To make a conclusion about any influencer you should study the whole report. Hype Auditor’s Audience Quality Score (AQS) helps to evaluate bloggers, but it’s not enough.
Today we will tell you why and how to use the Followers & Following graphs on Hype Auditor reports. Those graphs will help you to detect bloggers who use automated following or buying followers.
Low AQS and even high percentage of mass followers and suspicious accounts among followers don’t mean that the influencer buys them. It means that the audience of the influencer is not quality. If you want to find out who had bought followers use the Followers graph. The graph shows the dynamics of followers growth.
If you see that the graph rapidly goes up, you should study the influencer’s posts carefully. There are 4 main reasons, why the graph could rocket:
If you want to start working with influencers, you have 5 steps to go through:
There are many ways to search for influencers. They can be divided into two categories:
Micro-influencers are the macro power of influencer marketing. They have the most important things for any marketing campaign — relevance and highly engaged audience.
There are thousands of micro-influencers in any niche and it’s not a problem to find them, but it’s much harder to evaluate them and choose the right ones to work with.
Today we will show you how HypeAuditor can help you to make your influencer marketing campaign more effective.
There is no single standard pricing in the influencer marketing industry. Each blogger decides how much they want to receive for the collaboration. Moreover, this amount is not fixed. For the same post, they may ask for $3,000 today, and $5,000 tomorrow. This is not a fictional example and is, in fact, a case from our practice.
Some bloggers want to get an offer from an advertiser first and then they agree to it or expose their price. But how to calculate the price and not to overpay? This question worries not only a newbie in the influencer marketing industry but also experienced marketers.
The pricing is one of the main issues in influencer marketing.
Also, there are several add-ons that could make your collaboration more effective; usually they do cost extra money:
And of course, the more you ask a blogger to do, the more expensive the collaboration will be.
Celebrities’ post price doesn’t depend either on followers count nor on engagement rate. It mostly depends on popularity.
Cara Delevingne has 41 million followers on Instagram and gets ~$150,000 per sponsored post.
The approximate price of a sponsored post on celebrities Instagram — $3.5–$4.5 per 1000 followers.
Collaboration with a celebrity is more about PR and branding than about generation of leads or sales.
Another category with exaggerated rates — models. Models also don’t take any metrics into account and instead they set the price according to the hourly price of a shooting.
For example, if they get $500 for one hour, then the price of a sponsored post will be the same.
HypeAuditor’s advice: If an influencer is not a celebrity and ask incredibly high price we advise you to bargain and estimate cost based on other pricing options.
Price per post is commonly used by professional photographers, filmmakers, and creators with stunning visual content.
Armando Ferreira is a professional filmmaker, he posts quality videos about filmmaking, tech, and gear. His rates for a video or a sponsored post on Instagram are higher than average.
Brands that work with Ferreira get high-quality content that can be used on their website or for ads on different platforms.
Most influencer marketing experts use an influencer’s number of followers as the basis of reach and price for their campaigns (cost per mile – CPM).
The average price for a sponsored post is usually anywhere from $5-$10 per 1000 followers. If an influencer has a good engagement rate the price could be $10 and over for 1000 followers.
For instance, if an influencer has 5000 followers, then the price would be $25–$50, 100 000 followers, $500–$1000.
If an influencer asks for a significantly smaller price, double check the quality of their followers. They may use bots to boost their follower count.
Cons: this method of pricing doesn’t take into account the fact that not all influencer’s followers are real and not all real followers see the influencer’s posts. This means that up to 90 percent of the money spent may be wasted. To prevent this situation, check all influencers for fraud and pay based on the number of quality followers.
As soon as some influencer experts realized that follower count is not an ideal metric and could be easily artificially inflated, they started to pay attention to engagement.
Cost Per Engagement (CPE) involves payment per engagement unit (like or comment). The marketer could estimate a price based on the average number of likes on influencer’s post. Usually, it’s anywhere from $0.05-$1 per 1000 likes.
Cons: this pricing option doesn’t take into account the fact that likes can be inflated artificially.
Another type of Cost Per Engagement that we at HypeAuditor believe is more appropriate when an advertiser doesn’t pay bloggers upfront. Instead, they are offered a commission based on the number of conversions that the post they created makes. This can be either a lead or an actual sale.
Due to a growing problem with influencer fraud, some marketers have switched to a new pricing option – paying based on post impressions. Impressions could also be bought, but at the moment it’s only in rare cases.
If you choose this pricing option, ask an influencer to send you a screenshot from their Instagram Insights. But do not mix up Post Impressions and Post Reach.
We recommend you to base your pricing on the Post Reach.
You can choose any of the pricing options above to estimate the price of collaboration. At HypeAuditor we believe that it’s a wrong strategy to pay without any calculations. The goal of your influencer marketing campaign is not just spending a money, but to benefit your brand.
All influencers are not created equal, and neither is their compensation.
In our previous article, we’ve talked about the most common pricing model among influencers — pay-per-follower. According to this model, influencer gets anywhere from $5–10 per 1,000 followers.
Unfortunately, bloggers ask to pay only for followers number that you can find on their account, but not for the real followers count.
Let’s say that we have an influencer with 635K followers and an Engagement Rate of 1.55%. This is an average ER for accounts with the same follower’s count and the usual price would be $5 per 1,000 followers or $3,175 per sponsored post.
If we check influencer’s audience with HypeAuditor, we find that only 48% of the influencer’s followers are real. Other 52% won’t see your sponsored post, interact with it, and make a purchase.
One thing is for sure, influencer marketing is one of the biggest marketing trends in 2018. If you’re a marketer planning to use influencer marketing, here are 5 common influencer marketing mistakes brands often make. Learn how to avoid making the same.
Too often marketers engage with influencers without defining what the end goal is. You have to understand what your short and long-term objectives are to ensure your influencer marketing campaign is delivering value to your brand.
The most common influencer marketing campaign goals are:
Setting out KPIs helps you to understand a campaign’s ROI and create benchmarks for future campaigns.