Highlights from Around the Block December 2nd

Dec. 3, 2024, 4:41 p.m.

Our weekly series on influencer marketing highlights

Week of December 2nd, 2024

At Word on the Block, we are always looking for more ways to help and celebrate the influencer marketing community. To further that goal, we are bringing you our favorite integrations highlighting our creator and brand partners to help spark your inspiration and show you how our influencer marketing platform drives best-in-class results.

Every week, we highlight a campaign that is setting the standard in the influencer marketing space. Whether you are looking to find creative inspiration, scouting for new creators or looking to get started in the space, our team is here to help guide you through.

This week’s spotlight campaign:        

Parallel

Influencer Partnership #1

kimthecollector

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Kim ✨ Collector of Cards, Art, Plushies & Cosplay (@kimthecollector)

When it comes to generating genuine excitement, kimthecollector nailed it. The content seamlessly integrated Parallel, creating organic curiosity among trading card game enthusiasts. The comments section lit up with engaged audience members asking detailed questions, with one fan noting, "This actually sounds really sick!! Love seeing when new TCG games are made!" The creator's responsive approach, directly answering queries about platform availability, showcased the authentic connection between creator and audience.

Influencer Partnership #2

StonesTradingCo

@stonestradingco Parallel is FREE to play and can be found in my bio! If you’re a fan of TCG games then you want to jump in on this one EARLY! @ParallelTCG #parallel #paralleltcg #tcg #games #strategygames #tcggames #parallelbeta #beta #pokemon ♬ original sound - StonesTradingCo

TikTok proved to be the perfect platform for StonesTradingCo to spread the word about Parallel. The creator's enthusiasm was infectious, with fans immediately picking up on the excitement of the game's 500k prize pool. Comments like "Brotherrrr hell yeah. 500k prize pool is nuts" demonstrated the immediate impact and audience intrigue. The creator's own follow-up, "It's actually so fun 😱", added an extra layer of authentic endorsement.

Influencer Partnership #3

Eagles Guy

Rounding out the campaign, Eagles Guy's YouTube Short delivered impressive results with a 7% engagement rate. This longer-form content provided an additional touchpoint, extending the campaign's reach and offering potential for continued audience discovery.

We are always looking for ways to help brands connect with their target creators at ideal prices. If you are interested in learning more reach out at management@wordontheblock.com or set up a call with our team here.

Influencer Marketing Jobs Roundup - December 2nd, 2024

Dec. 2, 2024, 4:46 p.m.

Influencer Marketing Jobs this Week

Week of December 2nd, 2024

At Word on the Block, we are always looking for more ways to help the influencer marketing community. That's why we provide a weekly series to help out new and existing influencer marketing managers as they navigate the market.

Every week, we curate a list of the influencer marketing jobs we come across that stood out to us. Whether you're looking to break into the industry or take your career to the next level, we're  adding one more way to help you out.

This week's featured influencer jobs:

1. Influencer Marketing Manager at CUPSHE

1. The Influencer Marketing Manager will lead Cupshe’s sales-driven paid collaboration strategy with mega influencers. This role is critical in identifying, building, and managing high-impact influencer partnerships that deliver measurable sales growth and a strong return on investment (ROI). The ideal candidate has experience in managing large-scale paid influencer campaigns in fashion, beauty, lifestyle, or wellness industries, with a specific focus on mega influencers. A deep understanding of e-commerce and the ability to analyze both influencer performance and content performance will be essential for success in this role.

2. Affiliate and Influencer Marketing Coordinator at Vimergy

1. The brand is seeking an Affiliate and Influencer Marketing Coordinator to support the growth and success of the affiliate and influencer marketing program. In this role, you’ll assist with recruiting, onboarding, and managing partners, ensuring smooth operations and building strong relationships. This is an exciting opportunity for someone passionate about marketing and eager to gain hands-on experience in a dynamic industry.

