There are a few blogger talent management agencies that would argue that influence is the number of followers you have on Instagram, and they charge accordingly. Others would tell you that it is about followers, how many likes per post and whether the talent has helped a brand boost its following… that’s kind of a little bit more like it.
This topic was raised just this week at CommsConn, when Nuffnang’s managing director Felicity Grey told the room she was worried about the lack of agencies asking for verification on audience and campaign results.
Surely, if McKinsey stats are right and social media advertising will account for $122BILLION worth of budget by 2019, brands or those representing them, will be wanting to know what bang they getting for their buck. Surely it’s not just because they look good, take good photos and seem to have lots of likes?
For some time now we have been doing rounds of negotiations that would make Harvey Specter (for those of you who love ‘Suits’) break out in sweat. But, like Harvey, we always go in armed with intel and ready to leverage. We use a mix of available and bespoke tools that provide insights to influencers’ audience so we know who we are talking to via their platforms and how engaged the audience is. There are some tools out there that can provide a rough idea, but others delve much deeper. Interestingly, many representatives aren’t aware of these tools which is concerning because it also helps provide insight into bought followers and engagement… Now that’s a whole other conversation.
We hold ourselves accountable for our clients’ results and a big part of that is ensuring that we tell our clients stories to the right people, in the right place.
Because at the end of the day, 1 million followers is very impressive, but not really that useful if they’re based in Mumbai, have no interest in your brand and not able to purchase your product.