Influencer Marketing is not anymore just an additional channel to acquire new customers. With more than 1 billion monthly active users on Instagram and the U.S. net advertising revenues projected to reach 3.96 billion US dollars in 2018, there are brands that are investing more than 80% of their total marketing budget on influencer marketing activities.
Unfortunately, still a lot of brands don’t know how to properly find the right influencers and how to organize a influencer marketing campaign, wasting marketing budget and not getting enough ROI.
In this article, I will give you 3 main advices when starting a collaboration with influencers.
1. How To Find The Best Influencers
It may sounds obvious, but not all the influencers are the same. They change in terms of style, number of followers, engagement rate, industry, geolocation, social media channel and niche.
You should choose your influencers based on your company values, marketing goals, KPIs and finances if you want to use your marketing budget properly and don’t waste money and time.
A common mistake is to only look at vanity metrics such as the number of followers of an influencer, as they can be easily bought or be ghost followers – a ghost follower is an account that is real but that doesn’t interact in any way with the influencer or that is not even active anymore on social media (for example if the last access to Instagram was a month earlier). Just by taking a quick look at the last 50-100 followers of an influencer we have a sample overview of the type of audience that specific influencer has. You should also check the likes (if they are real or from bots) and the comments. Try to read all of them or at least a sample to see how the followers react to the influencer’s contents: Sometimes it could happen, for example, that an influencer’s community could not like a specific post because of the promotion made for a brand not in line with the influencer’s values.
Luckily for you, you don’t have to manually check all these metrics for every influencer you would like to analyze. In fact, you can use HypeAuditor, that will analyze any Instagram account for fake followers and likes. Just put the name of an influencer to gather an in-depth analysis of that profile. You will get:
- Global, Country and Category Rank
- Quality followers & Authentic Engagement
- Audience Quality Score
- Audience type (Real People, Influencers, Mass followers, Suspicious Accounts)
- Audience interests
- Engagement Rate & Likes-Comment Ratio
You can also easily download a graphical pdf with all these information and send them to a client by email.
And remember to run an audit of the same influencer every month, if needed, because the demographics and engagement rate could have been changed in the meantime.
2. How to Analyze YouTube Influencers
In the last years we all have seen the big changes on YouTube in terms of algorithm, notification system, related videos, layouts, parental control and automated demonetization for videos “Not Advertiser-Friendly”.
And these changes brought also to an organic engagement decrease for several channels. This is why some YouTubers with millions of followers nowadays have only few hundreds of thousand of views and sometimes YouTubers with 800k – 1M of subscribers don’t even get 100k views per video.
For example the channel below is getting on average 12-15k of views per video, that is the 6% of the total number of subscribers.
On the contrary, there are also channels that collect more views than their number of subscribers:
So it is important, when you are looking for one or more YouTubers for an influencer marketing campaign, to not look only at the number of subscribers but also at the average views per video, the number of likes and the quality of the comments. Regarding the comments, take in consideration what had previously been said and also keep in mind that on YouTube usually the comments are more related to the video and less bot/spammy than on Instagram.
Another thing to keep in mind during the analysis is to review some of the last videos to better understand:
- The style
- The tone of voice
- The average length
- The video format (interviews, pranks, reactions, reviews, etc.)
- If the influencer has already worked for other brands and how he/she promoted them
In fact, a YouTuber could have changed style and way to promote a brand in the last months and it could be not anymore in line with a specific brand which would like to work with the influencer.
3. Are The Chosen Influencers Relevant To Your Brand?
One important thing to remember all the time is the difference between a content creator and an influencer: The first one – as the name itself suggests – create content, that can be photos, illustrations, videos or music; the second one, instead, influences other people.
The content creator can be an amazing artist with a particular style and create stunning piece of art but this person might not influence a community. Instead, the influencer has the power to influencer an audience, because the community trust this person for his or her authority in a specific niche.
That being said, it is important to look for past campaigns from a specific influencer that we are analyzing. Just go on the influencer’s social media channels and search for content with some hashtags such as #ad, #ads, #promoted, #paid in order to find the past sponsorships for other brands. You will be able then to get an overview of the tone of voice and style of how the influencer sponsored a post in the past.
When you think about the relevancy of an influencer to a brand, do not only look at the influencer’s data, but most specifically at the audience’s data. In fact, the promoted product or service won’t bought by the influencer but by his/her community. This means that you can find an influencer 100% in line with your brand – let’s say in the fitness space – but that has a community of followers not interested in the same niche. If a brand paid for that influencer, it could have maybe a good engagement, but not a good ROI.
Always integrate a quantitative and qualitative analysis for each influencer before contacting him/her for an influencer marketing campaign. By doing so you will provide the client the best influencers and ROI possible and make a long-term partnership with both the influencers and the client, instead of a short-term activity which won’t bring on the table the real value of influencer marketing.