• Marika Mousseau

5 Things To Know Before Working With Influencers

Updated: Sep 16, 2021

Influencer marketing has become one of the most effective strategies to increase brand awareness and sales. Many brands have collaborated with an influencer, including bloggers, Instagrammers, and YouTubers, who have the power to affect consumer purchasing decisions.

1. Know your influencers' audience

You might believe that hiring an influencer who simply has a high follower count will automatically help increase your brand awareness and sales, but it is not that easy. You need to choose an influencer whose audience would be interested in your product or service. For example, having a beauty influencer promote home repair services would be detrimental to both parties. The beauty influencer would lose followers due to irrelevant content, and the home repairs company would not have gained any followers or new sales because the audience is simply not interested nor engaged in the promoted content.

2. Check your influencers' social media engagement

When selecting influencers to promote your brand, you should also check their social media engagement rate. Not all influencers and followers are created equal and the numbers of followers can be misleading. There are a plethora of “influencer” accounts with bought followers and purchased likes. You want to check that the content the influencer is posting is garnering a consistent number of likes and comments, and is proportionate to the amount of followers they have. A good example is if an influencer with 25k followers is only getting an average of 100 likes per post. On top of that, their posts sometimes get 1000 likes and other times only 40. Those discrepancies are signs of purchased likes and followers.

3. Know the benefits of specific social media platforms

Knowing the advantages and disadvantages of different social media platforms is also something you should know before working with influencers. Many influencers create content and post on multiple social media platforms, and some only post on their blog and instagram. Knowing which platform best serves your brand will also help you determine which influencers and their platforms will promote you most effectively.

4. Know the rules

Before working with influencers, you should be aware of the Advertising Standards Authority guidelines and the social media platform's rules and standards. Ensure your content and the content the influencer creates on your behalf adheres to them to avoid the risk of hefty fines and being locked out of your accounts. Here are some rules that you should be aware of:

  • Influencers must include a disclaimer for a sponsored blog post

  • If you are paying for a sponsored YouTube video, the influencer must declare it clearly

  • If you are paying for a sponsored Instagram post or story, the influencer should label it as a paid partnership

5. Set a Budget

Influencer marketing rates can be costly, so we advise you budget accordingly before approaching influencers and asking for their rate cards. An influencer with 1 million followers is going to expect to be paid monetarily, so budget for at least $2000, while a micro-influencer may be happy to create content in exchange for products or services. You should also outline what you expect from the influencer and when. All these factors will help determine the cost of your influencer campaign.

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