How to win Influencer marketing with the help of HypeAuditor

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

In this article we will guide you through the process of implementation of influencer marketing campaign with the help of HypeAuditor.

HypeAuditor simplifies the process of Influencer discovery and selection, saves time and money, helps to avoid influencer fraud, increases ROI, and makes influencer campaigns more predictable.

HypeAuditor is a super cool tool that can do everything above and will make your life a lot easier.

Without tools, you can’t talk about proper influencer marketing.

With the help of HypeAuditor clients discover influencers with the audiences they need within a 19M database. 

It saves time and gives a larger scale of influencers to choose from.

Searches are made based on 35+ filters such as keywords and categories, audience quality and demographics, similar accounts, and brands mentioned.

To choose the best influencers from the search results clients use HypeAuditor analytical reports.

With over 45 metrics and best in class Fraud detection Reports help to find the most effective and authentic influencer for marketing campaigns.

Our clients don’t lose budgets on fake followers and fake engagement. 

HypeAuditor gives its clients a complete understanding of how and where are influencer’s engagements are coming from.

HypeAuditor simplifies the process of Influencer discovery and selection, saves time and money, helps to avoid influencer fraud, increases ROI, and makes influencer campaigns more predictable.

Influencer campaign starts from a goal

Influencer campaign should start with setting a campaign goal.

The goals of the influencer campaign can be:

  • Coverage,
  • Subscribers,
  • Sales.
  • Website visits
  • Reach

If you need to tell more people about a new product, don’t try to get sales right away. When we are interested in coverage, we can give more freedom to the influencer. It’s literally creator’s  job to figure out which content hits the audience better.

If your goal is sales or subscribers, then prepare your landing page or account. Organize a promotion or make it easy to buy from you. For example, a bag store always posts images of the hottest items when it orders ads.

EXAMPLE: We should make an influencer marketing campaign for a new fitness nutrition brand.

Our main goal is to tell a potential audience about a new product, get them to visit the brand’s website, so that later we can set up Instagram and Facebook retargeting on them.

Also the brand wants to collect influencer generated content to use it in other media channels.

Who is your target audience?

In the next step, describe your target audience.

Gender, age, interests, country, language, favorite movies, books, music, who is the authority for your target audience.

The better you understand your target audience, the easier it will be for you to find the right influencers.

Once you have an understanding of what target audience you need, you need to find influencers who have this target audience. Yes, it is that simple.

Influence marketing without the use of tools that collect and analyze data about influencers is currently ineffective, therefore, in the following description, we will not dwell on manual selection of influencers, but will describe the main metrics that will show you the tools and how to read them correctly.

With the help of HypeAuditor you can find influencers that meet your target audience criteria. It is as easy as to filter products on Amazon.

HypeAuditor discovery helps you to search through its 19 M influencer database across Instagram, YouTube and TikTok.

EXAMPLE:

For example we are looking for Instagram Fitness Influencers in Spain to promote sports nutrition brand for young and active female..
Our budget for influencer campaign  is 10 000 euro, so we want to find 20-30 mid-tier influencers with 20K-100K followers.

Our target audience will be:

  • Female 18-24 years old
  • From Spain
  • They are interested in fitness and nutrition

What to look for when looking for Instagram influencers?

Influencer by Tiers

When you have a list of influencers those have your target audience you should filter them using the criteria that I will give you below .

Influencers by Tiers

We break down influencers into five main influencer tiers by the number of Instagram followers

Mega-influencers & Celebrities (over 1M followers)

They often have a very mixed audience with various topics of interest. Their relationships with them are more distant compared to other groups of influencers. They have the biggest reach but the lowest trust.

Macro-influencers (100K – 1M followers)

They are famous in a local community, you can think of them as a “mini-celebrity.” Their content is usually high-quality and is comprised of a certain passion or topic.

Micro (5K-20K followers) and Mid-tier influencers (20K-100K followers)

They have a more niche audience that is highly engaged with the deeper connection. Micro-influencers present in almost any sector: health and fitness, food, entrepreneurship, fashion, and beauty to name just a few prominent categories.

Nano-influencers (1K-5K followers)

They are regular consumers who are passionate and willing to share but have little influence.

In the table you can see actual estimated price, engagement rate, likes and comments for different Tiers.

Nano and Micro influencers have higher Engagement Rate, lower price and reach.

