A Guide to Influencer Marketing Goals for 2023

September 28th, 2022 by

The world of social media marketing can oftentimes be unpredictable, particularly with its constantly evolving landscape. Because of this, influencer marketing campaigns can sometimes miss the boat with what they thought would be an instantly successful campaign. However, there are steps that can be taken to minimise the risks of this happening again. These steps come in the form of carefully thought-out influencer marketing goals

The good news is that influencer marketing is not going anywhere, nor is it showing any signs of slowing down. The bad news? It’s showing no signs of slowing down…

This means that the way consumers want to experience influencer marketing is changing. Fast. In order to keep up with these moving targets, brands will have to adapt their influencer marketing goals and strategies to engage a restless audience and emerge on top.

Think long-term and think business. These goals will form the basis of whatever it is you choose to run with online and so they must be strategically set out. If you are looking to implement influencers into your marketing strategy for the year 2023, keep reading to find out how to do this. 

Why set out goals?

I think a better question to ask would be, why not set out goals? 

After all, setting out goals sets you up with a good foundation upon which to build a successful marketing strategy. 

Defining your influencer marketing goals and the KPIs (key performance indicators) that measure a campaign’s success is crucial. Though there are multiple ways to incorporate influencers into your campaign, not all of them will have the same results. If there are specific goals you want to achieve, then adopting a one-size-fits all approach will see your campaign crash and burn. 

If you already have an idea of what campaign outcomes you are specifically looking to achieve, then here are some influencer marketing goals you should be considering in order to be successful. 

Goal 1: Brand Awareness

Whether you are new to influencer marketing or a seasoned veteran who is looking to add a product/service extension to your business, ultimately, the goal is to be getting your product in front of your target audience via as many different touch points as possible. To do this, you need to be looking at reach, views, impressions and engagement. As 2023 approaches, the number of social media users is increasing while attention spans are decreasing. Getting your product in front of your target audience from as many different places as possible is fast becoming the only way to grab a consumer’s attention. 

If brand awareness is your primary goal then you need to be prepared to give a lot of products away for free or provide a free service for the influencers you choose to promote your brand. To achieve this, you need to go big or go home. Seriously. You must build up a large network of influencers whose image and values align with your brand’s and who are excellent content creators. Don’t worry about not marketing directly to your target audience, as the content your influencers will create for you will reach them in no time. 

Focusing on brand awareness as one of your influencer marketing goals won’t necessarily generate sales and ROI, but it is important for longevity. The more effort you put in, the more you will get out later down the line. 

influencer marketing goals

Goal 2: Generate Sales

Notably one of the most common influencer marketing campaign goals, however, also the one entailing the most misconception. Marketers tend to think that simply running an influencer marketing campaign alone will equate to an automatic increase in sales. This is not the case.

If generating sales is your primary influencer marketing goal, consider the following strategies which can be tailored with this in mind:

Affiliate marketing – encourages influencers to support a brand while receiving some benefit from doing so. 

Discount codes – are great for giving consumers an incentive to make a purchase.

Building long term relationships – with influencers who have a highly engaged following. Yes, running sponsored posts with them could be pricey, however, their audience are more likely to make a purchase based on their recommendations.

Host a flash sale – influencers promoting flash sales offer an incentive for their followers to go and check it out as they don’t want to risk FOMO (fear of missing out).

Optimise content that is doing well – for example, add a paid ads budget to a Facebook post that is doing really well after it has received a certain amount of organic reach.

Top Tip: If your aim is to generate sales, you must be wary of what platform you are operating on. Ensure that it is a platform that can convert impressions into sales instantly. 

Goal 3: Attract a New Target Market

Influencer marketing goals in 2023 look a lot like finding almost every last person that fits your buyer persona on the internet and providing them with content that they can engage and interact with and influencer marketing is the key to attracting this new target market. You can completely shift the perception of a brand, or build authority in a new space, with the help of carefully selected influencers. 

The key is in creating buzz builders. These are people in your new target market who can drive qualified, targeted website traffic and make noise about your brand in the space you want to be in. A trend we will be seeing in 2023 is niches becoming niche-r. This means that finding these influencers to become your buzz builders is as crucial as ever, as they will be responsible for marketing you to the exact demographic. 

Top Tip: to achieve this influencer marketing goal you’ll need to think big. By big, we mean starting at the top of the food chain with the biggest and the best influencers to give your chance at being known to a new target market as much of a headstart as possible. 

Goal 4: Increase Social Media Followers

This influencer marketing goal may not seem as effective or serious as the others, but hear us out. Social media followers are the key to providing real-time feedback and insight. 

Typically, hosting giveaways and competitions will be your go-to strategy if this is your primary influencer marketing goal. It could look a little something like this:

  1. Announce that you are having a competition/giveaway on your Instagram. In order to gain followers and encourage brand interaction, the requirements to enter this competition could be to follow the brand page and reshare your content on their story using a hashtag you have come up with. Only accounts who do this are entered into the draw.
  2. Leverage influencers to promote the competition by entering themselves and then encouraging their followers to do the same. 

Not only will you gain more followers, but you will also begin to build a community around this hashtag that you can then utilise in the future.

Increase Social Media Followers

Goal 5: Customer Retention

What is customer retention?

This refers to the rate at which a customer stays with a business within a given period of time. For example, high customer retention means that they tend to continue to return. 

As an influencer marketing goal, customer retention is an important part of the sales process. Once you’ve put the work into gaining new customers, you want those efforts to be made worthwhile by turning them into loyal, long-term customers. Come 2023, turning consumers into returning customers will be harder than ever because of those attention spans we mentioned a while back in this blog. However, laying down a strategic method for locking them in early is not impossible. 

To incorporate this influencer marketing goal into your strategy you will need to think long-term; specifically at who is capable of being your brand ambassador. Having a brand ambassador/a handful of brand ambassadors aligns your brand with a key personality who will then go on to act as the face of your brand to promote new collections, recommend products and speak on your behalf to curious new customers. 

