How to Engage with an Influencer Effectively?

Key Points

• To achieve an efficient collaboration with influencers it is important to determine the goals of the campaign, find a relevant influencer in the category of the business, define the type of collaboration, establish a contract, and measure performance metrics.
• The benefits of an influencer partnership include connecting directly with the target audience, increasing traffic, increasing sales, and building trust more quickly.
• The cost of an influencer partnership depends on a number of factors, such as the number of the influencer’s followers as well as reach and engagement; brands large and small alike are betting on this type of strategy because of its high return on investment.

What is an Influencer Partnership?

Influencers are opinion leaders who have the ability to place a specific product or service in front of their followers’ eyes. Thanks to the relationship of value and trust, followers end up being motivated to purchase or request more information about the recommendation they find useful. It is this huge advantage, which allows brands to drive sales and communicate their messages across wide audiences, that has given rise to social media partnerships. A collaboration results from an agreement between a brand and an influencer, whereby the brand pays the content creator in exchange for promoting its products or services across its digital platforms.

What to consider when Collaborating with Influencers?

While the possibilities for collaboration with influencers in Spain and around the world are endless, there are some key points to consider before signing any type of agreement:

• Determine the goals of your campaign
• Know and find a relevant influencer within your market segment.
• Define the type of collaboration
• Establish a contract
• Measure performance metrics

What are the Benefits of a Partnership with Influencers?

Social networks have taken a leading role in society. In Spain, for example, there are 40.7 million active users of social networks, meaning that more than 85% of the population living in this  country uses one of these platforms.

The borderless audience with which it is possible to connect through networks, enhanced by  content creators’ power of influence , means that their opinions and evaluations of brands carry great weight with consumers. In fact, according to a study by Twitter and Annalect, 40% of users claim to have purchased some type of product or service after seeing a recommendation on social networks. In sectors such as health, 37% of Spaniards say they trust influencers for recommendations in this area, a figure that contrasts with the European average of 12%.

Therefore, regardless of the sector in which your company operates, a collaboration with influencers can generate great benefits, for example:

• Connect directly with your target audience: through social networks you can know the profile of the followers of the influencer with whom you decide to collaborate;  this allows you to segment and target more easily the messages you want to take to your target audience.
• Increase traffic and sales: there are various forms of collaboration with influencers, but in any modality, sponsored content generates more traffic and engagement of followers with brands.  
• Generate trust more quickly: if an influencer trusts and recommends a brand, their followers are more likely to do the same, which is why collaborations with influencers increase reputation and trust, while favoring branding.

What Types of Influencer Partnerships are there?

As we now know the benefits of brand partnerships with influencers, here is a detailed description of the main modalities that you can implement for your campaign.

Firstly, there are product tests; this is one of the most common forms of collaborations. The influencer receives a product in exchange for talking about it on their social networks  and to give their opinion about it.

Another of the most commonly used collaboration agreements with influencers are sponsored publications. In this format, the influencer makes a publication promoting a product and mentioning the brand. Bear in mind that starting in  2021 in Spain influencers who have commercial agreements with companies must indicate whether it is paid content. This format is of great benefit as it allows you to plan and ensure the influencer’s publication.

Brand ambassadors are another of the most common formats. In this model, the relationship is projected in the medium and long term, as the influencer will be a fixed content creator for your brand; depending on the conditions of the ambassador, you can even ask for exclusivity in the product or service line advertised.  

Additionally, we have affiliate marketing, in which the influencer promotes a product and the company pays a commission for the sales made. Consider that commissions can vary between 5% and 50% depending on the agreement between the influencer and the brand. Another model, somewhat similar, are promotional codes, in which the influencer’s community can benefit from discounts and the influencer will in turn receive a percentage of the sales made. This is often combined with other brand collaborations, such as product placement, sponsored posts or brand ambassadorships.

Channel acquisition is also a collaboration model where the influencer creates content for the brand for a set period of time. If you are considering this model, Kolsquare shares everything you need to know about the influencer contract.

Blogtrips have also gained a lot of traction in industries, such as beauty and cosmetics. In this agreement, brands take a group of influencers to enjoy a destination in exchange for content that lets their followers know about the experience offered by the company.

