For Only $31, How Can You Not Try Influencer Marketing?

There’s a fascinating article in the May 21/2019 edition of SocialMediaToday.com (h/t Thomas Cott) that examines a report from Klear (a marketing software platform) that begins to provide perspective on influencer marketing rates.

[This] where this new report from Klear comes in – to help provide more transparency in the influencer marketing process, Klear surveyed more than 2,500 different types of influencers across three major social networks (Instagram, YouTube and Facebook), in order to gain some perspective on what they’re charging for sponsored content.

The article makes it clear that the survey is not comprehensive enough to be taken as a definitive source but it’s a far better resource than what’s been made available up to this point.

We’ve touched on influencer marketing over the last year; with how it could become a useful alternative to comp tickets as well as a how-to guide from ArtsHacker on how orchestras can begin using influencer marketing.

Of particular interest is the return on investment (ROI) for what the report considers Nano influencers (500-5k followers) that also specialize in niche topics like…oh, I don’t know…classical music.

In Cott’s tweet, he asks followers if they’ve used influencer marketing and I’m going to ask the same thing, albeit from the framework of the report’s rate card:

If your organization has engaged influencer marketing, I’m all kinds of curious to learn the following:

  1. Which influencer category did you engage (Nano 500-5K Followers, Micro 5-30K Followers, Power 30-500K Followers, or Celebrity 500K+ Followers?
  2. How did you go about selecting the influencer to work with?
  3. Was your rate similar to what Klear determined?
  4. What was your ROI?

Leave a reply in a comment below or use this super-fun multiple choice Tweet (notice: using the super-fun tweet may increase your daily happiness by 100%):

We used a {Nano/Micro/Power/Celebrity} influencer becasue {state reason}. Our rate was {similar/more/less} to the study from @Klear and our ROI was {terrible/meh/great}. Click to Tweet

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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