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.

Influencer Marketing Online Course: Topics

Click here to go back to the overview Social Media Manager > Influencer Marketing

  1. Definition, Development, Youtube, Facebook & Instagram
  2. Blogger Relations? Advantages and disadvantages of the method
  3. Social media software tools for post scheduling and followers
  4. KPIs (key performance indicators), goals and planning of the social media campaign
  5. Quality and quantity of bloggers and interaction
  6. Briefing, forecasts, contact establishment and monitoring
  7. Certificate Test Influencer Marketing Instagram

Excerpts must be marked © Stephan M. Czaja, Social Media One 2018

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

Duration: 14:23 Minutes

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

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.

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< Engagement Rate = Number of Followers / ( Likes + Comments * 2 )

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!

  • Find Influencers with the Research Tool from Social Analytics
  • Cities, countries, categories: All in one overview
  • Influencer Management and Groups