The secret to influencer marketing lies in the influencer.
It’s all about numbers, but what metrics are the most relevant to influencer marketing? Influencer marketing can be as complicated as programmatic marketing when it comes to determining the channels that are trustworthy that can generate genuine impressions and meet your KPI goals. The majority of the success that marketers experience in their influencer marketing has more to do with connections between creators and audiences rather than the amount of followers or low average of CPV (cost per visit).
The most important thing to consider when it comes to success in influencer marketing is knowing the types of channels that best suit your requirements as a brand and we’re offering you an edge on how to pick the top content creators for your brand. Remember that the most effective method for influencer marketing relies on the authenticity of the creator If they are sharing something with their followers the reason is that they believe in it and are aware that their followers will be benefited. This is the power of sales that you’re looking to increase But how do you locate channels that can fit this description?
Remember these suggestions when researching influencers
Write down your entire campaign’s process with your Marketing Checklist .
Find out where your audience is searching for content (YouTube? Podcast?) and what are the conversations they’re watching (Lifestyle? Gaming? Tech?). There’s plenty to take care of in terms of your identity as a consumer is concerned, so click the link above for an outline to take care of every single detail.
See what other brands are a part of this content as well as sponsored.
Beware of spending too much on influencers who will not generate returns for your business. There’s a lot to learn from the habits of spending and the relationship length between the brands and the potential creators you’ve identified in step 1. You can determine if the creator of content is aligned with your brand’s message by watching other brands that promote extensively on the creator’s channel. Are these brands truly meet my criteria for a customer? We’ve written more about how to evaluate your competitors and take lessons from their successes and failures here.
Another factor to think about is the kind of product the creator of content is proficient at is: are they promoting physical goods like mobile technology or cosmetics? Are they promoting an app with an unpaid service? It is important to look at the cost and the promotional offers that the user usually receives from that creator of content and whether it is in line with your promotion or product.
Know how you can be an influencer “profile”.
Following steps one and two, you’ll have a good concept of your ideal creator channel. You may have discovered a variety of creator profiles that are suitable with your branding. The most important aspects to take into consideration include the size, ENGAGEMENT, and STYLE. Here are some examples:
Micro-influencers are less popular (lower amount of subscribers) and usually have anywhere between 1,000 and 50,000 followers in a particular niche. Their followers typically show a high degree of engagement, and are willing to consider purchasing a brand new product. An excellent example of an average micro-influencer channel could be the KhAnubisYouTube channel. It’s an engaging and fun educational channel that averages 36,000 viewers per episode, which is an astonishing 38.2 percent engagement rate.
Expert influencers are thought-leaders in their field: this may be the case for a blogger similar to AnandaTech:
… and business executive, entrepreneur, or even media members. They are seen as reliable sources, and their followers look at them for information about the latest trends, technological advancements, and their general view on pertinent issues. An excellent example is the Impact Theory featuring Tom Bilyeu, or Entrepreneurs on Fire:
Most celebrities possess more than 500,000 subscribers, and have a wide range of preferences and their content distribution. Collaboration with a celeb influencer is likely to be a cost although their CPV could be lower than $0.01 and their millions of viewers they could get on YouTube there are many stars who can earn $100,000or more per video. There is no one more famous as an expensive business partner as Joe Rogan. Joe Rogan podcast: a 30 second mention of your brand by the show’s influencers can cost anywhere from $30,000 to $50,000!
Take a look at the key measures.
After completing the three steps after which you will have a firm understanding for the channels size(s) that are most suitable for your company, the kind of content that appeals to the people you want to reach most, and what brands appear alongside this content, which can be used as a buying guide. It is recommended that you have eliminated any possible “fake influencer” accounts, as well . Feel free to explore more information about the subject below.
All that’s left is to understand your ROI drivers: which channels have the reach to get you the minimum number of impressions/conversions you need to hit your sales goals but also stay within your CPM range? This step may seem to be a little difficult and seems to require an extensive amount of math, but in actual you can go through a thinking process:
How often did my guide brand be on that channel? What’s the frequency?
If more than one brand was featured on the channel more than 3 times within the last 3 months or even observe a tiny discontinuity in content (i.e. the brand was in videos from July to September, but was absent from Oct, only to reappeared once more in the month of November) it is possible – and likely at times – that the company purchased an initial test of the videos that were analyzed, then bought another one for the channel.
What percentage of an influencer’s inventory total is filled with influencers?
It’s not ideal to be a part of an influencer channel with more than two sponsors for each video or episode. In the same way it’s part of the review process to determine if the influencer is able to consistently increase their revenue over time. This indicates that their engagement rates translate to sales conversions at the performance front and their reach is large or appealing CPV doesn’t represent an over-inflation of the value of the channel.
Use Sponsorship Intelligence!
Each step involves a lot of searching. It’s literally hours of manually removing YouTube and podcast content using third-party blogs to create tips and lists, and employing hashtag tracking tools and SEO tools to collect statistics data…it’s an enormous job to tackle as one marketer, a tiny marketing staff, small marketing agencies.
This is where technology can be extremely useful. We’ve provided you with a comprehensive overview of the different search tools as well as other analytics firms here as well as their prices.
We’ve also created the analytics software which was specifically created to handle the steps 4 and 5 in the previous paragraph. It allows you to search across multiple formats simultaneously and use any combinations of words (in any language that your keyboard can use!) to determine the sources your customers are using to find their most popular content. It is possible to look through more than 50k creator channels to find out where your customers are finding their content on YouTube and podcasts, as well as newsletters and blog for an all-in-one solution.
We also monitor “brand IDs” or the sponsorship links used by brands for directing visitors to their landing pages. This gives you assurance that the content that we’ve approved as”sponsored video” or “sponsored video” or “sponsored episode” actually has the creation of a relationship that is paid for by brands and the creator. There’s no need to think about whether the advertisement is genuine and the person who is promoting it is an unpaid promoter for the brand. We also include demographic data (geolocation and age, gender and HHI as often as feasible) on each account’s personal page.
