5 Interesting Facts Of Influencer Marketing That You Should Know Now!
As the industry has grown, an inevitable backlash has ensued. Digiday created a storm when it interviewed an anonymous social media exec about the influencer phenomenon. Brands were paying too much for ineffectual work, the exec said, before warning: “Influencers are going to start disappearing. Brands are going to start realizing the number of followers you have doesn’t mean shit.”
1. Is Influencer Marketing is BullShit, Yes, If you Do it Wrong
It begs the question: is influencer marketing in fact bullshit? Well, yes if you do it wrong, says Millington. The influencer economy, like any industry, has its share of shysters and charlatans. “When I’m looking for an influencer, I don’t look at quantities of followers. You can buy followers. So the measurement can’t be that.
2. No. of Followers Does Less matter Than Engagement Ratio
“We have to see how the interaction takes place between their followers and the post. If an influencer has 1.6m followers but a post only gets ten likes, you know that their interaction levels and relationship with their followers are not authentic
3. We often do our research into influencers to see if they have an interest in Our niche
The e-cigarette brand Ecigwizard has found success by favoring authenticity over quantity of followers. “We often do our research into influencers to see if they have an interest in vaping,” says Ecigwizard’s director Oliver Warburton. “We are quite a niche market so ensuring that all posts are genuine is vital. It is very transparent when it is not.
4. With larger influencers, establishing a commercial relationship can be complex
With larger influencers, establishing a commercial relationship can be complex: something akin to obtaining a celebrity spokesperson. “How many hours of ass-kissing does it take to yield a single link? Way too many,” says Brian Morris, president of Content Comet.On the other hand, smaller, targeted influencers require far less bureaucracy. “I just messaged my guy on Instagram and then we went for coffee,” says Cooper. “He’s never asked for anything; I’ve only lent him some of my jewelry. It’s been a really positive experience.”
5. Most influencers will have a rate card almost
Some influencers will ask for payment, though. The cost, says Goat Agency’s Cooke, depends on the platform and the vertical. “So with YouTube you pay a lot more, but people are more likely to click and convert. Same with Snapchat and video in general. Twitter and Facebook you can pay not very much for an enormous page. Instagram, again, is very expensive.“Most influencers will have a rate card almost. They’re becoming more and more professional.”