Mega influencers have lower Engagement Rate but higher price and reach.

We advise you to start your campaigns with Nano and Micro influencers to test the message and outcomes. 

EXAMPLE: Our budget for influencer campaign  is 10 000 euro, so we want to find 20-30 mid-tier influencers with 20K-100K followers.

We want influencers to make two stories and one post for 250-300 euro.

Influencer discovery

So now we know the goal of our campaign, target audience and influencer type we need.

With this knowledge we go to HypeAuditor Influencer Discovery Hub. 

Select Instagram and set the filters: 

  • Category – Fitness and Gym
  • Audience location – Spain (over 30%)
  • Audience gender – Female (over 50%)
  • Audience age – 18-24 (over 20%)
  • Followers  – 20K – 100K
  • Engagement Rate >2%
  • Audience Quality Score >50
  • Most recent post<30d

On these filters HypeAuditor found 36 influencer accounts.

Accounts are displayed in a list under a search bar. 

  • HypeAuditor shows
  • Username,
  • Followers number, 
  • Quality audience, 
  • Engagement rate, 
  • Audience Quality score, 
  • Percentage of audience by used filter.

You can export results to CSV or work with them directly from HypeAuditor.

For our campaign we need 20 influencers, so 34 influencers found by our filters can be enough.If we need more influencers we can 

  • Look for accounts similar to that we have found
  • Expand our filters
  • Add other categories

Influencer Vetting

The most fun part of the process.

 Now you should check every  influencer that we have found: whether their content suits the brand and whether they have a high-quality audience.

You can visit influencer’s Instagram from the Discovery results. 

Go to the Instagram of all the influencers from the list, watch their content, see how the audience reacts to their content and decide for yourself whether the influencer is right for the brand. This will be a subjective filter based on your perception of what’s good for the brand.

Look at the quality of comments and likes, if there are a lot of suspicious ones, then there is a high probability that he buys Engagement Rate – avoid it.

Look at the content, scroll down the feed, subjectively see how the influencer aligns with your brand values.

If you think that influencer is right for you then add influencers to the list.

EXAMPLE: After visiting the accounts of 34 influencers that we have found through our filters at HypeAuditor Discovery we excluded 6 accounts and added 28 accounts to our Fitness Brand List.

On the next step we will check the quality of these accounts with the help of HypeAuditor Influencer Analytics reports.
In order to make the vetting process easier HypeAuditor developed an overall account score that is called Audience Quality Score.

Influencers with AQS ‘100’ are most likely to have a high-quality audience though. The ones with AQS ’20’ belong to a low quality group of influencers who don’t have any impact on the level of sales anyway. 

So you should make a proper check of influencers with the average AQS and avoid influencers with Poor AQS.

Check the quality of the influencer’s audience. If there are a lot of suspicious accounts and mass followers, then it is better to avoid this influencer.

 Look at the graph of the followers growth, if you see sharp spikes there, after which there is an outflow of subscribers, then most likely this is either the purchase of followers or participation in a giveaway. In any case, you should be more careful about such influencers.

As a rule, after a giveaway, there is a significant churn of subscribers (from 20% of subscribers who came during the giveaway)

Make sure that the influencer has regular posts. If the influencer didn’t post for more than 30 days, then this can reduce the reach and  Engagement Rate of his new posts.

Make sure the influencer doesn’t advertise too often. If the influencer has more than 50% of the content that is advertising in his feed, then it is better to avoid such influencer.

EXAMPLE: After data-driven check of influencers with the help of HypeAuditor analytics we have  excluded 7 more accounts from our Fitness Brand List.
We have excluded accounts with a large amount of suspicious followers in audience type and accounts with sudden spikes in followers growth.

Now we have a final list of 21 accounts and are ready to go to the next stage – Influencer communication.

4. How to communicate and make agreements

It is better to communicate with an influencer through the email and it is better to write from corporate mail.

You can find the influencer’s contact information in the HypeAuditor’s Influencer Analytics report.

Introduce yourself, tell  about your brand.

Tell why you are interested in an influencer.

Why do you think an influencer is right for promoting your brand.

Remember, the influencer gets a lot of emails.

Be polite but contentious.

Describe in detail what you want from the influencer.

If you have no idea about the cost, then ask the influencer for the cost.

