Influencer Marketing #5: Quality and quantity of bloggers and interaction

How would you start your influencer campaign? Do you want to work with a specific influencer or…? not quite, you want reach! So the first thing is to identify the target audience you want. Who do we want to reach? Only then do we think about the means.

Key Facts -

Influencer Marketing Online Course: Overview of Topics

Influencer Marketing #5: Quality and quantity of bloggers and interaction

Effect of Influencer Campaigns

Forms of advertising: Planning content with bloggers

Competitor analysis and ideas

Qualitative and quantitative attributes of the influencer

Influencer Search with Social Analytics

Influencer Marketing Online Course: Overview of Topics

Influencer Marketing #5: Quality and quantity of bloggers and interaction

Duration: 14:23 Minutes

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VIDEO

Effect of Influencer Campaigns

Reach and attention
Increase in brand awareness
Emotionalization
Interaction

Forms of advertising: Planning content with bloggers

Product presentations
Product recommendations
Unboxing
Hashtag setting
Products (clothing) “wear
Direct sales (affiliate marketing)

Competitor analysis and ideas

Channels on IG
Or hashtag analyzer

Qualitative and quantitative attributes of the influencer

After we have already checked off this step in our first idea generation in the campaign planning, it is now a matter of finding the perfect influencer for our advertising measure! We not only look at the qualitative characteristics, i.e. what does the channel look like, how old is the influencer, in which region does he or she live, we also look at the quantitative characteristics of a blogger. Here we are talking in particular about likes, comments, fans and the interaction rate. Especially the interaction rate or engagement rate, plays a crucial role in the evaluation of an influencer. Later we will take a closer look at the interaction rate, but first the qualitative and quantitative characteristics of influencers.

Qualitative characteristics of bloggers

Characteristics from “Influencer identification”.
Gender, age, look, interests, amount of influencers, min/max. Followers
Whose target group is A&O

Quantitative characteristics of bloggers

Number of followers
Number of comments
Number of likes and shares
Focus: Engagement and interactions

Interactinosrate as a quality factor

The interaction rates differ extremely, but depending on the network, you can make a rough estimate of what the interaction rate is on average, depending on the number of fans. For Instagram, the following values have been found to be striking, in the analysis of bloggers. If you study the individual channels and the respective data, you can determine a large field of influencers who are at certain values. We have summarized all the values once, so that even beginners know directly which values are acceptable and which are not. This value is especially important for pricing, i.e. for the final costs of an influencer campaign.

Up to 50,000 fans from 8-20% (top 25, 30%; average 8-12%)
50.000 – 100.000 Fans from 6-14%
100,000 – 500,000 fans from 5-11%.
500.000 – 1.000.000 Fans from 4-9%
1.000.000 – 5.000.000 Fans from 2 -6%
5.000.000 – 10.000.000 Fans from 1-4%

Influencer Search with Social Analytics

Until now, companies and agencies spend hours in Excel spreadsheets to search for influencers, to enter new ones or simply to update data. The search wastes a lot of time and with every new search, you have to fall back on old data or start searching again. With Social Analytics this changes, here you can find bloggers with just a few clicks! Categorized by country, city or even topic. With such analytics, the influencer search is very simple!