Finally, events are another effective tool to connect with your audience. Although they can be a bit more challenging in terms of logistics and organization, they tend to work very well for new product launches or campaigns.

How much will you pay to start an Influencer Partnership?

Users who are tired of traditional advertising have provided the ideal backdrop for influencer marketing, which is an effective tool to respond to new audiences’ demand for authenticity and transparency. Therefore, if your company is considering a collaboration agreement with influencers, you should bear in mind that there are several factors that will determine the price of the contract, such as the number of followers, engagement, and the type of contract.

Influencer Pricing on Instagram, TikTok and Facebook by 2023

According to the Influencer Marketing Hub, the standard rate sheet for influencers on Instagram based on reach is as follows:

Nanoinfluencers (1,000 – 10,000 followers): $10 – $100 per post.

Micro (10,000 – 50,000 followers): $100 – $500 per post.

Medium (50,000 – 500,000 followers): USD 500 – 5000 per post.

Macro (500,000 – 1,000,000 followers): $5,000 – $10,000 per post.

Mega (more than 1,000,000 followers): more than $10,000 per publication.

For TikTok, prices in 2023 range from:

Nanoinfluencers (1,000 – 10,000 followers): $800 per post

Micro (10,000 – 50,000 followers): $1,500 per post

Medium (50,000 – 500,000 followers): $3,000 per post

Macro (500,000 – 1,000,000 followers): $5,000 per publication

Mega (1,000,000+ followers): $7,000+ per post

On Facebook, prices tend to vary according to the type of influencer in the following ranges:

Nanoinfluencers (1,000 – 10,000 followers): $25 to $250 per post.

Micro (10,000 – 50,000 followers): $250 to $1,250 per post

Medium (50,000 – 500,000 followers): $1-250 to $12,500 per post

Macro (500,000 – 1,000,000 followers): $12,500 to $25,000 per post

Mega (1,000,000+ followers): $25,000+ per post

Examples of Effective Partnerships with Influencers

The closeness between brands and consumers through the messages shared by influencers on their platforms has led companies in all fields to create guidelines and collaborations on social networks. In fact, according to a survey conducted by The Influencer Marketing Hub, in partnership with Viral Nation and NeoReach, it is estimated that companies earn $5.78 for every $1 spent on influencer marketing.

Here are some examples of these collaborations with influencers in Spain that have proven to be very effective:

Pantene and Aitana

Aitana works as an ambassador for Pantene, El Poder De Un Pelo Pantene! with a post on her social networks that included this phrase and showing off her new look, she announced to the world that she would be one of the brand’s new ambassadors.

With more than 3.6 million followers on Instagram and high engagement, her fresh and natural image has resulted in other brands such as Yves Saint Laurent and Coca Cola also choosing her as an ambassador or campaign image.

McDonald's and the Tiktoker Nachter

With more than 11 million followers on Tiktok and 3.4 million on Instagram, Nachter is considered one of the most famous comedians on social media. His success led McDonald’s to develop a campaign to motivate users to download his App, sign up and scan the code to collect points. This loyalty programme offered various benefits in return.

Cacharel & Dulceida

The French perfume and accessories brand Cacharel, as part of its marketing strategy in Spain, decided to launch a Valentine’s Day campaign together with Aida Domenech, better known as Dulceida, in which the influencer designed a case for the fragrance “Amor Amor” decorated with stickers alluding to love.

NEONAIL Spain and María Pombo

In Spain, the nail polish and nail accessories brand NEONAIL is constantly collaborating with celebrities such as María Pombo. Through sponsored posts, the influencer shares images of her nail designs using the brand’s nail polishes, becoming a trend and inspiration on social media.

Freshly cosmetics and Rocío Osorno

Natural and sustainable cosmetics brand Freshly Cosmetics, which was recognised in 2021 as best ecommerce, has also launched successful social media marketing campaigns with beauty and fashion bloggers such as Rocío Osorno. The Spanish influencer, who is an ambassador for the brand, developed together with Freshly Cosmetics a 100% natural body oil that promises juicy, luminous skin. The product, like many of the brand’s other launches, proved to be very popular among network users.

If you need support in creating a strategy to start collaborating with influencers, Kolsquare offers you a complete consultancy service. Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that enables brands to scale their Influencer Marketing strategies and implement authentic partnerships with content creators.