5 Tips To Shortlist Content Creators 0 1275

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.

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Who are the top digital influencers in Britain in 2019? 0 9864

Being a reality star in Britain won’t help you gain influence. At least, not in accord to the list of Top 100 influencers, released this month by The Sunday Times, lacking modern celebrities whose newfound careers last merely as long as their reality shows are being aired. These findings are the case despite most of them trying hard to become social media influencers in order to extend their 15 minutes of fame.

The list, which includes young entrepreneur and lifestyle YouTuber Zoe Sugg in 53rd position and fitness coach and author Joe Wicks in 60th, was determined using an algorithm created by digital trends platform CORQ. This algorithm scored influencers based on audience size, growth and engagement rate, as well as their social activity over time.

Men took the top four of the content creator ranking spots with Youtuber PewDiePie, real name Felix Kjellberg (11M subscribers on YouTube and counting), being named the most influential digital star in Britain. Coming in at number five, lifestyle blogger Saffron Barker (2 million subscribers on YouTube) is the most influential woman on the list.

Influencers, bloggers and vloggers with a solid fan-base are now able to command five-figure sums in exchange for brand investments. Over recent years, influencer marketing has been on the rise, with the digital influence market forecasted to be worth £8bn by 2020.

The top 25 most influential digital stars in Britain are:

1: Felix Kjellberg

YouTube Channel: PewDiePie

Subscribers: 101, 039, 359

What he does: talks about gaming

 

2: Olajide William Olatunji

Subscribers: 7,395,610

What he does: Rapper and professional boxer.

 

3: Craig Thompson

Subscribers: 5,743,326

What he does: Gaming

 

4: Billy Wingrove and Jeremy Lynch

Subscribers:10,641,232

What they do: Football freestylers

 

5: Saffron Barker

Subscribers: 2,187,330

What she does: Lifestyle blogger

 

6: Joe Sugg

Subscribers: 3,662,907

What he does: Entertainment

 

7: Chelsea Clarke

Subscribers: 244,894

What she does: Beauty blogger

 

8: Callum Leighton Airey

Subscribers: 3,146,776

What he does: Gaming

 

9: Joshua Bradley

Subscribers: 2,102,975

What he does: Gaming

 

10: Colin Furze

Subscribers: 8,427,123

What he does: Entertainment

 

11: Alastair Alken

Subscribers: 16,520,959

What he does: Gaming

 

12: Patricia Bright

Subscribers: 2,804,914

What she does: Beauty blogger

 

13: The Saccone Jolys

Subscribers: 1,903,313

What they do: Family videos over 10 years

 

14: Theo Baker

Subscribers: 824,247

What he does: Football

 

15: Emmanuel John Brown

Subscribers: 1,557,521

What he does: Football

 

16: Jordan Lipscombe

Subscribers: 1,734,130

What she does: Beauty

17: Holly Boon

Subscribers: 675,374

What she does: Beauty

 

18: Gaz Oakley

Subscribers: 703,540

What he does: Vegan food content creator

 

19: Ling Khac Tang

Subscribers: 300,997

What she does: Beauty

 

20: Amelia Liana Sopher

Subscribers: 496,896

What she does: Lifestyle

 

21: Tamara Kalinic

Subscribers: 207,697

What she does: Beauty/Fashion

 

22: Safwan Ahmedmia

Subscribers: 1,377,673

What he does: Technology

 

23: Estee Lalonde

Subscribers: 1,174,388

What she does: Lifestyle vlogger

 

24: Sarah Turner

Subscribers: 885

What he does: Parenting content

 

25: The Ingham Family

Subscribers: 1,262,249

What they do: Parenting content

 

#InfluencerMarketing #topUKinfluencers #contentcreators #workingwithinfluencersq

What do influencers think about the new hiding likes Instagram trial? 0 1553

It is still relatively early to say how the Instagram ‘likes’ ban in selected countries will affect the number of people actually liking a piece of content posted by their favorite influencer.

