“We live in a beautiful world”
These are Chris Martin’s words, lead singer of the British rock band Coldplay.
To be honest, I do agree with him.
I’ve had the great privilege to spend a lot of time with my grandparents when I was younger, and this makes me feel so blessed.
My grandfather used to tell me about how harsh life was after the second World War.
He was a bricklayer, and started working when he was 8 years old.
There was no money to afford food, then he and his eleven brothers had to work hard and gather their incomes to help their parents out.
I wrote an introduction like this, because a few days ago I came across this image:
It has been published by economist.
By now, I’ve been working with influencers for enough time to state that these pieces of data are reliable enough.
I mean, they get affected by a great deal of aspects but on average they’re similar to these.
If you’re a bricklayer like my granpa, you (legitimately) won’t trust neither me nor them.
You would consider impossible to earn as much money as you get in two months by tapping your smartphone a few times.
It’s too easy: take a shoot, add a caption, a few hashtags and publish it.
But wait… Would you be able to do so?
Meritocracy is one of the reasons why I fell in love with Digital Marketing.
If you make my incomes grow, then I’ll pay you how much you charge – and you know what, I’ll be very happy to pay you.
A few sentences before, I talked about a great deal of aspects which affect influencers’ income.
Basically, they are:
- Niche: some niches are more profitable than others. For example, fitness influencers seem to be the most paid.
They convert, then they can ask whatever they want.Another crucial aspect is where your audience is based.
Certain countries are more lucrative, than more paid.
- Organic reach quality: brands and agencies are not stupid. They do know that it’s possible to cheat on social media and buy whatever – followers, comments, likes, etc. Also, it’s very easy to recognise fake comments – don’t waste your money!Best influencers have their hard core of fans from the beginning, who actually comment their posts and photos. Agencies tend to consider hiring and influencer if their photos are commented by at least 5% of the whole audience (it’s just a rule of thumb).
- Type of profile: personal profiles (or personal brands, call them however you wish) convert more than public pages. Personal profiles build a deeper relation with their audience, and that’s the key of their success.Another important criteria is related to the platform in which the profile has been created. As you can see in the chart above, different platforms deserve different fee.
- Type of content: this is another fundamental point: high-quality content converts ridiculously. Just for instance, let’s talk about the Mercedes commercial made by Casey Neistat.
Four videos which have been made maniacally well.Imagine how they’ve increased Mercedes’ brand awareness (at least on YouTube), and how many people have matched that car to what they’ve felt while watching those videos.
How much would you pay for a service like that?Those who are into advertising or filmmaking knows how to sell things, then they provide a double service: audience engagement + quality commercial.
Influencer marketing has a great potential. If you haven’t gotten it yet, let’s talk about the power of celebrities when it comes to influencing the crowd.
Make the most out of it by picking out those influencers who best match with your product or service.
Watch out for their audience, and how they engage with it.
The more they’re trusted, the more products you sell.
Good luck with it.