Page 45 - Beverage Master_JuneJuly 2021

Marketing

Influencers are also a great way to achieve a great never know what will hit best with your audience.
engagement rate for your brand. You also have to decide whether or not to use a
“micro” or “macro” influencer.
As of July 2020, 35% of online adults in the US
used Instagram. The average engagement rate of a Micro influencers cost about $1,000 for a one-
video post on Instagram was 1.45 percent, which is feed post, two IG stories and an audience reach
considered a good engagement rate. Additionally, of 50K-100k. A Macro influencer costs an average
image posts on the photo-sharing social site had an of $50K with an average audience reach of 500K
average engagement rate of 1.74 percent. Carousel to one million. After doing math, the micro-influ-
posts (multiple photos on one post in succession) encer in many cases makes more sense. However,
had a higher average engagement rate than single performing your own metrics or having a qualified
slide posts. marketing agency do this on your behalf will assist
with what type is better for your business, brand,
How to Choose An Influencer size and goals.
that is a Good Fit for Your Business:
Marketing agencies can also help with locating the
Before hiring an influencer, it is very important to influencers using sites like thisishey.com, tagger.
make sure that they fit in with your business model com or clouthq.com, and taking on the evaluation
and ethical strategy. and decision-making process on your behalf.

Ask yourself these questions: The “Taste-Test”

● Are They a Natural Fit for Your Products or Testing out various influencers is the best way to
Services? see which one is most effective for your brand. It is
● Does Their Performance Data Align with Your always best to have around five to start with.
Campaign Goals?
● How Engaged is Their Community? A great process for you to use is the following:
● Do They Align with Your Budget?
● How Are They Working with Brands Already? ● Find one influencer for each focus in your brand
● How Do They Disclose Sponsored Posts? strategy, run them, and test to see what is most
effective.
Keep in mind, an influencer can become synony- ● Use unique UTM tags for each influencer
mous with your brand, so if it doesn’t feel like quite ● Offer to pay to advertise the post to their looka-
the right fit, always err on the side of caution. like audiences (this can only benefit your brand
so is a win-win)
Micro vs. Macro Influencer’s ● Have them post on the weekends when engage-
ment will most likely be higher
Here is where a marketing agency can be of huge ● Identify winners, then put money into the influ-
assistance. Once you decide to use an influencer encers that are bringing returns.
for your brand, then you have to decide what type ● Share metrics with influencer and work with
of influencer will work best. influencer to optimize videos, etc.

Surprisingly, the most successful influencers are An additional option is to let the influencer in on a
not always obvious celebrities. In fact, in a report revenue share, in which they provide more content
by mediakix listing the 30 most influential influenc- but you pay the ad spend.
ers in 2021, an Instagram personality by the name
of Mr. Pokee (@mr.pokee) made it to #18. Why is The Law
this newsworthy? Mr. Pokee, with over 1.3 million
followers to date and whose page is run by Litha Once you find an influencer who meets all of your
Girnus, is a world-traveling … hedgehog. criteria, you must be aware of the laws governing
their posts.
So, it’s best to use the focus of your brand and
test that out with various influencers because you In 2009, the Federal Trade Commission published

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