It’s important to discuss who you or the influencer is making the content.

How does an influencer make content strictly according to the script or creative is allowed.

How and when is the payment made?

How can you use influencer’s content?

For a solid influencer contract, keep the following in mind:

Influencer Creativity – Give influencers creative freedom and refrain from controlling their process and voice too much. By stifling influencers, sponsored content won’t resonate with their audience. Trust what has worked for them in the past, and consider them an extension of your brand.

Ownership Clause – Don’t reshare or repurpose influencer-generated content without seeking their permission first. At the outset of a campaign, brands should define the terms of the partnership and explicitly state that they intend to reuse the influencer’s content for marketing purposes. Be sure to also specify the duration of content ownership.

Brand Messaging Directives – Inform  creators of the campaign’s main goal and the message you want them to convey. This helps eliminate the back-and-forth of disorganized influencer campaigns that don’t have predefined objectives, and it also prevents influencers from missing the mark with brand messaging.

Specific Deliverables – To ensure a smooth influencer marketing campaign, brands need to communicate what they envision, including visual/audio elements, talking points, and the format of those talking points. This will help brands avoid a catastrophic disconnect between expectations and execution.

Clear Deadlines – Set deadlines for deliverables in order to ensure the campaign runs as planned. This includes defining the duration of the campaign, deadlines the influencer must deliver content for brand approval, and the dates and times the influencer must share the sponsored content.

Exclusivity Clause – Outline a time frame for influencers that prohibits them from engaging with your competitors. If you fail to define these terms and your influencer partner works with a direct competitor the week after your own collaboration, their content’s positioning will be less impactful and trustworthy.

FTC Disclosure – Require influencers to clearly disclose the sponsorship to ensure they comply with FTC guidelines. This may mean providing the verbiage influencers need to use, whether written or verbal. On Instagram, using the #ad usually suffices.

5. Best type of content and best time to post

For a better effect, take two stories and a post.

Stories are good with a swipe feature (from stories whe influencer hs over 10K followers, you can immediately lead to the site)

It is difficult to lead an audience from a post to your site – from a post you can lead to your brand account and then to a subscription, or follow the link in the description.

The carousel shows more engagement than a simple post.

The video shows more engagement than the carousel.

Looking at Instagram as a whole, the most consistent engagement can be found Monday through Friday, 9 a.m.–4 p.m.

The best time to post is  Wednesday at 3 p.m and the worst time is Sunday.

6. How to measure campaign results

To measure results, it is important to have an initial goal of ​​what you want to achieve. Step number 3 vetting influencers.

Leaving brand awareness and reach for large corporations, focusing on registrations and sales.

Here are some basic advice: 

  • Use different links for different influencers.
  • Use different keywords for different influencers.
  • Measure the value of the paid post after three days.
  • Ask the influencer to send data from Instagram analytics.
  • Be sure to record the information. The results from different influencers can vary dramatically.
  • Approach influencer marketing as a long-term strategy, work with influencers, and choose influencers who bring you results.

7. How to repurpose influencers content

There are many ways how you can repurpose influencers content:

  • You can promote your influencer content with paid promotion on Instagram.
  • You can add influencer content to your brand account story and then to the everlasting story.
  • You can add influencer content to your site.
  • You can use influencer content in paid ads on other platforms.

You can do it all if you have proper agreements with an influencer, that is why it is very important to discuss it in the beginning.

8. How HypeAuditor can help you with Influencer Marketing.

HypeAuditor is a super cool tool that can do everything above and will make your life a lot easier.

Without tools, you can’t talk about proper influencer marketing.

With the help of HypeAuditor clients discover influencers with the audiences they need within a 19M database. 

It saves time and gives a larger scale of influencers to choose from.

Searches are made based on 35+ filters such as keywords and categories, audience quality and demographics, similar accounts, and brands mentioned.

To choose the best influencers from the search results clients use HypeAuditor analytical reports.

With over 45 metrics and best in class Fraud detection Reports help to find the most effective and authentic influencer for marketing campaigns.

Our clients don’t lose budgets on fake followers and fake engagement. 

HypeAuditor gives its clients a complete understanding of how and where are influencer’s engagements are coming from.

HypeAuditor simplifies the process of Influencer discovery and selection, saves time and money, helps to avoid influencer fraud, increases ROI, and makes influencer campaigns more predictable.

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