When you’re signing a contract between a brand and an influencer, don’t forget to cover which of the #Influencer’s social media platforms the content will be published to.

When you’re signing a contract between a brand and an influencer, don’t forget to cover which of the Influencer’s social media platforms the content will be published to.

Influencer Contract: When you're signing a contract between a brand and an influencer, don't forget to cover which of the Influencer's social media platforms the content will be published to.
Influencer Contract: When you’re signing a contract between a brand and an influencer, don’t forget to cover which of the Influencer’s social media platforms the content will be published to.

Related:

Influencer Contract: cover how long the post will stay up

When you’re signing a contract between a brand and an Influencer, don’t forget to cover how long the post will stay up.

When you're signing a contract between a brand and an Influencer, don't forget to cover how long the post will stay up.
don’t forget to cover how long the post will stay up.

Related:

Hiring Influencers: Moving Beyond “Outreach”

There is no “outreach” to an Influencer, there is hiring. Think hiring instead of outreach

There’s a lot of misunderstanding about how to communicate with SMI

For some reason, people think they need to do outreach influencer hiring …. To woo or charm an SMI (social media influencer). I think they hope that if you compliment an Influencer on their writing and fame, and make them think you are helping them, that will grab their attention, and then they’ll endorse your amazing product for free… That’s a myth and is is a fundamental misunderstanding about SMI. There is no outreach — there is “hiring.”

There is a lot of misunderstanding about how to communicate with Influencers. For some reason, people think they need to do “outreach”…. To woo or charm an Influencer. I think they hope that if you compliment an Influencer on their writing and fame, and make them think you are helping them, that will grab their attention, and then they’ll endorse your amazing product for free… That’s a myth, this is a fundamental misunderstanding about Influencers. **There is no outreach -- there is “hiring.” ** The Influencers are BUSY, they get dozens if not hundreds of emails that try to “outreach” to them. You can avoid all of that by treating them like professionals. Just like you'd do with graphic designers, SEO specialists, and software developers, send the Influencer a short, to the point message and state that you want to HIRE them ...and then do exactly that!

The SMI are BUSY, they get dozens if not hundreds of emails that try to do “outreach” to them. You can avoid all of that by treating them like professionals. Just like you’d do with graphic designers, SEO specialists, and software developers, send the SMI a short, to the point message and state that you want to HIRE them …and then do exactly that!

DON'T spam the influencer
DON’T spam!
"If your brand reaches out to an influencer, do NOT automatically add that person's email to your marketing list. Getting spammed with emails I never opted into immediately makes me dislike your brand. Respect others' digital spaces."

Exchange of Products? It may not be the best way of hiring an influencer!

When you are clear and straightforward, they know that you don’t expect them to work for free.

And you shouldn’t. It doesn’t make sense to ask SMI to spend their time creating content for free, or in exchange for a sample of your product. It’s disrespectful. Most SMI have their own financial obligations, and are professionals. They work hard to create content and build their following. They value their time. You should too.

Related:

Should I pay SMI (Social Media Influencer)?
Should I pay SMI (Social Media Influencer)? Source: https://www.dearmishudad.com/pay-smi-social-media-influencer/
"Instagram influencer money is paying mortgages"
Instagram influencer money is paying mortgages. FYI.

The above is my 2c from my 6 years of experience as a brand working with online SMI, and as the creator of DearMishu, a Micro-Influencer.

When a brand reaches out to Mishu, what I DO want is to get to know them and their goals and understand their product and their key selling points and marketing strategy. I also want to get down to business pretty quickly. Are they interested in hiring our services? If so, then we need to understand their goals and build a relationship. If not, there isn’t really a point. What I DON’T want to do is have a lot of back and forth that ends up going nowhere. It’s just not a good use of anybody’s time.

‘Dear Mishu’ is a social media account that I created. Mishu is a character — based on my dog — who provides inspiration and advice through Instagram posts. That includes: advice to humans about dogs, advice to dogs about humans, and advice to humans about friendship, dating, career, living in the moment and being true to yourself.

As an “advice” focused account, Dear Mishu is perfectly situated to recommend a wide variety of brands and products, including:
products for dogs
lifestyle brands
apps
travel
– fitness and outdoors
Dear Mishu has ~80k followers on Instagram, Twitter, and Facebook and regularly receives hundreds of likes and comments on posts. Please contact us if you would like to discuss sponsorship or to review our media kit.

Should I ask the Influencer for exclusivity with the Contract? – Dear Mishu’s Dad answers..

You can try..! You can ask that when discussing the terms of the Contract — in this case, it means that the Influencer will not work with competitors.

Related:

I strongly recommend using a contract for any sponsorship to protect yourself and your business, such as my Brand-Influencer Contract

https://www.dearmishudad.com/signing-a-brand-influencer-agreement-as-part-of-your-influencer-marketing-strategy/

What is a good influencer marketing #scorecard? What determines influence? Is it a calculated #score, fan numbers or something else?