3. Influencer Marketing Specialist at Quizlet

1. The brand is looking for a dynamic Influencer Marketing Specialist with a passion for social media and influencer partnerships. You will be responsible for building and managing influencer marketing strategies. In addition, you will foster relationships with social media agencies & influencers while driving creative, authentic content that resonates with our student and teacher audiences. This role requires a deep understanding of influencer trends, the social media landscape and the ability to analyze both influencer performance and content performance.

4. Influencer Marketing Manager at MAELYS

1. Help implement global influencer marketing strategy, establishing and nurturing long-term partnerships through organic and sponsored content and networking (remotely, as well as in-person). Create and deliver influencer briefs/guidelines + prepare & negotiate contracts for paid partnerships. Retain the current influencer base, as well as identify, actively source & reach out to new influencers in line with the brand voice and overall business strategy for ongoing & upcoming campaigns + maintain relationships.

5. Influencer Marketing Manager at Manychat

1. Do you know how to find creators who truly fit the vibe? We are looking for an Influencer Marketing Manager who knows the social media landscape inside out and can connect with influencers to build partnerships that bring engaging content to life. As part of our Marketing team, you’ll be responsible for strategizing and executing initiatives that align with our brand’s objectives, increasing our reach, and enhancing our content through collaborations. If you’re someone who loves leading projects, managing partnerships, and creating impactful campaigns, this could be your ideal role.

6. Head of Social Media & Influencer Marketing at Raising Cane’s Chicken Fingers

1. The Head of Social Media and Influencer Marketing is a dynamic, strategic leader with a deep understanding of cultural moments, emerging trends, and platforms. This role is key to expanding Raising Cane’s influence across social media and influencer marketing and leads the social strategy across all Cane’s channels, ensuring cohesive messaging that drives growth and engagement. With a keen eye for platform and customer insights, this role identifies trends and opportunities to create timely, relevant, and shareable content that aligns with the Raising Cane’s brand.

7. Influencer Marketing Manager at Consumer Reports

1. As a nonprofit, members fund CR’s mission to help consumers make informed choices and hold companies accountable. Reaching and engaging audiences where they are is critical to our success. We are looking for someone to develop and execute a strategy to engage influencers and content creators. As Influencer Marketing Manager, you will report to the Director of Communications to increase awareness of CR among target audiences, drive understanding of our mission and grow CR’s member base. You will be responsible for identifying and nurturing relationships with influencers, managing content collaborations, and ensuring that influencer-generated content aligns with our brand's voice and goals. If you have a deep understanding of social media trends, content repurposing and influencer marketing strategies that move people through the marketing funnel, we’re looking forward to reviewing your application.

8. Influencer Marketing Manager at Cleo

1. As Cleo’s Influencer Manager, you’ll own one of our most exciting marketing channels, growing it into a full-funnel powerhouse channel, delivering against both brand and business metrics. You’ll leverage your experience across all types of influencers, from traditional, to micro, to content creators and work across the Cleo organization to best showcase our product and its benefits. You don’t shy away from numbers, in fact, optimizing the influencer channel according to performance metrics is one of your favorite parts of the job.

9. Manager of PR and Influencer Marketing at OXO, Helen of Troy

1. The Manager of PR and Influencer Marketing is responsible for developing and implementing comprehensive public relations and influencer strategies to improve brand awareness, reputation, and engagement. This role leads all aspects of all PR activities, including media relations, press releases, and crisis management, as well as managing influencer partnerships to drive brand advocacy and reach. This role is ideal for someone who is passionate about storytelling, media relations, and demonstrating the power of influencer marketing and external agencies to build brand equity. The Manager will also supervise a team of 1-2 direct reports and manage external PR agencies, ensuring alignment with the overall marketing strategy and business objectives.

