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What type of influencer do I need for my brand?

The first step to take when figuring out what kind of influencer you should be looking for is understanding your audience. Who are they? Where are they most likely to consume content online? What kind of content do they engage with most often? And most importantly, where do you want them to go from there - i.e., which specific actions do you want them to take due to their engagement with the influencer's content?
Once you have a clear picture of the target market for your product or service and how best to reach them, it's time to get down into the details about what type of influencers will help you meet those goals.

Should I use a micro-influencer, a macro-influencer, or both?

Ultimately, you have to decide what type of influencer content your brand needs. When focusing on social media marketing and influencers, it's important to ask yourself a few questions:

  • What is the desired outcome of this campaign?
  • What is the budget?
  • How many followers do you need to reach?

 For instance, if your goal is to create high-quality content with a small audience, we recommend using micro-influencers. They are more affordable than macro-influencers and often have higher engagement rates (meaning that people will be more likely to see your content). 
Still, they may not be able to reach as many people as macro-influencers. However, if you are looking for high-quality content and want it shared with as many people as possible (even at a higher cost), macro-influencers may be the best option. They can produce beautiful images with large audiences and often provide higher engagement rates than micro-influencers due to their larger followings.

Do I need to compensate influencers?

There seems to be some confusion about whether or not to compensate influencers. Some brands think that compensation is the only way to go, but it's unnecessary for every campaign. The most important thing to consider when asking this question is how much you want the influencer involved in your brand/product. If you're working with an A-list celebrity and they agree to promote your product, they will expect a paycheck in return. On the other hand, if you need a few people with a good following and decent engagement to share your products on social media, they might be willing to help out without compensation.
If you decide that compensation is the way to go, there are many different ways that companies can pay influencers for their services. For example, influencers can get paid per post (either a flat rate or based on follower count), per click (CPC), per sale (CPA), or even by commission percentage (if you want them to sell products directly).
The best method of compensating an influencer depends on what outcome you're trying to achieve from their involvement with your brand/product. For example: if someone has over one million followers, but no one engages with their content, and they have low conversion rates, there's no point in paying them by CPC or CPA because they won't drive sales; instead, it would make more sense for them to receive a flat fee for sharing posts on social media or maybe even free products so that they feel truly connected with your brand!

Should my brand do an in-person event with its influencers?

Absolutely! While the most common type of influencer marketing happens online, influencers can be an indispensable part of your in-person events. From conferences to retreats or weekend getaways, having your biggest ambassadors on hand for an event in real life offers many benefits that you're missing out on if you only work with them remotely.

  • You can meet your influencers in person and get to know them more closely and vice versa. This is especially helpful when it comes time to negotiate future campaigns together!
  • You may also find that they form their rapport with each other by getting influencers together and giving them a chance to mingle. This encourages forming a cohesive team that works together well—which may be more valuable than individual performances.

How do I know if my influencer campaign worked? 

You can track the success of your influencer marketing campaign by tracking:

  • The hashtag (or hashtags) you've used: The more frequently the hashtag is mentioned, the more successful your influencer campaign is.
  • Sales from each influencer: If you can attribute a significant number of sales to a specific influencer, that influencer has been a success.
  • Traffic to your website from social media channels and social sharing widgets on your website.
  • Social media engagement on the posts of each influencer you're working with (comments, likes, shares).
  • New social media followers for each influencer and your brand as a whole.
  • Social media mentions specific to each influencer (i.e., mentions by other users praising an individual's content).

 What if my influencers aren't posting consistently?

If your influencers aren't posting consistently, it's fine to give them a gentle reminder. Remind them of their responsibilities and let them know you appreciate their work. They may have forgotten or underestimated how much time your campaign would require from them, so be understanding.
You also don't need to wait until the content is done before letting the influencers post. Influencer marketing is an ongoing partnership, and you can get value out of posts as they happen, so feel free to set milestones or deadlines for posts with rewards at those intervals.

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