Marion Balinoff

The older the audience, the more expensive the influencer is going to be.

Because most of the traffic is organic, you want all the influencers posting at the same time in order to generate a big enough uplift.

“Integrated” influencer videos (e.g. 60-90 second videos within the influencer content) bring the best value/cost because the audience is used to the influencer content. A dedicated video will not drive as many views.

There are 4 main ways to find influencers:

• Manually - looking through YouTube, Instagram to find the related channels

• Self Service Platforms - Upfluence, Matchmade, Traackr, etc. 

• Multi-Channel Network (via managers, agents)

• Influencer Marketing Agencies

Before the influencer campaign, generate 3 scenarios based on different conversion rates from views to installs: pessimistic, medium and optimistic. This allows you to understand how much you need to invest.

YouTube is the best influencer investment in terms of value vs. conversion rate.

There will most likely be influencers that drop out (they get covid, they’re moving, etc.), which will lead to your influencer campaign not getting enough traffic. Book 25% more influencers than what you need.

3 simple rules to follow when writing your brief:

1. Keep it short - you need to catch the attention in a short time.

2. Go straight to the point

3. Must be visually appealing - prefer a Google Slides presentation with videos and visual assets to a web document of 10 pages