Apart from follower count and alignment , the engagement rate of the influencer is a vital metric to consider . Engagement rate refers to the post likes or reactions , shares , views , and comments that an influencer ’ s content generates . It serves as an indication of whether the influencer can deliver your expected ROI .
engagement your content might receive when shared by the influencer . If you choose to amplify your campaign by boosting posts , you can evaluate whether the additional investment yields the desired results .
Use Internet Tools
These three metrics are an excellent starting point for you to make a choice for your cosmetic brand influencer campaign . You can gain further insights and make a more informed decision be leveraging internet tools . For example , a tool can help you assess the quality of an influencer ’ s followers . This can help you determine the percentage of real followers versus fake ones . Fake followers , which are often bots or inactive accounts , do not engage with the content .
While all influencers may have some fake followers , a high percentage ( above 20 %) should raise concerns . A high percentage indicates a lower chance of reaching your core target audience effectively . As a rule , nano and micro influencers tend to have a lower proportion of fake followers .
Partnering with influencers can be a powerful marketing strategy . By carefully selecting influencers based on their alignment with your target audience ,
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Apart from follower count and alignment , the engagement rate of the influencer is a vital metric to consider . Engagement rate refers to the post likes or reactions , shares , views , and comments that an influencer ’ s content generates . It serves as an indication of whether the influencer can deliver your expected ROI .
engagement rates , average activity , and quality of their followers , you can maximize the impact of your influencer campaigns .
Furthermore , this will make it easier to hold influencers accountable , and justify the spend for an influencer campaign .
That said , respect the hustle of influencers by recognizing their value and appreciating the effort they put into their craft . When you receive a rate card , it may not align with your financial calculations or objectives . Have a conversation with the influencer before you begin negotiations to understand the reasoning behind their charges . Through thoughtful collaboration , marketers and influencers can build mutually beneficial relationships that drive brand success in the dynamic world of social media .
If navigating through these intricacies feels overwhelming and you prefer to have the groundwork laid out for you , enabling you to make an informed decision with ease , please do not hesitate to reach out to me for professional assistance .
Valerie Ambetsa Siganga is an Award-Winning Marketer and CEO of Pink Africa Marketing , a Marketing Agency providing BTL and Creative Digital Marketing Solutions . You can commune with her via email at : Valerie @ pinkafricamarketing . com .
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