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  • How To Use Micro-Influencers: The Power Of The Small Guy

    How To Use Micro-Influencers: The Power Of The Small Guy

    Not every brand can afford paying one of the Kardashians six figures for a single social media post.

    Often micro-influencers are going to provide a much better reach and engagement while keeping the costs down.

    In this article, we are going to explore micro-influencers, what are their advantages, why they are effective, how to use them in a campaign, and how to avoid the most common mistakes. 

    Strap on, here we go!

    Understanding Micro-Influencers

    First, we need to define what micro-influencers are and what makes them different from other influencers.

    What Are Micro-Influencers?

    The most common way to split influencers is based on their follower count.

    • 1 M+: Mega influencers or Celebrities
    • 100K to 1M: Macro influences
    • 10K to 100K: Micro-influencers
    • 1K to 10K: Nano-influencers

    Micro-influencers are in the sweet spot where they are gaining a pretty sizable following but are still manageable for a more individualized and authentic approach and connection. 

    Their content is still deeply connected to their niche and this is reflected in the audience that is likely to be highly segmented. 

    The Power of Authenticity

    Micro-influencers offer a great compromise between authenticity, content quality, and professionalism.

    Their content is of good quality and shows their interests without being too polished as it often feels with bigger influencers.

    This middle-ground situation provides the audience with good enjoyable content while still preserving a more authentic and connected experience.

    Why Micro-Influencer Marketing Works?

    But why not just partner with a larger influencer and get more eyeballs on the sponsored content? There is a myriad of reasons, here are the five main ones:

    Niche Relevance

    Many micro-influencers are “stuck” in the tier because the content they make is specialized and aimed towards a few particular interests.

    They grow to be experts in their field and are highly regarded by the community around them but in many cases, the particular community they are part of is not large enough to make them grow over the micro-influencer level.

    For marketers designing a campaign, this is extremely helpful since it allows them to target very detailed and segmented audiences.

    High Engagement

    Micro-influencers grow deep and organic connections with their audience. As a result, the audience is very involved and reactive to the influencer’s content.

    Similarly, since the content is centered around a specific topic, many audience members keep endorsements and recommendations coming from micro-influencers in high regard.

    Cost-Effectiveness

    When considering their trusted nature, high engagement rates, and segmented reach micro-influencers offer a much more cost-effective approach to influencer marketing than larger influencers.

    Enhanced Credibility

    Micro-influencers base their success on being at the forefront of their field and bringing valuable information to their audience. 

    Therefore, their audience trusts them and feels they are a reliable source of information. Comparatively larger influencers and celebrities’ area of expertise is less defined leading to them being seen as less reliable on specialized issues.

    Implementing a Successful Micro-Influencer Campaign

    Micro-influencers are amazing and all. But how can they be used in a marketing campaign?

    Identifying the Right Influencers

    First of all, it is important to find the influencers that match your campaign. Both form a content and values standpoint. 

    But even more important is to have a good workflow that allows us to identify indicators of a potential partnership and to find creators at scale.

    CreatorDB gives you the tools to find the right influencers and easily compare them, understand their strengths, and contact them.

    Crafting a Compelling Campaign

    Once the influencers have been chosen it is important to create a campaign that plays both the brand and the influencers’ strengths.

    Follow these three guidelines to ace it:

    Establishing Clear Objectives

    It’s important to have in mind what is the campaign goal before starting to find influencers and discussing deliverables. 

    This way it is possible to already have an idea of what kind of qualities are preferable in the influencers to partner with, and which kind of platforms are preferable. 

    Leveraging Storytelling for Impact

    Connect the creator’s story with the brand. This way the campaign will have more chances to resonate with the audience and leave a lasting impression.

    Let the creator help in this phase, they are knowledgeable on how to create content for their audience.

    Creative Freedom Yields Authenticity

    Allow the creators to express themselves, and give their touch to the campaign. This way the campaign will feel more connected with the greater and play along the authenticity bond that the audience is already having with the micro-influencer.

    Tracking and Measuring Results

    While the campaign is running, make sure to have the goals with measurable metrics and keep track of those. 

    Tracking the ongoing campaign allows you to know when it needs adjustments or optimization. This way is possible to take action before being fully committed to a suboptimal strategy.

    Avoiding Common Pitfalls in Micro-Influencer Marketing

    While there are plenty of upsides to using micro-influencers, there are also some risks that brands should be aware of to prevent them from becoming problems.

    Overlooking Authenticity and Audience Relevance

    Not all that shines is gold. It’s important to evaluate the sentiment around a creator, while most creators have audiences that truly enjoy their content and are dedicated to them, a few people built a following on what is called hate-watching.

    By taking into consideration the sentiment around a creator’s posts, it is possible to understand if the audience is on board or just enjoying a trashcan fire.

    Similarly, it is important to look at the audience’s interests and what they like to understand if they are a good fit for the brand. 

    The audience’s interest in the campaign is paramount to its success.

    Lack of Clear Communication and Expectation Setting

    Many micro-influencers are not well prepared to deal with brands or may lack the experience of being part of a large marketing campaign. This can lead to difficulties in having clear communication or understanding of what is expected from them. 

    It’s helpful for creators to establish an approval process and a framework for them to build their content.

    Ignoring Guidelines and Disclosure Requirements

    Countries are rapidly implementing regulations for influencer marketing, especially around the disclosure of sponsored posts. 

    Some of these rules may be new and not yet known to the micro-influencers involved in the campaign. Is important to make sure to bring them up to speed. 

    If needed you can consult our articles on regulations around influencer marketing and learn which one applies to your case.

    Conclusion

    Micro-influencers have a phenomenal potential that most brands could harvest to amplify their marketing efforts and reach new demographics. 

    Due to their characteristics, they offer an incredible advantage over other channels and even other types of influencers. 

    When they are employed correctly, micro-influencers are going to be a huge boost for any brand marketing.

    Yi

    August 28, 2023
    Guides
    Basics of Influencer Marketing, Entry level
  • Influencer Analytics: The Practical Social Media Insights For Marketing

    Influencer Analytics: The Practical Social Media Insights For Marketing

    Analytics will fuel any of your marketing campaigns, and this is especially true regarding influencer marketing over Instagram, TikTok, or any social media. 

    Influencer marketing shares many analytics with other forms of marketing but it also developed its own influencer analytics that especially captures the nuanced nature of influencer marketing.

    Oftentimes people who have limited knowledge of influencer marketing see it as an area where the data are scarce and difficult to track.

    This couldn’t be further from the truth. Social media log any action and give the possibility to quantify almost every interaction with posts and content.

    Why Analytics Matter in Influencer Marketing

    Analytics are the backbone of any marketing campaign. 

    When it comes to influencer marketing there are a myriad of analytics that become involved. Some are useful before the campaign, some are to be looked at during it, and others gain more importance afterward.

    Different analytics can help different stages of the campaign process and is important to be able to master them all.

    Key Metrics in Influencer Analytics

    Three main areas should be clear when discussing influencers analytics: engagement, demographics, and conversions.

    While many other analytics can be used at different points to gauge the viability and effectiveness of a campaign, these three should always be kept in consideration.

    Engagement Rates: The Heartbeat of Influence

    Engagement rate combines the interaction to a post(or a series of posts) received and puts it in proportion to the influencer’s following. This way is possible to gauge how committed and passionate is the influencer’s audience. 

    Engagement rate is a more in-depth measure compared to followers count since it also takes into account the level of interaction the followers have with the creator.

    Is also a more difficult measure to fake leading to an easier time to weed out malicious actors.

    Engagement Rate Formula

    Audience Demographics: Unveiling Consumer Insights

    One of the most advantageous things in influencer marketing is the possibility of really knowing the audience that is being reached. 

    Social media platforms in many cases provide influencers with a breakdown of their following based on three main components: Gender, Location, and Age Groups.

    Gender

    Very simply, which percentage of the audience is male, and which ratio is female. Since in many online communities, males are the significant majority, gender can be expressed as % of females. If your products are explicitly targeting one gender, this is a critical metric to keep in mind.

    Location

    Where the audience is located. If your product requires shipping or localized versions, this is very important to keep in mind.

    Age Groups

    Age groups are often presented as a bar graph and show the distribution of an influencer audience by age. Generally, age groups are 13-18, 19-24, 25-30, 31-40, 41-50, 50-65, and 65+. Age data are particularly beneficial to evaluate the interests and income levels of an audience, but also combined with location and gender can be used to better understand if a creator audience fits your desired customer persona.

    Demographic Panel on CreatorDB

    Conversion Tracking: From Awareness to Action

    Conversions are the most direct way to track ROI in influencer marketing. 

