Should you hire Social Media Influencer for your brand?
Influencer marketing is not a new concept. More companies hire social media influencer, and it has been common in the United States, but it is just recently that it has started catching up worldwide, specifically in Asia.
Influencer marketing is a process of connecting with influential people on social media to present a certain brand. Influencer marketing is about tapping into famous social media users and converting them to brand endorsers.
In the USA, the influencer brand campaign gains an average of $6.85 in media value for every $1 that brands are spending on paid media.
A lot of social media users still trust the recommendation of friends and people they follow on social media networks like Facebook. It is a different ball game when using the Internet, not a lot of people would be induced to click and read ads from companies, but they are more likely to purchase items or read articles that are being endorsed by friends or people they know.
The trust of consumers for brands have declined over the years, while the reliance of word of mouth marketing has increased. According to a research released by Nielsen, word-of-mouth recommendations continues to outperform all advertising types. People are more inclined to try a restaurant that their own friends have endorsed online, because they consider this method more authentic.
How much it costs to hire Social media influencer?
Since this is relatively new, a lot of companies still don’t know the value of digital marketing techniques, especially social media marketing, and how much they need to spend to hire social media influencer. The first thing to do is to determine the value of the influencer, are they capable of bringing in sales and when they do post the product do they have the right voice to do so?
100k followers or more does not mean guaranteed sales.
When you hire social media influencer, observe their posts. There are a lot of female influencers in Asia who have more than 20,000 followers but it does not mean that they are the right endorsers for your brand. Remember that a lot of women gained their followers by posting lewd photos, a lot of people just follow them because they wear bikini photos, but they hardly speak about substance in their content. Branding is still key, select the people who will represent your brand.
This means, that if you allow them to post your product or brand, it could backfire and end up damaging you. First, consider the image of the person you are offering the brand, they might look beautiful or handsome, but do people see them as someone they can trust. Are they posting content that is in line with your brand? In Asia, the image of the brand endorsers is still key to converting sales.
If the brand is just about having whiter skin, or if it is something that this person can use on a regular basis, then it will be alright to tap into them to spread the word. But at best, you do not pay them, you just offer an exchange of free products rather than cash.
When to offer cash for a social media influencer?
Before partnering with a social media influencer, you need to be sure that this person is influencing a lot of engagements in or bringing in comments. Determine if you are just renting out their influence for a day or a week, or if you are considering a long-term relationship. Check if they already have an engaged audience, are they posting content on a regular basis, do they have a website or video blog of their own and are people interacting with them. Check if as an influencer they are also responsive to other people messaging them even before deciding to pay them cash.
Pay an influencer, if they are willing to collaborate with you on the content. This mean, are they willing to blog about your product, inform their viewers the benefits of the product and how to use the product through a blog post, or through video marketing. Most content writers would be willing to produce content for your company and get paid $25 for a 300-word content with images. If you want them to do a more in-depth content about the brand you are offering you can ask the influencer to create a 1,000-word blog post for $60 in the Philippines or cheaper than that in India. If they are still starting out, however, if they already have more than 1,000 followers the prices can vary, it can increase.
If you, however, want to make a more extensive video marketing material, with broader content and subject you would have to spend 150,000 pesos for a well-made video marketing. In the past, you would require millions to get a good video deal, now you can already produce a 2 to a 3-minute ad on your own for your website that you can use several times for this price.
You can contact IMARK International on the varying rates, instead of spending thousands of dollars on a video marketing campaign, you can already do a viral campaign with content for only to $3,000 to $15,000 in the Philippines. In other countries, they usually spend a minimum of $40,000 per video even if they will just post this on social media. You can now hire video marketing campaigns in the Philippines who can provide high-quality content for less.
Why do you need to hire Social Media Influencer or pay for the Brand Influencers?
Although there is what we call as brand advocates, the effect can only stay for a few months. Everyone needs fuel, and for consistent content, setting aside funding for a full-blown marketing campaign online is necessary. Let us face it, no one is really that dedicated to get you free air time and focus if you are not giving them the means to do so.
You are paying for ideas and top consultants and brand influencers would ask you for an exchange for giving you their time. If you are still using a traditional marketing set up for your campaign online, it is about time to learn influencer marketing and video marketing or simply hire social media influencer for your online ad campaigns.
Should you focus on Celebrity endorsers online?
Not all the time, there are new studies stating that people are most likely to engage with people they feel they can talk to. At times, celebrities have more followers but they are no longer able to get in touch or talk to their followers, which means lesser ability to make an active sale.
You would want to focus on micro influencers instead, real people with real followers who are actively engaged and talking on a regular basis. Micro influencers might have only 1,000 followers but if there is a lot of engagement in the comments section and lots of ideas coming out during their posts then they are deemed effective. Hiring 20 micro influencers to speak about your brand is better rather than focusing on just one celebrity influencer.
In the U.S the standard pay for micro influencers is $83 per post, while a person with more than 100,000 followers in the U.S can earn the amount of $763 per post. In the Philippines, there is no current standard yet. But it would be safe to allocate $50 or more per blog content that is made about your brand.
The great thing about micro influencers and bloggers is that their advertisements, when uploaded to their websites, stay for a very long time on Google and this can give you an unlimited number of views when your brand is being researched, checked, and studied on the Internet.