Overall, influencer marketing goals need to be looked at from a long-term perspective and implementing brand ambassadors does just that. When you have an ongoing relationship with an influencer, you also have an ongoing relationship with their followers; increasing the likelihood of customer retention. 

Influencer Marketing Goals: Key Takeaways

  1. Think long term – your strategy must be able to serve you for as long as your brand is alive and kicking.
  2. Be patient  – results won’t happen overnight.
  3. Each strategy reaps different rewards – understanding this is key to success. There is no point in launching a campaign that increases brand awareness if you are looking to generate sales. 
  4. Choose your platform wisely – if you want to generate sales, choose a platform that can instantly turn impressions into sales. 

FAQ’s

What are KPIs in influencer marketing?

Key Performance Indicators are a type of performance measurement that allow you to evaluate the success of a marketing strategy.

What are the key benefits of influencer marketing?

  1. Quickly builds trust
  2. Improves brand awareness
  3. Enriches your content strategy
  4. Effectively reaches your target audience 
  5. Provides amazing value to your audience
  6. Builds winning partnerships 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Paid Influencer Campaigns

September 28th, 2022 by

Advertising your products in collaboration with a famous face is not a new concept. In fact, this stems from brands relying on celebrity endorsements from the late 1980s to market their products to the public. Fast forward a few decades, swap the famous person out for a widely-known internet personality and you have yourself an influencer marketing campaign. 

Influencer marketing is well past its experimental phase and has now cemented its place as a vital aspect within the social media marketing process. Paid social media advertising is also commonly used to establish digital presence and is just as essential. So what happens if you combine the two? 

A recipe for success is made. 

If you are reading this blog, you are probably a marketer with an existing digital presence, but you now want to kick things up a notch and incorporate influencer marketing into the mix. If we are correct in this assumption, then you’ve come to the right place. In this blog, we will give you the low-down on all there is to know about integrating paid media ads and influencer marketing to create the most effective and successful marketing strategy. 

What are paid influencer campaigns?

Paid influencer campaigns are an amalgamation of influencer marketing and paid media ads. They take the best bits of both methods and combine them to create a sort of double whammy when it comes to consumers interacting with a brand. 

How does this work?

As the brand, you should set up a series of ads promoting the same products that the influencer has promoted in their content for you. This way, you will be showcasing your products from two sources; doubling the ground you are covering. If we think about this from the buyer’s perspective, they will be exposed to your brand via the influencer. If it is their first time hearing about you, they may want to take things further and do more research about you, taking to your website or google for their answers; where your paid ads will be waiting for them to click on. 

Combination strategies 

Let’s put paid influencer campaigns into hypothetical practice. There are several ways this can be done, and, here, we will outline some of the most popular.

Influencer content whitelisting 

What is it?

Influencer whitelisting occurs when an influencer gives a brand permission to access their social media content for the purpose of resharing. This is done with the aim of getting a brand in front of new, look-alike audiences and because the content being shared comes from an influencer, and isn’t a brand’s own paid ads, it is more authentic and so likely to be received well.

When to use this.

This strategy is often reserved for the strongest influencer-brand partnerships, as the influencer has to trust that the brand whitelisting their account will not abuse their privileges in favour of their marketing objectives. 

They can be long-term – typically around christmas time – or short term as a one-off whitelisting campaign to help promote the launch of something new. 

Why does this work? 

This benefits both the brand and the influencer by boosting visibility and gaining more followers for both accounts.

Using influencer-generated content for social paid ads

What is it?

Influencer-generated content is a small subsection that falls under the umbrella of user-generated content. Through it, influencers create organic content of them wearing certain clothes or doing a certain activity, but don’t overtly advertise the brand in question. These posts tend to do better than others due to their authenticity and inspire consumers to ask questions regarding the products in the images/videos. Because of their success, brands will repurpose posts from their highest-achieving influencers. 

When to use this.

The influencer-generated content itself can be the paid ad. In fact, some brands only use influencer-generated content for their paid ads. 

Why does this work?

This paid influencer campaign strategy lowers ad design costs and increases impressions and conversions. 

Sponsor influencer events 

What is this?

There are two ways this can happen. Either brands can host their own events and invite influencers to take part as VIPs or brand ambassadors, or an influencer can host their own event in the hope of getting sponsorship from their favourite brands. Either option has equal benefits for both parties. 

When to use this.

It is more beneficial to adopt this paid influencer campaign if you are approaching a product launch and most marketing events are more impactful when you are involving influencers, rather than the other way around. 

Why does this work?

Through their exposure of your event on their socials, the influencers will be able to raise brand awareness considerably. Additionally, they are skilled in driving thoughtful participation which can increase excitement surrounding a product launch; and, therefore, conversions.

Sponsor influencer events

Paid influencer campaigns: Final thoughts 

To summarise, get the most out of your paid media and influencer marketing efforts. 

Each paid influencer campaign can produce results essential to refining your social media marketing strategy going forward; even more so that stand alone methods, as you have two lots of results for the price of one with paid campaigns for influencers. Before setting out to run your paid influencer campaigns, make sure you know how and where to launch it and ask yourself why you are running it at this time in particular, as each of these aspects are vital to its success.

FAQ’s

What is a paid influencer campaign?

A paid influencer campaign integrates the best aspects of influencer marketing and the best aspects of paid social media advertising to create a successful experience for consumers interacting with a brand. 

Is influencer marketing paid or earned? 

Influencer marketing can be both earned and paid. Influencers can either mention a brand on social media off of their own backs after being impressed with a certain product or service, or they can be paid to post content sponsored by the brand in question.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Instagram Marketing Tips to Improve your Strategy

September 27th, 2022 by

If you are a brand looking to sell your product/service, there is a reasonable likelihood that many of your potential customers spend a lot of their time on Instagram. Among the top most used social media platforms in the world, Instagram boasts a whopping 2 billion monthly active users and so it is highly unlikely that you will be casting a net just for no return. 

