In general, there are three ways to engage in influencer marketing:
- Organic- you seek out and cultivate relationships with influencers on your own. Your influencer campaigns are then carried out in-house.
- Platforms- you continue to manage your influencer campaigns internally, but you employ specialized technologies to locate eligible influencers and maybe other phases of the influencer marketing process.
- Agencies- you pay a specialized marketing agency to design and manage your influencer campaign, which includes influencer selection.
Many businesses already outsource most of their marketing to advertising agencies, so it is a logical extension for them to outsource their influencer marketing to a specialized agency as well.
What is an Influencer Marketing Agency?
Influencer marketing agencies work with businesses and influencers to launch influencer marketing campaigns, most often on social media. Some firms specialize in creating influencer campaigns that use only one or two social networks, but others are eager to work with influencers on nearly every social platform.
Influencer marketing organizations that provide full-service management oversee projects from conception to end. They coordinate everything from conception and planning to report at the end of the campaign.
Even though there are numerous specialized influencer marketing firms, influencer marketing services are also offered by some creative agencies, social media agencies, media purchasing agencies, and talent agencies.
What do Influencer Marketing Agencies Do?
Influencer marketing agencies assist clients in planning, implementing, and managing influencer marketing initiatives. Product placement, sponsored content, paid sponsorships, and more overt advertising by influencers for brands are all examples of this.
The majority of influencer marketing organizations cultivate relationships with prominent influencers across a wide range of industries. When a customer wants to conduct a relevant campaign, they might reach out to these influencers. This makes it simple for agencies to propose appropriate influencers to businesses when they are ready to launch a campaign.
Influencer campaigns typically include one or more of the following types of activities:
- Product placements- when an influencer incorporates a brand’s product into their social media material, such as mentioning a product in a post, incorporating it in a photograph or video, or even integrating it in a Story
- Building social followers- the emphasis here is on growing the popularity of a brand’s social networks. An influencer may even take over and administer a brand’s social account for a brief period of time, bringing their enormous audience with them. Of course, the firm hopes that some of those visitors would return even after the influencer’s takeover.
- Contests or giveaways- these campaigns involve an agency managing some type of competition that is promoted by a well-known social influencer.
- Theme or hashtag campaigns– brands collaborate with influencers to develop and share content centered on a primary subject or hashtag. Ideally, the influencer will invite their fans to engage by using the hashtag with user-generated content (UGC)
- Creative campaigns- promoting a brand’s message or theme through social media influencers
An influencer agency will frequently collaborate with influencers to develop the content that the influencers distribute.
Influencer Marketing from an Agency’s Point of View
Brands contact an agency with a brief, requesting a campaign that achieves a certain objective, such as increasing conversions, traffic, downloads, or awareness through the use of influencers. The agency will next develop a proposal outlining why they feel they are the best fit for the brief.
The proposal would suggest that in the campaign, the agency would:
- Create a creative content plan (e.g., hashtags, locations, timings, influencer niche selections, how to communicate the main campaign message, and platforms.)
- Create the campaign timeline.
- Discover useful information about the brand, competition, industry, and target audience.
- Identify and choose the most relevant influencers for the brand and campaign.
- Analyze possible influencers to verify they are appropriate for the campaign.
- Contact the influencers, brief them, and hire them.
- Manage the influencers and collaborate with them to create content so that the companies do not have to.
- Manage all interactions with influencers.
- Determine success measures and guarantee outcomes at the outset of the campaign.
Brands, in turn, must authorize any influencers found by the agency, as well as any material created for them.
Once the campaign is completed, and maybe at agreed-upon milestones along the way, the agency reports campaign success metrics based on the criteria specified in the proposal.
How do Influencer Marketing Agencies Differ From Influencer Marketing Platforms?
Influencer marketing platforms should be viewed as sophisticated tools that assist firms in carrying out various influencer marketing procedures. Influencer finding is the most typical activity provided by influencer marketing platforms. However, in recent years, various platforms have emerged with a distinct purpose, such as offering in-depth data or managing an influencer marketplace.
Like any other form of tool, a brand must know how to use influencer tools. If you don’t have the expertise or time to manage an influencer campaign in-house, influencer platforms can help. However, you must still conduct the campaigns yourself. Influencer marketing companies understand how influencer marketing works and have a ready-made network of influencer relationships.
Why Would You Work With an Influencer Marketing Agency?
Many bands have typically hired agencies to handle their marketing, so it seems to reason that they should do the same for their influencer marketing. The agencies are subject matter experts with more knowledge than most businesses have in-house.
Influencer agencies offer services throughout the influencer marketing process. These include:
- Identifying a campaign’s target audience based on category, age, geographical area, and other criteria
- Selecting well-known influencers who regularly contribute to successful influencer marketing campaigns and are eager to work with respected businesses. Influencers must be relevant to a brand’s message, popular with the campaign’s targeted target demographic, respected, and have truly exceptional engagement rates.
- Creating connections with successful influencers
- Working with influencers on numerous social channels and recognizing the differences between them. Influencers on Twitch, for example, are not the same as those on Instagram or Twitter. They also have a very diversified audience. Agencies understand which channels are effective for locating specific sorts of target consumers.
- Producing and strategizing influencer campaigns that align with the goals of clients
- Assisting influencers in creating captivating and relevant material that is appropriate for each influencer’s audience.
- Collaborating with brands and influencers to schedule posts at the most effective times to achieve campaign objectives.
- Monitoring that influencers post quality material that satisfies brand standards, adheres to FTC and other legal rules, and corresponds to the campaign’s objectives.
The majority of influencer marketing organizations have a network of tried and true influencers. The agency can take a brand’s marketing goals and automatically determine which influencers will best suit the campaign.
Furthermore, the agencies serve as trustworthy go-betweens. The majority of influencers are busy folks who receive thousands of messages every day. Frequently, they will overlook and disregard anything that they do not believe will have a direct impact on their life. They are likely to miss out on brand outreach. However, once an influencer has made contact with an influencer agency, they are far more likely to open future emails and messages.
Questions to Ask an Influencer Marketing Agency
There are currently a plethora of influencer marketing companies all around the world. We have a section of the Influencer Marketing Hub devoted to showcasing some of the best agencies. You will, however, need to pick which agency would best fit your demands. As a result, you must conduct research on possible agencies to launch campaigns for your business. You might ask the following questions to potential agencies:
- How long has your company been running influencer marketing campaigns?
- Do you have any case studies from previous campaigns in the same industry?
- Do you have any testimonials from previous clients?
- How big is your network of influencers?
- Have your influencers consented to collaborate on campaigns, or do you employ technology, similar to an influencer platform, to pick among millions of prospective influencers?
- Do you have a list of influencers you don’t advocate using in campaigns?
- Do you deal with influencers of various sizes (from nano-influencers to mega-influencers) or do you focus on a certain sort of influencer?
- What services do you offer as part of the scope of your campaigns?
- Do you geotarget the content of influencers?
- What is the ownership of the content published in your campaigns? Is it possible to repurpose content outside of the influencer campaign?
- Can you execute the rest of the campaign as well as the influencer component if my influencer marketing is part of a larger campaign?
- Which channels do you think we should think about for this campaign?
- Can you provide me with detailed data on the performance of my campaign?
- What do you think the most significant metrics for this campaign should be?
- What will this campaign cost me, and what will I get in return?
- Can you guarantee that the campaign’s results will meet our campaign objectives?