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Caffeine or no caffeine I am always tired 🙄😂

I’ll just sip my tea with this one this morning…

I’ve worked with hundreds of influencers and it really comes down to what you are trying to achieve, what vertical your client is in, and who the influencers are.
For example, beauty? 100% more effective than social ads. However, retargeting users with social ads who interacted with that influencer content with lower funnel follow-up messaging (buy this!) is also an incredible value add to the influencer content alone. Get the max impact out of that influencer content to nail your KPIs, efficiently.
Some influencers do SO MUCH sponsored content that it can diminish the social proof/endorsement value. Engagement can be valuable or not. Is it related to what they are promoting or the influencer’s looks, outfit, background or otherwise? Influencer copy can significantly help steer engagement to engagement that’s valuable for you. Always require content approval (of course) before an influencer schedules the content — and use that time to ensure you feel it will help you reach your objective. D1 was absolutely on point regarding reach/followers and cost. There’s tremendous research on micro influencers (1k-100k followers) effectiveness compared to influencers with millions of followers. Micro influencers often give you more bang for the buck and tend to have followers who more closely align to specific topics and interests. They also tend (not always) to have less sponsored content in their feed than larger influencers and have more trust, and sometimes also more attention, from their followers.
This was a very long response. :)
1. Define what exactly you are trying to achieve.
Awareness? Product sales? Email acquisition? Etc
2. Evaluate what type and size influencers will help you achieve this.
A multi-level approach isn’t rare.
3. Determine how to get maximum value and cost efficiencies from the influencer’s engagement and content.
Where social ads could play a valuable role, among other tactics.
One is not better than the other. It entirely depends on what you’re trying to achieve.
That also allows the influencer to be more “them” and less salesy!
The short answer is “yes” it’s more effective than traditional social ads because you have the opportunity to gain 1) social proof/endorsement 2) higher engagement with the content and 3) reach. The last is going to drive your costs. The more followers the influencer has the more you’ll pay. There are valuable influencers who reach thousands of people and there are the celeb level influencers with 1 million followers. I’ve paid several hundred dollars all the way to 100k+.
Costs can vary greatly by category. I worked with a scrappy CPG startup that got most of its influencers just by sending out sample gift boxes. I would start there and work up to paying but even then start small in the hundreds of dollars range to see what works and to benchmark costs for your category.
Good for awareness and establishing overall trust, but wouldn’t rely on them for anything else.
Ultimately, it depends on your goals.
Influencers are an excellent way to generate awareness for your campaign and, if done correctly, are more authentic than traditional social ads.
Costs can really vary depending on audience size, number of posts/deliverables, content needs, which platform they’re posting on, rights, etc.
One of the most important aspects of influencer marketing is vetting influencers to make sure they fit your specific needs. You need to understand their authenticity and how often they post sponsored content. You need to know if they’ve posted about competitors or have posted anything that counters your brand’s image. You need to know impressions per post and especially engagement rate, as that’s probably the most important data point. You need to understand who an influencer’s audience is. The better you are at vetting influencers, the more targeted you can get with your campaign and the more impactful it will be.
My company is a platform that enables brands and agencies to engage in influencer and content marketing. Feel free to reach out (DM or brad@popularpays.com) if you’d like to learn more.
Best of luck!