Why is the “Pay for Posts” Model DEAD when working with INFLUENCERS? (Thread)
**This may stir the pot a little**
**This may stir the pot a little**
2/ Let me propose a second question to you:
How much do you think it would cost for organic social posts from 30-50 influencers with 10K-100K followers?
How much do you think it would cost for organic social posts from 30-50 influencers with 10K-100K followers?
3/ I think we can ALL agree that whether you went through an influencer agency, that represented talent, or directly to 30-50 influencers asking to pay them for posts, you’d AT LEAST be forking up $15,000.
4/ Again, I think we can all agree that $15,000 is a conservative quote for 30-50 influencers posting and this would more likely be around $30,000.
That's a lot of money.
That's a lot of money.
5/ With this in mind, why is the “Pay for Post” model DEAD:
- OVER-PRICED
- Transactional NOT Relational
- Relationship built on asking, not giving
- Lacks authenticity
- Most importantly, there’s a better way to do what you're looking to do…
- OVER-PRICED
- Transactional NOT Relational
- Relationship built on asking, not giving
- Lacks authenticity
- Most importantly, there’s a better way to do what you're looking to do…
6/ So what’s the better way?
7/ Steps to Success:
Step 1:
Identify & Reach Out to 300 influencers in hopes of seeding your product to them- NO STRINGS ATTACHED.
Step 1:
Identify & Reach Out to 300 influencers in hopes of seeding your product to them- NO STRINGS ATTACHED.
8/ Let each influencer know that you think they’d simply love your product and you want to get it in their hands.
Have them send you their address and you’ll get your product shipped out to them right away.
Have them send you their address and you’ll get your product shipped out to them right away.
9/ Again, no strings attached- you aren’t asking them to post in exchange for product, compensation, any sort of sponsorship, etc.
10/ This will lead to...
Relationships built on giving, not asking.
Relationships that are relational, not transactional.
Relationships that will have immediate and long-term, compounding value.
Relationships that lend itself to genuine brand community building.
Relationships built on giving, not asking.
Relationships that are relational, not transactional.
Relationships that will have immediate and long-term, compounding value.
Relationships that lend itself to genuine brand community building.
11/ It will also lead to...
Relationships that will generate FREE Organic Social Posts.
Relationships that will generate FREE Organic Social Posts.
12/ What do you mean FREE Posts?!?!
13/ Let me continue…
From the 300 influencer outreaches, our team typically sees 100 influencers opt-in to receive product.
From the 100 influencers that opt-in to receive product, we typically see 30-50 people post organically on their social handles FREE of cost.
From the 300 influencer outreaches, our team typically sees 100 influencers opt-in to receive product.
From the 100 influencers that opt-in to receive product, we typically see 30-50 people post organically on their social handles FREE of cost.
14/
**Averages across seeding campaigns our team has executed**
**Averages across seeding campaigns our team has executed**
15/ Even though we seeded the product “no strings attached”, 30-50 influencers posted organically for FREE and of their own FREE will.
16/ Not to mention your team could follow up with everyone who posts with a message that says,
“We’re so glad you loved the product we sent you that you shared it with your audience, we’d love to share your content with our audiences as well, could we have the rights to do so?”
“We’re so glad you loved the product we sent you that you shared it with your audience, we’d love to share your content with our audiences as well, could we have the rights to do so?”
17/ Many micro influencers will grant usage rights to brands when they start the relationship in this way...
18/ Don’t get me started on how much posts x usage rights would typically cost but just know it’d definitely be more than the $15-30K conservative, estimate from above.
19/ Let me circle back on an important note here though…
Not 30-50 posts for $15,000-$30,000...
30-50 influencers (10K-100K followers) posting and potentially granting usage rights for FREE.
Not 30-50 posts for $15,000-$30,000...
30-50 influencers (10K-100K followers) posting and potentially granting usage rights for FREE.
20/ Lastly, I’m not playing ignorant to the COGS of the 100 products being seeded out “No Strings Attached” either, but the below costs are still much better than paying $15K-$30K for 30-50 influencer posts with no usage rights.
21/
$20 COGS x 100 products = $2,000
$35 COGS x 100 products = $3,500
$50 COGS x 100 products = $5,000
$20 COGS x 100 products = $2,000
$35 COGS x 100 products = $3,500
$50 COGS x 100 products = $5,000
22/ Before paying more influencers or agencies for posts, give this strategy a go!
23/ Additional Resources:
More on how to identify influencers:
More on how to identify influencers:
https://twitter.com/taylorlagace/status/1311392518706085889
24/ More on how to properly go about seeding influencers:
https://twitter.com/Cody_Wittick/status/1356662066489118720
25/ & Here’s a case study to back it up:
https://twitter.com/TaylorLagace/status/1356997919262478336
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