10. Senior Associate of Partnerships (Influencer Marketing) at Sketchers

1. The Senior Associate of Partnerships (Influencer Marketing) plays an integral role as part of the Strategic Partnerships team in the Licensing Division. The core focuses of this role include project management, influencer management, business development, contract negotiation, go-to-market executions, and talent/brand management to expand the influence of the Skechers brand. As a Senior Associate, this position will also spearhead the execution of strategic plans, communications, and partnership negotiations for our ambassadors, brand collabs, sports leagues, philanthropic initiatives, and other opportunities. This includes vetting in-bound opportunities, liaising with partners, and presenting strategic initiatives to management.

For last edition, check it out here. 

At Word on the Block, we are always looking for more ways to help the influencer marketing space grow. Reach out to us today to explore how we can assist you in your influencer marketing journey.

And stay tuned for next week's edition, where we'll continue to bring you the latest and greatest influencer marketing job opportunities.

Influencer Marketing Job Round Up

Nov. 4, 2024, 7:08 p.m.

Week of November 4th, 2024

At Word on the Block, we are always looking for more ways to help the influencer marketing community. That's why we provide a weekly series to help out new and existing influencer marketing managers as they navigate the market.

Every week, we curate a list of the influencer marketing jobs we come across that stood out to us. Whether you're looking to break into the industry or take your career to the next level, we're  adding one more way to help you out.

This week's featured influencer jobs:

1. Affiliate & Influencer Marketing Senior Specialist at Anza Nutraceuticals

• The experienced individual will be key in driving affiliate & influencer awareness, traffic, engagement and conversion. They will help establish and grow affiliate & already existing influencer relationships. The Affiliate & Influencer Marketing Senior Specialist will help Anza Nutraceuticals carry our marketing strategy through to the consumer by creating his/her own network of affiliates & influencers to speak about the brand. If you’re obsessed with running innovative creator partnerships in the health and wellness industry, this might be the best next step in your career.

2. Influencer Marketing Senior Manager at Fontainebleau Las Vegas

• As the Senior Manager of Influencer Marketing, you will play a pivotal role in shaping and implementing our influencer marketing strategies to harmonize with our brand's core values and overarching objectives. Your mission will encompass the discovery, engagement, and proficient management of partnerships with eminent influencers and creative content visionaries within the realm of luxury travel and lifestyle. Collaborating seamlessly with cross-functional teams, you will orchestrate influencer campaigns that serve as catalysts for elevating brand awareness, enhancing engagement, and fostering unwavering loyalty among our audience.

3. Director, Social Media and Influencer Marketing at goodwipes

• We’re looking for a social-obsessed, experienced marketing and people leader to join our team at goodwipes. In this role, you will oversee our total social media ecosystem, including organic social, paid social and influencer marketing, leading content and campaigns to ignite brand awareness and build meaningful community engagement. This role will be both strategic and hands-on, collaborating with internal and external creative partners to build a winning social content engine!

4. Senior Influencer Marketing Specialist at Expedia Group

• Help scale and formalize the global influencer strategy and execution across Expedia’s portfolio, managing high-impact campaigns in support of new influencer-centric product, Travel Shops

5. Associate Director, Affiliate & Influencer Marketing at ButcherBox

• As the Team Lead of Affiliate, Influencer & Podcast team, you will be responsible for developing and executing a cohesive global strategy that drives growth, increases brand visibility, and maximizes ROI across our affiliate and influencer programs. You will lead a team, ensuring alignment with company objectives and optimizing operational processes to support expansion and scalability.

6. Influencer Marketing Manager at Thirty Three Threads

• 33 Threads is looking for an experienced and passionate Influencer Marketing Manager to join our team! Our ideal candidate is an entrepreneurial-minded individual with an enthusiasm for studio fitness and wellness, who is motivated to elevate our digital presence and build relationships with influencers. The Influencer Marketing Manager will be responsible for developing, executing and managing initiatives with influencers to that cultivate a deep sense of community and drive brand awareness and engagement. You will play a pivotal role is growing a portfolio of wellness brands globally.

