Have you heard of the new perfume out by Perfume co? Gosh, it smells so good. Go try it for your self! #sponsoredpost #Igotpaidforthis #Idontreallylikethesmell #imneverpostingaboutthisagain
Does this look familiar? Well, it may be a bit over the top, but it is a common theme in the influencer marketing world today. Regulations have become more strict about broadcasting the relationship between a brand and an influencer. What this means is influencers have to mention that the post they are vouching for is sponsored. Once you know something is sponsored and has been paid for, it just doesn’t seem as authentic and genuine anymore. And quite frankly, most of the time it really isn’t.
Paid Media: A Thing Of The Past
Most brands enter the realm of influencer marketing thinking they need to save thousands of dollars and put all of their investors’ money towards paying influencers. And sadly, this may be true when working with some mega influencers. Let me demonstrate with a short influencer to brand conversation.
* Excited brand “Hey, how would you like to promote our product ****** to your large following?
* Mega-Influencer “I would LOVE to! That will be $1,000 per hundred followers, so you are looking at around $60k!”
* Sad and confused brand ” That seems quite steep for one post. Oh well, every brand is doing it. You got a deal!”
If a one-time brand or product awareness is all you are seeking than go right ahead with paid influencer marketing! If you are looking to work with people who WANT to work with you and will CONTINUE to work with you, paid influencers are probably not a good fit.
Quality, not Quantity
Yes, paying a celebrity to post your content who has 8.5 million followers will definitely get the word out to a large number of people. And spending hundreds of dollars on Twitter and Instagram ads will guarantee that your content is seen. But will readers really care to look at these paid advertisements? The simple answer is no. Sponsored posts and advertisements tend to receive much lower engagement rates (MarketingProfs) as opposed to non-sponsored, organic posts. This is where earned media comes into play.
Earned Media To Save The Day
Do not let paid media scare you or your company away from the world of influencer marketing. There is a whole market for earned media out there, you just have to be able to work it. Earned influence, or earned media, is when social media influencers will post about your product, service or company because they WANT to! This is usually the case when the influencer shares a common interest or passion as you and your company.
The best part of earned media is gaining advocates who love working with you. Once an influencer is exposed to your content and sees that it fits in what they are influential in; the relationship begins! From here your content is shared in a “snowball effect” type manner. Your messaging circulates organically, making what you are doing much more CREDIBLE.
A Trend That Continues to Grow
Earned media is not anything new. Huge brands, as well as small start-ups, are picking up on ways to get influencers involved in their day to day marketing strategies, without pulling out their checkbooks. All it takes is finding the right tool and methods to execute your earned influencer marketing campaigns.
Learn more about the success stories of businesses and benefits of earned media on our company website: