3 Lessons Learned From Working With Influencers

99firms

The Merriam-Webster Dictionary defines the word influencer “as a person who is able to generate interest in something (such as a consumer product) by posting about it on social media.” Today, influencer marketing has become a crucial component of many brand’s marketing plans, becoming one of the fastest growing methods for customer acquisition.

Working at a full-service marketing agency, I have had numerous opportunities to work with influencers for clients across the spectrum. Over time, I have learned a countless number of lessons which has helped me to represent my clients better and find the right fit for the brand. Take a look at the top 3 lessons I learned from working with influencers:

1. Choose your influencers based on the target market you’re going after

Brandingmag

This almost sounds like a no-brainer, but I’m always shocked to see local brands working with influencers who do not have a large impact in the local market. For instance, imagine a local restaurant partnering with an influencer who has over 20,000 followers, but only 5% of those followers live in the vicinity of the restaurant. Since influencers often charge by the number of followers they have, you would be paying a premium to speak to a small piece of the pie. Instead, Impact suggests that working with micro-influencers who tend to have higher engagement rates at a much lower cost. Additionally, make sure that you’re finding an influencer that aligns with the geographic market you’re going after! It’s all about finding the sweet spot between cost and engagement with the right target market.

2. Don’t be fooled by vanity metrics

Disruptive Advertising

I can’t tell you the number of times that influencers have sent me metrics about their platform(s) only to find out later that they were all vanity metrics. Some influencers buy followers and likes to make it seem like they have more engagement than they really do. Take some time to check individual followers and the comment section to see if anything seems suspicious. You can also use online tools such as this Instagram Audit Tool to analyze Instagram accounts for fake followers and likes or this Instagram Influencer Earnings Calculator to get an understanding of what an influencer’s post should be worth, based on their engagement rate.

3. Make sure the ROI is worth the cost to you

Social Marketing Fella

When working with influencers, you’ll notice that each contract is unique to the individual. Some influencers will ask for more complimentary services/products in exchange for reduced rates, while others will just charge a higher rate. The truth is, there are no rules in influencer marketing and it’s up to you to identify what they’re worth to your business. If it’s my first time working with an influencer, I always take the top tips into consideration to come to an agreement on a rate that doesn’t pose too much of a risk on me. Make sure to always ask for analytics after the campaign (work it into the contract!), so that you can see the ROI they have had on your business. Additionally, it’s okay to say no to influencers. If they’re simply asking for too much in exchange for their services, let them know. Most of the time, they will work with you to find a cost/exchange that is reasonable. As you continue working with influencers, use the analytics to determine if the ROI is worth the exchange of services/costs.

Have you worked with influencers before? I would love to hear more about your experiences! Feel free to share any tips in the comments below.

Social Media Posts:

Facebook: First time working with an influencer? Not sure what to look for? Here are the top 3 lessons I learned over time: https://bit.ly/2YkcLcw

Twitter: Know the value of influencer marketing & how to maximize it for your business! Here are the top 3 lessons: https://bit.ly/2YkcLcw

Top 3 Websites to Master Social Media Marketing

As someone who manages multiple social media accounts for clients in various industries, it can get quite difficult juggling the constantly changing guidelines and best practices between all of the different platforms.

And while a quick Google search can be helpful, the number of sources with varying information can often leave you more confused than where you started.

Here are the top 3 websites I turn to for all things social media:

1. HubSpot

HubSpot

HubSpot is a software company that is known best for its products for inbound marketing and sales. However, my favourite part of the platform is the number of FREE resources available through the website. Offering courses, certifications, downloadable resources and blog posts, the platform does an incredible job of showcasing everything there is to know about social media and even the world of digital marketing.

Why I Personally Love It:

  • The blogs cover a wide variety of posts from marketing to sales and even all of the current news and trends in the industry. Plus, content is always being updated to reflect any changes in the industry.
  • The free courses and certifications are a great place to start for basic training, and it’s guaranteed to stand out in a resume!
  • There are a ton of great (and free!) business and marketing resources for just about everything. These resources are great when you don’t know where to start or just need a template to build your own strategy.

2. Sprout Social

Sprout Social

Sprout Social is an all-in-one social media management platform for all points of connection. And while the website is great for anyone looking to manage multiple social platforms, my favourite part is the number of resources available on the website. From blog posts to webinars to free tools, you’re guaranteed to find the answers to your questions here.

Why I Personally Love It:

3. Social Media Today

Social Media Today

Social Media Today offers is the go-to place for all things social media. Covering everything from the latest developments to the latest tips for each social platform, you’re sure to become a social media master by keeping up with this blog.

Why I Personally Love It:

  • You can join the conversation through their regular Twitter chats, which covers varying topics related to social media. You can always listen in by following #SMTLive.
  • Contributors/SMT Experts are comprised of real-life founders of digital agencies and consulting practices.
  • There is an entire library dedicated to industry research and insights. Back up your facts with real statistics!

Have you tried any of the platforms mentioned above? What are your thoughts?

I would also love to hear more about your favourite platforms! Feel free to share your thoughts in the comments below!

Social Media Posts:

Facebook: With all of the constant changes on all of the social media platforms, it’s hard to keep up. Here are the top 3 websites to keep up with all things social: https://bit.ly/34oPsk4

Twitter: Stuck on your social media strategy? Check out the top 3 websites that all social media marketers should know about: https://bit.ly/34oPsk4

Is Social Media Damaging the Future of Today’s Children?

Is Social Media Damaging the Future of Today’s Children?

Today, it seems like every child has some sort of electronic device available to them at all hours of the day. Compared to life a decade ago, there’s no doubt that a majority of today’s parents rely on these technological tools to entertain their children.

Though social media is used by people of all ages, there is no doubt that platforms such as Snapchat, TikTok and Instagram are no stranger to younger audiences. With kids relying on these apps to communicate with their friends and connect with others on the web, parents must consider the damaging affects social media can have on their children.

Let’s take a look at the top 3 ways social media can be damaging to a child’s future:

A Child’s Right to Privacy

Social media platforms serve the purpose of sharing one’s life online with others. As children, sharing too much of their lives can have a negative affect on their future. The things a child posts online creates their digital personality, which follows them in the future when applying to schools or jobs. Without careful parental supervision, children can often post without much thought about how it may impact their future. Children deserve the right to privacy at this age, without having their decisions today follow them around for the rest of their lives.

Exposing Children to Cyberbullying

Kids Helpline

Though social media can cause children to connect with their friends and build stronger friendships, it can also encourage cyber bullying, impacting children’s mental health. Social media provides children with the opportunity to hide behind a screen to gang up on a particular child. Results include loss of sleep, depression, and other side affects impacting a child’s growth and ability to learn. This is why it’s so important for parents to monitor their children’s social media usage.

Unrealistic Expectations

CollegeHumor

Even as adults, social media can often set unrealistic expectations on how our lives should be. Social media paints a false picture of what happiness and success should look like. As a child, seeing these images can impact their self esteem and cause them to make unrealistic comparisons.

Do you think that social media has a negative impact on a child’s growth? Share your thoughts in the comments below!

Facebook:

Should you allow your child to use social media? Check out the top 3 factors to consider: (blog URL)

Twitter:

Is social media impacting your child’s growth? Find out: (blog URL)