7. Influencer Marketing Coordinator at Inno Supps

• Our company is seeking a skilled Influencer Marketing Coordinator to join our team. In this role, the Influencer Marketing Coordinator will be responsible for identifying and obtaining influencers over existing and emerging platforms for our paid ads, content team. The Influencer Marketing Coordinator will be responsible for managing and creating client relationships, have a strong eye for detail, and have a passion for paid, influencer marketing.

8. Associate Manager, Influencer Marketing at Live Nation Entertainment

• Reporting into the Director of Influencer Marketing, this influencer, live event and pop-culture obsessed marketer will be responsible for helping manage creators and brand campaigns across the entire campaign cycle ensuring influencers are equipped to create engaging content.

9. Senior Manager, Influencer Marketing at Everlane

• As the Senior Manager, Influencer Marketing, you will be a leader in our brand's influencer engagement efforts. In this pivotal role, you will craft and execute cutting-edge influencer marketing strategies that amplify our brand presence, drive impactful sales results, and foster deep community ties across digital landscapes.

10. Influencer Marketing Manager, Amazon MGM Studios at Amazon 

• You will serve as an influencer marketing expert for Amazon MGM Studios, working closely with many partners, including marketing, social, PR, creative, media, agencies, production companies, Amazon Originals talent and Amazon businesses to drive incremental consumer engagement, consideration and video streams via influencer strategy.

At Word on the Block, we are always looking for more ways to help the influencer marketing space grow. Reach out to us today to explore how we can assist you in your influencer marketing journey.

And stay tuned for next week's edition, where we'll continue to bring you the latest and greatest influencer marketing job opportunities.

Influencer Marketing Pain Points

Oct. 23, 2024, 11:50 a.m.

Navigating the Pricing Maze in Influencer Marketing

One of the biggest hurdles we see for brands when getting started in the influencer marketing space is figuring out the pricing of creator integrations. With companies evaluating investing significant portions of their marketing budgets into creator partnerships, getting pricing right isn't just important—it's make or break for ROI.

The Pricing Challenge

Every brand can find different value in each creator partnership, making it difficult for any sort of standard within the space. However, brands need to have the confidence that they're getting good value for their investment. With rates all over the place, how can brands ensure they're making sound investments in creator partnerships?

Strategic Solutions for Smart Pricing

At Word on the Block, we've seen several strategic approaches to help brands overcome these pricing challenges:

1. Real-Time Performance Evaluation

One common pitfall is relying on outdated metrics when evaluating creators. We prioritize analyzing current statistics and engagement rates to ensure pricing aligns with actual performance. This approach helps identify creators who may have experienced recent engagement drops but haven't adjusted their rates accordingly—a crucial factor in preventing overspending.

2. Leveraging Paid Amplification

While initial creator prices might seem high, we've found that strategic use of paid boosting can better balance the overall efficiency of influencer campaigns. By extending reach and engagement through platform-native advertising, brands can achieve better CPMs and enhance the value of their influencer investments.

3. Automated Pricing Framework

Our platform takes your inputs to come up with a pricing framework to take the guesswork out of creator evaluation. By analyzing multiple factors and layering updated data with your KPIs, we help brands identify and negotiate with creators who are most likely to deliver strong results. This systematic approach ensures that brands only review and proceed with creators who meet specific pricing and performance criteria.

Making Informed Decisions

The key to successful influencer marketing isn't just finding the right creators—it's finding them at the right price. Through careful evaluation of current metrics, strategic use of paid amplification, and a structured pricing framework, brands can make more informed decisions about their influencer investments.

Ready to optimize your influencer marketing spend? We're here to help brands connect with their target creators at ideal prices. Reach out to our team at management@wordontheblock.com or set up a call to learn more about our data-driven approach to influencer pricing.

Highlights from Around the Block

Oct. 22, 2024, 11:50 a.m.

