uk influencers

What is the Value of a Social Media Influencer?

Social Media Influencer

Social media influencers can be a powerful ally for any business. But like any investment, it’s important to consider the cost – not to mention the value you get in return.

In truth, there’s far more to social media influencing than the return on investment (ROI) alone. Read on as we look at ways of tracking ROI from influencers on social media, and the value they add elsewhere.


Why influencer value is tricky…

ROI is calculated by dividing financial gain by the cost of an investment. It’s shown as a percentage, with larger numbers signifying a better ROI.

However, in marketing, that calculation doesn’t quite work. Why? There are a number of factors that can lead to financial gain over time, but they’re not easy to attribute to a single marketing campaign.

That’s especially the case if influencers are promoting your brand rather than specific products or services. How do you measure the results of better brand awareness? Let’s say you get 500 likes on a social media post that’s shared by an influencer or 1000 new followers following their involvement. It’s hard to put a specific value on this, but it can’t simply be dismissed.

In many cases, companies will take an educated guess. Unfortunately, this can be problematic when it comes to reviewing success. How can you decide whether a campaign was worthwhile if you don’t know its value? Should you continue using influencers or would your investment be better elsewhere?


Is there a solution?

How can you track how much you’re getting back from your investment in influencer marketing?

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At Find Your Influencer, we provide influencers with a unique URL to use in their promotions, allowing brands to precisely track how many sales are generated by people clicking through on their links. This allows you to see how specific influencers are performing, calculating a specific ROI for each influencer. If you’re using multiple influencers, you can compare these numbers to see who is providing the most value directly.


Added value from social media influencers

With influencer marketing, it’s not just about direct ROI. There are several factors which could lead to more sales for your business over time, but that wouldn’t necessarily be attributed to your influencers. That’s important to consider the value they add elsewhere…

Awareness

One of the biggest benefits of influencer marketing is that it gets your brand out there. Potential customers become more familiar with your brand the more they’re exposed to it online.

Should they eventually see your products in store or an advert for your services, they might be more likely to make a purchase having seen the brand before.

Following

Having your business promoted by influencers on social media can also lead to more people following you on those platforms. That means a bigger audience to connect with, build loyalty within and sell to in the future.

Association

In some cases, influencer marketing can even create an association between your brand and the influencer’s characteristics or qualities. Customers link your product to what they know about the influencer.

Just look at Mo Farah’s endorsement of Quorn on TV adverts. Suddenly, Quorn is seen as the food product for health enthusiasts.

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Find a social media influencer for your brand

Influencers can add huge value to any business. But it’s important to find the right fit for your brand. At Find Your Influencer, our goal is to make this process a whole lot easier.

To get started, you can list your campaign on our site. Influencers will contact you, so you can discuss the project directly and find the right person for you.

If you’re looking for more support, our team is on hand to manage the whole process. We can assist with briefing, contracts, delivery, reporting – and recommend the best influencers for your campaign. Any questions? Give us a call on 0161 731 0048.

What is a good Instagram engagement rate?

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Engagement rate in influencer marketing is used to measure the level of interaction an influencer typically receives on their content. Simply put, it is the percentage of the influencer’s audience that responds to their content.


Calculating an Instagram influencer engagement rate

The first option for calculating your Instagram engagement rate is to divide their total number of likes and comments (past 30 days) by their follower count, and then multiply by 100 to give you a percentage.

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So what is a good engagement rate?

To understand what the number actually means and whether it is good or bad. Below is an industry standard guideline so you can benchmark results:

Less than 1% = low engagement rate 

Between 1% and 3.5% = average/good engagement rate 

Between 3.5% and 6% = high engagement rate 

Above 6% = very high engagement rate 

In summary, as an industry standard, an engagement rate on Instagram between 1% and 3% is generally good, it is the average we see on an influencer's profile. If the engagement rate is higher than 3%, that is a good sign that their audience is very engaged with their content, and if it is below 1%, it means their audience as a whole is not very engaged with their content. 

Keep in mind, a number of things influence engagement rate on Instagram, such as the time of each individual post, the frequency of posting, the number of followers, the content and messaging and the Instagram algorithm (and the limitations that sometimes come with it).

So when you are deciding what influencer to work with, or comparing a cohort of influencers, make sure you consider engagement rate. It's an important metric to consider and should not be ignored when choosing influencers for your campaign. 


If you have any questions about engagement rates on Instagram, or would like to collaborate with a UK influencer, you can email hello@findyourinfluencer.co.uk or call 0161 731 0048 to chat with our team any time.

How influencer marketing accelerates the path to purchase

influencer marketing

While one in three consumers trust influencer opinions and recommendations when making purchase decisions, it’s important to note that consumers are not referring to traditional celebrity endorsements. Rather, consumers trust people who are just like them – peers they identify with who have built sizeable social followings based on authentic content and the relationship they’ve built with their audiences – and they trust these individuals over celebrities at a rate of seven to one.

As a result, more than a third of marketers (36%) will integrate influencer content with e-commerce to drive product sales this year. When combined with traditional shopper marketing tactics like free samples or elaborate in-store displays, influencer shopper marketing can deliver concrete business results across every stage of the path to purchase, from awareness and consideration to conversion and purchase.

1. Awareness

Whether looking to generate awareness for a product launch or a seasonal push, influencer marketing campaigns can activate hundreds of influencers who create thousands of pieces of original content about a product or brand. The influencers then share the content across multiple social networks, increasing awareness through authentic stories and experiences versus the limited amount of real-estate available in brand-created traditional ads or digital display ads.

2. Consideration

84% of consumers say that it’s important to hear about others’ experiences before making a purchase. By nature, influencer marketing is ripe ground for cultivating honest product reviews and other valuable content like tips, recipes, or how-to articles and tutorials. Consumers that are introduced to a product or brand through positive affirmation by a trusted source are more likely to consider purchasing the product for themselves.

Video credit to Jamie Genevieve

3. Conversion

Now that you’ve got their attention, how do you convert their likes and shares into clicks to learn more and email newsletter signups? It’s uncommon that consumers take a deeper action during the first introduction to a product or service, so brands turn to influencer marketing to inspire conversions over time. Today, more brands are investing in multi-flight, “always on” influencer marketing campaigns versus individual, one-off initiatives to nurture prospects into customers and drive deeper loyalty.

4. Purchase

Performance-based influencer marketing programs that are built to drive lower-funnel goals hold influencers accountable for creating content that inspires their audiences to take action. When structured to perform against specific shopper marketing goals, like in-store or online purchases, influencer marketing programs drive concrete business results that go far beyond short-term vanity metrics like reach.

Reaching your target consumer with a relevant message at the moment they are ready to make a purchase and inspiring them to take action is the ultimate goal for shopper marketing campaigns. From awareness and consideration to conversion and purchase, influencer marketing’s ability to drive consumers down the path to purchase through the trusted opinions of their peers is the hottest new tactic in every shopper marketer’s media mix.


NEED SOME HELP?

Not sure where to start with your influencer marketing campaign? Contact us today on 0161 731 0048 or email us on hello@findyourinfluencer.co.uk