It’s important to remember that this is just a ball-park figure. Some influencers may charge more or less depending on their industry niche, engagement rate, specific influencer campaign or the type of content you are asking them to produce. For videos or reels, influencers may charge anywhere from 50-100% more of their feed post price, whereas for stories, they may charge significantly less due to their temporary nature.
Do: Comply by the ASA
The ASA (Advertising Standards Authority) is responsible for keeping tabs on the social media influencer marketing industry to ensure everything is sound regarding disclosing Ads and Ad-affiliated content. The ASA is especially hot with the Instagram influencer marketing industry, as many influencers don’t comply with the ASA rules. It’s important that you agree with your influencer that they must comply with ASA regulations, or else both parties could be fined. The ASA states that any content that the influencer has been paid for (financial payment to talk about a product or brand) must be listed with AD / Advertisement or #ad / #advertisement to be compliant. This must be within the caption, ideally at the beginning – as a rule of thumb, if a follower has to engage with the content to understand that it’s an AD, it’s not compliant. The same applies to any AD affiliated content. It must be made clear that it is an AD if the content: shows an influencers own brand, uses an affiliate link, is on a paid stay, is showing a PR product. Simply using the ‘Paid Partnership’ geotag tool is not enough. Don’t get caught out!
Do: Give ample time
If you tried to organise a full photoshoot, including models, photographers, hairstylists, makeup artists and retouchers within a week or two, you’d most likely be met with laughter. The same applies to influencers. When asking influencers to create content, they are performing all of these roles themselves! Therefore, giving adequate time is paramount for them to create engaging, high-quality content. We recommend four weeks as a minimum turnaround time, however, the longer is always better!
Don’t: Go in without a clear plan
Without an influencer marketing strategy in place, things can get muddled, motives can be lost in translation, and KPIs can get confusing. Having a plan will make sure you are both on the same page, and you can refer back to your initial contract or roadmap at any point. Identify campaign objectives, budget and deliverables so that you always have an agreement to fall back on.
Don’t: Choose influencers based on vanity metrics
If you choose the influencer with the most followers, then you’ll see the most returns, right? Wrong! We urge you to forgo vanity metrics such as followers and instead focus on more meaningful figures such as engagement rate, the success of previous paid partnerships and audience. An influencer with a smaller but more engaged following will result in a more successful influencer campaign than an influencer with a large following but a disengaged audience.
Don’t: Choose quantity over quality
As we stated earlier, who you choose to promote your products should be a direct extension of your brand and branding vision. Their tone of voice should reflect the brands, and their following should align with your ideal target audience. Due to this, choosing to partner with numerous influencers could dilute your branding and appear generic or fake. This especially rings true when using only one platform for your influencer campaign, as Instagram influencer marketing can appear saturated if you use too many collaborators. We recommend working with only a handful of influencers over a long-term basis to solidify your branding and create a strong personality.
Don’t: Micro-manage content creation
As marketers, handing over freedom may be difficult because you want to perfectly control every aspect of your brand. However, it’s actually more effective to give the influencer increased creative freedom. Without giving the influencer creative freedom, their content may appear forced or fake, resulting in decreased engagement and lower-quality content than expected. You want the influencer to feel comfortable and appear genuine when promoting your product or brand. Provide mood-boards or talking points, but reign in the micro-managing!
Influencers can help your brand be seen by many people; however, it’s important that you choose carefully and follow social media influencer marketing etiquette for your influencer campaign to be successful. With these tips under your best, you should be able to amplify your marketing efforts effectively. Select your goals, identify the correct influencers, give creative freedom, then see the results flow in. For businesses just getting started with using social media, read our guide listing the 20 best social media marketing tips.