Top Influencer Highlights 

Week of October 21, 2024

At Word on the Block, we are always looking for more ways to help and celebrate the influencer marketing community. To further that goal, we are bringing you our favorite integrations highlighting our creator and brand partners to help spark your inspiration and show you how our platform drives best-in-class results.

Every week, we highlight a campaign that is setting the standard in the influencer marketing space. Whether you are looking to find creative inspiration, scouting for new creators or looking to get started in the space, our team is here to help guide you through.

This week’s spotlight influencer campaign:        

Bark Parental Controls

Influencer Partnership #1

theautismdad

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Rob Gorski | Autism Parenting Support (@theautismdad)

There’s no better feeling than when a creator’s audience starts lining up to check out the product! Theautismdad hit the mark with a channel that perfectly fit the target audience Bark is looking for. Watching people comment asking for the direct link and seeing others highlight “We got our son a bark phone and it's been a game changer. Highly recommend it” is the perfect combo of channel fit, high engagement and great conversions. 

Influencer Partnership #2

lexienoelleundem

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Alexandra Undem | The Undem Family Adventures (@lexienoelleundem)

When creators put together content that fits perfectly with the brand, you can feel confident that the integrations will be successful. With a combo of highlights of the product itself as well as the user experience both from a kid and parent POV, Lexie does everything you can ask for in a video. Add that to a strong engagement rate, a good conversation about keeping kids safe and audience members commenting “We’re getting my son a bark phone!”, or “Looking into this for Em!”, we loved this partnership combo.

Influencer Partnership #3

7am.thepoet

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Aaron A Moore (@7am.thepoet)

We love when creators find ways to work humor and entertainment into their content. 7am.thepoet hits us with a skit that not only shows off the benefits of the brand, but also finds humor in the pain parents go through trying to keep their kids safe. 

For a little more detail on the highlights of the Bark campaign, check out our public stats campaign dashboard. And if you want to use this to track your own campaigns, sign up here!

We are always looking for ways to help brands connect with their target creators at ideal prices. If you are interested in learning more reach out at management@wordontheblock.com or set up a call with our team here. 

Influencer Marketing Jobs Roundup

Oct. 21, 2024, 1:06 a.m.

Week of October 21st, 2024

At Word on the Block, we are always looking for more ways to help the influencer marketing community. That's why we're launching a weekly series to help out new and existing influencer marketing managers as they navigate the market.

Every week, we curate a list of the influencer marketing jobs we come across that stood out to us. Whether you're looking to break into the industry or take your career to the next level, we're  adding one more way to help you out.

This week's featured influencer jobs:

TikTok Shop Affiliate Manager at Nodpod

Nodpod is a female-founded and owned startup sleep-wellness brand out of California offering award-winning weighted sleep products. Our hero product, The Weighted Blanket for your Eyes, offers all the benefits of a weighted blanket in a strap-free sleep mask that can be worn on your side. This role will be responsible for managing our TikTok Shop and TikTok Shop affiliate program.

Director of Influencer Marketing at Paragon Fitwear

As the Director of Influencer Marketing, you will lead the department to drive profitable growth. You’ll develop and implement strategies that align with business goals and boost revenue. In this role, you’ll manage a small team, ensuring collaboration and successful execution of initiatives that deliver impactful results.

Influencer & Partnerships Manager at Maev

At Maev, we believe dogs deserve a seat at the table. Or at the very least, nutrient-dense food that’s human-grade. That’s why we’re relentless in our pursuit of better, faster, and smarter. As the first and only Human-Grade Raw Food for Dogs, Maev has been rooted in innovation since day one. Maev is seeking an organized, outgoing, proactive, and execution-minded individual to join our team as a Manager, Influencer & Partnerships Marketing.

Creator Partnerships at Lemon8

Responsible for creating vertical content and influencer selection strategies, establishing project and budget management metrics and managing the entire creator management/operation cycle including sourcing, onboarding, creating briefings and managing creative concepts, content outputs/quality and content timeline

Brand Marketing Associate - Social & Influencer at Ten Thousand, Inc.

