A PHOTOSHOOT TO 'LIGHT UP OUR CHRISTMAS'
Whether it’s artificially inflated followers or engagement, influencer fraud is becoming more and more prevalent.
Despite leading influencers pledging to improve transparency, there’s still major concerns from brands facing a dilemma of who they choose to work with.
These falsehoods can easily lead to brands wasting vast sums of money on wasted campaigns with meaningless results.
Despite the clear and obvious risks, many brands continue to choose to work with influencers. In fact, many are looking to increase the budgets they spend with influencers.
If the apparent risks are so clear, why are brands wanting to work with influencers?
Well, when done right the results can be incredible. Not only that, but the results can come in at a fraction of the cost of traditional advertising.
We work with many incredibly talented content creators and will continue to do so. These content creators have such a strong influence on the audiences they’ve amassed that the benefits are clear and obvious for many of our clients.
How can you make it work for yourself?
Stop choosing to work with people because of their following size.
Choose to work with people because their following is right for your brand.
Think of it like this: you have an apple which you’d like to sell, but you’re unsure how to sell it. Two people approach you offering to sell the apple on your behalf.
Person A has a contact book of 100,000 people, none of whom have an interest in apples.
Person B has a contact book of 10,000 people, 90% of whom LOVE apples.
Who’s going to sell your apple?
That’s how you need to work with influencers; work with people who share your target audience.
Now you’re thinking about the interests of your audience, you need to think a little bit harder and truly evaluate audiences.
What happens if it turns out person B’s contact book is full of outright fake names and numbers?
Are they as good as they first seemed?
When evaluating potential influencers, you need to first scope out their audience.
Once you have a selection of influencers who share your target audience, you need to check for red flags; are there comments on their posts in languages which are out of context; do they receive the same comments on multiple posts; do they have a significantly high following but low engagement; do they seem to gain and lose followers in drastic spikes?
These are all basic warning signs that someone might not be telling the truth about their following.
If you’re still wanting to sell your apple, perhaps you should look to person C; a contact book of 5,000 people, most of whom reside in the country you’re selling your apple and all of whom have shown legitimate interest when person C previously sold an apple.
Audience size doesn’t matter. Audience interests and legitimacy do.
Next time you’re booking an influencer, think about who you’re talking to.