Creating a successful influencer marketing campaign requires understanding of an environment that’s changing everyday. The Internet. Here are some quick tips to help you understand the influencer world a little better.
1.Where to find influencers
Influencers are everywhere. It can get a little overwhelming when trying to find the right one for your brand
First of all, if you already have an influencer in mind, what are you doing. just email them. Tell them a little about what you’re trying to do and if you really want to get their attention, throw in the amount you’re willing to pay. Those are usually the ones I respond to because I know they mean business.
If you don’t have an influencer picked out yet, you can go to a third party site. They’re called influencer marketplaces and there are several of them to choose from.
The one I personally use is called famebit.
You just hop on there, make a post about what you’re trying to do, what platforms you want your campaign on, how much you’re willing to spend, and the influencers will come to you.
This will usually be more budget friendly than approaching a specific creator or an agency.
2.Picking the right influencer
Now that you have some influencers in mind, which one do you want?
A big mistake brands often make is judging an influencer by their follower count or their views. That’s not where the power lies, it’s their community engagement.
comments, likes, sharing. This means their audience is listening to them. This is where you get real conversions.
There are countless creators with tons of views, but no engagement. This can be due to a lot of reasons, including purchasing followers.
Which is basically like talking to a room full of dead people. You don’t want to pay for that.
Also, don’t be afraid of working with small creators. Sometimes they have the most dedicated communities.
Another key factor in choosing the right influencer is their type of community. It’s more than just gender, age, or where they live thing.
For example, I have a channel with a demographic of mostly 18-24 year old girls, so makeup and clothes brands have reached out to me for brand deals
But that’s not going to suit my audience because I produce comedy and art content
The girls that watch my videos aren’t coming there to hear fashion tips. It would be very insincere and weird for me to randomly throw in a makeup deal.
On the other hand, I did a deal with a drawing tablet company that was very successful.
Try to understand the influencers content before throwing money at them.
3.How much freedom to give influencers
It’s in both parties’ best interest for influencers to be genuine
Especially nowadays, online communities are not a fan of big business vibes and will get real mad if anyone comes off as selling out.
The influencer needs to have some freedom with your brand and be honest with how they feel.
If you have specific talking points, that’s fine, just give them bullet points, not a script.
No two influencers are the same and each influencer will have a deep understanding of their own audience. Trust them.
They want their content to do well, just like you, so be flexible with your ideas. Listen to them if they say their community won’t respond to a certain concept.
At the end of the day, it’s the influencer’s job to be entertaining, if you don’t let them do that, nobody is going to watch it and that’s in nobodies best interest.
For example, if they’re a comedy influencer, they’ll probably be real goofy or sarcastic. If you don’t want that, don’t hire them.
4.How much to pay them??
Easy! Make them an offer and negotiate from there, they’ll tell you.
OR there’s a site called Social bluebook where influencers can see how much they’re worth
Get them to send that to you
A note from an influencer’s perspective, if you’re fair with our pay, we will go above and beyond for you.
I will genuinely want the brand to succeed in their campaign, meaning, I’ll make posts on my other platforms that you didn’t pay for. I’ll talk about you in my livestreams and I’ll tell my influencer friends that you were a joy to work with.
Think about that when you lowball us.
5.Be clear with what you want and be realistic
If you want your logo in there, you have to say that
If you want them to put a link, give it to them
Be clear what date you want it posted at least a week beforehand. Scripting, filming, editing, drawing all takes a long time and many influencers do all the work themselves. Try to be flexible with them.
Keep in mind that changes take a while.
Even just exporting videos can take hours, so when you want a minor change last second, know it probably won’t be timely.
Another thing to keep in mind, specifically for youtube, the algorithm begins to watch your video from the second you upload it, even when it’s unlisted, so don't make it sit there for 48 hours.
Trust the creators. They make their living on those platforms, so they usually know it well.
6.Try not to take everything so seriously
Have you been on the internet recently
Nobody takes anything seriously anymore
Check out wendy’s twitter if you want to see something that will blow your mind
Not everything has to be 100% business, people are looking for a more genuine experience nowaday.
With that in mind, treat your influencers with respect
It may be their job to make a fool of themselves on the internet, but that’s still their job and most of them take it seriously.
Keep in mind, they have a platform, and if you treat them poorly, they’ll tell on you.