5 Tips To Shortlist Content Creators 0 2175

You have done your research on influencers you would like to work with.

Then you have spent an astonishing amount of time reaching out to each individual, trying to build a rapport.

Now it is time to sign up the best content creators for your brand; however, what is the best way to select the ones that will bring higher exposure and ROI to your brand?

Watch out for the five tips below before signing the dotted line.

Engagement, not followers

Big numbers of people following an influencer only translates to business benefits if they have genuine engagement from those followers. Do not limit yourself to check the main platform for which you will hire the creator to collaborate on (for example, Instagram). Looking at how your future influencer posts over different outlets will help you to gather his/her strong and weak points as well as how good they are at engaging their followers.

Rates

Money talks.

Besides, it is 2019, no one is working for free to promote a brand.

Ask for a rate card or a breakdown of fees as soon as you start a conversation with a creator. Remember: time is valuable. It is best to know from day one, if you are able to afford that influencer that you see popping everywhere. While negotiating, try to put together a package; this moves the negotiations away from a single post that will bring you almost no results. Long term partnerships also will help to obtain more affordable rates from creators.

Very important: be cautious with influencers that don’t have a standard rate card or individuals who says that it ‘depends on the brand’. Creation is charged based on the amount of work involved, length of image usage and distribution (local versus global campaign, for example). Influencer’s’ rates should not be based on how much a client can afford, instead prices should reflect how much an influencer can bring to the table.

Versatility

You should definitely look for creators that have a hands-on approach to delivering content for you

Although sometimes is great to work with influencers so big that they can now afford to have an entire team producing on their behalf, at the end of the day, it is important to understand that with those ones, you are buying a media slot to tap into their audience built over years – not their exclusive creative mind.

Remember: creators that can deliver not only photos, but also high quality videos, IG stories, etc., will be a plus when negotiating a content package, as you won’t have to hire that service from a third party.

Affinity

No matter how cool the influencers in your shortlist look. At the end of the day it all comes down to delivering a service (content) and producing exposure to your brand (reach).

Nothing works better than collaborating with creators that genuinely like your product or service. Before signing a contract, check previous collaborations of your selected influencers (especially previous collaborations with your direct competitors, if any) and have an upfront conversation with the creator about what he/she already knows about your brand.

Delivery

This is an easy one to start checking from the initial contact.

If an influencer takes a long time to reply to a simple request regarding their fees and availability, chances are he/she isn’t available or willing to work with new clients.

I would recommend chasing up to a maximum of three times to get an answer and give up after that, moving forward to more reliable creators. Truth is: if a creator delays so much to reply to an email where you’re offering to pay them money for their services, you can probably imagine what a nightmare it will be to brief and wait for him/her to deliver the agreed assets for a campaign.

If you get a reply many weeks later, you can politely reply that ‘all the collaboration for this project have now been signed up and it won’t be possible to work together on this occasion.’

It goes without saying that the best tip to shortlist anyone to work with you is your own gut-feeling while looking for the right people to create content for and with you. If something doesn’t look or feel right at the very beginning or you are not sure if an influencer in your list is a right fit, it is always advisable to look for someone else.

Photo: Stephen Kennedy

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Marcio Delgado is a Journalist, speaker and a Content Producer working with brands and publications in the UK and Latin America.

Social committee proposes EU regulation on influencers 0 127

Perceived by consumers as closer, more authentic and more trustable than traditional advertising or celebrity endorsement, content creators are attracting more brand investment than ever: in 2022 alone, influencer marketing spend jumped from 3.69 billion to 4.14 billion in the U.S., according to data released by American inbound marketing platform Hubspot. The amount of cash trading hands pushed authorities to set standards for the Influencer marketing industry early on. So much so that, in the USA, influencer marketing is considered regulated since 2009, when the Federal Trade Commission (FTC) published for the first time a set of endorsement guides on sponsored content posted by content creators on behalf of brands – including influencers being required to disclose their relationships with companies in a clear way.

Over to Europe, the rules are not as clear.

Unlike traditional advertising, which is subject to very strict rules, influencer advertising can fall through the cracks of ad disclosure. The commercial nature of influencer posts is not always identifiable, with ads featuring alongside similarly styled, but independent editorial content. Companies using influencers as ambassadors for their products and brands also have greater freedom than in conventional advertising.

Now the European Economic and Social Committee (EESC), a consultative body of the European Union, is trying to reduce the lack of transparency often seen in influencer marketing by proposing that the EU should set specific obligations for both, the administrators of the video-sharing platforms and social media networks on which influencers operate, and for content creators and influencers themselves.

The basic principle of the proposal is that advertisers should leave consumers in no doubt that what they are engaging with is advertising. And they should not mislead consumers or cause serious offence.

