Modash’s Post

For paid influencer partnerships, you should be reviewing comments before you make a decision. Even a 1-2 minute glance will tell you a lot. We asked 29 influencer marketing managers if they do this, and almost everyone said yes. (𝑇ℎ𝑒 𝑜𝑛𝑒𝑠 𝑤ℎ𝑜 𝑑𝑜𝑛'𝑡 𝑎𝑟𝑒 𝑟𝑢𝑛𝑛𝑖𝑛𝑔 𝑙𝑜𝑤𝑒𝑟 𝑟𝑖𝑠𝑘 𝑐𝑜𝑙𝑙𝑎𝑏𝑠 𝑙𝑖𝑘𝑒 𝑎𝑓𝑓𝑖𝑙𝑖𝑎𝑡𝑒𝑠.) 𝐒𝐨, 𝐰𝐡𝐚𝐭 𝐚𝐫𝐞 𝐩𝐞𝐨𝐩𝐥𝐞 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐟𝐨𝐫 𝐢𝐧 𝐭𝐡𝐞 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐬? The green flags: 👉 Genuine questions & discussion 👉 Evidence that the audience trust the influencer 👉 Seeing the influencer reply & engage with comments 👉 Meaningful positive comments (more than an emoji) The red flags: 👉 Lots of emoji-only comments 👉 Lots of single-word comments 👉 Nonsensical comments that are likely bots/AI 👉 Lack of comments entirely It's a pretty simple step that will either increase confidence, or nudge you to walk away. The influencer marketing pros are doing it (almost) every time. P.S. I shamelessly stole the data & image from Whitney Blankenship's upcoming survey on How Brands Choose Instagram Influencers. More data like this published soon on the Modash blog. #influencermarketing

NEVER pay an influencer based on their followers! Don’t do it. Just don’t. When signing a paid partnership with an influencer, it’s SO important to differentiate between real metrics and vanity metrics. What does that mean? Vanity metrics, such as followers, subscribers, likes and even comments mean nothing about how your content will actually perform. For all you know, they bought their followers or grew their following 10 years ago but didn’t maintain them as active followers. So what metrics should you focus on? - Reach/Views - Quality comments - Saves - Shares - Watch time Every influencer will base their rates on how big of a following they have but that won’t guarantee success. Look at the full picture before signing. What do you look at before signing a partnership with an influencer? #performancedrivenmarketing #influencermarketing #datadrivenmarketing

Selecting an influencer is the most vital part of any marketing campaign. Ethos of the brand should be at the centre and all influencer that pass through this filter should be considered. Then comes the quality of influencer followers - are they engaging with the influencer posts and are they real. Mostly sample set of 30-50 to test out of the follower base will give you a good directional sense. Then comes the script and the enactment part - will the influencer be able to do it naturally so that the end customers can engage and relate with it. Then understanding how to distribute this content is totally different skills which is equally important. #digitalmarketing

Paid or gifted? Dive into our latest blog to read the +’s and -‘s of each approach. #InfluencerMarketing #BrandStrategy #gifting

Came across this article and it’s right on time. Even though I never set out to be an influencer I understand that I have influence. Now that influencer marketing has become a viable marketing strategy that brands are using to get their product in front of their audience here is my take… ✨Build a community- when I’m looking to make a purchase I tend to look at people within my community. I look for people who have similar lifestyles, similar interest and see what products and brands their using. For example I just recently switched my makeup primer. I immediately went to an influencer that I follow to see what primer she uses. 1)I like the way her makeup looks 2) her lifestyle is similar to mine 3) the price point of the products that she uses are similar to what I’m willing to spend. ✨Relatiability- That’s a big one in influencer marketing. I connect with people I can relate to. I can’t relate to Victoria Beckham. I think she is one of the most stylish women in the world, but I can’t see myself in her circle.. yet. So if I see her promoting a product I’m not even going to consider it because in my mind I can’t afford it. ✨True Connection- we as the consumer can tell when it’s a paid ad as opposed to someone genuinely using the product. What is the conversion rate of a celebrity posting your product 1 time? Probably close to nil. The reality is you should be finding people that genuinely connect with your product or service and empower them to provide heartfelt and meaningful advertising for a product that they use and love. And if you look at this chart the one that hits the sweet spot is the micro/nano influencer, like myself 😎 #microinfluencer #nanoinfluencer #marketingfunnel #influencermarketing #awarness #consideration #acquisition

This is not a one-all recommendation but it is a recommendation for how you can think about influencer marketing as it relates to your customer journey. Too many influencer programs focus solely on top-of-funnel awareness or bottom-of-funnel acquisition which is why you regularly see posts from brand influencer professionals about how pointless influencer can be sometimes. BUT. I would argue it's because they don't have any strategic direction on how each category of influencer impacts the different stages of the customer journey. I always encourage my clients to make sure that every aspect of their paid and organic social media strategies are rooted in the funnel because this allows you to create clearer goals & KPIs and get leadership buy-in on budgets. P.S. I'm currently developing a workshop webinar in April around how to become a full-funnel social marketer. Be on the lookout for the announcement soon. 👀 #influencermarketing #creatoreconomy #socialmediamarketing #paidmedia

Love this visual! We often advise clients that gifting should be just one part of their influencer marketing strategy. A robust strategy should also include different levels of paid and affiliate to cover the full customer journey and ultimately lead to conversion. Gifting and micro/nano seeding alone won’t cover all your bases but they’re an essential piece of the puzzle!

Strong headline on Andrew Hutchinson's recent article in Social Media Today, LLC. Do you agree? When it comes to influencer marketing, I do! When researching and reviewing accounts connected with individuals that a brand is considering a partnership with, I don't consider follower count to be the most influential metric to look at. In fact, it can be a turn-off if the follower history makes it abundantly clear that followers are being purchased. Same goes for bought engagements. I don't think it would be far-fetched to say that most brands want to work with someone who is a good fit for their overall messaging and goals, who will be able to authentically share their story, and have an established and active community of their own that they are actively engaged with. It's not about connecting with the most accounts, it's about connecting with the right accounts. #SocialMedia #InfluencerMarketing #BrandAmbassador

Understanding how influencer marketing fits into the entire customer journey is crucial for its effectiveness. It's not just about creating awareness or driving sales; it's about strategically leveraging influencers at different stages of the funnel to maximize their impact. Nathan's point about the lack of strategic direction leading to skepticism about influencer marketing is spot on. By aligning influencer efforts with specific funnel stages, brands can set clearer goals, define KPIs, and secure necessary budgets more effectively. #influencermarketing #marketingfunnels #influencerstrategy #marketingstrategies

Any #brand should start with #microinfluencers to build their image winthin their niche. It is cost effective and the brand is building the authenticity of its product or service. You want to start approaching small influencers and sending them gift to let them try your product or service. It is a good way to built an authentic relationship with them for future collabs. Not many people will by your product or service if they don't know your brand or product/service. When your product is well established, you can easily contact macroinfluencers and celebrity, and even see some approaching you. With all that said, I think celebrity should start in #consideration, not #awarness, along with macroinfluencers. #digitalamarketing #influencermarketing