We believe in always paying creators for their content because that content has value for everyone involved.
Not only are brands getting distribution to each creator’s individual followings, they’re also getting an exclusive license to use the creator’s content across their owned and paid channels.” Some brands pride themselves on working only with unpaid brand advocates in their marketing efforts. It’s entirely possible a brand fan will let you use some of their user-generated content without asking for a fee.
“You can’t pay student loan bills with free samples.That’s not surprising when you consider consumers’ trust in brands has continued to decrease year-over-year, while their reliance upon and trust of word-of-mouth has increased.Recent Nielsen research found that word-of-mouth recommendations continue to outperform all other advertising types.One of the biggest challenges brands face with influencer marketing is calculating how much they should pay. Does the quote you got from an influencer seem a little high? Here are some tips to help you determine how much to pay influencers.Celebrity influencers get lots of press around their multi-million dollar earnings and the brands that are writing those checks. The answer, which will vary from brand-to-brand, is “it depends”.“We were looking to bolster sales immediately upon the launch of our new site,” says Jason Parks, marketing manager at Derm Warehouse, of a recent influencer marketing campaign they produced. We did generate some sales but not enough to warrant the time commitment on our end. It was definitely worth it on this front as we were able to essentially get all of Q1 content for advertisements and website creative based off of the influencer campaign.” Think about what you are looking for the influencer’s audience to do as a result of the collaboration.Are you looking for a lift in brand awareness metrics? Or are you looking for a direct sales opportunity as an outcome of the partnership?It’s important to understand both your and the influencer’s typical conversion rates so you can calculate your potential ROI on the collaboration.Without doing the math on what your likely outcomes are from your influencer marketing program, you can’t appropriately value the influencer’s contribution or set your budget for the effort.In order to get the influencers to take part in the campaign, we gave them an exclusive look at a new customer service study that was not published online.Using influencers as part of our campaign launch lead to increasing website traffic by 77% and leads by 100% compared to the same period last year.