    It represents the number of people who bought your product directly from a given influencer or clicked on the link promoted. Conversions can be easily tracked by providing each influencer with personalized trackable links.

    Choosing the Right Influencers: A Data-Driven Approach

    Analytics are especially important when is time to pick the influencers for a campaign. 

    Many of the metrics to look at in this phase are what make each influencer unique and are going to shape the results of the campaign.

    Not all the analytics you want to look at in this phase are purely numeric: the kind of content and area of relevance is something of prime importance that needs to be evaluated qualitatively.

    Other important factors in choosing influencers to partner with are: reach, the kind of engagement that the influencer is getting, and its various growth rates.

    Relevance

    To strike the right cords with the audience is not enough to craft a good influencer campaign, it’s especially important to pick the right content creators to partner with. 

    Their content and values need to align with the brand and the collaboration should be enhancing both parts. 

    To grasp the relevance of an influencer is important to look at the themes of its content and compare them with the interests of the target audience.  

    Reach

    Reach indicates two things: 

    1. the actual reach: the number of unique users that see a post from an influencer
    2. the potential reach: more like the expected number of people that would see a post. 

    In the first case, social media provides influencers with reach data telling them how many people have seen or interacted with a post. Higher numbers generally translate into higher engagement. 

    The second interpretation of reach is, crudely, just the number of followers an influencer has since you can expect that number of users to see their post.

    Quality of Engagement

    The engagement rate can be calculated in a few different ways depending on what matters for the campaign.

    Commonly it uses the aggregated number of interactions divided by the followers to grasp the level of the response to an influencer post.

    But certain campaigns may prefer one metric (for example comments) over another (for example shares). Tweaking the formula by weighting one interaction more than the other, or just excluding the markers that are not relevant is possible to obtain derivation of the engagement rate that reflects what are the campaign goals.

    Growth Rate

    The growth rate captures the pace at which an influencer’s following is growing and is generally calculated monthly but could also be done yearly or any other time frame.

    A high growth rate can be highly beneficial to a marketing campaign since it means that even while partnering with the same influencer, the people seeing your sponsored content grow over time.

    Growth Rate Formula

    Measuring Campaign Effectiveness

    Many of the influencers’ analytics can be used to predict or measure the effectiveness of a campaign.

    Different metrics can be used to understand the impact of the campaign at different points.

    Before the Campaign

    It’s important to predict the effectiveness of a campaign even before it is launched.

    While it will never be a 100% accurate prediction, it will give a ballpark about how the campaign will perform. 

    Metrics like reach, engagement, and impressions can be estimated by looking at historical data from the same influencer for similar pieces of content. 

    Such projections are useful for estimating the Cost Per Thousand (CPM) of the campaign. 

    If the creators are compensated with a performance-based type of deal this is a viable way to estimate the expense.

    How to calculate CPM

    CPM-based payments are a common solution especially when it comes to YouTube integrations since views can be easily obtained and allow one to grasp the reach of the ad.

    Calculating CPM is simple: is only needed the campaign cost and the number of impressions received. Dividing the cost of the campaign by the number of impressions will lead to knowing the cost of each single impression, which should be very low. Multiplying that result by 1000 will give the CPM or the cost for a thousand impressions.

    Cost Per Thousand Formula

    Learn everything you need to know about CPM with our guide

    During the Campaign

    Social media’s fast-paced data turnover allows marketers to keep a constant eye on how a campaign is performing. 

    Calculating the engagement rate and keeping track of the conversions identifies different content performances and how they impact the campaign.

    Brand mentions are also an important part of the in-campaign monitoring that every brand should be doing. 

    They can be calculated as how often a company is directly tagged in posts and comments on social media. 

    But it’s often important to also keep track of reviews and articles on other platforms. By periodically checking for brand mentions, it’s easy to keep in touch with how the public perceives the company. It allows one to break through the bubble that may have been built around your accounts by the sponsored content.

    After the Campaign

    Once the campaign has wrapped up, there are many useful analytics that can be collected and used to understand the impact.

    Earned Media Value (EMV) estimates the word of mouth generated by any influencer post. It starts from engagement and quantifies the value of the content created in your brand community.

    Earned Media Value Formula

    The adjustable variable is going to be what you are tracking: Impressions, Likes, Comments, and so on.

    Similarly, the Click Through Rate is a simple way to understand how effective a sponsored post is to bring a viewer to go further than the post and click the link.

    Click Through Rate Formula

    Finally, a well-thought-out campaign is going to bring interest to the brand-owned channels. 

    Growing a following on the accounts directly controlled by the brand is going to bring more people within their reach and help with further marketing efforts.

    Therefore, comparing following and engagement with the brand account before and after the influencer campaign is an extra analytic to keep in consideration.

    Conclusion

    Keeping track of the right analytics at the right time is going to make a huge difference for any influencer campaign.

    While originally influencer marketing was seen as a shady and difficult-to-track approach to marketing in the current state of social media is very easy to keep in check all the parameters that matter.

    Davide

    August 24, 2023
    Guides
    Basics of Influencer Marketing, Entry level
  • 5 Reliable Tips To Empower Your Influencer Marketing Campaign

    5 Reliable Tips To Empower Your Influencer Marketing Campaign

    Influencer marketing campaigns are a flexible tool that can be shaped to achieve a number of different marketing goals. They are cost-effective and extremely personalizable both for aims and delivery methods.

    But many companies are still reluctant to use influencers, this is especially true with small to medium-sized brands which would have some of the biggest advantages to use influencers.

    With this article, we want to shed some light on 5 aspects of influencer marketing and show how it is a viable option for many brands out there.

    1. Define Your Goals Clearly

    Every marketing campaign should have clear and measurable goals defined before it starts running. 

    As long as they are based on measurable goals broken down into measurable steps to achieve them, influencer marketing can be used to pursue any goal. 

    The most common goals for influencer marketing campaigns are: 

    • Increasing brand awareness
    • Driving sales or conversions
    • Enhance the brand’s online presence

    Understanding how influencers can help reach these goals will make it easy to create clear measurable goals for your brand and ace your next campaign.

    1.1 Increasing Brand Awareness 

    Brand awareness is often a nebulous concept that gets used to vaguely explain a lot of likes/views on social media but not as many sales. 

    But that does not have to be the case. Brand awareness is a real thing and is extremely important for new and emerging brands.

    By partnering with creators brands can introduce their products to new people and start establishing their name in the minds of possible customers.

    Most customers require more than one touchpoint to make a purchase and having your product introduced by someone that the audience finds trusted and reliable is a great way to start this process.

    Brand awareness is often calculated from the number of impressions a post receives. But can be also considered the increase of followers on a brand-owned social media or the brand mentions.

    Campaigns that aim to increase brand awareness should maximize reach over any other objective and possibly do so by creating expectations and curiosity around the product.

    1.2 Driving Sales and Conversions

    Sales are the most direct measure of a campaign’s success. They bring to the brand tangible resources and show how the audience they targeted is directly interested in the product.

    While easy-to-track sales can be more tricky to directly stimulate. 

    But influencer marketing can provide unconventional ways to boost your sales.

    Many influencers are authorities in their niche, they grow their following by presenting their audience with valuable information and content related to their interests. 

    Partnering with well-known content creators in your brand’s niche will introduce your product to an interested audience and show it as a reliable product.

    1.3 Enhance online presence

    One’s online presence and reach are most commonly evaluated by the number of followers on social media and how the followers are engaged with the posts published.

    Influencers can be an amazing tool to improve reach and engagement. Social media take over and campaigns that foster participation can drive a lot of traffic to a brand’s social channels. 

    2. Choose the Right Influencers

    Influencers are not all the same, each one of them is slightly different and caters to a unique audience. 

    Therefore, when creating an influencer marketing campaign is important to select carefully which influencers to partner with.

    In the early days, follower count was all that mattered; nowadays, it has been replaced by taking into consideration metrics that more closely reflect the campaign results.

    Here are three tips for picking the right influencer:

    2.1 Authenticity Matters

    Being authentic is a highly debate characteristic in the days of Photoshop and beautifying filters. But more than how an image can be authentic or not you want to focus on the message. 

    Many influencers gained notoriety by showing their true colors and it created a deep connection with their audience.

    Being able to identify and partner with those content creators who are the genuine faces in your niche is going to lend credibility to your product and help its penetration in the market.

    2.2 Engagement Over Follower Count

    How useful is a huge number of followers if they don’t engage with the content published? 

    Not much.

    That’s why you should not only look at the follower count but also take into consideration metrics like engagement rate, sentiment, and historical trends.

    A large following still has utility, especially if the campaign is aiming at increasing brand awareness or reaching a completely new audience. 

