Social media is a runway, and each model is working laborious to face out.
One solution to maximize your possibilities of standing is to arm your self with information, a lot of it, and use it properly to make knowledgeable selections in your model. As an example, you should use information – or extra particularly content creators insights – to decide on the best influencers to collaborate with.
This can enable you to nurture a talent-scouting mindset and construct your technique earlier than even reaching out to a selected creator to provoke a future collaboration.
Getting and utilizing content material creator insights
Methods to leverage content material creators insights to succeed in the best influencers
For those who search a future, profitable collaboration with influencers, the chances could seem limitless.
Take into account: influencers come at a price, so it’s not a good suggestion to get this fallacious in case you are a small or medium-sized enterprise.
This record of key questions may enable you to slim down your search:
- How large is their following, and how fast is it growing?
- Have they got an lively group? In different phrases, how excessive is their engagement fee?
- How typically do they publish? A number of occasions a day, day by day, weekly?
- What sort of influencer they’re – micro/natural, rising star (fast-growing), a key opinion chief or a celeb influencer?
- Are they lively in a selected area of interest or industry or do they deal with all kinds of matters, observe trends and have extra of a normal viewers?
- Is their voice aligned together with your model voice? Is it constructive, inspirational, humorous or is it darkish and satirical?
The solutions to those questions are your content material creators insights.
Quickly sufficient, it is possible for you to to search out these stategic insights inside a brand new Socialinsider device, designed particularly to eradicate handbook work, enable you to uncover creators that point out your model on social media and acquire beneficial info on them.
However for now, let’s stick with the instruments we do have.
After you have a number of potential influencer matches in your sights, it’s time to do some in-depth analysis on them.
Socialinsider may help you collect content material creators insights and use them to create extremely customized presents in your potential influencers.
There’s nothing influencers hate greater than receiving generic messages, presents or PR presents. That’s why it’s important to do your homework and attain out solely if you’re able to make a novel pitch.
At this level, I believe it will be extra helpful to look at an actual use case.
Take Lily Pebbles, as an example. She’s a London-based mid-sized influencer that primarily focuses on magnificence and life-style. She began out as a YouTuber however over time, she has attracted a substantial following on Instagram and TikTok, as properly.
For those who had a magnificence or clothes model that you just needed to advertise through influencer advertising and marketing, then Lily Pebbles may simply be the best match for you.
However, earlier than extending a proposal for a collaboration, it will be clever to do a little analysis. In different phrases, take an in depth take a look at your influencer’s stats.
Listed below are a few of the most essential content material creators insights you must test earlier than making a alternative:
Your model is perhaps lively on one single social media platform, a number of platforms and even all of them. It’s as much as you the place you wish to launch an influencer campaign, simply be certain that the channel you select coincides together with your influencers’ most lively channel.
In any other case, you run the danger of investing an excessive amount of effort and time right into a campaign that gained’t attain as many individuals as you need.
In Lily Pebbles’ case, her oldest and hottest channel is YouTube. Nonetheless, Instagram and TikTok are in a short time catching up.
However that’s not sufficient info. You want extra in-depth, cross-channel analytics to get a full image of your influencer’s present standing.
Questioning which channel to focus on? Socialinsider may help clear issues up. Right here’s the way you unlock all of the brand-level information you need:
- Add the related social profiles
- Group them collectively to type a Model
- Choose the Model you created from the sidebar
- Try all of the juicy brand-level analytics in your influencers
Within the Model Overview tab, you possibly can examine follower counts, engagement charges and the variety of posts between channels (in your chosen time vary), and work out what channel you must goal in your influencer marketing campaign.
If seeing this cross-channel information facet by facet is just not sufficient, then perhaps some charts will assist.
Right here you possibly can monitor the distribution of printed posts throughout all three channels, see the place Lily Pebbles tends to publish most frequently. On this case, Instagram appears to be her most lively channel.
Or perhaps you wish to discover out the place her group is most engaged:
Once more, Instagram appears to be the winner, driving most of her engagement. In case your model can also be lively on Instagram, then you must think about launching your marketing campaign on this platform.
For those who’re considering of launching a video-first or video-only influencer marketing campaign, you may want to check out the influencer’s video views for every channel to search out out the place their movies are getting the best variety of views.
On this case, Lily’s videos are getting probably the most views on Instagram (7M within the final 6 months):
Adopted by TikTok with 1.5M performs:
And YouTube with 1.1M views:
Viewers dimension isn’t all the pieces, however it certain counts in the direction of having an even bigger attain in terms of influencer campaigns.
With Socialinsider, you possibly can bypass the hurdle of checking all of the native app analytics and see, at a look, which considered one of your influencer’s channels has the largest variety of followers.
On this case, as a result of YouTube is Lily's first and oldest channel, it has the biggest variety of followers. Nonetheless, Instagram is just not far behind. And TikTok is rising at a quick tempo.
Content material & tone of voice
Now, right here comes the laborious half. By laborious, I imply laborious to quantify. You possibly can measure all kinds of issues – followers, attain, impressions, engagement, posting occasions, video views and so on.
What information and charts can not seize (but) is a creator’s explicit tone of voice and the kind of content material they share (past publish varieties).
Manufacturers and creators ought to ideally be aligned by way of tone of voice, artistic imaginative and prescient and social consciousness, so it's essential to know the place your influencer stands earlier than reaching out.
For this explicit mission, it’s finest to arrange for some detective work, sifting by the influencers’ best-performing posts and see what made them so good.
Take a while to observe a few of their movies, learn their captions and check out how they work together with their group within the feedback.
To simply discover all of your influencers posts for the chosen time interval and the channels you added in Socialinsider, go to the Posts tab within the Model part. You possibly can type and filter the record to solely present what you’re taken with (most partaking posts or perhaps simply movies).
Earlier than reaching out to an influencer, it is perhaps good to search out out what different manufacturers they’ve collaborated with up to now.
There’s no solution to see that in Socialinsider (but) however you may get some concepts by having a look on the creator’s hottest hashtags (on Instagram and TikTok):
Immediately, I can see that considered one of Lily’s prime hashtags on Instagram is #ardenambassador, which suggests she’s beforehand labored with the sweetness model Elizabeth Arden.
For those who click on on that particular hashtag, you possibly can see the publish that options it.
Leveraging content material creators insights is a superb solution to arm your self with all the best information earlier than reaching out to influencers for a future collaboration.
Like I discussed earlier than, there’s nothing influencers despise greater than being despatched generic presents, messages or presents, so it’s important to make it clear why you’re taken with them and that you just’re very a lot conscious of their social media presence.
So remember to leverage creators insights to get the most effective influencers to return work with you!