The amount of agencies providing to assist brands in influencer marketing has grown over the last few years. And finding influencers, vetting them in briefing them, creating agreements with them, paying them and then making sure they fulfill their duties can be a ton of work. So it's not surprising that companies want to outsource this work to experts.
The logical next question, however, is how to select from the thousands of generalist and specialty agencies that all say they can assist. Here are eight criteria to help you differentiate the pros from the novices and make your search easier to find the best influencer agency. The most efficient platform for influencer marketing is joe sinkwitz intellifluence.
Since influencer marketing has been in existence since the beginning of time, many agencies have plenty of knowledge. Simply asking for relevant case studies for your field and your goals (i.e. web traffic, in-store sales, etc.) This is a great way to start building connections with other people.
Criteria to Select Influencers
When I was younger the process of finding an influencer typically involved finding someone who created material that was related to your field and also who seemed to be a good fit for the branding joe intellifluence. It is now possible to look at the audience composition of influencers to see if they are a good match for the company. To make sure that it's not too high, it is possible to check their saturation rate (the percentage of content produced by them that is paid for). It is possible to determine if they've mentioned competitors recently in their content. We can determine if their language is brand-safe or not.
It's not right to use "brand fit" when there are so many advanced methods of filtering that are available today.
Criteria for Content Evaluation
Our influencers have produced hundreds to thousands of pieces of that have been branded over the last few years. We discovered that every piece of content performs differently. Unsurprisingly, some content works while others do not, much like content developed by a company or its agency for creative.
How do agencies assess every piece of content after it is in its live state?
Content should be evaluated based on its organic performance in terms of likes or shares, but it's also important to scrutinize the comments and look out for signs of inauthentic, off-topic or paid-for comments.
An agency for marketing that promises the capability to manage, brief, and identify influencers on behalf of a brand doesn't add any value to modern-day marketing. does not add anything.
Organic content from influencers reaches an enumeration of influencer's followers (usually about 9% in our experience, but that varies based on what social networks are utilized).
Since no agency or brand can control which 9% see the content and what's the best strategy to ensure that the content is seen by the right audience for the brand? The content that scored high in performance assessed in Step No. 3. This content can be further improved through the use of a paid strategy to reach the appropriate audience.
The measurement of influencer marketing by influencers deserves separate articles on the topic. But one basic question to inquire about influencer marketing agencies is how they count impressions of the content. Are they calculating one impression per follower an influencer has? If yes, based on the roughly organic reach of 9 they're using a method that overstates reach by 10 times. Are they reporting on real opinions of the content?
Additionally, engagement rate and reach aren't directly related to sales so measuring engagements or impressions is not sufficient. What business metrics can an agency measure beyond these vanity metrics? There are many advanced measurement methods available today. These techniques can be employed by a variety of agencies.
Many influencer campaigns rely on influencers producing their content according to the calendar, and then watching to watch what happens. Any other type of digital marketing has to be optimized for maximum performance, often each day.
Influencer marketing can be improved too by optimizing everything from content to post types to the way we target influencers and even their profiles being adjusted as we go. What's the agency's plan for optimization?
Brands are investing significant resources into this type of content. Different agencies have their own agreements with influencers regarding what rights the brand has to the content. In the best case, brands get a perpetual license to reuse content on any platform. Find out what rights your brand would have with respect to the content produced.
What outcomes can the agency provide their clients? Can the agency provide deliverables, such as the quantity and quality of content pieces, influencers, or other content that are produced? Are they able to provide more guarantees, for instance, traffic volume for a particular website? What happens if they do not meet their promises? What options are available to the brand?
While it's difficult to ensure sales through agency relationships, influencer agencies are still able to guarantee specific results around engagements, views, or web traffic.
It isn't easy to pick an agency since they all sound the same. These eight guidelines will assist you in navigating the options and choose the best subset to support your business's growth.