    When a campaign aim to improve sales, an engaged audience is more likely to bring positive results.

    2.3 Micro-influencers

    Micro-influencers incarnate the two previously mentioned points: 

    1. they are authentic
    2. they put engagement over follower count. 

    Micro-influencers cater to niches of content that are often very segmented and allow them to target highly specific audiences.

    Due to the small size of their following, they often have a much closer and more personal relationship with their fans. Due to this connection, followers are likely to trust them more and see their opinions and suggestions like one of their close friends.

    3. Craft Engaging Content 

    Ads on many other mediums are often crafted to tend to a generalist audience, trying to catch the attention of as many people as possible. But with influencers, there is already a self-selection of the audience.

    A successful campaign needs to combine the understanding the influencers have of their audience with the brand personality in an almost seamless manner.

    3.1 Brainstorm with your influencers 

    First and foremost, influencers understand their audiences well.

    Therefore, it’s recommended to include them in the process of crafting the campaign messaging and modes of delivery.

    Brands should limit their intervention to establishing overarching themes, while delivery and artistic ideas should be reserved for creators. 

    3.2 Visual Storytelling

    Social media are largely visual first platforms, when creating an influencer campaign be aware of these details. 

    A campaign that involves multiple influencers across different platforms should still be easily recognized as such just by taking a look at it.

    Creating a framework to operate in is a great way for brands to have influencers on the same wavelength.

    Shared details like ad structure, ways to introduce the product, color scheme, etc. help the customers to easily remember the products and create a stronger connection with them.

    3.3 Interesting and Informative Content 

    Influencers are not spokespersons, they don’t exist only to promote brands. 

    Their appeal is largely due to them bringing interesting and informative content to their audience. 

    Likewise, a marketing campaign should be aimed at bringing value to them. 

    The customer should have the feeling to have gotten something out of the ad even before purchasing the good.

    4. Establish Clear Guidelines

    Creators can be difficult to work with especially when it’s the first time. 

    Miscommunications are often the spark to attrition.

     While in most cases they are not deal breakers and are made in good faith these issues are still an annoyance to deal with. Luckily they can be avoided just by implementing two simple mechanisms:

    4.1 Brief the influencers

    Before the creators start to work on their deliverables make sure to explain to them the campaign, what is expected, and the final goal. 

    Make clear which parts of the campaign have to be strictly implemented and where they can use a major degree of freedom.

    Having everyone aware of limits and flexible points is going to help the campaign run smoothly without requiring too much back and forth between the brand and creators.

    4.2 Collaboration, Not Control

    Ultimately brands want to partner with influencers not only for their platform but also for their style, and the ability to convey messages. 

    Therefore, partnerships should be imprinted toward collaboration: including their inputs and style in the campaign is going to enhance the results all while giving it an exclusive touch.

    5. Measure and Optimize

    Many think that influencer marketing lacks ways to measure its impact but that is just because they never looked into it well enough.

    As with every other form of marketing, influencer marketing goals and results can be tracked, and since all actions on social media are recorded it is even simpler than with other mediums.

    With this level of information, it is also simple to understand on the fly how things are going and focus on what works.

    5.1 Analyzing Key Metrics

    If the goals have been established correctly it is easy to know what metrics are important and need to be kept in mind. 

    This way a campaign can be tracked minute by minute showing easily how different factors influence the result.

    5.2 Continuous Improvement

    By keeping track of the results in real-time a campaign can be stirred in a more favorable direction. 

    Campaigns can commit to different approaches at the same time initially but focus only on the winning ones when the data comes in.

    Conclusion

    Influencer marketing campaigns have at times a bad name because of a lack of understanding of what influencer marketing can really bring to the table.

    With our 5 tips, we wanted to prove that influencer marketing is a great tool for brands once is understood and campaigns are crafted keeping in mind the strengths and weaknesses of it.

    Davide

    August 23, 2023
    Guides
    Campaign Management, Entry level
  • Partnering with Influencers Made Easy: 7 Essential Strategies

    Partnering with Influencers Made Easy: 7 Essential Strategies

    Introduction

    Social media are the main tool to discover and research new products and services. And influencer marketing is necessary for brands that want to establish themselves. While crafting and executing influencer marketing campaigns is quite simple contacting and partnering with influencers can be hard and complicated, at least the first few times. 

    In this article, we will present 7 tips for you to partner with influencers confidently and with a valuable offer for both parties.

    Influencer marketing campaign workflow

    Campaign Ideation

    Influencer marketing campaigns are born out of the drawing table of a brand or an agency. Starting by individuating an area that would need improvements, often sales or brand awareness. The team will come up with a strategy to tackle the issue that involves collaborating with influencers. The strategy should also outline what are the KPIs that mark its success. 

    Creator research and outreach

    Identifying the right influencers is going to be the next step. It can be done fast and accurately with tools like CreatorDB’s Advanced Search.

    After having shortlisted a few potential influencers to collaborate with comes the outreach phase. The campaign idea is pitched to them and it can develop into a negotiation around compensation and objectives. 

    Campaign execution

    Once an agreement has been reached is time for the content creators to prepare the deliverables for the campaign. This moment generally includes a series of revisions of the content from the brand or agency in order to make sure the content fits with the brand image.

    When the content is satisfying for all the parties it gets published and comes the time to track the campaign. 

    Goal tracking

    Monitoring results and engagement in order to evaluate KPIs accomplishment.

    Based on the content performances many brands will start considering certain influencers for long-term collaborations. 

    How to create a killer influencer marketing campaign?

    In a sense influencer marketing campaigns truly embody McLuhan’s famous phrase “The medium is the message”. Because they connect customers, and brands through influencers these campaigns need to take into account the specificities of each influencer. 

    Differently from every other advertising medium-influencer have their own preferences and style. And they should all be taken into account when deciding about the collaboration.

    The unique style of a creator should never be seen as a detriment to the campaign but as a strength to empower the message.

    If a brand understands the unicity and potential of the creators they are partnering with they can easily incorporate it into their influencer marketing campaign. Creating a more engaging and captivating experience for potential customers.

    Why partnering with influencers can be difficult

    Influencers per se are not difficult to find, just looking at the discovery page of Instagram you may see tens of them. But finding the right ones for a brand is a more complicated task. Following numbers are not enough, there is a need for a convergence of values, fields of expertise, and much more. 

    And after having found the right ones, many influencers may be reluctant to partner with a brand that they are not sure they can trust. They are going to present it to their audience and one wrong collaboration can break the trust that is established between them.

    1 – Find common values and interests

    When partnering with influencers, the first aspect to look at is shared values.

    Before considering partnering with any influencer a brand should do its due diligence. Look at the content the influencer has created. Have an idea of their style and tone, and evaluate how it fits with the brand image. 

    By getting familiar with the creator’s content is also possible to individuate common values and interests. Having overlapping interests is a great starter for collaboration. 

    Once the common points are found be mindful to include them in the pitch and explain how they are important for the campaign, this is going to make the partnership feel the fruit of a common vision.

    2 – Collaborate with experts

    Prominent members of an industry or experts on a specific matter are often also influencers that have created a following around themselves. By partnering with them, it is possible to foster a deep relationship between thought leadership and the brand.

    Sponsoring industry-related events, papers, and research is a longly-established practice that can help to bring a brand’s name to the forefront. 

    Similarly, this can be done on social media through partnerships with industry leaders and experts. 

    Organizing virtual panels and roundtables is a great way to offer not only brand exposure but also influencers the possibility to present their expertise and network. 

    While unconventional, it offers the possibility to present the brand as dedicated to the furthering of the industry and wanting to engage in serious discussions.

    3 – Include social value

    Leaving a positive impact is always a great incentive. Connecting a campaign to a tangible and positive impact in the real world is going to provide ulterior incentives to the content creators to participate.

    Showing interest and support for causes a creator sides with is going to create a more favorable image in the minds of the creator and its audience.

    4 – Make a compelling offer

    Content creators and influencers, as many others don’t want to work for free. Be sure to be respectful of their time and craft by offering fair compensation for their job.

    Many expect content creators to work in exchange for free products or services, and while it is true in some cases it is not the norm.

    Compensation for influencers can follow a few different models: 

    • Flat rate, where the total price is established beforehand and performances are not going to affect it.
    • Results-based, which can use indicators like views and likes multiplied for a flat rate to price the content the base of its achievement.
    • Commission-based, the creator is going to receive a percentage for each sale that is directly traceable to them.
    • A mixed rate is generally configurated as a flat rate plus a results bonus for the reaching of certain levels on the likes, views, or conversions.

    Monetary incentives are the most direct and obvious but in certain cases focusing on other perks can also be powerful motivators. 