We won’t beat around the bush, Instagram marketing is hard. With the platform constantly changing its algorithm, and the adjustments rarely being to a marketer’s and brand’s benefit, it is difficult to keep up. 

In this blog we will provide you with the best Instagram marketing tips that will transform your approach to marketing on Instagram and help you navigate this rapidly changing landscape. 

Tip #1: Change your account to a business account

We are aware that this Instagram marketing tip is stating the obvious, but you will be surprised at how something as simple as this is often overlooked. 

To anyone who is looking to become a “serious Instagrammer”, switching your account from personal to business is crucial; particularly because Instagram tends to limit their serious management tools to business profiles only. Insights that were found when looking at the benefits of an Instagram business account are as follows:

– Access to Instagram insights

– Ability to add a Contact button

– Your industry will show on your profile

– Able to advertise on Instagram and make Promoted posts

– Ability to add links to Instagram stories

The first and last points are the most beneficial when it comes to being successful on Instagram. 

Tip #2: Use a link in bio tool

The link in bio tool is arguably one of the most beneficial Instagram marketing tips when it comes to driving traffic and the best part is that it’s available to everyone! Your link in bio should be the call to action you most want your customers to undertake. 

Here are some ideas:

– Add a link to your best product. 

– Make a promotion for a new product or big sale and use the link in your bio as a way for people to get involved. 

– Let your followers know who you are. You can set the link to your about page and bring them closer to you.

– Invite people to watch your video, listen to your podcast or read your blog.

Incorporating this Instagram marketing tip into your strategy has fast become an unspoken rule among marketers. 

Tip #3: Optimise your profile for search

As far as Instagram marketing tips go, something as simple as how you present yourself online can still have a huge impact. Ask yourself, “what are people going to type into the search bar to find the things I’m marketing?” and then adjust your profile’s handle and display name accordingly. 

Instagram expert Elise Darma says, “for your name field, think about what your niche is, what field you’re in, who you target, what solution you offer etc.”. Changing your name field to something relevant to your brand or business will increase your chances of appearing in the top results should anyone search for your keywords.

Optimize your profile for search

Tip #4: Create Instagram Stories

Another underestimated Instagram marketing tip. Instagram stories allow a brand to tell its story using a combination of pictures and videos. Here are some benefits of using them:

– They feature at the top of the users feed. This way they are always visible and do not get lost by the algorithm.

– They disappear after 24 hours, so you don’t have to worry about outdated information showing up.

– They allow you to use a clickable link. 

– Even though they disappear after 24hrs, they are archived for future use.

30% of users watch stories without sound, so if you utilise Instagram stories, consider enabling closed captions. Enabling subtitles will ensure that you don’t miss out on a huge group of potential customers and ensures that you are catering to those with hearing difficulties. 

Simply create a story, click on the sticker icon on the right and select ‘captions’ and Instagram will do the rest. It’s never been easier! 

Tip #5: Partner with influencers for greater reach

There are a whole host of Instagram influencer marketing tips out there so we will keep this one brief. 

Today, the terms influencer and Instagram go hand in hand. Influencers can help brands in a myriad of ways, depending on the aims of the campaign. For example, they can carry out product reviews for their followers – perhaps in an Instagram live or on the brand’s page itself during a takeover. 

97% of brands out there utilise influencer marketing in some way, shape or form and so we strongly advise incorporating this Instagram marketing tip into your strategy sooner rather than later. 

Tip #6: Use content from your community

Having a small team and tight budget can sometimes make it harder to be consistently filling your feed with creative content. The good news is that you have a community of followers who are already organically sharing your content that you can pull from. 

As one of the more creative Instagram marketing tips, user-generated-content (UGC) has increased in popularity phenomenally over the past couple of years and is a fun way to get followers involved and feeling like their loyalty to your brand is worthwhile. 

Creating a suitable, custom hashtag for your followers to upload relevant content onto will allow you to regram content more frequently to your target audience; with their consent of course!

 

View this post on Instagram

 

A post shared by Glisten Cosmetics™ (@glisten_cosmetics)

Tip #7: Keep up to date with the latest Instagram news and trends

The final Instagram marketing tip we want to share with you is perhaps the most important of them all. Keeping up to date with Instagram’s rapidly growing and changing landscape is vital to ensuring constant marketing success. 

Here’s how to keep up with the latest Instagram marketing trends:

– Follow Instagram’s blog for all Instagram marketing trends, tips and updates.

– Follow the @instagramforbusiness account

– The PLANOLY blog creates bite-size Instagram carousels that are packed full of helpful and easy to understand information. 

FAQs

What is the best strategy for instagram marketing?

This entirely depends on the brand and the aims of the campaign, however there are steps that everyone can take to increase their chances of success:

Create a link in bio

Optimise your profile for search

Create Instagram stories

Partner with influencers

Use content from your community

How do you boost influencer content on Instagram?

This can be done by either:

Using the in-app ‘Branded Content Ads’ tool

Reposting content

Leaving it in the influencer’s hands

 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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A Brief Guide to Influencer Marketing: Whitelisting

September 27th, 2022 by

Long gone are the days with no policies put in place for brands wanting to use influencer content for promotional activities. Instead, Meta has now expanded its slew of features that support partnerships between brands and creators which have been picked up by businesses to build more meaningful and fair relationships. One notable process that has emerged is whitelisting. 

In this blog, we will give you the low-down on all you need to know about influencer marketing whitelisting as both a brand and a creator so that you can enter the process armed with all the knowledge for a smooth ride. 

Firstly, what is it?

Whitelisting is the process within which influencers and creators grant brands or partners advertising permissions to use their social media handles, content and audience for the purpose of:

Controlling who sees the influencer’s whitelisted posts 

Having the ability to create small edits to the copy and creative of the influencer’s post

Lengthening the shelf life of an influencer’s post. 

