Should influencers be paid ?
- June 1, 2021
- Posted by: anz
- Category: Advice
When you establish an influencer marketing strategy, it’s like any other strategy (SEO, SEA… Etc) you need clear and precise objectives with a LOT of patience.
The answer is yes ! Influencers should be paid for a partnership regardless of their level of influence : from nano to celebrity. All work deserves to be paid.
Because yes, influencers are indeed professionals whose activity consists in animating a community. When you set up an influencer campaign and determine the conditions to respect, you establish a contractual relationship with them.
A campaign by an influencer is considered a new generation of advertising for your product/service. Be aware that influencers are a “media”, reaching thousands, or even millions of people, thus potential consumers.
Therefore, logically, they must be paid if they have made a living of it (or not). The influencer must then announce that it is a sponsored post, as the ARPP’s good practices remind us. I also recommend that you set up a partnership for at least 3 months to see the results. Any strategy needs to be fed to work in the short, medium or long term.
If you want to choose “one shot” partnerships, they usually only work with celebrities because they usually have a more loyal community. In order to have a relevant KPIs result, it usually only works with specific influencers from about 15% to 20% engagement rate (experience from more than 10 years in business). Forget about the number of followers. Focus on engagement and reach only.
Payment can take several forms depending on the influencer’s community :
– Free product(s)/service(s)
– A trip or participation in an event
– A financial compensation
– Or other depending on the influencer
In general, if the payment is not adapted to the influencer, he/she may not respect your partnership conditions. You cannot then be sure that the publication made by the influencer will meet your expectations.
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