a business you want to grow quickly and efficiently. Companies are
likely to invest and scale their teams, but often forget to arm them with
the necessary tools.
What does this ultimately cost the company?
found that organizations that do not leverage an influencer marketing
platform and instead do all the work themselves, are spending a minimum
of 2 hours per day on one of many labor-intensive steps involved
with discovering and activating influencers - ultimately costing the
company at least $31,000 in one year!
Check out our infographic “The Cost of Managing Your Influencer Program" to compare doing the work in-house vs. leveraging an influencer marketing platform like Fullbottle.
As more brands turn to influencer marketing to generate engagement, a new study has found that it may not always pay off. Specifically, brands may need to focus on the quality of their posts and their target audience more often to see better ROI.
How can the right influencers drive engagement?
A report published by Markerly looked at influencers with less than 1,000 followers and compared them to those with between 1,000 and 10,000 followers. They discovered that influencers with audiences less than 1,000 had a “like” rate of 8 percent. In comparison, the group of influencers with larger audience had a “like” rate of 4 percent.
The publishers of the report claim that their findings highlight the need for brands to identify influencers who can bring them the most value. This involves finding those who are already working in their industry and targeting a similar audience.
"Brands that are interested in engagement over reach, and conversions over awareness are better suited to work with micro-influencers," Sarah Ware, CEO and co-founder of Markerly, told Marketing Dive.
Ware went on to state that micro-influencers – those with smaller audiences – may even be better options for some brands. They tend to have more resonance with their niche audiences and excel at geo-targeting and content repurposing. However, the bottom line is that businesses need to take the time and effort to hone in on the right influencers for their specific marketing needs.
At Fullbottle, influencers are incentivized by having the option to choose which brands they want to work with for marketing purposes. This ensures that brands are only teaming up with influencers who have their target audience and industry in mind. Contact Fullbottle today to learn how you can find the right influencer to achieve your advertising goals.
Erica Price, the mom behind the Nine to Three Thirty blog, has her hands full these days. In between managing her site and booming Instagram page (@ericaprice6), she’s taking care of her nine-year-old son and writing for A Little Luxury for Me, a U.K. foodie blog. We had an opportunity to chat with Price about how she stays engaged with her Instagram followers.
Fullbottle: How has your Instagram strategy changed as the social network has evolved?
Erica Price: “I think when the network was first launched, there was more emphasis on the 'instant' and my pictures at the time reflected that. These days, only a small percentage of my pictures are instant and most aren't taken on my phone. I don't do a lot of editing, but I do like to find the best shots from those I've taken on my DSLR and then transfer them to my phone for uploading.”
FB: What are your views on influencer fraud?
EP: “I can't see the point in paying for followers because in most cases it just looks really obvious. I have seen so many accounts with thousands of followers, but only a handful of likes per photo and almost no comments at all. Any marketer worth their wages will spot that a mile off.”
FB: How do you keep your followers interested?
EP: “Keeping my followers interested means frequent posting. I aim to post three times a day and this is usually during the evening. My Instagram account is quite varied and I try to vary the content each day. For instance, I might post one picture of my son or my cats, one landscape or architecture shot and one of some flowers or something pretty. That said I don't want to make it formulaic, so I don't follow that slavishly.”
FB: What goes into making the perfect, audience-engaging Instagram post?
EP: “The perfect, audience-engaging Instagram post would be something visually striking, but I think it's best when there is something to write about the picture, too. I see Instagram as 'microblogging' of a sort, but tend to keep my posts quite short on words (no more than a short paragraph and ideally the length of a tweet as I tweet out my posts when I upload to Instagram). Often, I get as much response to my words as my pictures.”
FB: What advice do you have to budding Instagram influencers?
EP: “I would say get social. Don't just put posts up and wait for people to come to you. Make sure you follow people, like and comment on their pictures, and there is a good chance that they'll come back and follow you, or comment or like your posts.”