In layman’s terms, the influencer is granting advertiser access to their social media account, allowing brand partners to optimise paid media behind influencer content. 

Benefits for advertisers

As with any marketing initiative, you only want to put the time, resources and money into something if it is going to benefit your brand and if you see the ROI. As organic reach on influencer posts continues to drop, the influencer marketing whitelisting process is necessary to deliver ROI from influencer marketing campaigns. Here are some other benefits:

– Whitelisting gives your brand the opportunity to Dark Post.

(Dark Posting 101: these are paid Instagram and Facebook posts that do not appear on an influencer’s feeds, but do appear as ads for the audience being targeted)

– Whitelisting gives your brand full control over targeting; allowing the opportunity to achieve media objectives, whether that involves a certain amount of reach, brand lift, page views or purchases. 

– Whitelisting gives your brand the ability to test and learn; allowing you to compare influencer performance within audiences and see how well individual influencers are performing against your marketing objectives. These insights can help you understand whether your investment is justified and inform marketing budgets.

Benefits for creators 

For creators heading down the influencer marketing whitelisting path, new doors can be opened and exciting opportunities presented. Here are some of the benefits of whitelisting for creators:

– Extended reach of the creator’s content, giving it new eyes and allowing them to expand their audience.

– They can stick to what they love doing (creating content) and don’t have to deviate from this by creating the ads themselves. 

– Because Dark posts do not appear on their feeds, this allows for influencers to take on more branded work without exhausting their followers with too much sponsored content. 

– Whitelisting opens up the opportunity for influencers to earn more money. And who doesn’t want more money?! 

How is a whitelisted ad different from brand-owned ads?

When you think of influencer marketing, you probably think of the #sponsored posts that appear on your favourite influencer’s profiles. Either this, or posts that have the words “paid partnership with [brand]” written at the top. 

This is brand-owned paid advertising. It is repurposed influencer-generated content which runs under the brand’s handle. 

The influencer marketing whitelisting process takes partnership to a whole new level. 

Whitelisting allows brands the special privilege of running ads through the influencer’s account, meaning the ads are shown under their handle and not the brand’s. In order for this to happen, there must be a certain level of trust between both brand and influencer; hence what we meant when we said ‘taking partnership to a whole new level’. 

Whitelisting also provides a whole host of other opportunities that brand-owned paid ads simply cannot: 

It grants marketers the opportunity to create ads that are slightly different from the original post to deliver higher performance. 

Brands can use influencer audience data to get the whitelisted ad in front of their target customer by utilising tools to customise lookalike audiences. 

Whitelisted ads run through the ads manager and can be fully tracked and measured.

Audience

How to get started with influencer marketing whitelisting?

So you want to begin tapping into the influencer marketing whitelisting process?

First thing’s first, you will need to ensure that both you and your creator have business accounts on your chosen social media platform. You will also need to set aside a budget to pay the influencers for access to their account. Typically this is 20-30% of the total collaboration fee. 

Once these initial steps are completed you can begin to dive into the details.

What type of creators should you whitelist?

Ultimately, the goal is to power your ad campaigns with high-performing content and so choosing influencers who create creative and authentic content is key. After all, the best ads are those that don’t look like ads! 

Spend time vetting potential influencers. Look into their followings and pay close attention to those who have followers within your target demographic to aid accurately building lookalike audiences and reaching potential new customers. 

What type of content should you whitelist?

Utilising the influencer marketing whitelisting process does not mean you have to compromise and run with content that differs from what you already use. Influencer marketing whitelisted ads are targeted at similar audiences to those who you already cater to and so something along the lines of your pre-existing content will suffice. 

However, it is always wise to experiment with different content types to see how far out you can push the boat. Try these, for example:

– Influencer niche – certain influencers might resonate with your target audience more than others. For example, they might prefer content from lifestyle influencers over fashion-focused influencers. 

– Aesthetic – experiment with colours, fonts, bold styles, minimalistic styles etc. There are thousands of creators out there all with different styles and collaborating with a diverse range of creators will lead you to what your target audience prefers. 

– Creative type – experiment with various forms of content, such as still, in-feed images, image carousels, stories and videos. 

– CTA – experiment with buttons in your ‘call-to-action’. Does ‘SHOP NOW’ drive more conversions than ‘LEARN MORE’?  

To wrap things up, the influencer marketing whitelisting process is a great way to increase ROI for your influencer content. By gaining access to influencer accounts, you can create a more impactful and authentic experience for potential customers. 

FAQs

What is whitelisting in influencer marketing?

Whitelisting allows a brand special access to an influencer’s social media account, through which they can run ads and optimise their chances of reaching a new target demographic. 

How do you whitelist an influencer’s content?

After all approvals are signed off, a brand can run ads under an influencer’s handle that slightly differs from the original on their account in a bid to gain exposure from new customers. The ads can be Dark posted so that their followers do not see the ad appear on the influencer’s feed, but will be visible to new customers who are being marketed to.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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The Influence Paid Partnerships have on Overconsumption in Gen Z

September 21st, 2022 by

Shopping and fashion hauls have been embedded in social media content since influencers first came onto the scene. Crowned within the YouTube Hall of Fame, haul videos are where a creator goes through a pile of clothing they’ve either bought or been gifted, and reviews the fit, quality and style. 

Hauls have lasted the test of time and have become popular across multiple platforms—predominantly TikTok and Instagram. The #haul hashtag on TikTok has over 25.8 billion views, and on Instagram has over 2.6 million posts. The majority of hauls posted from influencers and users include clothing and accessories purchased with their own money, but a fair few are a result of paid partnerships with brands.

Most promotional fashion hauls are associated with fast fashion players including Shein, Boohoo, PLT, and Zara. Shein hauls are renowned on TikTok for people spending hundreds of pounds or dollars on a hoard of new pieces; the #SheinHaul hashtag has over 6.7 billion TikTok views to date.

