In the ever-evolving field of marketing, it becomes important for brands to stay up to date with the changing trends. Undeniably, influencer marketing is the hottest new vertical in digital marketing. And brands are wise enough to identify the ever-changing landscape of marketing very quickly. 


Research shows that interest in influencer marketing has grown by 1500% over the last 4 years. As you explore this novel and fast-growing world of influencer marketing, there are a few ground rules you must be aware of. Collaborating with influencers involves not just financial agreements but also relationship management, careful targeting, and detailed organization. In short, without a solid plan, influencer marketing will not guarantee success. 


And while there is no particular pathway to making an influencer marketing strategy work, thorough research, prompt communication, and using robust marketing tools can reap rewards for your business. But the most important factor for influencer marketing is the influencer or the creator. 


How to reach creators for influencer marketing?


Before you reach out to creators as a brand, several essential details must be defined. What are these steps that will help you establish successful influencer collaborations?


  1. Research: Start by outlining your budget for the campaign. Make a list of influencers who fit your brand and could work within your budget. For example, clothing brands normally collaborate with fashion and lifestyle influencers. Doing this research will go a long way in ensuring your campaign does not encounter any hiccups.


  1. Shortlist: Next, you need to draw up a shortlist of creators you want to work with. While you’re shortlisting the influencers, make sure you check their engagement rates. You can use an online tool for a detailed analysis or get a rough idea by analyzing the number of likes, comments, and views on their posts and comparing it with their number of followers. 


  1. Reach out: After drawing up the shortlist, it’s time to reach out to them. While doing so, it is crucial to write a personal message rather than copying and pasting a template. Also try to contact creators formally on a platform they prefer, such as Instagram DM, email, etc. 


  1. Understand the terms of collaboration: It is essential to understand a creator’s expectations, content style, and process while discussing a collaboration. Make sure you establish a partnership that satisfies both parties and positions your brand without compromising on your brand message.


  1. Measure results: Along with likes and follows, make sure you analyze the return on investment for an influencer marketing campaign. You can use numerous tools such as UTM trackers or specific coupon codes to gauge the impact of a creator’s contribution to the campaign.


Tips on collaborating with influencers:


  • Engagement is key. While designing an influencer marketing campaign, brainstorm content that drives engagement and creates awareness about your product/business amongst a creator’s audience. Since reputed social media creators have dedicated follower groups, this can help you expand your brand’s community.
  • Content creators with niche audiences also add value to a brand, especially if the brand is looking to reach out to a new section of audience. Make sure you select a creator depending on your target audience.
  • When dealing with nano or micro-influencers on a low budget, you can pitch barter collaborations. Instead of a flat campaign fee, you can offer them a combination of fees, services and products instead of a purely monetary agreement.



What are the different types of influencers?


One way to identify and classify an influencer is by looking at the industry they associate with. You can find influencers in most fields these days including fashion, lifestyle, travel, food, finance and tech. They are categorised into four types in general:


1. Celebrity-influencers: influencers with following in millions (1M+) 

2. Macro-influencers: influencers with a following of 100K or more.

3. Micro-influencers: influencers with a following of 10-80K.

4. Nano influencers: influencers with a following of around 10K.


How much do influencers charge to promote?


A marketer can get a rough estimate of a creator’s fees per post/collaboration by gauging if they are a nano, micro, macro, or mega influencer. The higher the number of followers, the higher the rates they charge, in general. 


Facebook influencer pricing: $25 per 1000 followers

Instagram influencer pricing: $10 per 1000 followers

Snapchat influencer pricing: $10 per 1000 followers

YouTube influencer pricing: $20 per 1000 followers


It is essential to note that the rates charged by creators vary widely as multiple factors come into play. Their number of followers is the primary factor. Factors like the industry they cater to, the brand value they bring to the collaboration and the country they are operating from also may affect the rates.


Tools for influencer marketing


You can find numerous useful tools that enhance your influencer marketing journey. Sourcing the best influencers for your brand, executing a collaboration, and procuring a detailed analysis from that campaign with meaningful insights are all easily manageable, thanks to these tools.


Here are the five tools that can work wonders for your marketing campaign.


1. useplaza.com

Plaza is an influencer marketing platform that empowers brands to build, engage and sell to their communities through live video. Virtual shopping and live video are two upcoming streams in marketing. It would make sense to be the proverbial early bird and make use of this marketing channel with high potential.


2. Blogmint

Blogmint was one of the first influencer marketing tool platforms in India. It connects brands with bloggers and vloggers from a big pool of creators. You can benefit from services such as native marketing and blogger outreach campaigns on this platform.


3. BrandMentions

BrandMentions owns a powerful search engine that helps you select the most accurate set of creators with its tools and filters. You can search for any brand, product, or keyword to explore a list of the top influencers related to those industries on any social media channel.


4. Facebook Brand Collabs Manager

This is Facebook’s in-house, free tool for managing collaborations. It helps DTC brands connect with pre-screened content creators on Facebook and Instagram, making it one of the most powerful and broadly used tools for influencer marketing. Brands can benefit from actionable insights derived from a creator’s most engaged followers. Moreover, this tool helps you partner on branded content, which you can promote with targeted ads for an enhanced reach.


5. Qoruz

Qoruz takes pride in being an ‘Influencer Software for the New-Age Marketer’. If you’re just getting started on planning and strategizing for your brand’s influencer marketing program, Qoruz helps with everything, from influencer search and outcome prediction to impact analytics. Other features worth mentioning are their paid vs organic campaign analytic dashboard and direct access to a creator’s contact information.

Conclusion

Influencer marketing opens up possibilities for your brands quicker than conventional social media marketing. It helps you find a direct set of potential customers and further work towards influencing their purchase decisions. This in turn drives sales for your business. Moreover, reputable, niche influencers also contribute to building your brand image and social media presence.


Make sure to research, experiment, and stay updated on up-and-coming content creators amongst your brand’s target audience to make the most out of collaborations and creative strategies.