Working with social influencers might not be worth the effort unless you have a paid social amplification plan in place. Consider an influencer campaign with 100 midtier and micro influencers averaging 200K followers. That’s 20 million possible impressions, sounds great right? The potential isn’t quite as bright when considering true organic reach. After taking into account duplicate followers, bots, people outside of your target demographic or geography, and actual organic reach (15%-30%), you’re likely making about 1.4 million meaningful impressions.
Putting paid social behind creator content ensures it reaches the people you want it to. Without a strategy for content distribution, you’ll end up with lots of awesome content that (almost) nobody sees. Distribution can include reusing content in your own brand ads which is definitely a viable approach. This article focuses on how to increase the impact of influencer content through their profiles.
Influencer marketing + a distribution plan becomes “Influential Media”, which combines authentic storytelling and targeted media distribution. By launching campaigns that leverage Influential Media, brands can reach potential customers with the right content. Facebook (and Instagram) realize this and have moved to support paid influencer content amplification via the Branded Content Tool. However, many folks have figured out that whitelisting (gaining advertising permissions to their partner’s accounts) is what is needed to drive results.
Let’s dive into each approach and how Facebook and Instagram’s Branded Content Tool differ from whitelisting.
Read the full article at Influencer Marketing Hub.