Advertising Partners Are Looking For Influential Radio Talent In The Social Space
August 16, 2016
While the concept of "influencers" has always been around, more and more brands are starting to ask questions about radio talent posting or tweeting on behalf of their campaigns.
Brands know the weight talent can carry.
But because the whole "influencer" thing hasn't been executed at scale with any type of uniformity - many simply make up the metrics that matter and price it out as they go.
It's the Wild West.
(That can be a good thing for those approaching this as opportunity to hack away at what works and making your own mark.)
But how do we price endorsements via social media, and what are the most effective tactics?
SocialTimes recently ran a piece on an influencers study commissioned by Bloglovin.
The report revealed what many influencers are charging.
Check out this chart created by SocialTimes:
90% charge $250 or less per Facebook post.
83% charges $150 or less per tweet.
84% of influencers charge $250 or less per Instagram post.
(50% of influencers said Snapchat is their new favorite platform - so keep that option open as it is very new to the paid influencer world.)
And beyond pricing, what are the ways influencers are being used? eMarketer reveals research citing best tactics:
Once you get the pricing and tactics down - it's equally important to then commit to the guiding principles of influencer marketing:
- It's Not One Size Fits All
Not everyone is right to endorse every product on every platform.
The only way this works is talent being honestly interested in doing this because it complements their established tone of voice and personality.
- It's How You Use Your Influence
Choose words wisely. Getting people emotionally involved is the key. Straight on sales pitches only turn our talent into Herb Tarlek.
- The Amount Of Followers Does Not Equate To Impact
It's about the interplay talent should be creating with fans. Interactions are what elevate awareness for clients.
- Don't Insult Talent By Asking For Free Posts and Tweets
Asking for "freebies" means you likely value their influence socially, but you have no concept of the work it takes to actually earn (and maintain) that influence.
We have a storied past of doing great endorsements on-air. Take that experience and make your social communication as lively.
Just be careful with radio talent and their image.
We want them to be real.
Social offers the ability to build symbiotic relationships that lead to familiarity and better engagement with our advertising partners. But it all comes down to how we exert our influence first.
Reach out to me anytime on Twitter @lorilewis.
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