@jodi.opuda I got 91 items total so stay tuned for all the parts:) #shein #sheinhaul ♬ Triple S – YN Jay & Louie Ray

The sheer volume of hauls and clothes purchased has led to criticism from sustainability advocates, saying that overconsumption leads to excessive waste in the buy-and-return cycle. Some advocates and resale brands have attempted to redirect consumers to second hand brands, but this still hasn’t quelled the issue of promoting overconsumption. 

Overall, Gen Z are conscious of sustainability and the overproduction of fashion items, and the negative impact this has on the planet. However, there is a constant “push pull” between how they want to consume, and how they actually do. There’s no doubt there’s a desire to consume fashion sustainably and responsibly, but the influence and urge to keep up with social media trends and brands is hard to ignore.

@katieerobinson_ raise ur hand if you have a fast fashion problem 🫠 #fastfashion #haul #haultok #sustainablefashion #responsiblefashion #fyp #fashiontiktok #ecoactivist ♬ Aesthetic – Tollan Kim

Part of the reason overconsumption is so rife in Gen Z is because social media is used as a discovery tool, in a way that previous generations would have used Google. Nowadays, consumers—particularly those within Gen Z—want product testimonials and reviews that support their purchasing decisions. When they are given this before they have made the decision they even want to purchase something, they are influenced to do so. They have no need to browse for products or brands online because they are shown this in their native social media feeds. 

Gen Z trusts creators to provide them with the latest brands and trends. Through a haul format, Gen Z is given insight into everything they want to know before they decide to make a purchase—including product quality, style, fit and sizing.

@aandygirl H&M autumn haul 2022🍂 @H&M #hmhaul #hmhaul2022 #autumnfashion #autumnhaul #hmnewin #handmhaul #outfitideas #fallfashion #hmautumn #fashion ♬ Suddenly I See – KT Tunstall

However, it’s with this insight that hauls have perpetuated throwaway fashion. When users are constantly presented with new brands, products and trends, they are essentially being told that it’s fine to constantly replace the contents of your wardrobe with the next best thing, rather than encouraging a long-term relationship with clothing. 

Gen Z’s relationship with fashion has changed on a whole with the ease of access to brands and key fashion events. Luxury brands now livestream their Fashion Week shows, and often use influencers to build hype and act as brand ambassadors, bringing previously exclusive events right to their laps. 

One of the main benefits of this is that many members of Gen Z have been able to identify their personal styles and engage with like-minded (or like-styled?) people within their niche fashion communities or “cores”.

@ki11ix Cottage Core fashion isn’t my specialty but I tried 😅 #fypシ #thrifted ♬ sonido original – Fernet

Not only has access to the heart of fashion created new subgenres of fashion, but it has paved the way for new and more creators within the fashion realm. What does this mean? More trend inspiration and more hauls. 

The issue of fast fashion hauls directly competing with Gen Z’s desire to purchase responsibly has been noticed by resale apps and thrift stores. Hauls have blurred the line between commerce and entertainment. A consumption habit study of Gen Z Depop users found that 80% use social media as a source of fashion inspiration.

Even with second-hand brands encouraging consumers to buy second hand, this still doesn’t stop the issue of overconsumption; consumers are still overbuying.

So, how can brands and creators encourage responsible consumption of fashion items?

The simple answer is to promote slow fashion, and encourage consumers to look inside their own wardrobes for new ways to join in on trends.

@chloehelenmiles Gorgeous gorgeous girls love slow fashion @venetialamanna 🌿 #sustainablestyle #slowfashion #secondhandfirst ♬ gorgeous girls love slow fashion – Venetia La Manna

Because consumers are actively using social media for inspiration, brands and creators have a responsibility to provide actionable inspiration to reduce overconsumption. 

A way to provide inspiration while promoting items is through styling videos. Instead of having a creator pull together outfit inspiration using a load of new items, have them use one or two, and show a multitude of ways they can style the items with pieces they already own. The items could be shown in outfits for multiple occasions and seasons, proving how much of a long-term investment the item is. 

A great example of promoting responsible shopping comes from Hissy Fit Clothing. This brand uses its TikTok to show multiple ways to wear one piece—however much the piece costs is how many outfits they show.

@hissyfitclothing Replying to @tiara styling the £32 dress 32 different ways! #smallbusiness #smallbusinessowner #fyp #foryoupage #sustainablefashion #stylingideas ♬ original sound – hissy fit

By brands and creators taking responsibility for promoting responsible fashion, they will help ease the constant push-pull headache Gen Z’s face daily. They can still provide engaging and entertaining content by positioning themselves as an investment, rather than a hub for throw-away pieces.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Influencer Marketing vs. Digital Marketing

September 15th, 2022 by

We are officially in the digital age. Everyone and everything is attached to a screen and, for marketers, advertising through that screen is fast becoming the only way to grab consumer attention. 

While the concept of digital advertising isn’t uncommon to the majority of us, influencer advertising is still alien to some; though this is quickly changing. While both marketing methods share a common goal – to promote products or services to new consumers – their implementation into your marketing strategy differs depending on your brand’s size, goals and values. 

So the question to marketers is this:

What is influencer marketing, how does it differ from digital marketing and how do you decide which is best for your brand’s strategy? 

Influencer marketing

Influencer Marketing 101

Taking the traditional concept of celebrity endorsement and putting a modern twist on it, influencer marketing is all about influencing a consumer’s purchase decision. But how exactly is this done? Simply put, by tapping into current consumer behaviour. 

70% of people trust a product review from a complete stranger than from a brand itself. Now replace that stranger with a favoured online personality. The likelihood of a consumer being guided through to the purchase phase is a lot higher if it’s done by someone they know – or, in this case, feel like they know. Influencers are unique players in the digital marketing sphere and are targeted by brands hoping to collaborate due to holding the key to the exact target audience that they are looking to market to. 

Examples of influencers include, but are not limited to:

Their relationship with their audience, authority and knowledge hold them in powerful positions within their fields making them the go-to for consumers looking to find information about the products they wish to invest in. 

