So, you want to hire influencers? That seems to be the trend these days. Influencer marketing is swarming the headlines and glamorized all across the media. I wonder though how many of these marketers are spending time interrogating the data to ensure that they are hiring the right influencers that will deliver true business impact.
In this video, I walked through the importance of using data and analytics when researching influencers. I give an example from a Clubhouse room I attended where brand marketers were frustrated by working with influencers that delivered no value.
Hey guys today I wanted to do a quick video on when brands should hire influencers. The other day I was in a Clubhouse room and there were a few speakers talking about influencer marketing. One speaker was talking about an experience she had in hiring an influencer with the sole purpose of driving sales. The influencer had several million followers across several social media channels like Instagram, Snapchat and TikTok collectively. After a few weeks into the program, the influencer only sold 10 or so products valued at about $100.
Several of the participants chimed in to talk about similar experiences when they’ve had to hire influencers for their marketing programs.
This isn’t an isolated incident. There’s been situations globally where brands have talked about the ineffectiveness of hiring influencers because they didn’t spend enough time upfront researching the influencer. It’s either that, or they are not using the right analytics to measure influence.
Certainly not all negative experiences can be avoided when brands need to hire influencers, but they can be minimized if data and research are a core part of the program.
There are two ways to think about this. There’s the upfront research and insights needed to identify the right influencers. I call this social influencer analytics. There is also real-time optimization of programs based on an influencer marketing program currently in market.
I have talked about this many times before but there are four data points you can use to ensure that you are partnering with the right influencer communities. You can weight each of the social data points differently based on your objective. – reach, resonance, relevance and reference. A lot of this data can come from brand monitoring or social media analysis.
The reality is that it’s not always an influencer’s fault that people aren’t buying products. You have to ask yourself “is the experience when someone gets to the checkout optimized to drive conversions”. If not that could be one reason why a particular influencer is in effective. If the checkout process is seamless, the UI is simple and easy to navigate and the influencers is still not driving sales, then perhaps you are working with the wrong influencer.
You will need more than a free influencer marketing research tool to help you find the most relevant social audio influencer, but more on that in the next post.
To learn more about when you should hire influencers (0r not), you can always subscribe to my YouTube channel. I record a lot of videos about the influencer industry, and I also provide case studies from brands I have worked with in the past.