hey miles here miles Becker calm this
video reveals the seven key takeaways
from the influencer segment of the
Affiliate Summit West conference in 2019
in Vegas now before I jump in I've got
sessions it was all about influencer
marketing and before we get there I want
to know what is your take on influencer
marketing do you think influencer
marketing is here to stay if so say yes
in the comments do you think influencer
marketing is a fad if so say fad or no
in the comments so a little poll to get
your take on this situation because
influencer marketing this is one of the
big kind of ideas not my seven but it's
new it's still very new it's the Wild
West it no one really understands
exactly how it works yet there are
people working that model all at the
same time so this conference wasn't
exactly keynote speeches which I wish it
was it was several panel discussions so
it was people interviewing people and
that proved to me that it's a very
immature space that there's really not a
one right way to do things but I got
seven key takeaways for you so number
one the the big idea of what is an
influencer is someone who has the
attention of an audience and the ability
to get that audience to take action now
this is really similar to what we do as
niche marketers as affiliate marketers
but generally an affiliate marketer or a
niche marketer is going to be creating
value in the lives of others through
how-to posts through content that
answers specific questions or solve
specific problems now influencers are a
little bit different they simply have
the attention it could be because they
just take selfies of themselves on
Instagram doing makeup posts or beauty
and fashion stuff and they're not
necessarily adding value in the same way
an affiliate would but yet they still
have the attention of the audience and
it's their ability and kind of the
relationship to get that audience to
take a specific action now for
influencers it's not always to go for
the sale or that's kind of the goal of
an affiliate marketer is to pretty much
generate a sale from that relationship
sometimes it's to get alike sometimes
it's to get them to watch a video
sometimes it's to get them to subscribe
to another channel so influencer
marketing is
often used at the awareness level of the
kind of strategy whereas
performance-based affiliate marketers
are often closer to the checkout and
closer to the money
this makes it really difficult to track
the ROI for influencer marketing where
you're very very clear and able to track
the ROI of affiliate marketing because
you can see how many clicks how many
sales etc etc this brings us to the
metrics big idea number two is there's a
lot of varying metrics and I think in
this part of the world the influencer
space influencer marketing is is
maturing a little bit in the actual data
space data is becoming a big deal and I
would say that they're now transitioning
from vanity metrics over to more
tangible real world metrics so what do I
mean by that well for a long time it's
been based on how many lights did you
get how many views did you get right the
core basic attention but everyone knows
that there's a lot of people scamming
those kinds of engagement metrics you
can go buy fake engagements and fake
likes from you know click bot farms in
Bangladesh if you would like and that's
not gonna add value to anyone in any
situation so don't do it
and the people buying the influence
posts right people leveraging the brands
and the media's and the products
leveraging influence or marketing they
realize this is a huge problem and
they're now looking for better metrics
so they're looking for metrics like not
just comments but they're looking at the
comment threads how deep are those
comment threads going that shows a new
level of engagement beyond simply quick
short comments but where all of the fans
are actually discussing that thing in
the comments that's the types of things
they want to see and the data and the
technology is really getting around to
be able to track the clicks to be able
to track how much engagement on the site
how many page views they got how much
time viewed on a video they got all the
way down to the actual sale I think
we're just maybe months or a year or two
away from having very very good
attribution the same type of stuff we
use cookie-based attributions in the
world of affiliate marketers that is
absolutely coming to the world of
influence or marketing because all the
brands and a lot of the companies are
afraid they're gonna waste money on
engagements and that's not gonna hit the
bottom line
and the CEO and the CFO and the people
who run the books they need to see 10
grand out they need to see a good volume
of revenue come back in and not just
social engagement so the metrics are
evolving for sure now one of the big
ideas for someone who's creating an
influencer based platform is the the
idea of what are your core things what
are you known for and we talk a lot
about a niche in the world of affiliate
marketing so it's the same in influence
or marketing and they said that you
really need to get known for 3 to 5
different things and a lot of the
influencers that they had they were
talking to we're in the fashion and the
beauty space and they have very very
consistent types of posts that they put
up over and over and over and their
audience has grown to love these types
of posts now on a youtube channel you
can think of your channel as you know a
channel like a television channel and on
that channel there's different shows
right so for me on this channel I have
the channel of talking head sharing you
ideas I have the channel of me actually
showing you click by click what to do on
the computer right we go through the
actual things and maybe I've got a
mindset channel right so I've got a
marketing talking head channel a mindset
channel and then the actual how to do
