When foreign social networks joined the Czech Republic, it was a boom that opened up new opportunities not only in the field of entertainment, but also in business. Over time, Facebook, Instagram, LinkedIn and other networks began to play an increasingly important role in converting users into customers of various companies – and they, on the contrary, began to experiment extensively with the most effective engagement.
With growing content and interest, countless influencers have also emerged, promoting not only themselves but also products of various brands on the networks. However, recognizing the right ones among them who should promote your brand or product is becoming increasingly difficult. And so analytical companies, tools and entire agencies are created, which deal directly with the connection with the most suitable influencers.
One such platform is BarterMe , which aimed to automate influencer marketing. Brothers David and Marcel Janíček are behind her. In a commentary for CzechCrunch, the head of the platform, David Janíček, describes what to look out for when choosing an influencer, how to measure the results of the campaign or how to set the subsequent reward
We are currently seeing two major trends, namely a greater focus on online sales and the growth of the direct-to-customer (D2C) market, ie those who deliver their products directly to customers without intermediaries. This means increasing market saturation and a more complex situation for start-up D2C companies, which are finding it increasingly difficult to break into the market with their product.
following a well-known brand. For such companies, influencer marketing is an ideal tool for building a brand quickly and relatively at low cost. But you have to be careful about a lot of possible problems.
Where to look for influencers and how not to come across
Search influencera should start by choosing an appropriate social network. The dominant platform for influencer marketing is currently Instagram, which has the highest organic reach and is most suitable for the presentation of visually interesting products and services. Today, Instagram is used in its mix by up to 90 percent of companies with influencer campaigns. By some distance, YouTube is in second place, followed by Twitch and then the rapidly growing TikTok. and perhaps a smaller but even more devoted fan base is a much bigger nut to crack. If you have the time and desire to make an effort, you can find suitable influencers by searching social networks using popular hashtags in your field or by being inspired by which influencers your competition works with.
Brothers David and Marcel Janíček, who are behind the BarterMe platform
Photo: BarterMe
Alternatively, this activity you can leave it to a specialized agency to do this for you. Here, however, it must be emphasized that the agency will be more suitable for finding larger influencers and carrying out complex campaigns, where of course you also have to count on higher costs.
The fastest way to find the ideal influencers for you, however, there are platforms that either provide advanced search tools or directly contain their own database of proven influencers. your fans. An important indicator is, for example, how fans interact with posts, like them, comment and whether the influencer responds to them. It is also worth thinking about what the focus of the influencer is, and therefore what its audience will be.
, the easier it is to estimate whether its audience will be interested in your product.
The big problem today is inauthentic audiences and engagement. These cases include a situation where the influencer monitor purposefully buys or artificially creates engagement through group engagement. It is often not easy to detect such an absence of authenticity. As a rule, only large brandies with dedicated teams can afford a detailed analysis of the influencer’s fan base and watch the brand resonate in the comments of the influencer’s audience.
The alternative is to use paid tools again. , which analyze in detail the quality of influenza. However, even these tools are not entirely one hundred percent. The most reliable method is to choose only from proven influencers, which can be found either on influencer platforms that support some form of influencer evaluation and monitoring, or with the help of the already mentioned agencies.
Campaign progress and remuneration
However, choosing the right influencer and establishing cooperation is not the only key factor for a successful campaign. Another, no less important phase is entering and managing the campaign and communication during it. The company must prepare for the fact that micro-influencers are not professionals, they have their own job or family, and influencer marketing is second to them. Communication with them does not always have to be easy.
larger number, a demanding process of approving contributions or monitoring the dates and agreed implementation of the campaign awaits her. The whole process can be entrusted to a specialized agency or use platforms that allow you to conveniently manage the campaign and influencers, approve contributions and monitor their publication.
“Washing powder does not fit into the influencer’s feed so easily. Instead of a barter, it will probably be necessary to motivate rather with a financial reward. “
It is also necessary to think about how the influencer will be compensated before the start of the campaign. There are several options, such as a lump sum payment for contributions, a free product or barter, a discount code or a commission from the sale, the so-called affiliate. When choosing rewards or their combination, it is necessary to take into account not only the size of the influenza audience, but also the overall complexity of the influenza campaign.
The power of advertising is invasive. To illustrate: even larger influencers with around 100,000 followers, for example, have no trouble campaigning for barter only when it comes to promoting a product or service that fits well in their feed or is generally perceived well, so influencer likes to brag about it publicly. . On the contrary, the washing powder does not easily fit into the influencer’s feed and it will probably be necessary to motivate it rather with a financial reward.
Measuring the results of the campaign in cooperation with influencers
Measuring a marketing campaign is not just about reach and the number of likes and comments (engagement). If influencer marketing is not just a brand awareness tool for you, but you also intend to use it to acquire new customers, the above statistics will not suffice. In this case, trackable lines and discount promo codes come in handy. , which influencer published such a link. These links are usually placed by influencer in their story, where users will soon replace the button via the swipe-up function (which will probably on Instagram ) will be sent to the contracting authority’s website. Through Google Analytics, you can then measure how many customers you receive from this channel, what their conversions are and the size of your purchase.
contribution. These are more suitable for long-term cooperation with influencers (brand ambassadors), because you have to create unique code for everyone and manage a database of hundreds of promo codes may not be desirable. However, this is one of the easiest ways to measure the effectiveness of your conversion campaigns.
Avoid the most common mistakes
The most common mistake made, especially by companies starting with influencer marketing, is not to define mutual expectations and conditions of cooperation, which then often results in disappointment for one or both parties. When setting up a collaboration, it is essential to make sure that influencer fully understands the client’s expectations, including the type and quantity of content required, the time schedule for publication and the fee.
At this stage, companies often forget to negotiate a license. to further use the posts in your marketing. Platforms that structure and automate the entire campaign assignment process and ideally also cover the legal framework of the entire cooperation, including the licensing agreement, can be helpful here
followers. These influencers may not be entirely beneficial, as they usually have a lower degree of involvement than micro-influencers.
As a rule, the contracting authority will achieve more positive results from the campaign with ten influencers with a size of 40,000 followers and a 5% involvement rate than with one influencer, which has a rate of 400,000 and a half percent involvement
BarterMe co-founder David Janíček
Photo: BarterMe
What the company should never do, however, is the absence of any measurement of influencer marketing results. Nor is it appropriate to rely solely on confirmation screenshots submitted by influencers. If influencer marketing is to be used as a full-fledged marketing tool, it is absolutely necessary to measure it adequately. In such a case, the cooperation may not be finalized at all, in the best case, the whole process of the campaign will be significantly extended, which is undoubtedly not desirable. This negative aspect can then lead to mutual frustration.
While large brands have dedicated managers or agencies directly on influencer marketing, in small and medium-sized companies it is taken care of by one person, the same A “marketer” or even the founder of a company. Here again, the power of specialized platforms will manifest itself, which automate the entire influencer marketing process and significantly save time for clients.
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