    Exclusive access to products, custom modifications, and other similar approaches can be very enticing for creators in your industry.

    5 – Creative Content Synergy

    Don’t limit yourself to integrations or standard content formats. Each creator has their own voice and a way to express themselves and integrate them into your marketing campaign.

    By proposing ideas that are fitting the influencer content style is going to be more likely to be accepted and to have delivered a campaign that is truly effective.

    Combining the influencer’s style with the brand goals is going to deliver a campaign that resonates authentic and genuine.

    6 – Long-Term Relationship Building

    The possibility of long-term collaboration is going to show dedication and support to the influencers involved

    While many companies prefer one-off collaboration, the real value of influencers is in the long game. Showing true interest in partnering with them, not just for brief access to their audience, is going to be a great signal about your brand’s commitment.

    Developing long-lasting relationships is not only cheaper but is also a strong signal to the audience of those influencers. It shows commitment to the collaboration beyond immediate sales and support for the creator’s values.

    Not every influencer a brand partners with should become brand ambassador, but there should be a clear idea of what would constitute a good candidate.

    7 – Staying open about expectations and deliverables.

    Content creators may have ideas about how to deliver your message in the best possible way.

    They know their audience better than anyone else and their whole career is based on creating content that resonates with them. 

    By discussing expectations and deliverables details is possible to obtain concepts that better fit the specifics of a creator’s audience.

    It can also be a very important part of how KPIs are identified and calculated.

    Conclusion

    Influencer marketing is a powerful tool that can help most brands to establish themselves. To do it correctly is important to consider the influencers themselves for what they are: people passionate about certain topics and able to gain attention around them. 

    Finding influencers with common values, including a social value in the campaign, and establishing a content strategy that is mindful of their unique characteristics are great steps to make it easier for an influencer to accept a partnership and see the value also for themselves in it. 

    A fair remuneration, the possibility of long-term relationships, and openness to inputs on the campaign results and contents are all aspects that will help to have good and healthy connections that not only promote sales but also boost the brand image.

    Davide

    August 16, 2023
    Guides
    Basics of Influencer Marketing, Entry level
  • 4 Influencer Marketing Tools to Better Your Campaign

    4 Influencer Marketing Tools to Better Your Campaign

    To pull off the best influencer marketing campaign you are going to need the right tools. Read along to discover what influencer marketing tools are and how they can make your life easier.

    What is influencer marketing?

    Influencer marketing consists of partnering with online personalities in order to target specific groups and demographics with advertisements they will find relatable and coming from a familiar source.

    If you are new to influencer marketing check our guide on how to start influencer marketing here

    Why tools are important for influencer marketing?

    Social media are extremely vast and often don’t offer effective ways to browse them. In many cases, the platforms are strict about the data that are provided and in which format they are provided.

    Influencer marketing tools are going to fill this gap allowing for a smoother experience throughout your whole marketing journey

    What you can expect from this list?

    This list of influencer marketing tools is going to cover all your essential needs from the inception of a campaign to carry it out. It will cover influencer discovery, contacting, content creation, and campaign tracking.

    Influencer discovery tools

    Influencer discovery tools are a must-have in most influencer marketing campaigns and allow for rapid individuation of creators that align with your brand.

    What is influencer discovery?

    Influencer discovery is the process to find influencers that are good fits for your brand and your campaign. This involves identifying influencers that

    • have a following in your target market and niche.
    • are actively engaged and trusted by their audience.
    • create high-quality content.

    For example, if you are a lifestyle brand and you are looking for an influencer to partner with you may browse some popular hashtags in your niche. But it would only bring up the most trending content at the moment, also weighted on what the algorithm understands to be your taste. 

    Influencer discovery tools allow a more neutral look at content and creators. Making it easier to see the trends in their performances and identify the best fitting for your goals.

    To find the perfect fitting influencer, you want to look at the following metrics: 

    • following’s size
    • Demographics
    • engagement rate
    • content niche
    • tone of the content

    An influencer should not only be someone with expertise in the field of your brand but someone whose values and vision align with your brand.

    Influencer discovery can be done organically by combing through social media and looking for popular hashtags or by using professional influencers discovery tools. Finding enough information to make an informed decision using organic searches can be very time-consuming and requires a deep understanding of the market you are targeting to be done effectively.

    Why do you need an influencer discovery tool?

    An influencer discovery tool can be a true game changer for setting up an influencer marketing campaign the right way. By collecting large amounts of data on influencers across various platforms influencer discovery tools enable one to compare different influencers on many different metrics.

    Influencer discovery tools not only show things such as followers count, posts like, and amount of comments but tools, like CreatorDB, can provide trends over time, growth rate, and sentiment of the audience.

    By relying on one your influencer marketing will have a strong data-backed foundation without the burden of collecting and analyzing the data of each creator yourself.

    Influencer discovery tools are a necessity for any brand that is looking to establish a strong and result-oriented influencer marketing campaign. Thanks to such tools a brand can quickly discover solid candidates to partner with and roll out campaigns effectively.

    Influencer marketplace platform

    What is an influencer marketplace?

    An influencer marketplace is a platform that connects brands with influencers. They often allow brands to search influencers by criteria such as followers count, engagement rate, or audience demographics.

    They provide deeper analytics about the influencer but a much smaller pool of creators to choose from. 

    Many influencer marketplaces allow also for brands to post collaboration opportunities and for influences to apply. This can be a great choice if your brand is looking to collaborate with many small influencers at the same time and doesn’t want to look for each of them individually.

    Why do brands need an influencer marketplace?

    Influencer marketplaces are easy to use since their primary function is to connect brands and influencers. Often they allow for searching for an influencer and messaging it without leaving the platform. 

    The use of an influencer marketplace is typically going to give access to a direct channel with influencers saving time on cold-emailing. While also giving a price to a collaboration right away and preventing spending time to pursue deals out of the budget range.

    Content creation tools

    While we suggest that you leave most of the creative process to the content creators and trust their expertise on what their audience enjoys, we also think there are some situations where you should get your hands dirty.

    Why content creation tools in influencer marketing?

    If you are carrying out a campaign that involves multiple influencers or a specific message you may want to be able to have a certain level of control over the style and aesthetic of the campaign. 

    You may want to provide the creators of your campaign with custom-created assets that are shared across the campaign. These may include virtual backdrops, banners, and personalized packaging. 

    What are the basic needs for a content creation tool?

    When it comes to content creation tools, you may want to consider the one that allows you to do as much as possible in the same environment. You should be looking at:

    • Visuals creation/editing
    • Video creation/editing
    • Exporting in different formats 
    • Creation of templates
    • Royalty-free assets
    • Screen recording

    Each campaign is going to be different and the needs in regard of content creation will be different as well. These are just the most common needs you will have to face while managing an influencer marketing campaign.

    Campaign tracking & analytics tool

    What is a campaign tracking and analytics tool?

    An influencer campaign tracking and analytics tool helps brands track and measure the performances of their marketing campaigns. Tracking metrics like engagement, and sentiment, correlating them with other content in similar categories allows brands to understand if the influencers are performing well or not.

    Similarly to influencer discovery tools, they allow brands to understand if an influencer is a good fit for them and if their product is resonating with their audience. By monitoring how various metrics move in relation to different creators and types of content they can highlight better-performing strategies and allow for the improvement of the campaign during its course.

    Why do you need to track your influencer marketing campaign?

    Not tracking your influencer marketing campaign would be equal to learning to drive and then do it blindfolded. While in theory, all the concepts required to do it are clear in your mind you are relying that nothing unexpected happens.

    Social media are a fast-paced environment where what works today may not work tomorrow, it probably will but better be sure. Keeping an eye on your campaign while it runs would allow you to adapt to rapid changes and turns.

    Being able to change course or embrace new trends is the card up your sleeve you need to adapt your influencer marketing campaign to the social media environment.

    Furthermore, tracking results and understanding how different creators perform will give you an understanding of who are the influencers you want to extend the partnership with, and maybe turn them into brand ambassadors and who are the ones that are not such a good fit.

    Davide

    July 14, 2023
    Guides
    Basics of Influencer Marketing, Campaign Management, Entry level
  • How to Write the Perfect Contract for Influencer Marketing

    How to Write the Perfect Contract for Influencer Marketing

    Influencer marketing has exploded to an estimated over 20 billion in 2023 and is one of the most reliable ways to reach your target audience, with 83% of marketing agencies, brands, and PR firms deeming it effective and 63% of them looking to expand their influencer marketing budget this year confirming it to be a field that still holds a lot of potentials.

    But with those potentials come also an amount of uncertainty and confusion. Most countries and legislative bodies have yet to catch up on influencer marketing and this can lead to some sticky situation when dealing with a campaign that goes sour.

