More Bang For Your Buck: How To Avoid Influencer Let Down

It’s no secret that major brands have been jumping on the social media bandwagon for years. Facebook, Twitter, and YouTube have been inundated with ads from products in every industry; big and small.

With the production of these ads comes the rising fame of the influencers that appear in them.

Amongst the sea of platforms, Twitter’s video platform Vine and Facebook’s photo sharing site Instagram have become prime real estate for influencer fueled creative.

However, there is one key challenge facing advertisers moving into the world of influencer advertising.  Influencer Selection.

Should an advertiser go with influencers that have HUGE followings (> 1 Million) or assemble teams of influencers with smaller but more engaged audiences?

Earlier this week, [a]ListDaily took a stab at solving this riddle in a well thought-out piece that you can read here.

“Discovery is a critical phase, to identify the key influencers is a mix of art and science,” Younger said. It’s a daunting task when you consider that there are over 400,000 influencers out there with a sizable audience, as Juarez noted.

At FullBottle, we recently looked at two campaigns for a side-by-side comparison.  Both campaigns ran only on Vine.  Budgets are estimates based on current rates for the influencers included on each program.

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Product A produced a paltry engagement rate of <1% while Product B’s engagement rate reached 2.7%.

The key differentiator: long-tail influencers have more engaged audiences.

But one key statistic from this recap might tell an even more compelling story.

Product B not only drove significantly more engagements but also produced more followers for the brand’s official account.

This indicates a more trusting relationship between long-tail influencers and their audiences.

Some advertisers are catching on to this trend.

Long tail influencer Chris Ozer has had an incredibly successful stint with Johnnie Walker sharing posts with his 557K followers. His posts documenting the Johnnie Walker distillery in Scotland helped grow the brand’s following on Instagram to 51.7K. An average post on the company’s account can garner up to 3K likes and 250 comments (6.3% engagement rate).

Meanwhile, Fanta spent a whopping seven-figures for their comedic Vine campaign, which featured several heavy-hitters in the Vine-o-sphere. Entitled, “Fanta For The Funny,” the promotion featured Vine celebs like AlliCattt, Jason Mendez and Mighty Duck. They shared content and encouraged others to do so but the official Fanta Vine account still only has 8.5K followers and a not so impressive 1.6M loops.

So does large scale or small-scale marketing work best on Vine and Instagram? Clearly, in this case, if the following is dedicated enough, size doesn’t matter.

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