You Can’t Just “Find” Influencers

In our line of business, we’re always motivated to build a list of influencers to match up with certain brands to help us create campaigns to go with those brands. But, every time we sit down to brainstorm, our Influencer manager always says the same thing to bring us back down to Earth:

“Guys, you can’t just FIND influencers.”

Hearing this several times a week can get frustrating, but she DOES make a point. And so, in order to find the right influencer, I asked her exactly what it entails to ensure you’re collaborating with someone right for your brand, objective and who will help bring you the best results.

Identify the brand, and choose a starting point

The first thing you have to do when you’re looking for an influencer is to understand who exactly you’re looking for. Are you promoting a pet service? Food? A lifestyle brand that caters itself to a unique item like glasses? A travel company? Whatever the brand is, remember that there’s an influencer available – they just have to make sense. In any of these cases, your influencer will have to have something in common with the brand: they wear glasses, they have a dog, they travel a lot, they’re young, they have pretty hair – but matching influencers’ personalities with a brand keeps it honest, and makes for better, more authentic content. Start off with details as simple as gender, age, profession and any special qualities they might have that would superficially go with your brand.

Define the objective

What do you need your influencers for? The obvious answer is that at the finish line, you want your brand to become a household name where people are buying from it consistently. But, how would one achieve this goal? Do you want to create brand awareness with an influencer? Would you like to build a community? Are you trying to generate leads and sales from what you’re doing, or would you like to increase followers and boost engagement? Every one of these details is at least minimally unique, but each difference MAKES a difference. No two objectives are in any way, shape or form the same thing and won’t bring you the same results.

What will be the physical deliverables of your campaign?

What is your influencer able to do for your campaign? You should first determine the amount of content you’ll want them to publish: two posts and an Instagram story, for example. But, this also is based on your budget and how much room you have for influencer advertising. Also, keep in mind what your influencers’ talents are. Are they comfortable with creating video content? Or are they better at product shots? Are they writers? Could they incorporate a blog post about your brand? Explore and find out to maximize your exposure!

Define the statistics

You need to know EXACTLY who you’re targeting when looking for your target market. How old are they? Where are they located? Which country? Gender? Age? Profession? Get as specific as possible to know who you want to reach and how you’re going to reach them.

After you’ve gathered all this necessary information, then from there, you can locate the proper influencers to match your brand’s needs. This is when you’ll be able to pitch and decide roles like brand ambassadorships, or if you’re going to be using micro or macro influencers. Remember that each type of influencer comes with their pros: Micro can offer a more intimate community to be a part of, whereas macros can get you the maximum recognition for your brand since they have more followers.

This “to do” list certainly helps us in our process, and we hope it does the same for you!

LIKES AIN’T NOTHIN’ BUT A NUMBER

So, you can’t see how many likes you have. What’s changed?

It’s old news by now that Instagram has altered the “like” feature from users’ posts, so that it isn’t obvious at first glance the engagement each post reached from the respective poster’s followers. 
It’s been a couple of weeks since we’ve been living in a world without a visible number of likes. How are we feeling? How are YOU feeling? We personally have opinions on it! And after watching the reactions stirred up since the start of the controversy, we’ve decided to finally put in our two cents over the matter.


We’ve been reading on the subject everywhere, and are finding that many are agreeing with us, that this could be a blessing in disguise. 


So, the real question here is, what’s changed for influencers?
We’re an influencer management agency as well as a digital marketing agency. Of course, our influencers were the first people we thought of when we heard the news that Instagram would be implementing this change. 


But at the same time, we feel that our influencers are impactful enough that this change wouldn’t affect their brands negatively. Because at the end of the day, when they share their content, it should engage people enough to actually ingest it, take it in and appreciate it – not just glance at a number for validation, you get what we mean?


Many are agreeing with our theory, and Instagram users, be they influencers, marketers, or people who use Instagram for non-business or branding purposes are in fact, embracing the change.


“Businesses on Instagram will have to be more creative in analyzing data and get specific about what content is actually driving the business, and supporting your business goals,” explains Mel Brittner, social media strategist at Later. And it isn’t just our influencers who are embracing the change, but others are as well. In fact, according to Global News, Toronto-based influencer Jessica Lam is seeing this as a pleasant plot twist rather than a challenge.


“I create my work for my audience to relate to, be inspired by and engage with. I would hope my audience doesn’t take into consideration about how many ‘likes’ each post gets because it should be my work itself that drives them to ‘like’ or comment on something.”


Think of it as an opportunity to tell stories

Also, we’d like to point out that hidden likes could also prove to be a beneficial tool with exploring Instagram Stories and IGTV! IG stories have the potential to gain more traction than general posts do, and the public can never tell how many people your stories engage anyway (although YOU can always tell!) but also IGTV! 


IGTV is a great way to create more engaging content and gain more followers while promoting your brand. It’s known as the ideal way to get followers and fanbases to feel closer to the person creating content – and yes, there are no records of likes!