    With forward thinking and some preparation most of the issues can be prevented and avoided but can be difficult to figure out exactly how. This is why we put together this article going through all that you need to know and look out for.

    Why sign a contract when working with influencers

    A contract is an agreement between two or more parties that holds legal value and is enforceable in a court of law. While you may think that having some kind of trace in your email or DMs is enough to provide a legal backbone to the partnership this can often not be enough, or can be found out to be enough only after long and costly legal battles.

    The best way to avoid all of these possible problems and costs is to have a signed contract that puts in black and white what is expected, and how things are going to be carried out.

    You can find some examples of contracts with influencers online but they often lack some important parts or the level of specificity your case may require.

    Common issues between influencers and brand

    Non-delivery

    Very straightforward, the influencer does not post the content that was paid for or posts only a part of it. Alternatively, the content is not in line with the guidelines of your brand or is not what you agreed upon.

    Example

    Studio71 flew Bethany Mota to Hawaii to film content related to a skincare product campaign to be integrated into one of her YouTube videos. They were horrified two days before the launch of the campaign when they finally received the video to find out that none of the Hawaii footage was used and instead was just given a shoutout to the skincare company. They filed suit against the influencer for breach of contract.

    Content takedown

    Content life on social media is not very long, but that doesn’t mean you want your sponsored, content to disappear especially now that social search is a growing phenomenon. That’s exactly another important issue your agreement should take into consideration.

    Example

    In 2019 a Melbourne cafe and the influencer Chloe Roberts had a breakthrough due to the influencer achieving the sponsored posts, making them unavailable to the public, she had made for the cafe. The court recognized the potential damage that archiving content prematurely could have caused but also noted how difficult would be to establish when premature is exactly.

    Content ownership

    Repurposing influencer content is pivotal to many marketing campaigns but any content which have been made free and creative choices is automatically owned by the content creator. You can freely use the tools of the platform it was originally posted on but nothing other than that.

    Disclosure

    Many countries require influencers to disclose which content is sponsored content. Some countries may even hold the sponsor accountable for non disclosing the sponsored content along with the influencer. Be sure to make clear that your paid content needs to be labeled as such.

    What to include in the contract

    You can find contract examples by a simple Google search but in most cases, they only cover the most prominent situations, which is fine as long as all goes well. But we want to help you craft a contract that is going to be bulletproof. This is why we put together this list of thighs you should consider introducing in the contract, not all may be necessary in every case, but you can pick and choose the ones that will cover your needs.

    Timeline of the partnership

    Be sure that your contract features a timeline of the partnership, this can be a tight timeline with exact dates, even hours if necessary, in which you want the content to be posted or just a general timeline of by when you want the content to be ready. Will provide the agreement with a time dimension and create a period after which you can consider the influencer in breach of the agreement.

    Service provided

    In the case of specifying the service provided you want to be as specific as possible, so you may want to include:

    Type of content

    If they should be photos, videos, Instagram Stories, Ad reads, or integrations in other content. Being clear on what type of content you are expecting from the collaboration is going to avoid possible misunderstandings.

    Platform

    Specify which platform you are expecting the content to be shared on. In cases of platforms that allow more types of content, be specific about it. For example, just saying a photo on Instagram can open the possibility of it being interpreted as a photo in a story or a photo in a dedicated post. Specify exactly what you are expecting.

    Content availability

    Some content creators may delete or archive a part of their older content to keep a streamlined profile, to prevent your sponsored content from being prematurely hidden establish how long it has to be available to the public. This is especially important when the content is internally dedicated to the sponsorship but less relevant if you are planning integration in a larger content format.

    Content guidelines

    Is important to be clear on how you want your brand to be mentioned and presented, this may include which links need to be included or accounts tagged, the tone, supporting imaging, color scheme, background music, or any other details of the sponsored content that you deem necessary to comply with your brand image. If you provide the influencer with assets include the link to the asset in the contract.

    Regulation compliance

    As we saw above responsibility for regulatory compliance in some cases may fall on the brand as well as on the influencer. Even if the country you operate in doesn’t have such clauses including a chapter on regulatory compliance and how it should be carried out is going to position you above any possible accusation of questionable, or straight-up illegal, practices.

    Exclusivity

    Having a creator sponsor your brand and a similar brand in a short amount of time is going to tarnish the image of your brand, may lead to confusion in the customers, and lose most of the genuine feeling that influencers can generate. Therefore is important to introduce a clause that clearly states a period of exclusivity in which the content creator cannot sponsor similar products.

    Content revision

    Since the content is going to present your brand to an audience you want to have a look at it before it goes live. Be sure that you want to be able to review the content in its integrity: photos, videos, captions, and eventually pinned comments from the creator. You can also state how many times the content can be up for modification before the contract expires, consider introducing a Mutual Rescission and Release Agreement if that is the case.

    Penalties

    You may want to write down which kind of infractions are going to translate into withholding a part, or the whole, of the payment. This can be connected to not following the previous points or to other factors like publishing content deemed inappropriate by your brand or public scandal making the collaboration with the influencer undesirable.

    Content ownership

    If you plan to use the content created by the influencer on your website or other owned channels be sure to include a clause that allows you to do so. Even if the content is paid for by you by default the content creator is the sole owner of that content copyrights. You may structure this part in a separate Copyright License Agreement.

    Payment

    Comes as no surprise that payment can be one of the main causes of contention and turn into nasty lawsuits. This is why you should be extremely clear and upfront about the payment model and how is going to be carried out.

    Payment models

    CPM based

    With this model, the total retribution is based on the number of views/impressions. You will also have to require the influencer to share their analytics dashboard to verify the results yourself. In the contract need to be clearly stated the CPM you are going to pay for and the time frame at which the total will be calculated. For example, you may agree on a CPM of $30 and the total to be counted a month after publication. If at the established date the content has 1M views you the content creator will be entitled to $30.000.

    Flat

    In this case, you agree on a price for a piece of content independent of the number of views or impressions it is going to receive. In this format is only needed to be specified the amount that is going to be paid.

    Conversion-based

    Most campaigns provide influencers with personalized links or promotional codes from which is possible to track how many conversions are directly traceable to them making it possible to connect the payment to the conversions as a percentage of the revenue obtained from that specific content or a flat rate for each client they brought in.

    Performance-guaranteed

    You may want to shield yourself from poorly performing content, especially if is the first time you work with a creator or you are unsure of their results. To do so you can include a clause that requires a certain amount of views/impressions for the payment to be made. Similarly with the CPM model is necessary to provide a time frame after which is going to be established if the goal has been reached. In case of failure, you may want also to establish what the consequence will be: generally required an extra piece of content or no payment.

    Fees

    Many payment methods, especially if international, require fees to be paid, be sure to clearly state who is going to be liable for such fees.

    Timeline for the payment

    As we saw above sometimes is necessary for the kind of payment to have a timeline stating exactly how much in the future compensation will be provided. But even when it comes to flat rate deals is good practice to withhold the payment until after the content has been published or even after when the Content Availability established period has passed. Otherwise, especially if the content you are requiring is expensive to produce you may structure a deal in which a part of the payment is done before and a part is done afterward. A third option may be to use an escrow account that will release the money only after the contract requirements have been fulfilled.

    Confidentiality

    Include a confidentiality clause to prevent the terms of the contract to be made public and allow competitors to take advantage of it.

    Indemnification

    An indemnification clause can prevent having to go through expensive legal ways to figure out who is responsible for potential harm or losses that emerged from the partnership.

    No assignment

    A no assignment clause is going to prevent both parties from transferring rights and obligations derived from the contract to other entities. If included may be important to outline what will happen in case the brand is acquired by another entity.

    Force majeure

    Introducing a Force Majeure clause is going to shelter both parties in case their obligations are not met because of unforeseeable events that bring severe disruption.

    Arbitration

    To avoid having to go through a court in case of litigation you may want to introduce an arbitration clause delining an arbitration process to be followed to resolve eventual disputes. Be careful since some jurisdictions do not allow arbitration clauses or limit their scope.

    Connect the Dots and Find your Next Success Our Influencer Marketing Platform Allows you to Discover Influencers, Monitor Campaigns and Competitors from one easy place.

    Davide

    June 28, 2023
    Guides
    Basics of Influencer Marketing, contract, Entry level
  • Unexpected Rush Royale Influencer Marketing, Jake Paul is now Playable

    Unexpected Rush Royale Influencer Marketing, Jake Paul is now Playable

    On May 30, 2023, My.Games the publisher of the popular tower defense game Rush Royale announced to have started a collaboration with boxer and internet personality Jake Paul. In this partnership, we can see how mobile games and influencers are coming closer and establishing new creative ways to improve user acquisition and profitability in a crowded space.

