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5 Influencer Marketing Secrets

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1. INFLUENCER MARKETING IS STILL MARKETING -

It’s very tempting to look at an influencer and use your gut feeling to decide whether or not they are a good fit for your brand. But while this answers the question of whether or not an influencer is aesthetically on brand, it does not provide you with information about whether or not they resonate with your specific audience. Just look at Kate Upton and Bobbi Brown Cosmetics. She looks the part, but when you look at her audience you’ll see it’s composed almost completely of males interested in lingerie and gaming.

You would never buy a media placement, an ad in a magazine or a street sign without asking who will see it, why would you settle for a vanity metric like number of followers?

With influencers, just like any other marketing channel, you want to focus on audience demographic, geographic and psychographic data. Typically you’d want to know:

Audience Interests

Audience Location

Age breakdown

Gender

Ethnicity

Average household income levels

Education level breakdown

Reach, Engagement, Amplification

and that requires data.

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1. INFLUENCER MARKETING CONT.

HYPR Report:

Many influencer marketing platforms will claim to have data - but will actually inundate you with meaningless vanity metrics like number of followers or

engagement. These numbers make you feel like you’re making an educated decision, but actually misguide you to overspend on influencers that have no

value. It’s great that an influencer has a million followers, but if 80% are from a country that can’t reach your product, it won’t help you.

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2. GIVE YOURSELF OPTIONSThough they are often treated as celebrities, influencers don’t really

share as much in common with celebrities as you’d think.

Unlike celebrities, they are easily replaceable. If an influencer is being difficult to work with, you can always identify many others with a similar audience that

will be happy to work with you.

Additionally, without using the proper tools, it can be extremely difficult to identify the right influencers because there can be many you have never

heard of. Our data shows that there are over half a million people today that have over 100,000 followers and over 3 million that have over 10,000 on

social media. HYPR’s search engine make discovering and evaluating the right influencers out of it’s huge database of 10 million influencers.

When you plan an influencer campaign, make sure you identify a significant amount of potential participants and reach out to them so that you have

multiple options to choose from. Some may be unreasonable, some may not respond, and you want to make sure you have options to choose from.

3. BE CAREFUL,

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It has become a common saying in influencer marketing that posts need to be authentic, and that brands need to learn to “let go” and “trust the influencers”.

HYPRs data has shown time and again that carefully planned and tested messaging will far perform organic posts by Influencers - especially since FTC

regulations require every post to be disclosed as an advertisement.

Influencers will say they want control because they know their audience, but the truth is that this varies greatly on a case by case basis. Some are born marketers while others just aren’t. A professional athlete should not be trusted to represent

your brand and make decisions your marketing experts should be making.

When you approach an influencer, have a brief that explains exactly what they’ll be doing. Create a brief that leverages the knowledge you already know about

your brand and messaging that resonates with your audience. Feel free to let the influencer participate in the conversation, but they should never own the process.

3. BE CAREFUL,putting too much responsibility in the influencer’s hand

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4. MEASURE EVERYTHING

When running an Influencer Marketing campaign, it is essential to track everything, so as to ensure that you can measure the return on your investment.

Here is a list of all data points you should track:

Clicks

Sales

Comments

Likes

Shares

Website Traffic

In an ideal world, you’d be tracking the same thing you track on any other digital marketing campaigns - user acquisition costs, conversion rates and

lifetime value. HYPR will be releasing a conversion tracker that does not rely on any clicks or other formats by the end of 2016. Until then, unfortunately,

we are not aware of a proper solution in the market.

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5. CREATE AMBASSADORS

A huge mistakes brands make is focusing on obtaining single posts from influencers. Audiences are learning to ignore those and

understand the nature of the relationship leading to those posts. You should be looking for ongoing relationships where influencers

repeatedly engage with your brands.

Think about traditional marketing - how many touch points to you need before a sale is made? Influencer marketing isn’t any

different.