Guide To Hiring A Social Influencer

If you’re looking to reach a more youthful demographic with your music marketing, a social influencer, with their cohort of devoted fans, could be the way to go. That said, there are some things you should consider before shelling out to hire one.

Guest post by Bobby Owsinski of Music 3.0

If you’re trying to reach teenagers, one of the best ways to do it is through a social influencer. Research has shown that 70% of teens trust social influencers more than traditional celebrities or even friends. If you have some great music or merch that you think needs exposure and you want to reach that specific audience, this may be the way to go. There are a few things to think about first, according to digital marketing company Spiralytics.

Know Your Needs

Before you hire someone, it’s important that you’re clear about your goals. Are you looking for more merch sales? More exposure for your music? More brand awareness? Knowing what you’re trying to accomplish will help you select the right influencer to help you.

How will you measure if your campaign is a success? Do you want more comments, likes, inquiries, streams or sales? Will you be able to extract the data that you need to determine how well your campaign actually worked?

Which platform will reach your intended audience? Will you need one influencer with a huge following or several with smaller but more targeted followers?

If you can answer the above questions, then you’re ready to take the next step.

Making The Hire

Now it’s time to make that hire. Here’s what to do:

  • Once you’ve narrowed it down to the influencer who you think can help you the most, now it’s time to reach out. There are several ways to do that. The easiest is directly to the person via DM. However, many of the more successful influencers are represented by a manager or agency so that’s where you’ll have to go instead. This info is usually pretty available from the influencer’s profile or content. They want to get hired, so you probably won’t have to dig too much for the details.
  • Get some data first. Once you make contact, ask for any data that validates the legitimacy of the influencer. You don’t want someone who talks a good game but can’t back it up. Find out exactly how well previous campaigns have worked so you’re sure of the services you’re getting. Also find out if there have been similar campaigns to yours so you have more of a direct comparison.
  • Get it in writing. The influencer or agency may already have a contract written up, but make sure it clearly outlines the requirements, compensation and expectations for both of you. Be sure this is signed by both parties before the campaign begins.

It helps if you find a social influencer who clearly loves your product or music rather than is just a shill for it. Sometimes that might lead you to someone who’s not your first choice, but may represent you the best in the long run. [Photo by Cristian Dina from Pexels]

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