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WORKING WITH INFLUENCERS IN 2020: EVERYTHING YOU NEED TO KNOW

According to the annual UK influencer survey, a yearly research piece published by Vuelio in partnership with the Canterbury Christ Church University, there has been a year on year increase in the amount of earned and average income of influencers in the UK – this includes bloggers, vloggers and instagrammers. Today, we wanted to talk to you about working with influencers in 2020, covering:

The State Of Influencer Marketing In 2020

According to the findings mentioned above, around 1 in 5 influencers say that it is their main source of income, this is twice as many as in 2016. This tells us that the influencer marketing industry is on the rise, and therefore is still – as ever – a profitable means of generating publicity for your brand (if utilised correctly, which we’ll cover further down).

A quick look at Google Trends will also tell you all you need to know about the state of influencer marketing over the past years, ending of course, at the present day in 2020.

Working with influencers - State of the influencer marketing industry

Unprecedented growth in this industry means that influencer marketing is certainly a channel you should be considering in your wider communications strategy, if it suits your brand.

Influencers are operating on a number of channels, the most popular being blogs, but also across social media on Instagram, Facebook, Youtube and even TikTok. The average number of accounts that an influencer runs at any one time is 5, so there’s often a great chance that your brand will be seen by a vast audience and through a variety of media types.

The report from Vuelio also tells us that influencers are posting more frequently than ever before, with the highest percentage of survey respondents saying they post 5 or more times a week – meaning there’s plenty of opportunity for sponsored content for marketers and brands.

Working With Influencers: What Do You Need To Do?

If you’re a brand owner, working with influencers could be a golden opportunity. But how do you work with influencers? There are a few grounds rules that you should follow…

  1. Do your research

Before going out on a whim, do some background research into what kind of influencers you want to promote your product or service. Be mindful, though. Googling ‘fashion influencers’ will often turn up the most popular influencers out there, but these people tend to charge thousands for a single post, that’s if they’ll even consider your brand – if you’re just dipping your toe into influencer marketing, you’ll want to find more mid-tier accounts that have a loyal following but that won’t cost the earth to utilise. You can do this by looking through Instagram and in Facebook groups, or better yet, work with a PR agency with experience in working with influencers, and tell them your goals.

  1. Target the right audience

Be sure that firstly, your brand suits influencer marketing (you can determine this by cross referencing your target audience against demographics of different social media channels). Then, you’ll want to utilise influencers who are based in your niche. The most popular areas of influencer marketing are fashion and beauty, travel and lifestyle – if your brand fits into these sectors than working with influencers is certainly an avenue worth exploring.

  1. Make sensible offers

Vuelio’s UK influencer survey found that most influencers received between £1 and £100 per sponsored post, and over half of influencers said they would reject a pitch due to lack of sufficient compensation. Most influencers will promote a product or service for a fair price so long as it is relevant to them. However, you do risk harming relationships if you do not make a sensible offer. Brands will pay influencers different amounts depending on the type of content required, and to answer the question: “can I work with influencers for free?” the answer is yes, sometimes. According to Vuelio, 23% of influencers have produced branded content without any compensation, mainly because the pitch sent to them from brand or PR added value to their audience. Just be careful and considerate when making contact for the first time.

Working with influencers survey

  1. Set goals and follow them

As with any type of marketing, you’ll want to set goals and use KPIs to track them. What do you want to achieve with your influencer marketing? Is it sale of products, brand recognition or simply just more traffic to your website? Once you have defined what you want to achieve from working with influencers, you’ll then be able to work with them on a method that best suits you. It could be a social media post, a sponsored blog or even an Instagram takeover.

Why Should You Work With Influencers?

If your influencer marketing strategy is spot on, then working with influencers can be an invaluable experience for your brand. Why?

  • It can help to grow your following on social media channels
  • It creates endorsements for your products or services
  • It can drive traffic to your website or social media pages
  • It can result in sales of your product of service
  • It can create testimonials for your brand that can be used at a later date
  • It can help build your brand image and by creating a positive association with a prominent person
  • It can help reach your target audience in a new and exciting way
  • It can help find a new audience of potential consumers for your brand

For assistance with your influencer marketing strategy, call us on 01829 720 789 or send us a message for a free consultation, we have affluent experience in working with influencers and will help you open your brand to this modern way of marketing.

THE MRS HINCH EFFECT: PROVING THE EFFECTIVENESS OF INFLUENCER MARKETING

What better an argument for influencer marketing than none other than Mrs. Hinch herself?

The cleaning sensation has far surpassed giving you the inspiration to tidy your home. She’s now a fully-fledged Instagram influencer who has over 2 million devoted followers.

Yesterday, via Instagram stories, Sophie shared the profile of a small business she’d dealt with only earlier that day. After herself and her family had a loft ladder installed, and after posting a few videos of the ladder in action, she also uploaded a screenshot of the company who fitted it for her, recommending them to her followers.

