Talk Data To Me!
I totally get it, numbers can be scary. When speaking to a brand to discuss a potential influencer collaboration, it can be really intimidating to share direct insights from your Instagram or website traffic. The good news is, higher numbers don’t always equate to higher value. The rise of the micro-influencer is here to stay, and that all stems back to engagement.
Engagement is one of the most trusted metrics for brands when considering a partnership. That’s because your audience engagement is a direct window into just how interested your audience actually is. If you are a content creator who is just getting started, or feel as though you don’t have a lot of followers, don’t let that discourage you! It’s less about your number of followers, and more so about how engaged your followers are with your content.
The state of business for brands has drastically changed over the past two months due to Covid-19. Influencer marketing at its core is about harnessing the power of community to create awareness, but many companies are now keeping a tighter grip on their marketing spend. This doesn’t mean influencer marketing spending is gone. Rather, it means that brands are looking to creators more than ever to showcase products in a way that is conversion driven. Big chain retailers whose business previously relied on brick and mortar shopping are now suddenly relying on their ecommerce business more than ever.
So, what does this mean for content creators? It means now is the time to harness the power of your community and prove to brand partners that you can convert.
The art of showcasing your value ultimately comes down to data. It’s essential to surface your analytics to brand partners to show the minimum impact they can hope to see. So, how does one effectively present their analytical data when pitching, you ask?
1. Establish a connection.
Influencer marketing is all about building trust and relationships, so now is not the time to let your conversational skills fall by the wayside. When pitching a brand it’s still vital to introduce who you are, what your content focuses on, and why your audience is interested in their brand. Being thoughtful (and doing your research) in your approach to potential brand partners amidst the current Covid-19 climate is essential. You can read more about how and when to pitch brands during the time of CoronaVirus here.
2. Share relevant demographics on your audience as it relates to the brand.
Having 60,000 followers doesn’t mean a whole lot without a little context. If you’re pitching a snow boot company and the majority of your followers live in Vermont, a brand is more likely to want to work with you because your audience has an actual need to purchase boots. Take the guesswork out of your audience demographics by diving deep into their professions, spending behaviors, social media conversation topics, and more.
*Sample screenshot of Blogist’s back end demographic data dashboard.
3. Showcase noteworthy numbers that align with tangible goals.
Put yourself in the brand’s shoes: what do you think their most important marketing objectives are? If you’re pitching a jewelry company for Mother’s Day, they’re likely focused on sales and increasing their average order value. Once you’ve identified a goal, select what metrics you can showcase from your own data from that will directly help to achieve that goal.
For example: “I recently wore a glass-beaded necklace in a particular post and based on my conversion rate data was able to directly attribute 18 sales as a result. My engagement rate on the post where I was wearing the necklace was also 3% higher than average, which is a clear indicator of how much my community loves to purchase this type of jewelry.”
Speaking of metrics, here are a few important tools for Instagram and blog analytics that Blogist account managers always consider when highlighting client conversion power:
- Reach — Reach is defined by the number of people who see your content at least once. If you happen to have a large reach, that’s a strong indication that it’s reaching new viewers and customers. This increases the likelihood that it will be engaged with, which positions new customers in front of the product you’re showcasing.
- Engagement rate for relevant content — If your audience is more engaged when you showcase swimsuit content versus anything else, then you need to highlight content that focuses on swimwear, outdoor water activities, and anything else is relevant. Consider which platform your largest concentration of views, likes and comments reside. Provide screenshots or examples of what spikes your engagement. This establishes proof of synergy between your audience and relevant content to the brand. *Maxey Greene Partnered with Loft as part of their #Loftimist Campaign in 2019. Her engagement rate notably jumped whenever she showcased swimsuit content, as highlighted above.
- Sticker Taps On Instagram — A hugely underrated metric! Sticker taps on Instagram stories show direct conversion from your community to a business’s page. That’s huge for brand awareness and getting customers eyes directly onto a brands product.
- Google Analytics/Website Traffic — Regardless of what platform you monitor your website traffic on, it’s important to showcase website traffic trends when applicable. When you’re speaking to someone about a brand collaboration, share the type of content that spikes your web traffic, as well as length of time on site for those relevant topics.
Action Oriented Comments and Direct Messages — So this isn’t necessarily analytical data, but it’s still worth its weight in gold. Presenting meaningful, action oriented comments from your followers is a great way to showcase direct interest to your topic of focus. These direct follower interactions create the roadmap for conversion.
*Ashley Dorough wore a Loft blouse in an in-feed post, which prompted a follower to purchase the same top and share the experience in the comments.
*Marissa Ha developed her own Dalgona Coffee recipe to share with followers. Followers began capturing their own creations based on her recipe and tagged her on social. While this content isn’t metric focused, it’s anecdotal evidence of the direct influence Marissa has with her followers. By sharing this recipe, her community took direct action.
4. Present a branded recap report or data deck.
Screen shots with insights are great, but what better way to showcase your professionalism than a branded data deck? Resources like Canva provide a wonderful backdrop for presenting your analytics in a beautifully stylized manner. Try creating a conversion driven recap that highlights your power to convert. The art of presentation goes a long way when negotiating an influencer collaboration with brand partners.
5. Go for a goal.
Having worked in-house as an Influencer Manager for a popular home decor brand previously, it was quite common for me to receive 30 or more emails per week from influencers wanting to partner. What helped me weed down who I partnered with? Well, a few things, but a big one was how goal-oriented their pitches were.
There’s a big difference between saying “I want to collaborate because I love your products” versus saying “My goal in collaborating with Grove Collaborative is to encourage my audience to go green by purchasing non-toxic cleaning products, positioning you as my go-to trusted resource for safe, earth friendly cleaning supplies.” Aim your pitch so it’s focused on converting new customers, which will generate income for brands.
Right now, it’s essential to surface these data points to brand partners to show the minimum impact they can hope to see. We hope this lifts the veil a bit on how to present analytics to get brand partnerships on Instagram, and beyond.
* Article image features Blogist Client, Bethany Durst, founder/CEO of The Chic Bee
This post is written by Influencer Marketing Specialist Cory Topel, a Senior Relationship Manager at Blogist. She comes with over 6 years of Influencer Marketing experience, previously having run in-house influencer programs at brands like Framebridge and Minda Living. She loves art, relationship building, and is a proud self-proclaimed crazy cat lady. You can follow her at @corykitty on Instagram.