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influencer marketing strategy: how to hire and contract influencers

October 9, 2020

written by
Mari Aipa

part 2: who is really an influencer and getting them to do what you need

So you’ve read part 1 of our series and are now ready for the big question, how do you know if someone is REALLY an influencer? Everyone says they are because that’s how they build their brands. We’ve had success working with influencers with 10K followers to 1M followers and the question we get over and over again is how many followers does someone need to have to be considered an influencer?

 

do your brands match?

Just because an influencer has beautiful photography on their feed doesn’t necessarily mean they’re the right influencer for your brand.  Aside from their aesthetic, consider what they look like and who their target audience is.  Where does their audience live and how old are they?  Does it match with the audience that you’re trying to reach?

 

followers.

Yes, having followers is important. But considering that Karl the Fog in San Francisco has 335K followers and he’s an inanimate object that hasn’t posted in over two years, follower count isn’t the only metric. Plus, you can purchase lists of followers and entire cottage industries out there to inflate followers on any social media platform. You want to be careful that you’re using the influencer to help your branding, not the other way around.

 

engagement.

While followers are important, the key metric to look for how engaged are those followers?  Are they commenting on photos? Do they say the same thing over and over or are they unique comments. Is the influencer actively engaging in conversations with their followers? These clues will help you to understand the amount of influence a person truly has.

 

hold them accountable.

Partnering with an influencer makes them an independent contractor.  Absolutely create a contract and set expectations for what the partnership includes, just like you would for anyone on your payroll.  What are you providing to them and what deliverables are expected in return?  How many brand mentions, clicks, and impressions should you expect to receive? Do they want an all inclusive stay for themselves and three friends for 5 days? Is the mini bar and room service included? What about spa treatments? And most importantly, what happens if they don’t deliver?  Some contracts ask influencers to pay if they don’t meet their promises. Setting these expectations will help to ensure your brand gets what you need.

 

At the end of the day, working with an influencer is your opportunity to turn someone into an evangelist for your brand.  Overdeliver, providing them with an experience they’ll never forget and you’ll likely create a loyal customer who would gladly continue to promote and talk about your brand for years to come.

Looking for more tips on how to execute a successful partnership?  We can help.  Tell us more about your needs and we’ll help connect your brand with more people.  Start here for a free social media consultation.