    Why My.Games decided to collaborate with Jake Paul?

    My.Games announced a new event for its flagship game Rush Royale: the Champion Rumble, participating in the two weeks event will allow users to unlock Champion Tokens, the Belt of the Champion Island, and a new champion, Jake Paul. Based on the famous boxer and influencer the new champion is going to bring a fresh skill set to the game and directly connect with Paul’s background.

    Along with the announcement My.Games released a new promotional video starring Jake. In the video, we see him in the ring having a tough time with an unnamed opponent but getting saved by the boost of confidence he gets when playing Rush Royale. This creative cleverly taps into Jake Paul’s personal story and fame while highlighting the game as a positive influence.

    In a recent interview Elena Grigoryan chief strategy officer for My.Games explained how the collaboration is part of a larger aim of the company to improve its brand marketing and differentiate itself in an oversaturated market. In the face of an increasingly challenging UA game companies need to find new and innovative ways to attract users, and influencer marketing seems to be the answer many are looking for.

    Jake Paul is one of the most lasting and prominent influencers, starting his career on Vine, being selected for a starring role on the Disney channel show Bizaardvark, and establishing a YouTube channel with over 20 million subscribers. In recent times Jake has been at the forefront of the phenomenon of YouTube boxers starting with an amateur bout with fellow YouTuber Deji and moving on to fight retired professional fighters like Anderson Silva and Tommy Fury.

    By collaborating with a personality with such a large following and traction My.Games will be able to bring their product in front of many new faces that would have not been reached by other means. Furthermore, this collaboration shows how much can be done with influencers to craft engaging campaigns: not every campaign needs to be limited to a post of endorsement by an online personality. Understanding the strengths of an influencer will allow you to create more engaging and relevant campaigns.

    While not everyone needs a fighter in their commercials this is actually not the first time a similar collaboration happened: back in November 2022 former UFC Bantamweight World Champion and WWE star Ronda Rousey become a legendary champion for Raid: Shadow Legends.

    Why influencers for games?

    Games like Rush Royale and Raid had success in including Jake Paul and Ronda Rousey in their marketing since both the testimonial had experience in martial arts that could be used to insert them as strong champions in the game. But that doesn’t mean that you need to scramble for Tyson’s phone number.

    Another game that has learned how to introduce real-life personalities in its marketing is Fortnite. Instead of going the route of finding famous fighters to partner with they preferred to look at it from another angle and partnered with many streamers and musicians to release custom skins and accessories that allow players to look like their idols.

    • Influencers can be a powerful and creative tool for user acquisition.
    • The use of influencers allows games to reach niche users.
    • Influencers help create a community around the game.
    • Influencers have the potential to improve the in-game user experience.
    • Influencer’s fans and followers are interested in a closer connection and value those experiences that allow them to feel part of the creator’s journey.

    Just a day after the announcement of Jake Paul’s collaboration with My.Games Call of Duty’s players were finally able to access skins inspired by two of the most popular streamers: Nickmercs and TimTheTatman. The fans of the two streamers were ecstatic to be finally able to play in the clothes of their idols as you can see from the comments.

    By connecting to the right influencers and including them, not only in the marketing process but also in the game experience you would be able to create further incentives for the audience to engage and participate in the game.

    Conclusion

    The videogame sector has seen a huge expansion in recent years, especially the mobile part, and with it also an impressive uptake in competition. As a consequence margins are getting smaller for all the companies involved, large established games can continue to operate on reduced margins due to the critical mass of users they acquired but smaller emerging projects would struggle to get noticed when there are no funds available for marketing expenses.

    Some games try to address this by combining different monetization strategies and covering the bills with users’ spending and in-game ads. But this strategy is easy to be miscalculated and result annoying to the users who are forced to watch ads after any action performed. Meanwhile, new avenues for promotions are emerging and allow for innovative approaches that can set you aside from the competition.

    By offering audiences unique ways to support the creators they love you are not only going to be able to promote your game “above the noise” but you are also providing your users with the unique experience they are asking for.

    Davide

    June 2, 2023
    Case Study
    Entry level, gaming
  • How to Repurpose Influencer Content?

    How to Repurpose Influencer Content?

    In today’s digital landscape, influencer marketing has become a powerful tool for brands to connect with their target audience. But the content created and shared by influencers live on their social media pages and soon gets buried by new posts. That’s where the idea to repurpose influencer content comes into play. By repackaging and reusing existing content, brands can maximize their investment, boost their reach, and engage their audience in innovative ways. In this article, we explore the art of repurposing influencer content and how it can revolutionize your marketing strategy.

    Influencer content is any piece of media that is shared by an influencer online: photos, videos, podcasts, and much more. But when considering repurposing influencer content we are only taking into consideration the content that has been created for a collaboration with your brand. These are sponsored content and include mentions of your brand and products. While repurposing content is a fairly common practice is important to be clear with the influencers you work with that you plan to repurpose the content when pitching the collaboration to them.

    Why repurpose influencer content

    Repurposing influencer content allows your brand to bring a multichannel approach to influencer marketing, enhance your brand’s social proof and simplify your marketing content creation process.

    Influencer content mainly lives in social media and because of the nature of social media its life cycle is going to be quite short. While the short half-life is more than enough to generate results in terms of brand awareness, sales, and trust-building efforts it also means that there needs to always be new content being created to keep the campaign going. But this is not true for other marketing channels: testimonials on your websites, paid advertising and case studies can be created out of influencer-generated content and will allow you to expand the reach of the influencer content out of social media and into your own channels.

    Repurposing influencer content should be a part of your marketing plan before starting an influencer marketing campaign, this way you would be able to best decide which kind of content you need the most and how to allocate your budget. In order to find the best fit for your campaign needs you can consider using an influencer marketing platform, like CreatorDB, that would make smoother and quicker the process of identifying potential influencers and evaluating their content.

    Strategies to repurpose influencer content

    When repurposing influencer content, it’s essential to consider the unique characteristics and requirements of each social media platform. By optimizing content for specific channels, you can ensure maximum engagement and reach with your target audience.

    One key aspect of tailoring content for different channels is understanding the nuances of each platform. For example, Instagram is highly visual and emphasizes captivating images and short videos. On the other hand, Twitter is known for its concise and punchy messages. By recognizing these differences, you can modify influencer content to align with the preferences and expectations of each platform’s user base.

    To effectively repurpose influencer videos, consider extracting shorter clips or highlights that are well-suited for platforms like Instagram or TikTok. These platforms thrive on bite-sized, attention-grabbing content. Additionally, you can transcribe the video’s key points or create short captions to accompany the visuals, making it more accessible and engaging.

    When it comes to repurposing images, consider adapting them for various social media platforms. For instance, an influencer’s high-quality photo can be shared on Instagram, but it can also be turned into an eye-catching visual quote or meme for Twitter or Pinterest.

    By repackaging images in different formats, you can leverage their visual appeal across multiple channels, attracting new audiences and increasing the content’s lifespan.

    Furthermore, repurposing influencer captions is an effective strategy for creating engaging written content. Captions often contain valuable insights, stories, or tips that resonate with the audience. You can transform these captions into blog posts, LinkedIn articles, or even microblogs on platforms like Tumblr or Medium.

    This way, you extend the reach of the influencer’s message and provide valuable content for different channels.

    To illustrate the effectiveness of tailoring content for different channels, let’s consider an example. Suppose an influencer creates a video tutorial on YouTube showcasing a new makeup technique. To repurpose this content, you can extract short clips demonstrating key steps and create a visually appealing montage for Instagram. Simultaneously, you can repurpose the influencer’s detailed explanation in the video as a blog post, incorporating additional tips and product recommendations.

    By repackaging the content to suit the strengths of each platform, you can effectively engage audiences across multiple channels.

    By tailoring influencer content to the specific requirements and preferences of different social media platforms, you can optimize its impact and reach. The key is to recognize the unique characteristics of each channel and adapt the content accordingly. Through thoughtful repurposing, you can unlock new opportunities for audience engagement and expand your brand’s online presence.

    How to repurpose influencer content

    There are no limits on how to repurpose influencer content but most commonly it gets used to post on the brand’s own channels, create paid ads, graphics for your website, starting point for case studies, and reviews.

    Reposting in owned channels

    You can share the content influencers created around your brand and products on your own channel this way you will obtain double promotion and will help to drive interest and attention to your owned platforms. You could post it as it is or combine various pieces of content to create something new.

    Use it for paid ads

    Repurposing influencer content for paid ads can be an excellent strategy to grab your potential customer’s attention and stand out of the crowd. Also if your influencer marketing campaign involves multiple creators it will allow you to have multiple creatives at the same time and not tire your audience with always the same ad.

