“Should social following be considered?”
When it comes to working with influencers, social following is an important measure to consider. This amount varies, especially with micro influencers, and can be a huge effect in rates depending on who you’re aiming to establish a campaign with. For certain influencers, these metrics can make or break their careers, but they are brand dependant when it comes to work. We’ve had a few situations when influencers have stated they’d be prepared to cut their costs because of the client – which is wonderful for our budget, but also a credit to them for genuinely caring about the brand.
Let’s not forget that there are a slew of other metrics to consider when developing an influencer strategy. This would include things like reach, engagement with the content, and impressions on the piece of work, all of which may be defined in your contract or brief and delivered to the customer once the campaign is finished.
One thing to keep in mind is that having followers purchased through bots is becoming a growing concern for many influencers. It has been suggested that numerous firms are ignoring this issue, which is something that has to be addressed. If you buy followers (and keep in mind that many of the accounts are inactive and spam), you won’t be able to reach your maximum engagement, and you won’t see the genuine results you’re looking for. Remember, the whole point of this is to remember that integrity is at the heart of every campaign, and if this is overlooked, the work you’ve put in may be for naught.
There are three steps to creating an influencer strategy.
Let’s have a look at the phases to consider when developing a strategy. Let’s refer to them as ‘The Three I’s.’
The first step is to get started.
First and foremost, figure out who your target market is and what segments they fall into. Is it fashion, lifestyle, travel, food, or fitness that you’re interested in?
Who are the key influencers who represent and speak to the target demographic? Make a list of everything you want to do. Make a list of your customers’ average demographics, hobbies, likes, and dislikes, since this will help you target the influencers you want to reach with your campaign.
Do you think they’d be a good fit for your company? Why? Examine their past work, as well as their social media pages, blogs, and YouTube channel. Get a sense of who they are – remember, this is a connection you’re starting from the ground up and hoping to last a long time, so it’ll be worth it in the end.
Insight is the second step in the process.
Meet together for coffee or lunch to get a sense of how these people work, both personally and professionally. Chatting with a blogger or YouTuber over social media is fine, but you never truly get to know the person behind the site unless you meet them in person. Even if it’s only a quick meeting, it’s worth going because you’ll get to talk about their blog and the industry in general.
In the first case, how do people normally approach brands? It’s perfectly OK to inquire about this matter.
Find out if they prefer to be approached initially or if they have approached brands on their own. You must learn how they prefer to collaborate with companies in order to be able to make work compromises where necessary.
What happened to them? Do they have any other established partnerships or how did they get started in the industry? Take a look at their current campaigns, which you can find on their blog and Instagram.
Is it okay if you come up with a few ideas together? You should involve them in the project from the start to ensure that they are satisfied with the content they are posting. Toss out some ideas, listen to their feedback, and see what they think will work best on their platforms.
Initiate the third step.
There are a few actions you must do before crossing that line after you have a campaign idea in mind and have worked to come up with a final concept:
- Prepare a contract that spells out all of the partnership’s details.
- Ascertain that all deliverables for both parties have been confirmed.
- Make sure you understand how payment will be handled as well as how the campaign/project will run.
- Make a brief with all of this information so the influencer is aware of it and you can both refer to it in the future.
Building influencer relationships: six engagement tips
Connection is the first tip.
Determine who you should contact and reach out to them proactively — this must be genuine.
The second tip is to nurture yourself.
Participate, support, and engage authentically in communities.
Partnering is a third tip.
Invited to join an ambassador programme, engage in social events like as chats, webinars, and Instagram takeovers, and so on. influencer marketing singapore Produce exclusive co-branded material. Remember that in order to return, you must first give a little more to establish yourself.
What metrics will you use to assess a campaign’s success?
Tip number four: Make sure you’re talking about something you’re interested in.
The influencer is sharing information and building a following that is relevant to your company and the market segment you are trying to reach.
Tip #5: Make contact with others.
The number of people you might potentially reach through the influencer’s following who could benefit your company.
Resonance is a sixth tip.
The influencer’s potential degree of interaction with a valuable and relevant audience for your brand.