So really, what did we ever need likes for?


“Likes were always a false currency, but an easy number to give when asked how content is performing and an easy way to compare, so I think this shift forces businesses to look at what’s actually working.” 


Keep doing you, likes or not – it really doesn’t make a difference. As long as your content is engaging and creative enough, those numbers won’t need to be paraded around throughout your page. It’s all in your followers anyway.

The Power of Influencer Marketing

Unless you’ve been living under a rock for the past few years, I’m sure you’re heard of the famously failed Fyre Festival debacle of 2016. 
Let’s catch you up if you haven’t. Ja Rule (remember him? “What’s my muthaf****n’ name… R.U.L.E!”) and now-convicted entrepreneur Billy McFarland buddied up to create what was supposed to be the luxury party extravaganza known as FYRE, held in the Great Exuma territory of the Bahamas.

McFarland used the power of influencer marketing to lure an audience of privileged millennials and Xennials to party it up on what they thought would be a deserted island coupled with a “glamping” experience.
Their reality? Canvas tents with tiny floor mattresses and literal cheese and tomato sandwiches. Untoasted.

The Fyre festival resulted in lawsuits, two documentaries, and embarrassment above all, but what nobody can deny is that the power of influencer marketing was prevalent in the whole thing.
How do we mean? The fact that the festival was able to even achieve notoriety was solely due to the use of influencers marketing the whole thing.

Big names with hot bods like Kendall Jenner, Bella Hadid and Hailey Baldwin actively shared the event on their respective pages, posted for photos and branded themselves as supporters of the event, giving the intrigue to the public and thus luring them to buy in on the festival. This is what influencers do – they influence the decision you’re going to make, which is why it’s always a clever idea to use them in your marketing campaigns.

It’s an age old tradition to get somebody attractive to advertise a brand as an idea or lifestyle, but the power in it now is that anybody can be famous, right? So long as you’re beautiful and confident, you also have a shot at fame and followers, and connections and networking has so much to do with that.

Is that why people trust influencers so much? Do they, in return, want to be influencers also? It has been branded as one of the most sought-after careers of the decade thus far, because really, who wouldn’t want to get free stuff all the time and ensure that a crappy picture of themselves will never be published. But more so that that, influencers are changing the market. If you choose the right influencer to represent your brand, then it is GUARANTEED you will see results. In fact, these days, there are interesting statistics that highlight the growing importance of influencer marketing in the industry.

The ones that get us, as Influencer talent managers all giddy, however? 

70% of Teens Trust Influencers More than Traditional Celebrities

49% of Consumers Depend on Influencer Recommendations 

I must say, this one is a little true, based on personal experience. Influencers are just more real than celebrities. They haven’t been tainted like celebs have been.

The Influencer Marketing Industry is Expected to Hit $10bn by 2020

And the (albeit, temporary) success of the FYRE festival is proof in the pudding.

Influencers are simply the way to go, nowadays. Real people who have a strong message to deliver, who are self made and more approachable than celebrities? Yes. Because they just have more credibility to them to enjoy what the average Joe/Jo/Josephine enjoys every day. They aren’t as glamorous as celebrities, but have just enough glamour that their lifestyles are in reach.

So, invest in an influencer, but make sure you choose the right one for your brand. Let it be known though, that as proven, influencer marketing is 100% effective and guaranteed to boost your sales. Just remember that your influencers will definitely get you noticed, but the logistics are up to you on how to maintain (and justify) the notoriety. 

For more insight on influencer marketing, or if you’re interested in finding an influencer to market your brand, click here to our website to book a free consultation.

NINA KAYY X MEDIA BURN

We are pleased to share that as of January 14, 2019, adult entertainment superstar and model Nina Kayy joined the Media Burn family as a body-positive influencer.

The Serbian-Canadian beauty who calls Vancouver her hometown is passionate about fitness, wellness and self care, pushing these values to empower her followers.

“It’s easy for women to feel judged for everything they do and for the way they look. Women should be free to make their own decisions when it comes to their appearance and everyday lives, and in doing whatever makes them happy. I believe that your body is your choice and I live by that” she says of her empowering message conveyed to her followers.
Media Burn is a Montreal-based digital marketing and talent influencer management company founded in 2018. The boutique agency is selective about who they choose to work with and represent, so representing a positive and empowering woman like Nina Kayy is on par with the company’s ethos.

In turn, Nina Kayy looks forward to a partnership with Media Burn thanks to boutique agency’s all-inclusive, handheld services, and her manager Jennifer Atieh overseeing her social media handles, affiliate marketing programs, and online bookings.

As Nina Kayy and Media Burn continue to grow together, the partners aim to build a Nina Kayy empire in the near future, complete with a branded eComm store for her growing loyal fanbase to enjoy.
I’m thrilled to be exclusively represented by Media Burn. This is a company I know will represent my brand and values the same way I would. Look out 2019!”