Influencer Question of the Day:
INFLUENCER Organic Posts vs INFLUENCER Sponsored Ads
Which is of greater value?
INFLUENCER Organic Posts vs INFLUENCER Sponsored Ads
Which is of greater value?
2/ We’ll be comparing the following:
Reach
Engagement
Frequency
Customer Journey
Conversion Rate
Reach
Engagement
Frequency
Customer Journey
Conversion Rate
3/ Here’s a visual of an influencer sponsored ad alongside an influencer organic post for reference. 
4/ Let’s break down each of these one item at a time...
5/ Social platform’s algorithms have increasingly limited reach when posting organically.
As a byproduct, Influencer organic posts have become a less effective mechanism for distribution into an influencer’s audience to achieve campaign objectives.
As a byproduct, Influencer organic posts have become a less effective mechanism for distribution into an influencer’s audience to achieve campaign objectives.
6/ As you’ll see in the image, Callie Bundy was only able to achieve 3k likes even though she has over 300K followers.
This is standard for that level of influencer, garnering only 1-2% engagement with no more than 10% of her audience being reached as an impression.
This is standard for that level of influencer, garnering only 1-2% engagement with no more than 10% of her audience being reached as an impression.
7/ In comparison to Influencer organic posts, Influencer sponsored ads have the potential for unlimited reach, engagement, and frequency given the fact that you are in complete control of the distribution via paid media.
Let’s elaborate on this a little more...
Let’s elaborate on this a little more...
8/ When running Influencer ads, there is no longer an algorithm limiting reach to less that 10% of their audience, but instead, advertisers are able to access and put the influencer’s ads in front of every single one of the their followers, at a frequency of whatever they prefer!
9/ I’d recommend a minimum frequency of 2 to maximize the influencer’s content in front of that pool of people at that step of the funnel.
Frequency meaning the amount of times the influencer’s content is served.
Frequency meaning the amount of times the influencer’s content is served.
10/ In addition to the more expansive potential of reach, frequency, and engagement, Influencer sponsored ads enable an actual customer journey to take place with greater amounts of content speaking directly to each touch point.
11/ Instead of having a one-off post that will gain limited traction for a measly 24 hour period, you are able to build out a FULL funnel, consisting of specific content with the influencer for each step of the customer journey.
12/
13/ To make this point clear, in comparison to having one post being put in front of the influencer’s followers with no follow up by the influencer, influencer ads enable something far more lucrative.
14/ Similarly to the influencer organic post, you’d begin by serving the influencer’s content/ads to their audience, which would be made up of their social handle's followers/engagers.
15/ The difference here though is this is only the beginning of our funnel with the influencer…
16/ Following the initial influencer ad served to their followers/engagers, you’d then position an additional influencer ad targeting people that engaged/viewed their initial video as the second touch point of the customer journey.
17/ This would then be followed up with content speaking to website visitors driven by the ads laid out above...
Followed up with content targeting individuals that had added to cart or checked out that were driven by the influencer ads laid out above...
Followed up with content targeting individuals that had added to cart or checked out that were driven by the influencer ads laid out above...
18/ Uniquely curated influencer content would be positioned in front of each step of this funnel.
As you can see, this is no one off influencer organic post, but a full funnel that helps walk consumers through their customer journey every step of the way to their first purchase!
As you can see, this is no one off influencer organic post, but a full funnel that helps walk consumers through their customer journey every step of the way to their first purchase!
19/ With this all in mind, influencer ads have far greater potential for conversions.
20/ Outside of everything laid out above, influencer sponsored ads, conversion potential is far greater simply given the fact FB’s ad platform has the ability to set up campaigns designed to optimize for this objective- purchases. Organic social does not have this capability.