“EU already has some mechanisms in place to deal with influencers, which are covered by legislation on both advertisers and sellers/traders. However, we think it would be desirable to have a comprehensive approach given the fast rise of this phenomenon.”, says Bernardo Hernández Bataller, a councilor of the European Economic and Social Committee since 1994. “We would need specific regulation to cover the rights and obligations of the people involved, so that all legal operators and consumers know exactly what is and what is not acceptable.”

Some Member States have gone it alone (France, Spain and the Belgian region of Flanders). But, accord to the recent proposal, a “hard core” of EU rules would be more effective. The EESC argues that it would leave no loopholes allowing different Member States to take a softer line.

The list of suggestions to be adopted by influencers in all 27 member states of the European Union includes it being mandatory for content creators to include a prominent label upfront to highlight that a post is a marketing communication. They would then be liable if they fail to make it sufficiently clear when they are being paid to endorse or promote a product or service.

The proposal highlights that platform administrators and social media networks should also be liable for content published by the content creators and influencers they host, as well as have an obligation to take down illegal content and report illegal activity.

Other issues surrounding influencer marketing featured throughout the report includes the frequent use of child influencers. Concerns regarding content creators as a trade and if their position should be covered by employment laws are also mentioned.

“What about the tax issues raised by influencer advertising? How should we tax influencer income and the profits influencers generate? How should we tax the added value they create?, asks Stefano Palmieri, co-rapporteur.

Even if approved, a new set of rules doesn’t necessary mean that brands and content creators will follow them. In France, in a study of 60 influencers and influencer agencies from January 2023, the French General Directorate of Competition, Consumer Affairs and Fraud Control (DGCCRF) showed that 60% did not respect the regulations on advertising and consumer rights.

And in the UK, compliance with labelling requirements when it comes to Influencer Marketing remains low. In 2021, the Advertising Standards Authority (ASA) published an analysis of more than 24,000 Instagram Stories. Of the 5,700 it considered to be marketing material, nearly two-thirds were not clearly identifiable as such.

How is Coronavirus affecting content creators’ income? 0 683

It is official: we are four months into 2020, and a lot has changed since the last time content creators ventured out of their houses for a photoshoot, or to create a branded campaign from scratch.

From Asia to the USA, from Europe to Latin America, current travel restrictions and self-isolation recommendations mean that more people than ever before are working indoors, across all corners of the world, helping fight the spread of Covid-19.

So, how are influencers balancing life in quarantine, creativity restraints, and the loss of income generated by the global pandemic?

Matteo Castellotti – Ski instructor and blogger

Double Impact

“As a content creator and ski instructor, I have been doubly impacted because you need to be outdoors to carry out both activities, and, right now, it is not a possibility here in Italy.

It has been a month since the last time we were allowed out of the house properly, and the number of deaths caused by the coronavirus is worrying.

We try to remain courageous and support each other, but the truth is, we don’t know when all this will end, and life will be back to normal. Hopefully, everything will be resolved as soon as possible.”

Matteo Castellotti – Ski instructor and blogger

Renata Oliveira – Model and Lifestyle Influencer

Leveraging the Engagement Spike

“It affected me directly as I had worked with brands canceled, as well as a work trip carefully planned to take place during Easter that has been canceled.

I am very practical, though, and as I suddenly found myself at home with lots of extra time, I have dedicated my time to creating content that can help my followers through their quarantine.

From tips to recipes, I am doing whatever I can to keep my Instagram active and useful, besides leveraging the increase of traffic and engagement I have noticed since this novel coronavirus started to change people’s online habits.”

Renata Oliveira – Model and Lifestyle Influencer

Giovanni Aguayo – singer

Fitness Routine Dropped

“Although I love my two dogs, staying full time indoors with them is also driving me insane. I miss going to the gym – and for once, my fitness routine has totally dropped.

I’ve been trying to keep a healthy diet but, I’m just at home watching movies all day. I haven’t been back to work in 2 weeks, and I truly miss it, even seeing my co-workers and just people in general. As an influencer and content creator, the virus has had a kind of up and down effect; for example, I haven’t had any new products for product placement, but I have learned a couple of new things for myself. I’ve learned to dance more, keep in touch more with my family and friends (over FaceTime, of course). In fact, lately, I have been putting together a lot of dance videos, and have even learned a couple of choreographies.

The virus itself is horrible, and I wish it can go away soon, so we can continue with our normal lives and normal living and rebuild a financial structure. Tons of businesses have closed down here in Las Vegas, and hotels and casinos are all boarded up to keep people away.”

Giovanni Aguayo – singer

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

Negotiations On Hold

“I’m a stay at home mum, and I usually use the time when my son is at the nursery to create content for both my YouTube channel and my Instagram. However, right now, my son’s nursery is closed, so it is really difficult as he consumes most of my time.

It is not only affecting my creativity but my income, too. I had a few brands in which I was at an advanced stage of negotiations for an Influencer Marketing campaign before the lockdown. Unfortunately, they had to put everything on hold due to the unprecedented times.”

Dr. Bucandy Odetundun – Brand influencer and Medical Doctor

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