Ten Thousand is looking for a driven Brand Marketing Associate to create momentum and energy in the community with a focus on social media and influencer marketing & engagement. Reporting to the Director of Brand Marketing, this role works closely with our SVP of Brand and larger marketing and creative departments, and is responsible for our TTTeam Ambassador program, leading seasonal influencer marketing initiatives, engaging with our community IRL and across all social channels, driving follower and engagement growth & managing content development and dissemination.

Influencer and Brand Marketing Manager at LemFi

Play a key role in accelerating the growth of 1-2 new markets. Act as the primary owner of all media partnerships during public launch of markets. Manage marketing channels to grow and defend existing corridors. Collaborate on campaigns with teams managing adjacent corridors to the same markets

Lead, Organic Social Media and Influencer Marketing at Zappos

This position will lead the strategy for organic social media and influencer partnerships across Zappos, driving awareness, engagement, and growth for prospective and current customers.

Social Media Influencer Manager at Gorilla Mind

This role is key to the success of our influencer program and social media marketing efforts. You’ll be responsible for identifying and managing influencer relationships, developing marketing strategies, and supporting content creation across our social media platforms. Working closely with our marketing team, you'll help drive innovation, foster community engagement, and optimize campaign performance.

Senior Manager, Creator Marketing at 2K

2K is looking for a Senior Manager, Creator Marketing, to join the publishing team focused on a new AAA IP. Reporting to the Director, Global Digital Marketing, you will play a crucial role driving the creator marketing vision, strategy, execution, and resourcing throughout the lifecycle of our new game. The ideal candidate will be a gaming enthusiast, with expert knowledge and deep drive to build strong creator relationships and creator marketing campaigns that serve the player communities. You will develop and implement global creator marketing strategies to build key relationships, expand our share of voice on key channels, increase cultural relevance for our game & brand, and promote positivity and loyalty within our creator communities.

Manager of Influencer Marketing at Clear Mind

As the Influencer Marketing Manager, you will play a key role in our growth strategy by identifying, building, and managing relationships with content creators who align with our brand values. You will be responsible for creating and executing influencer marketing campaigns that drive user acquisition, engagement, and retention to our App. You will also work closely with the content and performance marketing teams to ensure campaigns are integrated across channels.

At Word on the Block, we are always looking for more ways to help the influencer marketing space grow. Reach out to us today to explore how we can assist you in your influencer marketing journey.

Stay tuned for next week's edition, where we'll continue to bring you the latest and greatest influencer marketing job opportunities.

And as a reminder, we are always looking for ways to help brands connect with their target creators at ideal prices. If you are connecting reach out at management@wordontheblock.com or set up a call with our team here. 

The Best Influencer Marketing Platforms that are ACTUALLY Free

July 25, 2023, 11:46 p.m.

While many free trial or freemium offerings are advertisers as free influencer marketing tools, we did the digging to find out which tools are the best for running influencer campaigns that are 100% free to use

Our list of the top 5 free influencer marketing platforms

AInfluencer

Fully DIY Instagram Post / Story Campaigns

Pros

• Easy to get started finding creators
• Price estimation tools help give some automated guidance

Cons

• Only instagram post or story available
• Initial price estimates aren’t confirmed and can be misleading

Influence.co

Free Influencer Search Across

Pros

• Range of search options
• Works across Instagram, TikTok, YouTube Pinterest, Snap and others
• Some creator media kits available

Cons

• Scaling up potentially requires to use the paid platform
• Some limits on effectiveness of searching creators 

Moonio

In-Depth Creator Search and Campaigns

Pros

• Widest range of categories to better search for creators
• Number of options to search and take actions on Instagram, TikTok and YouTube
• Messaging, campaigns and payments in the platform

Cons

• Advanced filtering, downloads and contact details all require paid subscriptions
• Only 3 free creator full analytics per month
• Hard to understand relative value of creators

