Influencer marketing strategies live and die with finding the right content creator for the product, brand and campaign goal.
So to make the choice as pain free as possible, we’ve compiled this definitive influencer checklist.
1. (And it’s first for a reason!) Crunch the numbers
When you analyse the data from an influencer marketing campaign there’s any number of KPIs you can look at but honestly, there’s only one that really counts – engagement rate per view.
This is the biggest indicator of what click through rate back to your website you can expect.
To work it out, simply add the number of likes and shares the content creator’s videos get and divide it by the number of views.
On average an engagement rate per view of 4% is good.
Bigger influencers tend to have a smaller engagement rate. On average, influencers with up to 5,000 followers have closer to 8%. So why not think about working with several smaller influencers rather than spending your whole budget securing a really big name? For the same money you could drive more traffic back to your website.
2. Specificity is key
Is the creator’s audience your target market?
If you have never worked with a content creator before, pin point your demographic. For example if you are selling a yoga product, you need a creator who already has a following of yoga enthusiasts. Simply reaching women under 30 with an interest in sports is not going to cut it.
If you have worked with a content creator before, analyse what worked and understand what didn’t. Did content from a female creator work better than a male creator? Did they reach your target market? When was the brand shown? How long was it shown for?
But always keep in mind the goal of your campaign.
If your are very, very sales driven and want to get immediate revenue, it’s important to be exceptionally specific with the target group – 90 out of 100 viewers should be potential customers.
If you are looking to create a brand or increase your brand awareness it might be more beneficial to go for a broader audience.
3. Really, really watch their content – and not just output on your chosen channel
Is the content they produce relevant to your brand? How does the creator present themselves to the audience? Do they work with other brands already? Do they work with your competitors? Are they already endorsing your brand?
These are questions you need to be answering when assessing a content creator’s output.
Look at all their social media channels, not just the one in which they are considered an influencer.
Is your product a natural fit? If, for instance, the channel is about football, it is not a giant leap for the creator to endorse running shoes.
See if they are promoting complimentary brands. If they are, it will not only be easier to approach the creator but their audience is more likely to go along with it as they will understand why you are being talked about.
Similarly, if the creator has worked with one of your competitors it might not appear authentic to their audience if they suddenly switch and talk about your brand and they won’t buy into the content.
You might hit the jackpot if you find a content creator who is already a believer in your brand. Not only will they be an effective representative, but if they are already convinced the promotion will seem more genuine. Who knows, you might even save a bit of your budget if they accept receiving your latest product as full payment for the sponsorship.
And check the style of content they are creating fits in with your brand ethos. If you are a family friendly brand, perhaps you would rather not have a creator who constantly swears in their content for example.
cost per view
This video got some great results for a beauty brand, but they weren’t happy with the content.
During the video YouTuber referred several times to being hungover and the brand did not want to be associated with partying and drinking.
– Review content more thoroughly before commissioning
– State clearly in the brief topics to be avoided in the content
4. Are they on the right channel?
If your goal is all about sales, you’re best to seek out a YouTube creator. It’s the channel known for providing instant sales boosts, and it’s very easy to track click through rates.
The slight downside of this approach might be the quality of the content – sure performance wise it could be great, but cinematically it might not have much merit.
Most YouTubers focus on being “real” with their audience and in terms of branding this doesn’t tend to produce images you’d be happy reusing in a different campaign.
On the flip side, Instagram creators often produce exceptionally high quality images that work well when used in future campaigns. But, with Instagram it’s not possible to add links to the content so the clicks through from the post cannot be tracked.
Using the image you commissioned from a content creator in a follow-up Facebook advert increases the click through rate 100% compared to a standard Facebook advert.
5. Will they include a call to action?
There’s no point paying for a content creator with a high engagement rate if you are not going to harness that for your campaign.
We’ve seen that the easiest and most effective way to convert those viewers into customers is to include a call to action in the content.
Whether that’s a special offer available to the viewers if they act now, a free trial, or some other benefit is entirely up to you. But don’t try and fob the audience off with a substandard promotion – these guys will know if they are not getting a good deal.
Without it you are not going to maximise your click through rates, and consequently, your sales potential.
When choosing a content creator make sure they are happy to include your chosen call to action and agree with them how to present it – for example, do you want it in the description of the content or delivered during the content.
6. Are they worth the money?
You might expect that if a content creator is 10x more expensive, they have 10x the engagement rate. Not necessarily.
And more importantly, you are paying for engagement and reach to your target market – do they have 10x more of that?
There will always be an element of trial and error when it comes to finding the perfect content creator for your brand, but if you apply this checklist you will dramatically increase your chances of getting it right straight off the bat.