedom in their campaign content
You may be tempted to control every aspect of your campaign, including what influencers create. It’s natural to worry if the content they deliver is going to live up to your standards. But don’t give in to the urge to micromanage influencers’ work. It’s much better to give them creative freedom.
Influencers have grown their audiences, and they best know their followers. Therefore, they are the most qualified people to decide how to deliver your brand’s message to their followers. So let them do just that!
You should also explain to them what you’d like them to emphasize about your products. Do all this beforehand during negotiations, so there is no confusion later on.
Hopefully these five tips helped you get a clearer idea about how to handle some of the different steps of an influencer marketing campaign. Just remember to keep your brand’s mission and marketing goals close to heart so you make wise decisions throughout your campaign.