So many brands now view influencer marketing as an integral element of their marketing strategy that the influencer marketing industry has a projected value of $10 billion in just a few years, according to the InfluencerMarketingHub benchmark report of 2020. Brands that want to engage in influencer marketing can go about it in several ways, and a whole crop of services and tools have arisen to fill that need. These options include influencer marketing platforms.
Save Time and Effort on Your Campaign
One of the most beneficial aspects of an influencer marketing platform is its influencer database. This database contains a list of social media users, whether micro, macro or nano, who are interested in working with brands and marketers. These databases, which are sometimes known as creator discovery tools, reduce the time and effort companies must spend finding influencers who match with their brand. In fact, some tools can reduce the time marketers spend searching for influencers tremendously (searches based on keywords).
Instead of scouring Google for bloggers or tracking every potential hashtag on Instagram or Facebook that might lead a brand to an influencer, they can just use these lists. Think of them as search engines for influencers. Some databases focus on influencers with specific attributes—for example, influencers with a minimum follower count or influencers who are bloggers rather than Instagram influencers. Many influencer databases are part of an overall influencer marketing platform, which we’ll get to in a bit; however, there are standalone databases as well.
Furthermore, databases can vary in quality. Some combine influencer data from a variety of sources so that some influencers may be missing information. Or the information may be outdated. Still, influencer discovery tools are more convenient than looking for influencers in the old-fashioned way.
The Smarter Way to Perform an Influencer Search
Because an influencer database can contain hundreds or over one million influencers, brands should make use of search utilities. For example, users can sort influencers by location, interest, age, gender, which social platforms they use (Facebook, Twitter, Youtube, TikTok, Pinterest, etc.), price range, and network size, just to name a few. Brands may be able to see examples of an influencer’s past marketing collaborations. Some of these discovery tools even analyze the personalities of influencers.
Databases may include remarks from brands that have previously worked with an influencer. Artificial intelligence can also spot bots and fake influencer accounts. This vetting helps brands and marketing agencies avoid scammers and focus on the top influencers, instead.
While these search capabilities might seem overwhelming, brands can start their search by determining their target audience. From there, a brand can highlight which influencers will have networks that contain those target audiences. An intuitive database doesn’t just leave this to guesswork, however. Brands will not only be able to find influencers based on important KPIs, but to examine influencer’s audience demographics as well.
Excel With an Influencer Marketing Database
Once a brand finds the right influencers to work with, an influencer marketing agency can help them manage influencer campaigns and foster ongoing relationships with influencers. This includes aspects such as communication, amplification, analytics, and finances. Another benefit some marketplaces provide is the ability of influencers to contact brands and not the other way around. Platforms that allow for scalability are particularly useful because they allow companies to increase the size of their campaigns and the number of influencers they wish to work with easily.
For brands that opt just to use a database and not a full platform, these campaign management options may not be available. However, using only a database is typically more affordable than the entire marketing platform. Some of these creator discovery tools are even free. When the database is free, brands can put the remaining funds in their budget to good use. Of course, they can choose to work with additional influencers, or they may choose to pay a fee to unlock advanced features.
Services that use this model are known as “freemium,” and providing an influencer database helps these companies that offer additional features to brands. However, if brands already rely on a marketing team or platform to run their influencer marketing campaigns, they may not need these extra features. Similarly, some companies may only be looking for influencers to send a press release in hopes of getting free coverage rather than a paid sponsorship.
There is no shortage of influencer databases or platforms, with new ones popping up seemingly every day. Brands and marketers that are unsure whether a full-service marketing platform or merely an influencer database will be the most useful can request to demo the service or tool.
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