things type channel so that's what I'm
known for so as your publishing content
you need to think about what are you
known for that you're gonna be able to
kind of do consistently that your
audience is going to grow to love one of
the examples was facial mask Mondays I
believe it was and there's a girl who
tests out a new facial mask every single
Monday she puts it on and she does her
Instagram selfies with it wearing a
different facial mask and her audience
has grown to love that so now there's
new facial mask companies who want to
get the awareness of her audience and
they're able to plug in to that which
she already does to pay to do a
sponsored facial mask Monday and that's
how she's earning her income so even if
you're in the fashion in the beauty you
need to find your specific niche within
that and you want to find the three to
five things you're gonna do consistently
over time it takes a lot of testing to
find those you don't necessarily like
plan this all out mentally before you
start you simply are observant at what
gets good engagement what gets good
respond
as you're trying different things when
you find things that get good engagement
good responses keep doing them when you
find you're doing things that get poor
engagement get rid of them because most
of the algorithms when you start to drop
bombs in between hits it actually
negatively impacts your hits so as you
see things that consistently
underperform your average stop doing
them and replace them with new ways of
creating kind of fun and entertaining
experiences for your audience on those
platforms okay so the next one is micro
influencers are on the rise now I found
this to be really really interesting and
the the Jenners and the Kardashians were
taking it pretty good there's no value
there anymore very very few people are
getting any sort of return on investment
when they go with really really
high-level celebrities but they're
getting really good return on investment
with small micro influencers people who
are well known to a small core group or
a small audience they have a lot more
depth with their audience the
Kardashians may have a lot of reach in
what they're doing but there's no depth
to that relationship whereas someone
who's got 12,000 fans of a specific type
of game right there a twitch gamer and
they have 12,000 followers those
followers feel like they have a stronger
relationship I think you and I right I
think this is a good example of my
channel is definitely not the fastest
growing channel here I spent a lot of
time in the comments I've spent a lot of
time really trying to engage to create a
stronger relationship than some of those
gurus out there who have you know 1.5
1.6 million followers they're not able
to engage at the same level so as you're
growing take the time to engage with
your audience know that every little
comment Andry commenting back on the
comments that sort of engagement makes
you very very real and there's a lot of
value there on Instagram there's the the
10,000 person the 10,000 follower mark
was a big number because you get the
swipe up capabilities in the stories and
that's one of the ways that a lot of
influencers are driving actual traffic
from Instagram so that's kind of a good
barrier if you will or there's a good
kind of goal to hit if you're on the
Instagram side of things to be able to
sell those swipe up type posts in your
stories
on YouTube they were talking about some
youtubers as low as a thousand followers
were able to start creating and selling
merch which was some things that people
do on YouTube connects directly up with
verge provider teespring and you can get
that below the videos and then there's
there's just several other ways so it's
all about the niche and your focus and
the micro influencers are actually
looked upon right now as a great value
from the perspective of the brand's
which is really good for those getting
started and it looks like from my
vantage point from what I took in that
the industry is absolutely shifting from
people who have millions and hundreds of
thousands of followers down to people
who have hundreds and tens of thousands
of followers down to the thousands of
followers because it's more targeted and
that's what the brands want is they
really want to be able to target their
exact perfect avatar and oftentimes it's
the small mom bloggers it's the the
small vegan individuals there was one
case study they did one brand was doing
a lot of different types of influence of
marketing and they found one vegan
Instagrammer who did wonderfully with a
very small audience and they did more of
that and that is there's been many
different stories about how the micro
influencers are actually returning
better ROI they're probably less
expensive to so we can put that out
there for sure then we're on number four
or five this is we'll call this number
five make a media kit and a rape card
have an actual piece like a PDF is what
I would make it as and that you can
actually send out that talks about your
different reach your types of engagement
and the costs and when a individual
influencer has multiple channels they
become more valuable so if you have an
Instagram following you have a YouTube
following you have a blog and you have
an email list you are going to be
inherently more valuable to a brand than
if you have just an Instagram following
the other side of that coin is that when
you only build on Instagram you know
that Zuckerberg is gonna pull the rug
out from under you on your reach at some
point in time so you don't want to be
all in on any one platform and the
closer you get to being able to own that
relationship with the individual the
more value you have to be able to offer
to brands so your rate card right that
that
Media get the piece that says how much
you're going to charge for the different
pieces or the different aspects or
