What Every Business Needs To Know About Influencer Marketing
In this guest post, Charles Tidswell, JAPAC vice president at Socialbakers, takes a look at influencer marketing and offers his panic-free tips on improving yours…
In recent times, the reputation of influencer marketing has taken a few hits and its credibility has quickly diminished. With a few high profile and costly mistakes, including the Federal Health Department’s #girlsmakeyourmove campaign and the incident with the Australian Defence Force’s video game YouTubers, the words ‘influencer marketing’ sounded alarm bells for many businesses.
In all the panic of this mistake, many brands have forgotten that their story doesn’t need to end there. In fact, it doesn’t even need to start there. A large part of these incidences was the outlay of excessive budget, something you certainly don’t need to do.
The cost of influencer marketing can be a huge barrier for businesses, but lucky for you, that’s where micro-influencers come in. Not only are they less expensive, they are also far more effective in terms of engagement and generating sales.
The key factors are authenticity and alignment. Tapping into an authentic relationship between influencer and their audience continues to allow brands to achieve greater levels of engagement with their target audience that might be able to attain on their own.
Earlier this year, the Socialbakers team began tracking the social engagement of leading fashion and beauty brands over the course of a month.
Brands with big marketing budgets, such as Victoria’s Secret and Kylie Cosmetics, topped the list with engagement levels miles ahead of their competitors. How did they do it?
Upon further analysis into their social strategy, it appeared that time and time again, posts using high profile celebrities to promote their products helped them achieve their highest levels of engagement.
But let’s get back to reality. Most brands and businesses won’t have the budget to engage a top tier influencer. But this is okay! Influencer marketing doesn’t need to cost arm and a leg to be effective.
Looking closer to home, brands like Showpo and HiSmile are big names now but when they were starting out a smart social strategy helped catapult them into the big league. What was it? The use of micro influencers.
This enabled them to collaborate with more affordable brand advocates, tapping into that authentic relationship which in turn helped them to build a ground swell of interest for their brands. It’s influencer marketing on a shoestring budget as profiles in this space often want partnerships to broaden their audience and are willing to collaborate for a fraction of the price.
Here are some tips to keep in mind when looking for that perfect influencer:
What do they cover and who are their audience?
Look at what kind of content the influencer covers and what their audience/ community looks like. It’s always good to ask yourself, ‘would they be interested in what you’ve got to say?’. Collaborations that have little relevance to the profile can backfire on the brand if there’s no clear connection between the product and the interests of the audience.
Look at their metrics
Looking at their performance figures is a great way to know how engaged their audience is in their content. Keep in mind that If a page has a large following but little engagement, then it can be an indication they’re not an authentic profile. To check their account performance the best method is adding up the likes and comments per post, over a 30-day period. Then you want to divide that number by how many posts they uploaded in those 30 days. This should give you an average which you then times by 100 to give you a percentage. As a rule of thumb, Between 3.5 per cent and six per cent = high engagement rate for Instagram.
Always set clear KPIs
Be clear what your trying to achieve and set realistic goals for the influencer.
If they’ve done sponsored content before, you could also ask them to share what worked well and what didn’t to give you an idea of what performance figures are relative to their channel. It’s also a great way to get ideas for what content is most interesting for their audience.
When looking for an influencer, it’s key to do your due diligence, look at the engagement on their personal posts versus sponsored posts, review comments on both to understand if there is a difference. Ask yourself if the audience engaged only by the influencer’s appearance or also by their beliefs.
Social media influencers can work wonders for your brand. Enabling greater reach, building brand awareness and achieving cut through with niche audiences. It’s true, the benefits of influencer marketing can’t be overlooked and with these tips in mind you can now safely navigate the influencer space and be a #BrandWhoMoves.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.