The world of influencer marketing has become a minefield in recent years with so many new rules introduced by social media platforms to make influencer marketing a more transparent form of marketing.
What is influencer marketing?
Influencer marketing is the process of working with people on Instagram, TikTok, YouTube and those who have their own blogs to advertise your products or services. Influencers will generally request a gifted product or a fee for working with your business, we will cover the different options available later on in this blog. You can choose to work with micro or macro-influencers depending on your budget and size of your business.
How can I find influencers to work with?
There are lots of ways you can find influencers to work with. If you are working on a tight budget, one option is to search Instagram or the platform you are focussing on for hashtags that are relevant to your business. For example, #foodbloggers, will pull up thousands of posts which will include some influencers that will be relevant for you. Another option is to take a look at influencer awards and review sites, these sites will have top 10, 20 or 50 blogs for each category and country. These sites are another good option if you are working with a small budget.
If you have a little more to spend, media databases are a fantastic option and offered detailed search options, here at greyzip we used media database Vuelio, for our PR work. We also work with journalist and influencer enquiry service, Response Source, this service sends journalist and influencer enquiries direct to our inbox. To find out more about our PR services, head to our PR page.
What is the best way to contact influencers?
Just like finding influencers, there are plenty of ways to contact them. The most common is by direct message (DM) through your chosen platform. Although, this is most common way to contact influencers it is not always effective due to the high number of messages some influencers will receive, many will also include an email address for business enquiries in their bio or direct you to their agent or management. This is often a more effective way to contact them, as someone will be monitoring their inbox.
What is the difference between gifted, sponsored and paid posts?
Since the introduction of new rules a couple of years ago by social media platforms and the Advertising Standards Agency (ASA), the world of influencer marketing has become a complicated web of terminology and regulations. We’re here to demystify the world of #gifted, #sponsored, #paidpromotion and #ad. Whilst most of the responsibility of marketing posts correctly falls to an influencer, it is also a good idea to have an understanding of what you are asking for to cover yourself and your business.
A #gifted post will involve sending an influencer a gifted product or service, for example a box of chocolates, they receive the item for free and are not obliged to post to their social media however the majority will post to their stories. You don’t pay an influencer a fee for a #gifted post, they receive the gift as payment.
A #paidpromotion or #ad will involve negotiating a fee with an influencer in exchange for an agreed number of posts. Paid promotion guarantees you social media coverage and you have a say in whether they post to stories, their grid or video content and you can also send over a key messages sheet with any messaging you would like to be included. This route tends to be more expensive as fees will depend on the size of their following, the amount of engagement an influencer receives on their content and the amount of content you are asking for. If you are looking to work with a big influencer with hundreds of thousands of followers, it is not unusual for fee to reach a few thousand pounds.
How can working with influencers help my business?
Working with influencers is a great way to boost your business’s social media following, engagement and will also help to increase brand awareness. Working with smaller influencers if often very beneficial as they have a smaller loyal following who trust them and their posts seem more authentic. You can also share any influencer content on your business’s page and tag the influencer, further helping to increase engagement. Influencers can also help to boost sales, as their followers will be interested in the same things are they are, working with influencers on a #gifted basis is a great cost-effective way to give your sales a boost.