FIGARODIGITAL.CO.UK
Know What You’re Looking For 1 With everyone talking
about influencer marketing, it is easy to dive in without
Influencer Marketing With brands dedicating an increasing amount of their budgets to influencer marketing, having a strong influencer is essential. Social Circle – a service and platform that connects brands and influencers – runs through some simple but often overlooked points for brands looking to work in this space.
Point Plan:
truly understanding what you want to achieve from a campaign. Are you looking to engage influencers who are already talking about your brand, or reach out to entirely new audiences? Are you looking to make a lot of noise around a particular time or product, or to build an ongoing influencer community around your brand? These sorts of questions are crucial in deciding the types of influencers you want to work with and how you want to work with them.
Dive Into The Data 2 When looking for
influencers to work with, it’s easy to get distracted by
impressive subscriber numbers or because your CEO’s daughter loves a particular influencer, but this will result in inflated prices and ultimately poor results!
Dive into the numbers. Look at
average views, engagement ratings and audience demographics. This will help ensure you minimise wastage and save time before you even begin opening a dialogue. At Social Circle we also analyse trends to see which influencers are growing the fastest, not just in reach but also in engagement, helping identify the most exciting and often more cost-effective influencers to be setting up relationships with.
Get To Know These Influencers 3 That said, it’s not
into the powerful, essential relationships these influencers have with their audience to deliver engagement with your brand. Take time to understand the influencers you want to work with and their audience, look at how they’ve worked with brands before, the sort of content they deliver. Doing this will not only help when
you start working together on the content they will create with you, but also ensure that when you pitch to them you understand what works for them and how you can also bring value to them and their audience.
Engagement 4 We know! Engagement is
the go-to word. But engagement is at the core
of what you want influencer marketing to do, and can provide a great tool for you to measure upcoming and existing influencers across all sorts of platforms. We measure all sorts of engagement metrics and importantly give weightings to each one to apply proper value attributions to each type of engagement. This allows you to start assessing influencers on a cost per engagement model, providing a tangible currency to trade on and to see who will deliver, and is delivering the best value for your brand.
Platforms 5 Often, when a brand first
decides to go down the influencer marketing route,
completely a numbers game. The
purpose of influencer marketing is fundamentally to tap
their first thoughts are YouTube- centric. However, there are multiple platforms – from “old” platforms like Twitter through to new platforms like Blab and Kwickie – all providing different audiences, influencers and interesting ways to communicate with them.
58 issue 28 summer 2016
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