INFLUENCER MARKETING FAQ
Below are some of the most frequently asked questions about influencer marketing.
Influencer marketing is a method of distributing content to a targeted group of consumers via social media influencers.
It is the practice of partnering brands with powerful social media users who influence your target market’s buying decisions and behaviours, and in turn can increase awareness, downloads, signups, conversion rates and so on (depending on objectives) within your target market.
This process involves REDPILL identifying relevant individuals for you in order to execute a highly targeted campaign around any product or services. Influencers, through influencer marketing, can form an integral part of modern digital marketing plans as they hold a high level of influence over their audience due to their credibility, authenticity, and quality of their content
An influencer can offer several benefits to companies that want to expand their reach, improve their reputations, or resonate emotionally with a new audience. Their message is bespoke and relevant, and thus more likely to be noticed. Influenced audiences often go on to share the message further with friends and colleagues – increasing its reach and authenticity.
Influencers benefit brands when they generate positive results, and there are a number of reasons brands are looking to influencer marketing. For example, you might want to boost sales, drive more traffic to your website or improve your brand reputation. Purchasing decisions are more often influenced by expert recommendations than traditional advertising, and as a result influencer marketing can generate twice the sales of paid advertising. Influencer’s recommendations are (up to) 50 times more likely to trigger a purchase.
Every influencer campaign looks different and we’ll look to structure the influencer’s role based on your budget and objectives.
A Micro influencer is someone with an audience size between 3,000 to 200,000 on any one social channel. Micro-influencers are popular for driving high engagement, but do not come with the cost of having millions of people within their audience.
Whereas a Macro influencer has an audience size between 200,000 to 1,000,000+, on any one social channel. Macro-influencers range from the popular to the social super-stars. They carry the biggest audiences, but also carry the biggest fees.
Influencer marketing is all about quality, not quantity. Although a large audience is often a first-glance giveaway, numbers are not the only important thing when identifying influencers. In order to find the best influencers, you need to dig a little deeper. Our proprietary software matches up influencers’ audiences with the brand’s target audiences; so we’ll always suggest someone that’s right for you.
Different brands will want to isolate different types of influencers depending on their purpose and objectives. Some may be seeking relatively minor influencers that hold a huge amount of sway in a niche sector, whereas others will be looking for those with the widest reach possible – regardless of special interest.
By using metrics relevant to the type of influencer needed for the campaign, REDPILL find the right influencers every time. We do this through tracking the influencer’s audience demographics, engagement rates, traffic, social traction, followers, interests, and more.
As with any form of marketing, it’s only ever as good as the concept and its execution. The cornerstone of any successful influencer campaign is the personal nature of the communication.
A banner advert can be very effective, but only if it includes good copy, smart ideas and a valuable, convincing landing page to click-through to. The same applies to influencer marketing. A strategy that intelligently considers the objectives, approaches, techniques and other factors that go into building such a campaign, will be the best equipped for success.
There is not one social channel or platform that trumps all others. The most effective channel is personal to the influencer and the category they are in. The most effective platform is the one that best caters to your audience and best displays the content.
Just like other forms of marketing, influencer campaigns prove extremely dynamic. The talent pool is vast in this market, and you can choose macro and micro-influencers on a global scale with REDPILL.
The influencer should reflect your brand and business goals as well as your budget and tone of voice. The best type of influencer is one who will match the desired target audiences and meet the specific objectives.
Every campaign has a different price tag. How much all depends on the influencer; the industry, audience size, engagement levels, experience working with brands and deliverables, all of which come into play when determining their fee.
Each campaign is custom made to suit every client’s needs, so it’s natural costs will vary and fluctuate based on a number of factors. REDPILL always look to get the most out of your budget and give you the most value back. To get an idea on basic pricing structures, give us a call and we’ll be happy to explain.
Success can be measured in many different ways depending on objectives. In any given campaign we will always look to understand these objectives and go from there. Then, the ROI of influencer marketing could be measured in the following ways:
Increase in Earned Media and Reach
Increase in Influencer Engagement
Improved Brand Sentiment and Perception
Increase in Brand/Product Mentions
Increase in Site Traffic
Increase in Enquiries and Sales
Plus more, depending on the objectives. Give REDPILL a call to see how we can help you.
An influencer is someone who treats their blog and their social networks as a business, protect their personal brand and have a loyal, engaged following. Influencers typically work with brands they have an affinity for and run short-term campaigns. In return, influencers receive some form of compensation.
On the other hand, brand ambassadors may, or may not have a large, engaged following and work with brands on a more long-term basis. In return, ambassadors are typically paid on a retainer basis for being loud and proud to represent a brand. Ideally, an influencer turns into a brand ambassador as they represent higher authenticity and credibility.
Like with any form of marketing, there are legal restrictions in place in order to eliminate deceptive practices. Any endorsement or promotion of a product done by an influencer that is paid for by a brand or agency, must be disclosed as a paid message, with signs such as #ad or #spon.
You bet! Many of our clients run their influencer campaign in conjunction with other activations such as native editorials on publisher sites as part of a larger integrated campaign. Contact us to learn more about this.
We take the time to understand our client’s needs and goals, right down to what “type” of content they’d like to have published by the influencers.
We’ll agree with our clients upfront the basic guidelines for the content; must haves/have nots, the do’s & the don’ts, and in turn we provide this to any influencer before kickoff, so that all parties involved are aligned on campaign targets and the content always sings.
The creative license should always remain with the influencer. They built their brand and know what kind of content will resonate best with their audience. They’re the experts, so we let them do their job and only provide direction when needed.
People accept sponsored content because there is a level of trust between the influencer and the consumer. Unlike ads, which are paid for by big (and often impersonal) companies, sponsored influencer content is published by someone who is relatable – a real person.
An influencer grows an audience because they’ve given something valuable back to the people viewing their content. Whether it be inspiration for their own lives, a recipe, or mere entertainment, the audience is getting something each time they interact with an influencer.