How to Successfully Work with an Influencer on A Social Media Giveaway
The leveraging of influencers to host contests and giveaways on social media has become a popular and effective form of marketing in recent years. Some social platforms, such as Instagram, Facebook, YouTube and Pinterest, are natural choices for hosting contests/giveaways due to their ability to allow audiences an opportunity to interact directly with a brand. So why would someone want to leverage these influential users? Read on as we detail how influencers help spread the message, influence buyers, drive engagement, increase website traffic and more.
So what constitutes an influencer? Influencer Analysis defines an “influencer” as an individual who has above-average impact on a specific niche process. Influencers are usually broken into three categories-Micro, Macro and Mega-influencers.
- Micro-Influencer: The biggest group of influencers. Micro-influencers hold around 500 to 10,000 followers. The engagement for one post is around 25 percent – 50 percent as they’re able to connect with the audience one on one, according to We Are Anthology.
- Macro-Influencer: This group of influencers has around 5 percent to 25 percent engagement per post and their following ranges from 10,000 – 1 million followers.
- Mega-Influencer: This group of influencers is usually a social media celebrity or a celebrity with a social media account. They have over 1 million followers but only receive around 2 percent – 5 percent engagement.
Here are some tips to work with a social media influencer.
Create A Giveaway Goal
Giveaways can help accomplish many different goals, so it’s important to decide early on what yours is before you reach out to an influencer. Some common goals include raising awareness of a new product/service launch, driving website traffic, increasing follower numbers and increasing follower engagement on social media pages.
Set A Budget
Through our experience working with micro-influencers, the average cost includes free product and an average $150 in compensation for one contest giveaway post. However, according to Sprout Social, a recent study of Instagram influencer payment researched the average cost per Instagram post and found that the overall average price was $271 per post, the average price for micro-influencers with fewer than 1,000 followers was $83 per post and the average price for influencers with more than 100,000 followers was $763 per post. A different study found that influencer marketing campaigns earn an average of $6.85 in media value for every $1.00 spent on paid media.
Choose Influencers Carefully
It’s important that when choosing influencers, you select someone who’s a good fit for your brand and product/service. That said, there are a few important things to look for in an influencer, including a strong following and engagement from followers. The ideal influencer is one that stimulates interaction and action from their followers. Remember, it may be wise to ensure that the influencer you choose posts content that is compelling and reaching a diverse audience.
Listen and Engage
One of the benefits of working with a social media influencer is that you’re able to listen to and engage with people interested in your brand. It’s a great way to receive feedback on your products/services and discover insights about your audience.
Know The Rules
Organization is a crucial part of planning for a contest or giveaway, especially when it comes to developing the rules that will guide the campaign’s execution. For instance, there’s a legal difference between sweepstakes and contests. Sweepstakes don’t require any form of payment to enter and winners are selected at random. Contests do require some contribution from participants and winners are selected.