Influencer marketing benefits

Expanding your digital marketing efforts to collaborate with influencers allows you to tap into new customers, markets and niches; however, this is not the only benefit. Here are a few noteworthy others:

It makes your marketing efforts less disruptive to the user experience – we’ve all been there, scrolling down our feeds and being bombarded with ad after ad after ad is not a pleasant experience and even marketers themselves agree that it is off putting. Influencer marketing places these ads within organic content, making their presence much more discreet. 

Simplifies content creation – influencers have worked hard to create their personal brand and will want to create content that is in line with this. They know what their audience responds to and so the content you put out will reach an engaged audience. Letting them create the content – with your approval, of course – will also allow your brand’s creative team to relax a bit more. 

Influencer Marketing Benefits

Digital Marketing 101

The definition of digital marketing is as follows: 

“the use of digital channels to market products and services in order to reach consumers”

Becoming popular after the birth of the internet in the 1990s, digital marketing utilises websites, mobile devices, search engines, social media and other similar channels. It takes the traditional principles of marketing and places them into a digital landscape in the hope of making online consumers aware of what a brand has to offer. 

Unlike influencer marketing, the promotion of a brand and its products is not done by anyone specifically. Instead, it is the actions the company chooses to take to create and enhance an online presence. 

Let’s take a look at some of the most commonly used digital marketing methods:

PPC (pay per click) – often used to increase website traffic and engagement through targeted ads, PPC hinges on efficacy and economy. The cost of this is dependent on how many clicks you get and how much these cost, though there have been many successful examples in the past. 

SEO – as Google and other search engines have evolved, so has SEO. This allows people to see your website in their search results. 

Content Marketing – to reach potential customers through the use of content which is published on a website and promoted through social media, emails, seo and ppc campaigns. 

Email marketing – still one of the most effective methods to date, this allows brands to get in touch with anyone interested in them. Many people confuse email marketing with spam emails, but this is not the case; digital marketers use other channels to create leads and add them to their mailing list, which, then, can be turned into customers. 

Digital marketing benefits 

Consisting of both organic and paid content, digital marketing can help a brand promote themself on their own platforms, but this is not all. Other benefits include:

An increase in brand credibility – having a strong digital presence gives your brand credibility and helps customers see you as a resource they can trust. Nowadays, your digital footprint solidifies your standing within your niche. 

Improves customer relationships digital marketing provides brands with an opportunity to personally engage with customers. This gives your brand a voice, humanising it and establishing loyalty and trust among customers as a result.

Allows your brand to stand out from its competitors – done right, digital marketing content can give your brand a personality, differentiating you from your competitors. 

The million dollar question…

So, influencer marketing or digital marketing?

There really is no right or wrong answer to this question. Instead, the answer to this should be based on the answer to a further question; do you already have an established digital presence online? If the answer to this is yes, then you should consider stepping into the world of influencer marketing to enhance your brand’s online presence and reach new customers. If the answer is no, then it would be wise to establish an online presence first, otherwise influencers will have nothing to go off of or anything to link back to when promoting your products to their followers. 

Ultimately, finding the perfect balance between utilising influencer marketing and digital marketing is what will ensure consistent success for your brand. 

FAQs


What is the difference between digital marketing and influencer marketing?

Digital marketing is a brand promoting itself on its platforms, whereas influencer marketing utilises established social media profiles to promote a brand’s products and services to their engaged followers.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Purpose Driven Campaigns

September 8th, 2022 by

We think it’s safe to say that the definition of social media is now far removed from what it once was. The ‘social’ element has been erased and left the ‘media’ part freestanding. Platforms are now used as a promotional tool for brands to implement into their marketing strategies and the users serve as pawns in their campaigns.

Instead of keeping up to date with what your distant family and friends are getting up to, ‘social media’ is now all about which brands can persuade you to buy their product first.

To combat the criticism surrounding this transformation, purpose driven campaigns have begun to emerge in an attempt to put users back in the priority line. A noteworthy example of this is WeAre8; a sustainable online platform that aims to bring about transformative change through billions of small actions.

How does this platform work?

WeAre8 users receive push notifications asking them to watch 2 minutes of ads per day in exchange for a small amount of cash. The ads are typically promotional and are pushed by brands to gain views/increase brand awareness, however, this time you are rewarded for your attention and not just regarded as another statistic. The money earned will add itself to your online wallet and you can either claim it for yourself, donate it to one of the onsite charities or even pay your EE phone bill with it directly within the app. How cool!

What’s in it for the brands?

Brands choosing to promote through WeAre8 will automatically donate 5% of their total advertising spend directly to charities across the platform’s 8 key impact areas:

  1. Climate
  2. Peace
  3. Education
  4. Health 
  5. Animals
  6. Poverty
  7. Water 
  8. Equality

The user watching can earn money, while the brand receives a 100% view through rate and a reduced carbon footprint. And so the cycle continues. It’s a win-win situation.

We know what you’re probably thinking. What’s the point of this when I can make donations to charities of my choice on my own terms?

If earning a little cash on the side isn’t enough to entice you, perhaps WeAre8s brand message and promises will be. The platform wants to be a safe space for unification; offering no space for hate speech, no algorithms and no infinite feeds. Something that is incredibly rare to find online nowadays. Alongside this, their larger goals include being able to distribute 50% of every dollar or pound spent on media back to its users; with 5% of it going to charitable partners and carbon offsetting.

If earning money and saving the planet is a bit of you, then WeAre8 could be your perfect match.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Weekly Marketing News, 2nd September 2022

September 5th, 2022 by

Shop on YouTube and watch videos in 1.5x, join an exclusive collaging app, join trends with Snapchat’s BeReal, and greenwash with PLT. 