As far as we’re aware, this wasn’t a gifted service nor the product of influencer marketing, this was just Mrs. Hinch genuinely recommending a business she’d had a good experience with.

The ‘Hinch’ Effect

The business, ‘Mister Loft Ladder’, had just 49 followers before they were ‘hinched’…

Screenshot 2019-11-26 at 08.43.02.png

…Which is a world away from their follower count now. When checking last night, their following had grown from 48 to just over 28,000. When checking again just now, their follower count is up to a staggering 33,000.

Screenshot 2019-11-26 at 08.45.39

Just to put this into perspective, 48 to 33,300 is an increase of 69275%.

The influence of this influencer is off the scale.

How Influential Are Influencers?

Not all influencers are this influential, but those who have a genuine engagement and who only promote products they are truly compassionate about, are still wholly successful.

Mrs. Hinch is one such patron, only promotes products and services she genuinely uses herself. And what more, not every Instagram story or grid post from her is promoting sponsored content. In fact, around 80% (not official, so don’t quote us on this) of her social media is genuine, honest reviews of products that she’s brought out of her own pocket.

That’s what makes her relatable. And that’s why her words have such an impact.

It’s all about trust.

These kinds of personality traits are something we look for when working with influencers at Source PR. Follower count isn’t important as genuine engagement and honest influence.

Numbers Don’t Lie

But don’t just take our word for it, we also have a few facts to back up our view that Mrs. Hinch is probably the most influential Instagram user out there.

Research by Rise At Seven found that Sophie has…

  • Around 93.6k authentic engagements per POST
  • 94% of followers that are highly engaged
  • NO paid or fake following

Mrs. Hinch Engagement.jpeg

Furthering this, during her Instagram hiatus during her pregnancy earlier this year, research by Silverbean found that search interest in Mrs. Hinch’s preferred cleaning brands fell to an average of 23.3/100, down from 28.9/100 in May 2019.

Not only is she a rising star in the world of social, but her fans are devoted and consistent. You can’t go far wrong with an endorsement from Mrs. Hinch.

Thus proving the argument that Influencer Marketing is still very much alive and kicking. You just have to make sure you’re working with the right kind.

Interested in hearing more about the right kind of influencer marketing? Get in touch with us today to find out what we can do for your business.

This post originally appeared on, Jessica Pardoe – one of our PR Executive’s, blogs. You can find that post here.

WHAT’S THE INFLUENCE OF INFLUENCER PR?

Public relations has always been about influencing audiences and ensuring a brand or product is portrayed in the right light – the secret now is to use influencer PR.

Ensuring you are able to influence those who have influence over others is a crucial part of the work whether targeting journalists, MPs or celebrities.  The advent and exponential growth of social media has however seen the emergence of ‘influencers’ whose sole purpose seems to be to share their experiences and influence others.

Admittedly, the successful influencers focus on a market segment as their area of authority, whether mums, teens, fashion bloggers or people with a passion for their homes to name just a few sectors.

‘Being an influencer’ is now one of the most popular career options for primary school children. Gone are the days of kids aspiring to be lawyers, astronauts or firemen – it’s now all about becoming an online influencer.

A survey by  global affiliate network www.awin.com showed that one in five (17 per cent) of kids now wants to be a social media influencer and 14 per cent wanted to be a YouTuber – only doctor (18 per cent) scored higher.

The role of influencers is can pay dividends for the individual as well as the brands looking to engage with audiences.   A Marketingcharts.com surveyfound 22 per cent of 18-34 year-olds made a large purchase after seeing an online influencer endorsing the item – be that games, fashion, make-up or hotels.  The challenge however is finding the right influencer, with a genuine following and who has authority and an ability to engage with their audiences.

This year’s Love Island is already spawning a new wave of ‘influencers’ with huge numbers of followers.  However, research has revealed that many of their followers are in fact fake, undermining their credibility.

Tommy Fury, the most-followed contestant, has 971,000 followers but well over half (60%) of those are fake.  The contestants whose Instagram profiles have the highest concentration of fake followers are Amber Rose Gill and Jordan Hames, at 65% each.

Six of the 17 contestant accounts were reported for suspicious activity, just weeks before the contestants were publicly announced. Strangely Anton Danyluk would appear to have great influencer and support in India, Brazil and Mexico – some of the most common countries where ‘bot farms are commonly located.

Last year, Instagram claimed it was intending to target fake likes and comments from users who use third-party apps to boost their popularity.  The issue is a serious one as research from Social Chain has reported that brands are being defrauded by up to 96% of what they spend with some influencers.

The message from this seems to be clear that when used correctly, influencers have a key role to play in successfully targeting audience groups.  However, remember to do your research to ensure you know exactly how much influence your influencer actually has.