While brands and content creators have attempted to adjust in countries like Canada, Italy, Brazil, New Zealand, and Japan, where the ban was introduced last month, there still remains a discussion surrounding the efficacy of this test being carried out by the Facebook-owned social platform. Ultimately, at this point in time, the potential positive outcomes of a more “healthy” environment and higher quality content are yet to be seen.

Here, content creators from different countries around the world share their views on how they see the latest Instagram decision having an impact.

It will change the way people use Instagram

“I think it’s a great initiative. Likes are causing anxiety amongst users and hiding them will change the way one uses Instagram. Content will be created for the content and not to get likes.”

Pooja Dhingra – Pastry chef. Founder and CEO @Le15India and author

Only good content will matter

“Definitely a good initiative because in a world where the number of likes proves a person’s popularity or not, there is a lot of competitiveness, depression and imposed standards. I think hiding likes will direct people towards paying a lot more interest to the content itself, and only those ones with good content will continue to influence people’s lives.”

Bruna Martimiano – Blogger and digital Influencer

There are two sides to it

“We see the good and bad side of it. The good: without the pressure of having really high engagement, creators will have more freedom of expression with the content that they’re making. Either they get more personal to connect with their audience more, or they create even more beautiful content to continue standing out. It can encourage newer creators, too, to create more as they would be judged by quality rather than likes.

However, the bad side of it is that this can be a move for the platform to control engagement more. If no one can see the likes, the algorithm can try to lessen exposure to content and they can prioritize content distributors that are spending more money (advertisers and promoters).

Ruben Arriba and Rachel Pregunta – Content creators and travel bloggers at @gamintraveler 

People will stop comparing themselves to others

“I believe it’s a good and a bad thing really depending on what way you look at it 💯. It’s not really good for people that are promoters or influencers as they work with a lot of companies that send them clothing and other things because they have a really good following on their Instagram and get a lot of people liking their pictures, which means a lot of people see what they post and may potentially buy it. On the other hand, it’s good for people’s mental health as they can stop comparing themselves to others.”

Peter Hopkins – Footballer, Model, and Influencer

It may impact engagement

“I think it doesn’t necessarily impact the creator-brand endorsement relationship as creators will still be able to view likes on the back-end. However, not seeing a large number of likes may discourage others from liking a post, thus driving down that engagement.”

Goldie Chan – Founder and Keynote Speaker, Top Linkedin video creator

Instagram may lose identity

“Personally, I think there are pros and cons. For me, Instagram is about posting great and engaging content and it’s great to see public likes to know that your hard work is paying off and your audience engages with your content, and other people and brands can see this as well. However, on the flip side, I do have days where I wish likes weren’t a thing and that people were not so fixated on them, including myself because it does start to affect you mentally if a photo you post doesn’t match your expectations of how many likes you think it should get. But, somehow, I feel that if likes disappear from Instagram, altogether, then Instagram itself will lose its identity.”

Murray Davies – Content creator | London

There is more to life than Instagram likes

“In my point of view, it will make social media more enjoyable; people are going to be seen more as human beings and not simply as numbers. It’s also going to be good to finally be able to post our daily content without expecting numbers! At the end of the day, life is so much more than this!” 🙂

Keu Bastos – Content creator – Ireland

They are destroying Instagram

“I’m not impressed with what they have been doing to Instagram. I actually messaged them just to say it before they destroy it even more than they already have. I don’t like it at all, as my last photo had less than half of the likes it would usually get, so fewer people are now seeing it with the algorithm. It makes difficult now to tell what accounts are genuine because previously most accounts that had lots of followers you could just look at their engagement – including likes – and almost tell if they bought likes. The new ban on likes has just started, so it is still early to say how it will affect in the long run. As other people won’t be able to see the likes someone else’s post gets, maybe it would be the case if we all start commenting “like” on the pictures as a way to fight back?”

Utah Jack – Photographer

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