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

1.Shopify and YouTube launch YouTube Shopping

Shopify and YouTube launch YouTube Shopping

Thanks to a partnership with YouTube and Shopify, you will now be able to purchase products directly on YouTube’s website. Users can purchase products from Shopify merchants while watching a video or live stream. The entire payment process will take place through the video streaming platform. As of this week, the feature is available worldwide, but to use it, merchants will need a minimum of 1000 subscribers. (Via eCommerce News)

2. The invite-only collage app 

The invite-only collage app

Pinterest launched an invite-only collaging app, Shuffles, and despite its exclusive nature, has happily sat at the top of the app charts. Collages and mood-boards are viral on TikTok, Gen Z users are leveraging the new creative tool to make, publish and share visual content. These “aesthetic” collages are then set to music and posted to TikTok or shared privately with friends or with the broader Shuffles community. (Via TechCrunch)

3. Snapchat creates BeReal camera clone

Snapchat creates BeReal camera clone

Snapchat has launched its own Dual Camera feature, copying the popular camera format from viral platform BeReal. Although, instead of copying BeReal’s “2-minute notification”, Snapchat is encouraging users to share selfies and take part in creative trends. Users have the choice of several Dual output formats, including vertical, horizontal, picture-in-picture, and cut-out. (Via Social Media Today)

4. People are watching YouTube videos at faster playback speeds 

People are watching YouTube videos at faster playback speeds

It’s no secret our attention spans are alarmingly low. YouTube recently revealed that users ‘save an average of over 900 years of video time per day’ because they’re watching videos at faster speeds. YouTube says that 1.5x speed is the most commonly used alternative, followed by 2x as a close second and 1.25x at third. (Via Social Media Today)

FASHION NEWS

5. How to Greenwash with PLT 

How to Greenwash with PLT

Pretty Little Thing recently announced its second-hand PLT Marketplace, where people can resell their PLT pieces and bits from other brands. Considering its (current) history as the fast fashion juggernaut famed for alleged-worker exploitation and planetary destruction, it’s understandable that the brand has faced backlash. (Via Dazed)

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Marketing News, News

The Future of Influencer Marketing

August 30th, 2022 by

We typically don’t condone people wishing their lives away, but when it comes to exploring the future of influencer marketing, we can allow a few exceptions. 

Influencer marketing has undoubtedly taken the marketing industry by storm over the last decade and with its google search volume increasing by 1500% in the last three years, it is here to stay. As more brands become aware of the benefits of influencer marketing, they are more willing to spend money from their advertising budgets to get their own campaigns up and running. As of this year, 68% of brand marketers aim to increase these budgets.

If you are a brand who has still not hopped onto the influencer marketing bandwagon, through this blog we will pull you out from underneath the rock you’ve been inhabiting and open up your eyes to the future of influencer marketing – your future. 

What to expect from the future of influencer marketing

Influencer networks

Influencer marketing is gradually becoming more about the collective rather than the individual. Be prepared to start seeing marketers group influencers together based on who they are associated with. For example, two best friends promoting a product together is likely to entice more click throughs, despite their different engagement rates, than a solo act. 

After all, like everything, it’s about who you know, not what you know. 

In doing this, power centres are created for each niche; allowing marketers to pull influencers from a pool of already established creators depending on the field. These centres will eventually overlap, placing emphasis on the interconnectedness of different niches.The influencers who are able to transfer ideas between these overlapping groups will end up as the most influential.

The future is micro

As of 2022, people are becoming increasingly less concerned about big names and, instead, value the authenticity of influencers with follower counts between 1,000 and 100,000; making nano and micro influencers the face of the future of influencer marketing.

Brands are also slowly cottoning on to the fact that micro influencers are delivering better results than their much larger counterparts – proving that size really doesn’t matter. In fact, in 2021, nano influencers had an average engagement rate of 4.6% which was three times more than influencers with 20,000 followers or more. For brands to succeed with influencer marketing campaigns in the future, it is wise to consider the monumental impact of a micro influencer and once the whole world is on board, they will be dominating every online space. 

A continuation in maturity

Now bear with us here, as we understand that this subtopic may seem a little odd.

Long story short, the future of influencer marketing will no longer only serve the younger generation. Data shows that the average age of social media users has crept up within the last year, boasting these particular stats as it has done so:

  1. The % of users on Instagram aged between 25 and 34 rose by 4%, whereas the number of TikTok users between the ages of 13 to 17 fell by 2%.
  2. TikTok users between the ages of 18 and 24 made up the largest group of users on the platform, accounting for 39% of the platform’s users.
  3. Meanwhile 70% of YouTube users were between 18 and 34 years old.

While social media used to be a place for the latest gossip on the Kardashians, research shows that Finance & Economics, Health & Medicine and Business & Careers were the categories that attracted the most new followers in 2021. We hope the future of influencer marketing isn’t entirely this bleak, but this certainly does reflect the sobering realities that affect social media users. 

Stricter advertising guidelines

Influencer marketing is no longer holding up your favourite brand of shoes and flaunting them all over your story without tagging the brand. In the past, this has been frowned upon for being unethical and immoral. 

Stricter guidelines put in place by the Federal Trade Commission for influencers state that all promotional, gifted content must be disclosed with hashtags like #paid and #ad. The future of influencer marketing will focus on keeping the trust of consumers high by enforcing stricter guidelines.

Stricter advertising guidelines

The rise of CGI influencers

For those of you who are unfamiliar, CGI influencers are social media influencers created with the help of artificial intelligence and computer-generated imagery. 

In other words, they are robots. 

CGI influencers such as Lil Miquela and Shudu have taken social media by storm…and the jobs of human beings.

Riding on the curiosity they evoke, a number of luxury brands have headhunted these AI influencers to promote their products. Brands such as Nike, Samsung, Prada, Balmain and Calvin Klein are just a few examples. Other, lesser known brands, have started jumping on the CGi influencer bandwagon due to having an unusual amount of control over the content creation process. 

But how exactly are CGI influencers going to be incorporated even further into the future of influencer marketing?