FYPM

The Way to Find Out What You Should Pay and Be Paid

Pros

• Creators can see what brands are paying other creators
• Adds visibility to the market

Cons

• Brand pages are still on a waitlist

Word on the Block

The Platform That Does Everything For You

Pros

• Handles the entire process from sourcing to execution
• Allows brands to easily compare prices or select performance options to control CPMs
• Flexible across platforms and creator types
• Allows for easy whitelisting

Cons

• No user facing creator search (only a procured list and the option to continuously update it)
• Whitelisting currently only brand facing

How do I contact influencers for promotion? The best ways to reach influencers for brand deals (2023)

July 25, 2023, 11:37 p.m.

Engaging influencers to market your products is an incredibly cost efficient and effective way to spread the message about your product or service to a wide, engaged audience. Influencers speak directly to their audiences every day. Influencers are viewed as experts in their niche, and most followers are highly interested in their opinions and recommendations, with the most loyal cohort ready to act on suggestions and promotions. Influencer marketing entails finding the right influencers, structuring a campaign, building a group of influencers to fit your budget and ensuring the campaign runs as planned. At Word on the Block, we help brands along each of these steps. We’ve reached out to millions of influencers since our inception, and share below what we’ve definitively found to be the best way to do so. 

Where do influencers prefer to be reached?

One of the first steps of an influencer marketing campaign is finding the right brand advocates. But once you find them, how do you reach them? We have found that email is by far the preferred means of communication for influencers. That is good news because almost everyone has an email address, and many influencers make theirs public on their Instagram accounts. Those that do are interested in being contacted for brand deals, so you have a high likelihood of a reply! Likewise, influencers may have their email address listed in their TikTok description or in their YouTube “About -> Description” page. There are some influencers who prefer to be reached through other channels, the most common being Discord, especially for gaming and live streaming influencers.

Where do I find an influencer’s email address?

For those that don’t make it easy to find, we recommend finding their Instagram profile, looking through their social media reference landing page (LinkTree as an example) to find their other digital properties including website, blog, and other social channels. Oftentimes, their email address will be listed on one of these sites. If all else fails, you are able to uncover an influencer’s email address on YouTube in the “About -> Details” section, though YouTube limits you to only a few per day. Influencers will also often link their other digital properties here as well. 

What if I can’t find an influencer’s email address?

There are many influencer discovery platforms out there that allow brands to search for influencers to uncover their contact information. Most are a few thousand dollars per month and limit the number of influencer searches and contact information you can access. They are a good option for large brands with available budgets who have full-time internal influencer marketing teams that can spend the time to sift through influencers and reach out themselves. At Word on the Block, we handle the influencer discovery, communication, negotiation, contracting and campaign execution for brands. Brands simply approve creators we find and oversee campaign progress, without having to worry about reaching out to influencers and staying organized throughout the process. Influencer reachout is a numbers game, and is truly an arduous process. Most influencers will likely not respond, so we recommend reaching out to at least 5x the number of influencers you would like to ultimately engage with. But keeping that organized is not an easy task, so we aim to handle that process for brands. Check us out here for more details: https://www.wordontheblock.com

Unleashing the Power of Influencer Marketing: Unveiling its Effectiveness (2023)

July 6, 2023, 12:19 a.m.

Introduction:

In today's digital landscape, influencer marketing has gained significant traction as a highly effective strategy for brands to connect with their target audience authentically. But just how effective is influencer marketing compared to other types of paid marketing? In this blog post, we will explore the metrics that demonstrate the effectiveness of influencer marketing, its impact on return on investment (ROI), the value of repurposing influencer-generated content for paid ads, and how brands can obtain a wide range of content at an affordable price point, making influencer marketing a game-changer in the marketing world.