    Use it as graphics for your website

    Influencers are experts in crafting astonishing pictures or video visuals so it makes perfect sense to recycle them to populate your own website. Once again the larger your influencer marketing campaign the more content you will have for your website and the more often you can change the look accordingly to themed campaigns you may be running

    Case studies

    You can use especially interesting pieces of influencer content to create case studies that highlight specific aspects of your marketing or your products. While it distances a bit from the traditional way of marketing consumer products it can be very beneficial to grab the attention of more dedicated customers a further build trust and brand loyalty.

    Reviews

    Influencer content is a great source of reviews and testimonials for your brand and products, you may want to start embedding posts and videos that are particularly flattering of your products on your website homepage.

    Best practices

    To be sure to not run into any conflict with the influencers that created the content, remember that the long-term value of an influencer is much higher than the short-term one, and use the content in a manner that is relevant you should always follow these three simple directions:
    Get permission from the influencer before you repurpose their content. This is especially important if you plan to use the content in a way that is different from how it was originally created.
    Make sure the content is still relevant to your brand and target audience. Don’t just repurpose content for the sake of it. Make sure it’s still relevant to your brand and will resonate with your target audience.
    Give credit to the influencer. When you repurpose influencer content, be sure to give credit to the influencer who created it. This is a good way to show your appreciation for their work and build relationships with them.

    Conclusion

    Influencer marketing alone, with its ability to specifically target selected niches and establish brand trust and recognition, already brings numerous benefits to anyone that decides to add it to their marketing basket. But without repurposing the influencers’ content is almost as if half the benefits are left at the table: while you gained direct exposure to the influencers’ audience you have passed on improving your own marketing channels.

    This is why is important to discuss influencer content repurposing when establishing relationships with the influencers and then have a plan on how to use the content created would that be just reposting it on your own social media or using it to strengthen social proof on your website.

    Davide

    May 24, 2023
    Guides
    Basics of Influencer Marketing, Entry level
  • How to Choose an Influencer Marketing Platform?

    How to Choose an Influencer Marketing Platform?

    In today’s digital world, influencer marketing has become a powerful tool for businesses to reach and engage with their target audience. By collaborating with influential individuals who have a solid following on social media platforms, brands can effectively promote their products or services and increase their brand awareness.

    However, identifying the right influencers and managing influencer campaigns can take time for businesses, especially those who need experience in this field. Influencer marketing platforms offer companies a streamlined way to manage their campaigns and connect with relevant influencers.

    In this article, we will explore the benefits of using influencer marketing platforms, popular platforms available, tips for choosing the right platform for your business, and how to run a successful influencer marketing campaign with a platform. Whether new to influencer marketing or looking to improve your current strategy, this article will provide valuable insights and practical advice to help you boost your influencer marketing campaigns and achieve your business goals.

    Why choose an influencer marketing platform

    Influencer marketing platforms offer several benefits to businesses looking to implement influencer marketing campaigns. These platforms provide businesses access to an extensive, structured network of influencers on various social media platforms.

    The benefit of having access to an extensive network of influencers is that businesses can streamline and simplify their discovery and evaluation process since they get access to advanced search tools to discern better which creators align best with the brand’s values and the campaign goals. Effectively evaluating and selecting influencers ensures that the influencer’s audience will likely be interested in the brand’s products or services, resulting in higher engagement rates and conversions. Influencer marketing platforms typically can be filtered based on criteria such as niche, location, engagement rate, and audience demographics.

    Furthermore, influencer marketing platforms offer tools for measuring campaign performance. These tools enable businesses to track metrics such as engagement rates, reach, and conversions, providing companies with valuable insights into the effectiveness of their campaigns. Tracking campaign performances in an influencer marketing campaign for a business is as important as targeting the right audience or choosing a matching influencer.

    By understanding how the campaign is processed, brands can adapt their strategy in real-time and increase its effectiveness. This flexibility and adaptability will allow a company to improve its ROI and exploit emerging opportunities.

    One of the main advantages of influencer marketing is its ability to generate a higher ROI compared to traditional advertising methods. Influencer marketing campaigns typically have a higher engagement rate than traditional advertising campaigns since influencers have built trust and credibility with their audience. Additionally, since influencer marketing campaigns often target a specific audience, they have a higher chance of converting into sales.

    Influencer marketing platforms offer businesses a streamlined way to connect with influencers and manage influencer campaigns. With access to many influencers, tools for measuring campaign performance, and highly effective search tools, influencer marketing platforms are valuable for businesses looking to leverage the power of influencer marketing to reach their target audience.

    How to choose the right influencer marketing platform

    When choosing which influencer marketing platform to use is important to consider business needs and budget, campaign objectives, and influencer discovery tools that are offered, metrics tracked, and analytics collected. Is also important to check the vastity of their database and the freshness of the data that you can access.

    Firstly, identify your business needs and budget. Determine your campaign objectives, target audience, and the features you require from an influencer marketing platform. Consider factors such as campaign management, analytics, influencer discovery, and content collaboration. Assess your budget and determine how much you’re willing to invest in the platform’s services.

    Once you know your needs is time to understand how you can fulfill them. Round up as many platforms as possible and start going through their website to learn their features. Most influencer marketing platforms offer search filters, but not all search filters are the same. Using the metrics that matter to you can make the difference between a smooth experience and a rough time. Also, consider if the platform will provide the creators’ contact information to let you start collaborating immediately.

    What metrics the platform tracks will also be an essential part of the decision process: some platforms provide more extensive coverage of creator analytics. In some cases, they can also put it in context by grouping creators into categories and evaluating them with their content category. After assessing each platform offering, you should prioritize those platforms that provide features that align with your campaign objectives.

    Reach out and ask for a demo. Once you select a few viable candidates that fill most of your boxes about features and pricing is time to see in action how they perform. Sometimes, you can apply for a trial on the platform website or ask their salesperson for a demonstration. They will be able to explain to you how best their platform can fit your needs and how to use it effectively.

    Lastly, consider scalability and future growth. As your business grows, your influencer marketing needs may evolve. Choose a platform that can accommodate your future requirements, such as more extensive influencer networks, advanced analytics, or particular metrics searchable. Selecting a platform that can scale your business and support your long-term influencer marketing strategies is essential.

    By carefully considering these factors and conducting thorough research, you can choose the right influencer marketing platform that aligns with your business goals, budget, and target audience. Remember, the platform you select will play a significant role in the success of your influencer marketing campaigns, so take the time to make an informed decision.

    Tips for a successful influencer marketing campaign using a platform

    Define your goals and targets, choose the influencers that fit your brand, craft a compelling campaign message, and monitor the campaign performances.

    Firstly, it is crucial to define your campaign goals and target audience. I know we talked about it already, but is that important. Clearly outline the objectives you want to achieve through your influencer marketing campaign, whether it’s increasing brand awareness, driving website traffic, or generating sales. And not only the objective but also the metrics to evaluate to objective is accomplished.

    Understanding your target audience is equally important. Identify their demographics, interests, and preferences to find influencers who can effectively reach and engage with this audience.

    Choosing the right influencers for your brand is another critical aspect. Look for influencers whose values, content style, and audience align with your brand. Consider their engagement rates, audience demographics, and authenticity.

    Many influencer marketing platforms offer search filters that allow you to narrow down your options based on specific criteria. Take the time to research and vet potential influencers to ensure they are a good fit for your campaign.

    Crafting a compelling campaign message and content is essential for capturing the attention and interest of your target audience.

    Collaborate with influencers to develop content seamlessly integrating your brand message while aligning with their unique voice and style. Encourage creativity and authenticity to make the content relatable and engaging.

    Additionally, consider the platform’s guidelines and restrictions to ensure compliance and maximize the impact of your campaign.

    Monitoring campaign performance and making necessary adjustments are crucial to optimize your influencer marketing campaign. Leverage the platform’s analytics and reporting tools to track key metrics such as reach, engagement, and conversions.

    Analyze the data to gain insights into what’s working and what can be improved. Adjust your campaign strategy, whether tweaking the messaging, targeting different influencers, or exploring new content formats. Monitoring and adapting your campaign based on performance data is vital for maximizing its effectiveness.

    In addition to these tips, fostering good communication and collaboration with influencers is essential. Maintain clear and open lines of communication, providing timely feedback and addressing any questions or concerns they may have. Building solid relationships with influencers can lead to more authentic and impactful content that resonates with their audience.

