A ‘Shout Out’ post is another common term to replace ‘Paid Partnership’ in influencer marketing. Upon knowing what influencers want out of shout out post, it’s time to roll up your sleeves and get down with the real business. Here are the steps to identify, shortlist and arrange a shout out gig with your chosen influencers. I also include how you can monitor the performance and measure the success of your campaign in this article.
It is important to know the audience that the influencers offer and the target audience you want to market your products to, in terms of country, age range, gender and their interest.
Although Business Instagram accounts can show you the demographics of the followers, most of the influencers do not have a business account or they simply are not comfortable sharing such information with you.
In addition, there are a couple of questions to consider:
- Audience growth trend: Is the influencer losing or gaining followers in the past 30 days?
- Fake followers: How genuine are the followers of the influencer?
Micro-influencers with high audience growth are favourable as they usually have high engagement rate and offer more local audience. However, you will want to avoid engaging influencers who have high percentage of inactive followers as those followers are either fake or are inactive for the last 3 months.
You can utilise an analytic tool like Popular Chips for fake followers recognition.
Alternatively, you can check the quality of the engagement by going through a few of their posts and simply scroll through the comment section.
Are they genuine and specific to the photo and the post?
Are the comments greater than four words and emojis?
Does the creator reply to the comments?
It is very likely when an influencer purchases fake followers, they would buy fake engagement as well.
After identifying influencers with suitable audience demographics, you need to further filter the list based on their performance.
Influencers with a larger number of followers often quote for a higher price. However, most of the influencers do not know the demographics of the audience they are offering and the average performance of their posts.
If you have the statistic of the influencers, the ball is in your court. You are able to negotiate for a better rate based on their engagement rate, audience growth, demographics of the audience.
After all, you want a relatable target audience.
You may contact the influencers via email, which is often found on their Instagram biography. Alternatively, you can DM them for their contact details.
According to our Instagram hacks, the most effective way to capture the eyes of the audience is to make them feel connected to the post.
Lifestyle photograph has proven to be more appropriate for social media and the composition tends to be more engaging to the eye.
Try to avoid imposing your style in the content of the influencers as it will look too commercialised and it gives a sense of ‘desperation’. You can use the top posts of the influencer as a mood board to request the influencers to incorporate the product in a similar style as the top posts.
After deciding on the style of the post, it’s time to arrange a suitable time for gift delivery or collection. You might want to include instructions or guide on how to use the products and the details of its features. If required, schedule a training session with the influencers to ensure they understand the product well before posting a ‘shout out’.
You can expect to pay extra for unboxing video, review video, professional quality photography (to cover costs of a high-end mobile phone, DSLR and tripod) and step-by-step guide caption.
Best Time To Post
For content optimization, It is important to know the best time for the influencer to post the ‘shout out’. You will want to strike the post when the followers of the influencers are most active on social media, so that maximum impression and engagement are collected.
It’s good etiquette for the influencer to inform you when the post is published and provide you with the hyperlink to the campaign images and thank you for the opportunity.
You may like to repost the content on your own social media accounts a few days or weeks from the original so as not to appear repetitive. Make sure you credit the influencers as they spend time and effort into creating interesting content for your products.
As with any marketing activity, it is important to measure and review your campaign’s success. You can do this by creating a specific hashtag for the product or for the campaign so the influencers can include the hashtag in the caption and tag your company’s social media account in the photo.
If you don’t like to take screenshots of all the campaign posts generated by influencers, Popular Chips offers campaign tracking tool to collect all IG stories and posts created during the campaign period with the specific hashtag(s). In addition, it can compare the performance of the content with the other posts by the same influencers in the past 3 months, as well as calculating the cost per engagement (Cost divided by Engagement) automatically.
You can also measure the success of the campaign by having an overlap analysis before and after the campaign. This is to measure if there is an increase in the number of common followers between the influencer and your brand after the campaign.
If the campaign was a success, continue to nurture and build a stronger relationship with the influencer on a monthly or quarterly basis.