access to the different segments of your
audience that's how we say that is
really going to be different from if you
just want to Instagram image post if you
want an Instagram video it's this price
if you want an Instagram video and a
story it's going to be this price if you
want an Instagram story and a YouTube
video it's going to be this price which
leads us into that pricing discussion no
one was able to clearly cover that right
this is this is probably the biggest
most confusing aspect within the
influencer marketing so the the true
answer on Heidi prices it's 100 percent
negotiable and really there there was
many questions about how do we price it
how do you start pricing it I'm this
size what should I price it on that size
what should i price it and no one
actually was able to answer that
question specifically so there's a lot
of negotiation that goes on you altima
will just choose what you think the
attention of your audience is worth and
some of the influencers based it on the
fact that they're only willing to do
four sponsored posts per month and they
have a target goal of earning this
amount of dollars per month therefore
they did simple math and that's the cost
and then they go market that cost so if
they wanted 10 grand a month and they're
only willing to do four posts a month
that's $2,500 per post is what it costs
to reach their audience that was one way
that they worked out the numbers because
it is actually very subjective if you
will so one place you can go and this is
one of the other bullet points so we
might be migrating on at number six
right now to get pricing ideas go to
tiny sponsor calm it's like a
marketplace or a platform where
influencers are able to essentially say
I have this much reach on this platform
here's how much I'm going to charge for
that so it's a good idea for you to get
a kind of an understanding of what the
value is for your audience's attention
but ultimately I think when you forge
the relationships yourself with the
different brands and when you reach out
and work and negotiate you're in a much
stronger position than simply listing
yourself on a platform with your price
that's really when you know that your
audience would love
ran B's product and you reach out and
you make that connection to brand B and
they understand what influencer
marketing is and you help them see the
value that you bring through attention
you can work very very good deals
sometimes you can work deals for a post
a month for six months tight contracts
that can actually give you really good
returns but sometimes it'll just start
with one post and again it's all
negotiable that's this is kind of the
wild wild west and then the final one
number seven is keep creative control so
when you land an influencer deal where
you're going to be promoting a brands
product sometimes the brands will say
cool we're gonna give you the exact
script read this script and over and
over and over it sounds like that is a
terribly bad idea because your audience
is following you to get your attention
right they're following you to get your
take on things they want your
personality they like you so it's best
when you work with brands that are going
to allow you to communicate their
product to really kind of showcase what
they want you to showcase but you do it
in your words and you do it your way
generally speaking you're gonna know
your audience better you're gonna know
the kinds of phrases the kinds of words
that are gonna match with what your
audience wants and desires and you're
ultimately gonna give them better
engagement more clicks and a better
experience when you retain control of
the creative itself so if you're putting
together a deal as an influencer and
they want to give you the exact script
and you got to read it word for word
make sure you're negotiating that
upfront don't put yourself in a position
to where you have to get off-brand to
follow their script it's probably best
to work with another brand that's gonna
give you the freedom to do you so you
can be you on camera because that's what
your audience ultimately wants that's
what they want the brand wants to buy
that attention of your audience in the
way that you deliver it but sometimes
they think they need to give you the
script so so make sure that's up front
first that you are going to retain
creative control you can always run it
through them first to get approval
before publishing it but it's important
to keep that creative control so you can
kind of maintain your brand your brand
integrity and ultimately that's why your
audience follows you that's why you have
influences because they want to hear
your words your take on things so don't
let that go the moment money starts to
exchange
keeps you authentic in the eyes of your
audience that's it those are the seven
big ideas from influence I hope you let
me know whether you think influencing
influencer marketing is here to stay or
gone tomorrow I'm undecided on it to be
perfectly honest I I'm glad I'm a
performance marketer in the affiliate
world and I can track everything I'm
glad I create products and create value
in the lives of my audience because that
is not a fad I guarantee you that is
influencer marketing a fad we don't know
you'll let me know what you think in the
comments I'll catch you on the next
video I've got at least one more video
update from day three which I'm about to
go launch out on right now I'm gonna see
Ryan Deiss from digital marketer talk
today at Affiliate Summit West so I'll
keep you updated on those I'm running
stories right now on youtube so check
out my stories thank you for your time I
appreciate you like subscribe engage to
what you do I'll catch you on the next
video got three videos a week coming out
so I got one more left this week Cheers
catch soon
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