We’ve already seen it with clothing retailer Pretty Little Thing. CGI influencers will be created by brands themselves to serve as ambassadors. This way, the brand can create their ‘perfect influencer’. Soon, we may also be seeing these CGI influencers walk as holograms down the runway. 

Robots are synonymous with anything related to the future, especially influencer robots, meaning just their pending presence alone signifies that influencer marketing is the future

FAQ’s

What is the future of influencer marketing?

  1. More influencer networks
  2. The growth of nano/micro influencers 
  3. Stricter FTC guidelines for influencers
  4. The rise of CGI influencers 

Why is influencer marketing the future?

The everyday consumer is becoming more and more numb to traditional advertising methods, allowing influencer marketing to emerge as a promising advertising channel. Furthermore, influencer marketing tends to be more cost effective to run. The future of influencer marketing is essentially ripe with opportunities for anyone who is able to adapt to quick changing trends and industry standards.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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The Real Cost of Influencer Marketing

August 30th, 2022 by

There is a common misconception that running influencer marketing ads has to burn a whole in your back pocket. Well, we’re here to reassure you that this is absolutely not true.

It is no surprise that social media influencers have become indispensable for brand campaigns, especially with influencer marketing ads popping up everywhere we look nowadays. However, with a wide variety of influencers out there, brands of all sizes will have guaranteed access to a suited influencer without breaking the bank. 

Let’s talk money

Though a subject often shied away from, exploring the real cost of running influencer marketing ads is imperative to avoiding scams and partnering with the right influencers. 

In the early days of influencer marketing, influencers would often take free products in exchange for promotion. Fast forward a decade or so and social media has become a main source of income for many people, meaning brands are often charged a fee in exchange for advertising with influencers. While some digital marketers tend to follow the “one cent per follower” rule as a starting point for their calculation, unfortunately, there is no “standard fee”; as proven here by

later-blog

LaterBlog who asked Instagram influencers, talent managers and social agencies how much they would charge per influencer marketing ad:

As you can see, it’s a pretty mixed bag. So how exactly do we calculate how much money to offer an influencer in exchange for promotion? 

A good first step to figuring this out, is to first understand what varying factors could affect the amount of money an influencer may charge.

The type of influencer

By type, we mean the size of the influencer – ie, nano, micro, mega etc. As briefly touched upon, a common starting-out -point for most brands looking to utilise social media influencer advertising is to follow the one cent per follower rule due to the unpredictability of the influencer marketing landscape. 

Obviously, mega influencers can reach masses of people at once; charging a considerable fee that reflects this. However, micro influencers can produce equally as much, if not more, engagement despite their smaller followings and their lower average cost. In fact, it is reported that influencers with 50k-250k followers deliver a 30% better ROI per dollar spent than macro influencers, and 20% better than influencers with 1+ million followers. Head over to our website for more info on the benefits of micro influencer collaborations.

Engagement rate

When running influencer marketing ads, unfortunately, size does not always automatically equate to success. Above everything, your influencer’s engagement rate will determine this. 

An influencer’s rate will fluctuate depending on their engagement and they know exactly how to use this to their advantage. This is a full time job for a lot of creators and pricing their services based on this is a very common practice.

A typical influencer service list will look something like this:

Engagement-rateWhile these numbers may seem high, do consider the fact that the average 30-second national ad costs $342k and one-page magazine ads cost approximately $250k – and these may or may not even reach the brand’s target audience! However, a series of influencer marketing ads by a blogger with 500,000k followers can sell out an entire product line in less than 24 hours. It’s all about perspective.

The social media channel

The cost of influencer ads varies depending on the platform they are put on. A survey conducted in 2019 concluded that out of 653 respondents, 79% of them tap into Instagram for influencer marketing. This allows creators on the platform to increase their service rates as they know they will attract a larger audience here. 

Despite Instagram being most people’s go-to for influencer marketing, YouTube actually takes the top spot as the most expensive platform to run influencer marketing ads on. So, when it comes to running your campaign, think twice about where you want to invest your money. 

Content type

If the content you are asking your influencer to create for you requires a lot of their time, effort and resources, then expect the price to reflect this. Something else to consider is how many times over you are asking them to produce this content or if it’s a one-off. 

Top Tip: Consider providing them with the necessary resources to lower costs.

Exclusivity

Influencers make their money by creating influencer marketing ads for multiple brands. It is possible that you may choose an influencer that your competitor wants to use too. In this instance you might ask the influencer to sign an exclusivity agreement alongside their contract which will prohibit them from promoting a competitor for a certain amount of time. If so, you better be prepared to pay for it, as you will be asking them to potentially give up their other sources of income.

Average earnings per influencer marketing ad (based on platform and influencer type)

As we have established, there are many varying factors that can affect the cost of running influencer marketing ads, but let’s take a closer look at what creators are earning. 

Instagram

Micro influencers – $100 – $500 per post

Mega influencers – $10,000+ per post

YouTube

Micro influencers – $200 – $1000 per post

Mega influencers – $20,000+ per post

TikTok 

Micro influencers – $25 – $125 per post

Mega influencers – $2,500 per post

Twitter

Micro influencers – $20 – $100 per post

Mega influencers – $2000+ per post

Facebook 

Micro influencers – $250 – $1250 per post

Mega influencers – $25,000 per post

To conclude…

Social media platforms are host to a variety of influencers of all sizes and niche’s, meaning there is an influencer out there for everyone; no matter the budget. 

If you are lucky enough to find exactly who you are looking for, remember to respect what your influencer is charging and that the cost of influencer marketing ads vary depending on your industry, content needs, social media platform, reach and engagement; just to name a few factors.

FAQ’s

How much do influencers make per advertisement?

Nano (1k-10k) – $10-$100 per post

Micro (10k-100k) – $100 – $500 per post

Mid (100k-500k) – $500 – $5k per post

Macro (500k-1 million) – $5k – $10k per post

Mega (1m+) – $10k+

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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