INDUSTRY GUIDE TO INFLUENCER MARKETING: AGENCY
Once you have the basics down, start looking for the influencers who will bring the campaign to life.
For agencies, who have to find influencers regularly, a big pain point could be finding the right influencers. This problem could come from having to wade through too many irrelevant influencers, or not having enough data to make a decision.
Heepsy’s search filters and analytics information can help you find what you’re looking for. If you want to learn about how to use Heepsy to find influencers, check out Chapter 2.1 Finding the Right Influencers of our general guide.
Otherwise, to avoid irrelevant influencers, go as specific as possible when conducting your search. On Heepsy, for deep-level niches and locations, using the keyword search might actually be better than categories.
For example, Fashion is a category, but slow fashion isn’t. Likewise, while New York is a city, you can’t select Brooklyn or Manhattan with the location filter. Search for these via keywords, and create a list of variants, too. For slow fashion, you might want to also check sustainable fashion, and for Brooklyn, BK.
If you’ve been running campaigns for agencies, you may unfortunately know all too well about influencer fraud. In 2020, Influencer Marketing Hub reported that over two thirds of marketers have run into fake influencers.
If you’re new to influencer marketing for agencies, or if you’ve run into this problem in the past and want to learn how to spot it, our general guide also covers that: see Chapter 2.2. Detecting & Avoiding Fake Influencers.
Just to recap, Heepsy analytics provides you with the following metrics to help you find the right influencers:
- Quality score (Heepsy’s overall ranking of the profile)
- Number of followers
- Follower growth over time
- Engagement rate
- Photo post metrics (average likes, comments and estimated cost)
- Post frequency
- Comments/likes ratio
- Audience authenticity
- Audience demographics (age, gender, country, language, interests)
- Branded content (average likes, comments and engagement on branded posts)
Let’s touch on two ways to spot fake followers:
(1) Look out for sudden spikes in follower growth, and if you see them, analyze why they appear. Did the influencer host a giveaway at that time? Did they appear on TV, launch a product line with a big brand, or have a viral moment? In the absence of a logical explanation, a jump in growth may show fake followers.
(2) Check out which countries the influencer’s audience comes from. If they have a very small percentage of followers from their own country, that could also be a suspicious sign. Have a look at the other countries with significant percentages of followers; do they make sense because of geographical proximity, language, or some other connection to the influencer? If not, the data could be showing you that the influencer has bot followers, which are hosted in another country.
Agencies handle various campaigns at a time, and those campaigns can each contain a lot of influencers. With so many moving pieces, the organization is key.
To keep track of influencers, and to keep your team on the same page, you can use spreadsheets or software. But if you’re using Heepsy, you have a built-in way to stay organized: lists. At the top left of the interface, next to your email, find My Influencers.
That opens the lists panel. At the left-hand side, you can see all the lists you’ve created. You can name lists whatever you like, which means you can organize according to client, campaign, location, etc. When you enter the lists panel, the default view is for the first item in your collection of lists.
For each list, you can see aggregate metrics as well as each influencer’s individual metrics. There are two tabs– one for Instagram and one for Youtube. You can compare and contrast influencers to see which best fits your client’s campaign.
But, lists let you do more. At the right of each influencer’s entry, there are icons that allow you to add ratings, comments or statuses. You can also save influencers to other lists.
You just have to click one of the icons and update the information, and everything is saved directly within Heepsy. These features help you keep everything straight, and allow colleagues to log in to Heepsy and get the latest on any changes or special conditions to the influencer campaigns your agency is running.
If you’ve already worked with this influencer, you can rate your overall experience with them. For people who handle hundreds of influencers, this can be helpful to jog your memory about past campaigns. Or if you need to pass information off to someone else, it can give the new handler some clues as to which influencers to start with for repeat collaborations.
You can use Notes to include any influencer-specific information relevant to campaign maintenance, like discountcodes, confirmation that products have arrived, and more.
The Status feature gives you two fields: a drop-down with four options (discarded, to be contacted, proposal accepted and proposal rejected), and a comments field where you can add additional details.
Finally, you can also save influencers to otherlists, or create a new list to save them to. This could be useful if you end up using the same influencer in multiple campaigns, or want to run a recurring campaign with a mix of returning and new influencers.