What determines influence? Is it a calculated #score, fan numbers or something else? Since evaluating Influencer Marketing is not so straightforward, I’ve developed this practical scoreboard for your metrics:

DearMishuDad Suggested Measurements:

  1. ORIGINAL, NOT INTRUSIVE, UNIQUE-POINT-OF-VIEW CONTENT – One of the most amazing deliveries you get from influencers you hired is their content. Influencer content could be wonderful.  Why?  Read here: How Good is the Content I Can Expect to Get From Influencers?
  2. TAGGING* – Tagging is the most overlooked metric to measure influencer performance.
    * Tagging includes: (1) the influencer tagging the brand, and (2) users tagging their friends
  3. COMMENTS – How many high relevance comments are there inside the influencer endorsement comment area.
  4. RE-SHARES – You can quantify the number of re-shares/retweets of the endorsement.
  5. SENDING TO FRIENDS – Instagram – for example – has a capability to send the post direct to their friends via DM and email.
  6. FORM REGISTRATION
  7. BOOKMARKS – On twitter and Instagram – for example – one can bookmark anything.
  8. INFLUENCER FOLLOWERS that were mobilized to become your followers.
  9. BRAND MENTIONED / DEFENDED – If you do the post-campaign moves strategically, when things are good, the followers you received from the influencers will be recommending your services/brand.
    When things are bad, they will be willing to give you benefits of the doubt. And yet the biggest prize is when those followers will go out of their way and DEFEND you on their online forums or Facebook groups, that will be very rewarding.
  10. EDITORIAL MENTIONS
  11. TOTAL LINKS
  12. IMPRESSIONS
  13. CLICKS
  14. REACH – The total followers minus fake…
Continue reading What is a good influencer marketing #scorecard? What determines influence? Is it a calculated #score, fan numbers or something else?

Today’s Micro-influencers – How to Define Them and Why They are So Important for Brands.

Since 2018 we’ve been hearing a lot about “Micro-influencers.”
Micro what? And… why?? Who are these micro-influencers anyway?

Types of Influencers

There are 3 types of SMI (social media influencers):

Types of social media Influencers
Types of social media SMI: Nano, Micro, Macro and Mega

Type 1: Mega-influencers, also called “celebs”… We’ve all seen them. They have over million followers and usually look like this:

an influencer does NOT need to b a celeb
The Mega-influencer look.

Next:

Type 2: Macro-influencers: they have up to 100k followers. They have a lot of strengths, but are lacking some of the best qualities of micro influencers.

Type 3: Micro-influencers… According to current definitions, they have fewer than 100k followers, and – to simplify things – they are “small size” SMI.

P. S. There’s a sub-category of micro-influencers, for even smaller size SMI, with fewer than 10k followers. They’re often called “nano-influencers” but it’s fine to refer to them as micro-influencers — let’s just keep it simple.

Now there was a time when micro-influencers were ignored… people only considered mega- and macro-influencers with over a hundred thousand followers to have value to offer.

But more recently they’ve become hot… they’re in demand (at least the good ones). Let me explain why:

Why Micro-Influencers are HOT:

Microinfluencers are hot and in high demand to serve B2C and B2B brands – they bring real influence, they create super original content and, on top of that, they are cost-effective!

There are three main reasons that micro-influencers and nano-influencers are suddenly hot.

1. Micro-influencers INFLUENCE

  1. Because they run a small shop (i.e. a community of several hundred or thousand followers), they can make those followers feel like home. They are deeply connected, answering their followers’ questions and comments, one by one (almost), giving them a feeling of belonging.
  2. Because they build their communities around a very, very specific niche topic, on which they are experts and which they are passionate about.
  3. Because they picked a job (social media) that they really good at.

And because of all that…

…they have influence, they can change behavior, they can introduce new conversations about the your brand or product. And that – my friends – is called influence!

And mind you, having tons of followers (or having great ‘reach’), while hard to achieve, is NOT influence.

Why engagement is important​
Examples of an SMI’s engagement with followers. As you can see, it’s intense. Followers often want an SMI your close attention and smaller SMI can provide that — in fact they enjoy providing that.
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers

2. Micro-influencers Bring Impactful Content

Hiring micro-influencers is as much about the content they deliver as it is about the influence! The content provided by micro-influencers can be wonderful. Why? Because it’s native, non-intrusive, with a great point-of-view and un-ordinary attention to detail!

Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!
Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!

They’re experts in their trade/passion, and provide deep, intriguing, and super interesting content!

the kind of a content that we shld expect from an influencer to deliver
Original, native, non-intrusive, not superficial, impactful, with a great point-of-view, attention to detail, and interesting – that’s the content micro-influencers can provide. Why? Because they focus on a particular niche, and engage with it days and nights!

Tip: The best way to benefit from working with micro-influencers is to reuse, re-purpose, re-post the content they create for you. Post it everywhere: on social media, your website, your storefront, TV ads, conferences, stickers, and what not. It has huge potential value.

3. Micro-influencers are Cost Effective

The amount of money spent micro-influencers is, on average, less than $500 per campaign. That’s much more cost-effective than ads…

If you make sure you do the SMI campaign right.

Just because Kim has 1M followers, or John gets 1,000 likes, it doesn’t mean they’ll be helpful for you. #Microinfluencers

Examples of Micro-influencers

Related:

What Influencers Bring to the Table: dialogue, attention, community building, category leading, positive bias, high level story-telling, etc.
What young Influencers Bring to the Table…

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?

How do I know that an Influencer is fake?

🔎 their followers: are many of them without photos? No posts? Weird names? No names? No Bio?
🔎 what they commented exactly: do the comment looks like an output of a robot? Spam comments..?
🔎how are their posts – do they look original or trash/junk/spam/low quality?

Related:

Social Media Influencer (SMI) is:
(1) Someone who owns a social media account (min. 50 followers), such as on Tiktok, IG, YouTube, etc.

And – very important too –

(2) Uses it for great – no, amazing – relationship building AND/OR content sharing with their followers.

Am I allowed to tell the Influencer exactly what pic and text to post?

Yes, but you are missing the chance for an awesome, original, great point-of-view etc post that they will be creating for you. They are really professionals, they know what to do. If you give them your post or photo, it will look like an ad and not like an original testimony.

Continue reading Am I allowed to tell the Influencer exactly what pic and text to post?