Social Media & Influencer Marketing

Successful influencer marketing requires systematic discovery, vetting, activation, and measurement:\n\n(1) Influencer discovery - Use platforms with 10M+ creator databases (Aspire, Grin, Creator.co) to search by niche, audience demographics, engagement rate, location, and follower count; AI filters identify authentic influencers with 2-10% engagement rates vs. fake influencers with <1% despite high follower counts\n\n(2) Audience quality vetting - Analyze influencer audiences for fake followers (bots, inactive accounts), demographic fit (age, location, interests matching your ICP), and engagement authenticity (comment quality, like-to-follower ratios); tools detect fraud automatically, saving hours of manual research\n\n(3) Campaign structure - Mix micro-influencers (10K-100K followers, $200-2K per post, 5-8% engagement) for authentic community building with macro-influencers (100K-1M, $2K-20K, 2-4% engagement) for reach, and celebrity/mega-influencers (1M+, $20K-500K, 1-3% engagement) for brand awareness\n\n(4) Content rights and usage - Negotiate usage rights for repurposing influencer content in ads, email, and owned channels; user-generated content from influencers often outperforms brand-created ads by 2-3x in CTR and conversion\n\n(5) Performance tracking - Track metrics beyond vanity metrics (likes, impressions) to measure business impact: click-through rates (2-5% typical for strong campaigns), conversion rates (1-3% for e-commerce, 0.5-1.5% for B2B), cost-per-acquisition ($20-100 depending on product), and revenue attribution using unique promo codes, affiliate links, or UTM parameters\n\n(6) Relationship management - Build long-term partnerships with top-performing creators through CRM systems that track past collaborations, performance history, payment terms, and content preferences; repeat partnerships with brand-aligned creators generate 3-5x better ROI than one-off campaigns\n\nTypical B2C brands achieve $5-8 earned media value per $1 spent on influencer marketing, while B2B companies see $3-5 EMV with longer sales cycles requiring multi-touch attribution to prove impact.