Measuring Effectiveness: Metrics That Matter

Engagement Rates:

One of the key metrics that sets influencer marketing apart is its ability to drive high engagement rates. Influencers have a loyal and dedicated following, resulting in meaningful interactions with their content. Metrics such as likes, comments, shares, and saves reflect the level of audience engagement and the resonance of influencer-generated content. Compared to traditional paid marketing channels, influencer marketing often outperforms in terms of capturing and sustaining audience attention, ultimately leading to better ROI.

Trust and Authenticity:

Influencers have built a strong rapport and trust with their audience through their authentic and relatable content. When influencers endorse a product or service, it resonates with their followers, who perceive the recommendation as genuine and trustworthy. This inherent trust translates into higher conversion rates and customer loyalty, making influencer marketing a highly effective strategy to influence consumer behavior and drive ROI.

Targeted Reach and Niche Audiences:

Influencer marketing enables brands to tap into niche markets and target specific audience segments. By partnering with influencers who align with their brand values and cater to their target demographic, brands can reach highly engaged and receptive audiences. This targeted approach ensures that the message reaches individuals who are more likely to be interested in the brand's offerings, leading to increased conversion rates and a higher ROI compared to broader, less targeted marketing campaigns.

Impact on ROI: Unveiling the Value

Cost-Effective Advertising:

Influencer marketing often provides a cost-effective alternative to traditional paid advertising channels. Brands can work with micro or nano influencers who offer highly engaged audiences at a fraction of the cost of partnering with macro or mega influencers. This cost efficiency allows brands to stretch their marketing budget further while achieving substantial reach and engagement, resulting in a higher ROI.

Repurposing Content for Paid Ads:

One of the often-overlooked benefits of influencer marketing is the wealth of high-quality content it generates. Brands can repurpose influencer-generated content for use in their paid advertising campaigns, including social media ads, display ads, or video ads. Leveraging this authentic and visually appealing content in paid ads enhances brand credibility, resonates with the target audience, and drives better campaign performance, ultimately boosting ROI.

Diverse Content Options and Campaign Flexibility:

Influencer marketing offers brands not only a wide range of content options but also the ability to leverage various social media platforms and run different types of influencer campaigns. Influencers are adept at creating engaging content across platforms such as Instagram, TikTok, YouTube, and more. They can deliver captivating product reviews, visually stunning lifestyle imagery, entertaining videos, or informative tutorials, depending on the brand's objectives. Whether it's a sponsored post, a brand collaboration, a product giveaway, or a takeover campaign, influencer marketing provides brands with the flexibility to tailor their campaigns to specific goals and target audiences. This versatility ensures that brands can effectively reach their consumers through the channels they frequent, resulting in increased brand visibility, higher engagement, and ultimately a greater return on investment (ROI).

Conclusion:

Influencer marketing has proven its effectiveness as a powerful tool for brands to connect with their target audience, drive engagement, and achieve remarkable ROI. With metrics showcasing higher engagement rates, enhanced trust, and targeted reach, influencer marketing outshines many other types of paid marketing. Additionally, the value of repurposing influencer-generated content for paid ads and the cost-effectiveness of obtaining diverse content options further solidify influencer marketing as a strategic investment for brands looking to make a significant impact in the digital space.

How Much You Should Be Paying Influencers: A Definitive Guide to Influencer Pricing And Determining a Content Creator’s Rate (2023)

July 6, 2023, 12:03 a.m.

Overview: There are many factors that determine influencer pricing, but here is a rough, generalized framework to start with:

Instagram 

• Nano influencers (1,000-10,000 followers): $10 - $100 per post
• Micro influencers (10,000-100,000 followers): $100 - $500 per post
• Macro influencers (100,000-1 million followers): $500 - $10,000 per post
• Mega influencers (1 million or more followers): $10,000+ per post

TikTok

• Nano influencers (1,000-10,000 followers): $5 - $25 per post
• Micro influencers (10,000-100,000 followers): $25 - $125 per post
• Macro influencers (100,000-1 million followers): $125 - $2,500 per post
• Mega influencers (1 million or more followers): $2,500+ per post

YouTube

• