Followers, likes, retweets, cute pics with the perfect filter; there’s more to choosing the right social media influencer.
Unfortunately, this surface mindset is why so many people feel like they’re failing and often give up on social media marketing all together. Anyone who is currently working in social media marketing, working with an agency, or plan to, should ask the REAL questions. The surface questions like: “How many followers do we have?” or “How many likes did the post get?” are the exact reason why situations like the below, happen.
Since this blog is meant to educate you, I will not go into detail about who the social media influencer is. My goal is not to ridicule her, but to help you understand why you need think deeper when it comes to social media marketing.
“Stacy” is a social media influencer and has well over 2.6 million followers on Instagram. She recently launched a clothing line because…duh! You have 2.6 million followers so you’re bound to make money from them, right? All Stacy had to do was sell 36 pieces for the production company to continue to work with her and she failed. Yes. She has 2.6 MILLION followers and could not sell 36 pieces. Now she has to refund all of the customers who did purchase, and go back to the drawing board.
Here’s what you need to ask social media influencers BEFORE you agree to work with them.
What is your Instagram engagement score?
In this case, Stacy has 2.6 million followers, and her most liked post in the last week has 65,800+ likes. This means her engagement score on her best post is a 2.5% – this is a low average/good engagement rate. Considering some posts range from 16,000+ likes to 45,000+, her score on average is much lower.
When choosing influencers to work with, you should be looking at working with engagement scores of at least 3% or more. The goal should be to work with brands or individuals who have followers interacting with them, not just following.
Have you had experience working with similar brands?
Rapper Kreayshawn recently reminisced on the time she royalty p*ssed off Flat Tummy Tea. The company was not happy that she insinuated that their products could be smoked.
Or how about Scott Disick’s experience with Flat Tummy Tea. I’m almost positive they didn’t want him to copy and past the entire email like this. YIKES!
Before you start sending free product to your favorite bloggers, set the standard on how you want your social media influencers to represent your brand. Have them send you sample social media posts of brands they’ve worked with in the past. Plus, in your contract their needs to be a clause in case the influencer violates the terms of the contract – like the above!
In addition, you need to ask for stats on the campaigns they ran with other companies including performance and revenue generated.
Ask for references!
As we know, anyone can fluff numbers. Ask your potential influencer for references – preferably of companies they’ve worked with in the past and their points of contacts during the contract. If an influencer refuses to provide such information, that should be an automatic red flag!
I know it’s easy to get caught up in the social media game. However, if you truly want to grow, you have to think deeper, more strategic, and invest in the right people!
My engagement score last month was a 5.76% which puts me in the high engagement rate category. On average, my clients range from 4% – 7% engagement rate. If you’re looking for ways to increase your engagement score, schedule a 30 minute consultation today!