    Conclusion

    In conclusion, influencer marketing platforms offer myriad benefits for businesses seeking to leverage the power of influencers in their marketing campaigns. These platforms provide access to a vast network of influencers, streamline communication and campaign management, offer tools for measuring campaign performance, and often result in increased return on investment (ROI) compared to traditional advertising methods.

    By utilizing influencer marketing platforms, businesses can tap into a pool of influencers who align with their brand values and have a relevant and engaged audience. These platforms simplify discovering and connecting with influencers and tracking campaign progress. The tools for measuring campaign performance enable businesses to gain valuable insights and make data-driven decisions to optimize their influencer marketing strategies.

    Looking ahead, the future of influencer marketing is promising. As social media continues to evolve and influencers become increasingly influential, the role of influencer marketing platforms is likely to expand. These platforms will continue to provide innovative tools and features to enhance the effectiveness of influencer marketing campaigns.

    Businesses that stay abreast of emerging trends and leverage the capabilities of influencer marketing platforms will be well-positioned to maximize their impact and reach their marketing goals.

    In summary, influencer marketing platforms have revolutionized how businesses engage with influencers and run influencer marketing campaigns. The benefits they offer are undeniable. By choosing the right platform and implementing effective strategies, companies can harness the power of influencers to connect with their target audience, boost brand awareness, and drive meaningful results in the digital landscape.

    Yi

    May 18, 2023
    Guides
    Basics of Influencer Marketing, Entry level
  • See How An Influencer Marketing Agency Improves Results Quickly

    See How An Influencer Marketing Agency Improves Results Quickly

    In today’s digital age, influencer marketing has become an increasingly popular and effective way for brands to promote their products and services to a broader audience. Influencer marketing involves collaborating with influential individuals on social media platforms, such as Instagram, TikTok, and YouTube, to promote products or services to their followers.

    The use of influencer marketing has been steadily growing over the years, with 89% of marketers reporting that the ROI from influencer marketing is comparable to or better than other marketing channels.

    While influencer marketing can be a powerful tool for brands to reach their target audience and drive sales, executing successful campaigns requires a significant investment of time, resources, and developing expertise in the field. 

    Influencer marketing agencies specialize in creating and managing influencer marketing campaigns for brands. These agencies have the knowledge and resources to identify the right influencers, develop effective campaigns, manage influencer relationships, and measure campaign effectiveness.

    Influencer marketing agencies are crucial in helping brands execute successful influencer marketing campaigns.

    By outsourcing the management of influencer campaigns to a specialized agency, brands can save time and resources and ensure that their campaigns flow efficiently and effectively.

    In the following sections of this article, we will dive deeper into the services offered by influencer marketing agencies, why brands should consider using an agency, and how to choose the right agency for your brand.

    What is an influencer marketing agency?

    An influencer marketing agency is a company that specializes in creating and managing influencer marketing campaigns on behalf of brands. These agencies bring together a team of experts knowledgeable about the latest trends and best practices in influencer marketing.

    By leveraging their expertise and resources, they help brands create and execute influencer marketing campaigns tailored to their needs and goals.

    What do influencer marketing agencies do?

    Influencer marketing agencies offer various services to help brands create successful influencer campaigns. They identify and select influencers who align with the brand’s target audience and goals.

    Agencies create engaging campaigns with clear objectives, manage influencer relationships, and measure campaign effectiveness to make data-driven decisions for future campaigns.

    By handling the logistics of influencer campaigns, agencies allow brands to focus on other aspects of their business while still benefiting from the impact of influencer marketing.

    Identifying and selecting influencers

    One of the primary services that influencer marketing agencies offer is identifying and selecting the right influencers to collaborate with.

    This involves analyzing the influencer’s audience, engagement rates, and overall reach to ensure they align with the brand’s target audience and goals.

    By partnering with influencers with a loyal and engaged following, brands can ensure their campaigns reach the right audience and drive meaningful results.

    Creating influencer marketing campaigns

    Influencer marketing agencies also work with brands to create engaging and effective influencer marketing campaigns. This involves developing a strategy, determining the proper content format, and setting clear objectives and goals for the campaign. By taking a strategic approach to influencer marketing, these agencies help brands create impactful, memorable campaigns that drive results.

    Managing influencer relationships

    Once the influencers are selected, the agency manages the communication and relationship between the influencer and the brand, including negotiating contracts, setting deadlines, and ensuring that the content aligns with the brand’s messaging. Taking care of the logistics of influencer campaigns, agencies allow brands to focus on other aspects of their business while still reaping the benefits of influencer marketing.

    Measuring campaign effectiveness

    Finally, influencer marketing agencies track and analyze the performance of influencer campaigns to determine their effectiveness and make data-driven decisions for future campaigns. They track engagement rates, impressions, and conversions to understand how the campaign resonates with the target audience. Agencies can optimize campaigns in real-time to ensure maximum impact by continuously monitoring and analyzing campaign performance.

    In summary, influencer marketing agencies bring together a team of experts who specialize in identifying the right influencers, creating impactful campaigns, managing relationships, and measuring campaign effectiveness. By outsourcing influencer marketing to a specialized agency, brands can ensure that their campaigns run efficiently and effectively while maximizing the return on their investment.

    Why use an influencer marketing agency?

    Partnering with an influencer marketing agency can benefit brands looking to execute successful influencer marketing campaigns. They provide access to expertise, efficient use of time and resources, and increased ROI.

    Access to expertise

    Influencer marketing agencies bring together a team of experts who deeply understand the industry, from identifying the right influencers to creating effective campaigns and measuring campaign effectiveness. By leveraging their expertise, agencies can tackle specific needs better and more efficiently than when done by inexperienced marketers.

    Efficient use of time and resources

    Executing an influencer marketing campaign can be a time-consuming and resource-intensive process. By partnering with an influencer marketing agency, brands can save time and resources on managing the logistics of influencer campaigns and allow brands to focus on other aspects of their business while reaping the benefits of influencer marketing.

    Increased ROI

    Influencer marketing agencies can help brands maximize their return on investment by creating effective and efficient campaigns. By leveraging their expertise, agencies can identify the most effective strategies for reaching the target audience, negotiating fair rates with influencers, and measuring campaign success to ensure maximum impact.

    In conclusion, partnering with an influencer marketing agency can help brands access the expertise, time, resources, and increased ROI they need to execute successful influencer marketing campaigns. Ultimately, the decision to partner with an influencer marketing agency should start from the brand’s specific needs and goals, as well as its internal resources and capabilities.

    How to choose an influencer marketing agency

    Partnering with the right influencer marketing agency can make all the difference in the success of your campaigns. But is important to consider factors like industry experience, reputation, service offered, and your budget.

    Factors to consider

    Industry experience

    Some influencer marketing agencies specialize in a particular industry, often gaming, fitness, or fashion. Make sure their area of expertise connects to your campaign. If the agency is not as industry-specific, you can still ask them for case studies or works they did with other clients that can relate to your area of interest.

    Reputation

    A strong reputation is a good indicator of an agency’s ability to deliver results. Look for agencies with a track record of success and positive reviews from past clients. You can ask them directly, check social media for mentions, or their websites for documents like case studies that will showcase their results and introduce you to their working method.

    Services offered

    Some influencer marketing agencies may specialize in different services, from influencer identification and outreach to campaign strategy and measurement. Choosing an agency that offers all the services you need to execute your campaign successfully is crucial.

    Budget

    Influencer marketing agency fees can vary widely depending on the scope of services offered and the agency’s level of expertise. Choosing an agency that fits your budget while still delivering the quality of work you need is essential.

    Questions to ask when evaluating agencies

    When evaluating influencer marketing agencies, here are some questions to ask:

    1. What is your experience working within our industry?
    2. Can you provide references from past clients?
    3. What services do you offer?
    4. What is your pricing structure?
    5. What is your approach to influencer selection and outreach?
    6. How do you measure the success of influencer campaigns?
    7. How do you ensure that campaigns align with our brand values and messaging?
    8. How do you manage influencer relationships and ensure they meet campaign requirements?

    By asking these questions and considering the factors outlined above, you can make an informed decision about which influencer marketing agency is the best fit for your brand’s needs and goals.

    Conclusion

    In conclusion, influencer marketing agencies can be the angular stone of a successful influencer marketing campaign, especially for those companies that prefer a more hands-off approach. Partnering with an agency offers benefits such as access to expertise, efficient use of time and resources, and increased ROI. Choosing the right agency is crucial to the success of your campaigns. You should consider factors such as industry experience, reputation, client references, services offered, and budget. By asking the right questions, brands can find an agency that understands their needs and can deliver results. Influencer marketing is valuable for brands looking to connect with their target audience and should be considered part of their marketing strategy.

    Yi

    May 9, 2023
    Guides
    Basics of Influencer Marketing, Entry level
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