Music and influencer marketing #4 : Looking for the perfect fit
By calling them influencers, you might be under the impression that, give or take, they are a homogenous group of people to be ranked by number of subscribers, views and engagement rates.
And you wouldn’t be completely wrong!
But there’s more about it.
First of all, you need to look at the content they create and ask yourself a few questions:
- Does it meet the quality standards you expect?
- Is there a fit between your artist and the influencer? What values / interests / themes do they share?
- Except money, what value can you bring to the influencer’s table?
Once you’ve answered those questions, you can think about subs, views and engagement.
Engagement rate is key.
You can buy subs and views but buying engagement is another story.
Algorithms focus on it to recommend content.
It gives you a precise picture of how relevant the influencer is to his community.
If you’re not already aware of it, there’s one rule you need to keep in mind:
The bigger the community the smaller the engagement rate.
In other words, micro-influencers are by definition more effective than 7 figure influencers.
But on the other hand, reaching a 7 figure community using micro-influencers will be very time consuming and at the end very expensive too.
Your goal is to find the right balance for your project!
Once you’ve found your special ones you need to work efficiently with them.
There are a few things to keep in mind:
– You’re not working with a media
– They’re very busy and most likely not expecting you
– The true value of the collaboration reveals itself with time, so think long-term and build a relationship
– They don’t owe you anything and can change their mind, don’t take anything for granted
Some of those things are hard to accept when you put money on the table, but you need to, otherwise you might not see your money back again.