Hiring influencers is tricky. Wouldn’t it be great if one of the top marketing trends of 2018 was easy to implement? It’s not that it’s THAT hard, it’s just not as easy as clicking a button, which quite a few people assume, unfortunately. Still—don’t let that scare you. It’s not impossible to implement and the ROI you keep hearing about is true. So, because of that, at REP, we strive to give you the tools (and tips) to help execute these strategies in as effective and painless a way possible.
If you’re confident in your abilities and are ready to get things going, jump ahead and check out this overview of our Offers tool. But if you want to make sure you’ve got your bases covered, please continue reading:
Top 3 Things To Remember
1) Engagement Rate
Whether you’re combing through and hiring influencers individually or using our Offers tool to have influencers come to you, the most important metric to identify is the influencer’s engagement rate.
Fortunately for you, engagement rates are listed on every profile on REP, so you don’t have to figure out the math for yourself.
And yes, of course, you’ll want to do a quick dive to make sure their posts are of good quality, and the comments aren’t rife with emojis or b.s. like “Great post!”
But assuming they pass that test, take a look at their engagement rate. Here’s the average breakdown based on follower size. Anything above the average is obviously great and it’s probably best to pass on influencers who have anything below these averages:
Nano Influencers (1k-10k) = 8%
Micro Influencers (10k-100k) = 3%
Macro Influencers (100k+) = 1.7%
2) Audience Interests
Following the engagement rate metric, you’ll want to make sure the influencer’s audience interests match that of your product. You don’t want to hire someone to promote your product if their audience is absolutely disinterested in that topic. Again, every profile on REP has a breakdown of the interests to help you make these decisions.
3) The Ask
Once you’ve identified the influencer (or influencers), you’ll be ready to put your proposal (“The Ask”) in front of them.
NOTE: If you’re using the Offers tool, this step comes first:
1) You put up an Offer. 2) The influencers apply. 3) You check their engagement rate/audience interests. 4) You decide whether or not to hire them.
ANYHOW! The above is an OK example, it is missing some key elements, which we’ll breakdown below:
- Quick Intro – You don’t want to bore anyone about who you are and what you do, but some context is very important. (“Limited run of coffee mugs…”)
- The Ask – We asked for a post along with a tag. If you want a Story and a regular post, along with a link in their profile—this is exactly where to stipulate that. Do so clearly; a bullet point list is a GREAT way to do it.
- Sample Caption – We underlined it above. Not to take anything away from influencers, but it’s important not to leave anything to chance, and including an example is a terrific way to make sure you’ve included all the details.
- Timing – Since when the post went up wasn’t important to us (so long as it went up) we didn’t include it in The Ask, but having that in writing, especially when you’re running a proper campaign, is a 100% must.
- When – Include a line about scheduling: POST MUST GO UP NO LATER THAN ___! If that seems a bit harsh, don’t worry about it. It’s best to be clear and have it in writing from the get go, than chase someone to post and argue about whether they did what you wanted when you wanted it.
- Length – As we’re sure you know, sponsored posts don’t usually live on forever. Plus, Stories last just 24 hours, so if you want the influencer to include the Story as a Highlight—SAY SO! And if you want the post to be up for at least 48 hours—SAY SO! If it’s not in writing, you’re not protected …and worse, it’s up for interpretation.