the influencer ’ s followers . Are they engaging with posts ? An influencer with 10,000 highly engaged followers will always be better than an influencer with 100,000 disengaged followers , especially for highly local or regional spas .
If all of those details check out — the right influencer with the right audience for the right campaign , its worth reaching out to them and gauging their true interest .
2 . HASH OUT THE DETAILS Generally , it ’ s best to reach out to influencers via the platform on which they operate , unless they ’ ve provided alternative contact information . Ciocan recommends avoiding influencer
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“ All the deliverables are arranged before any activation happens or we invite them onsite . We make sure it ’ s set in stone what we ’ re offering them , what we want them to highlight , and what they ’ re going to provide back to us .”
— ROXANA MEDINA , Carillon Miami Wellness Resort
marketing platforms like Upfluence , especially if you ’ re a non-national business or just starting out . “ Platforms are an easy way to identify influencers , but it ’ s not organic because you don ’ t have any connection with them . You ’ re just pitching in the dark . You want someone who is really passionate .” CAUSE + MEDIC has also previously used Upfluence , but has since decided to take a more bespoke and direct approach .
Once you ’ ve reached out , it ’ s vital to establish the terms of the relationship . Typically , this will mean asking for a certain number of posts , Instagram stories , reels , Tik- Tok videos , et cetera . Influencers are often reticent to agree to certain engagement , likes or bookings goals due
Carillon Miami carefully vets influencers before using their services . to activation-to-activation variability and the difficulty of documentation . Some influencers might be interested in affiliate marketing , a system in which the influencer receives a specialized bookings link or referral code . If the influencer is interested in this , they ’ ll likely recommend a company who will set up and manage the program if you are unfamiliar with managing the process on your own .
Typically , though , these relationships will be straightforward : the influencer receives products and / or services , while you receive a certain number of posts . Ciocan recommends avoiding paying cash when you ’ re just starting out , and local micro-influencers will likely be open to this arrangement . Vega agrees , noting that , “ For cash money , an influencer will post whatever you want , but it could be for naught if it isn ’ t the right audience .” Because of that — regardless of the remuneration method — ask your influencer partner what works best with their audience . Avoid dictating what types of posts they need to make ; the best influencers will tailor everything they do to ensure effectiveness .
Still , if you ’ re making a national push , it may be necessary to pay cash . In that case , make sure that the terms are well laid-out in a contract . Additionally , work to get an accurate statement of what the influencer typically charges for their services , either by asking them or by reaching
22 PULSE ■ JUNE 2021