Influencer marketing: Tips & rates

Content marketing seems to be the only marketing that truly works these days. That being said, influencer marketing is one of the hottest topics. And it's not surprising.

Influencer marketing is a form of content marketing that focuses on using thought leaders, educators, and entertainers to drive your brand's awareness and user action. It is often seen as a more authentic and trustworthy communication compared to traditional advertising. Instead of selling, it feels like a personal recommendation from someone you know and respect. Thus, a higher trust factor producing tangible results.

The latest influencer marketing statistics by Influencer Marketing Hub illustrate that 9 out of 10 marketers consider working with influencers to be an effective marketing strategy. A whopping 93 percent of marketers and agency professionals use Instagram posts to promote their influencer campaigns (Linqia, 2021).

When working with influencers, keep in mind a few things:

  • Create win-win partnerships. Make sure the influencer is a good match for your brand. With this said, your product must be a natural and organic fit for the influencer’s community. Their followers should be interested in what you're selling.
  • Be clear about what you want the influencer to do. Do you want them to promote a specific product, or just talk about your brand increasing its recognition and awareness?
  • Provide the influencer with all the information they need, such as links, images, etc. Make it simple and easy and they will gladly work with you again.
  • Be prepared to pay the influencer. Most will expect to be compensated for exposure and the work they put in.
  • At times, working with multiple smaller influencers rather than a single large one may produce more tangible results while decreasing the cost of your campaign.
  • Finally, you need to measure your results. Keep track of leads and sales you generate. This will help you determine whether or not it's a successful strategy for your business. Keep in mind that at times brand recognition and awareness are hard to quantify.

Influencer marketing can be a great way to reach new customers and grow your business. Just make sure to do your homework, stop thinking “money fixes everything”, be mindful and easy to work with.

How much should you pay an Instagram influencer?

Reach, engagement rate, and content quality will determine the price. You can expect to pay anywhere from $100 to $100,000 per post.

Dwayne Johnson, for example, is one of the highest-paid Instagram influencers, earning millions of dollars per post. (USD$1,015,000 per post)

Keep in mind that the most effective marketing activity you could do is to create content in the true sense of this term. Don’t sell. Don’t expect anything in return. Just create content at scale that is useful to your users. Be patient and watch great things starting to happen.

Let’s talk more about content marketing in our future insights.

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