The main employers of influence marketing are advertising agencies (more than 90%) and few brands therefore advertisers. This may be a sign that companies still have too little control over the subject and therefore leave this mission to the agencies. Until today, advertising agencies bought advertising space on social networks for their customers on social pages & profiles owned by media and influencers. Here why and how advertising agencies can easily create their own influencers & medias network to monetize these audiences.
Influence marketing: it’s not as complicated as Influence Marketing platforms told you
Traditional influence marketing platforms have left agencies thinking that creating their own network of publishers or managing influence marketing campaign was complicated. In short: it was “better” for them to find influencers, buy space and manage campaigns directly from their platforms. But these platforms are for advertisers, not agencies. They offer brands to internalize the software to manage influence marketing campaigns themselves.
In fact, when they internalize the process, most brands neglect the added value they need to bring to their influencers or their community. How often is the activation strategy reduced to sampling, an invitation to standardized events or a sponsored post?
Social networks have become a necessary point of entry for brands and influencers to occupy a growing place. Embodying a new way of interacting with audiences totally in tune with digital, influencers master the codes and know how to arouse the interest of consumers. But this logic has limits that brands must be able to understand to overcome them, and working with an advertising agency is the ultimate solution.
Plus, influencer marketplaces generally tend to grade influencers or rank them. Avoid faulty campaigns by doing your own metrics research and a quick content review beforehand!
Advertising agencies know what they are doing
Advertising agencies work with brands to understand their goals, requirements, values, and other aspects that make them unique. This allows them to choose the right influencers and launch the right campaign for the brands.
They connect brands with relevant influencers
Finding the right influencer for a brand is not a so long, time-consuming process if you try to do it all by yourself. Influencer marketing agencies are already connected with the best influencers in different niches. So they can find the most relevant, effective influencers for you. And they can do so in much less time. They also have a very good understanding of every individual influencer’s strengths, talents, and audience.
As we said, advertising agencies that provide influence marketing services already maintain a strong relationship with both brands and influencers. The agency’s relationship with the influencers is also a very important aspect that determines their effectiveness. The best influencers in any industry are becoming busier, with scores of brands eager to work with them. So the agency’s relationship with these influencers makes it easier for brands to connect and collaborate with them.
How to create your own network
In order to identify the perfect influencers for your customer and topic, top significant criteria to find them are both qualitative (industry, languages, geography,…) and based on metrics (engagement rates, traffic history, …).
You should first ask yourself what kind of influencers you’re looking for. Most of the time, brands are looking for several top 5% influencers, but nowadays they charge a lot and their performances regarding the brand objectives are not guaranteed. Others agencies prefer to activate dozens or hundreds of power-middle influencers or micro-influencers.
Volume is key, but it isn’t everything. Some influencers will have no impact on your conversion goals, whichever they may be. Make sure analyses, not just the community sizes, but also engagement rates, and their evolution through time. A tool like FameUS can help your agencies to get these insights in seconds when recruiting influencers into your agency’s account.
You can use most common search engines to find influencers. Go to Google or another search engine and look for influencers in your niche using keywords. Use the same process to browse through a targeted channel (e.g “site:fashion”). Identify the influencers that are the best fit for your campaign, manually export their profiles on an excel file and then search for their contact information or contact them directly on the concerned social network. Most of the time, they provide their pro email address.
You can also leverage existing lists from reputable sources via Google Search. Though this may seem like a redundant first step on how to find influencers, there are a few tips that can make a standard Google search yield impressive results. First, dial in your search terms. Instead of searching “top Instagram accounts,” try searching “top Instagram accounts fashion beauty.”
The last step is monitoring the performance of your campaigns so you can reactivate the best performers for your future programs. All of this hard work will serve no purpose if the platform you go for doesn’t allow you that level of understanding.
For all the following steps, you can use a solution like FameUS:
- Inviting influencers to connect their channels on your own platform
- Creating your network on this same platform
- Managing your network…
- Monetizing your network …
Agencies must use a comprehensive tool for managing, planning, monitoring and monetizing influence marketing campaigns. That’s why they use FameUS.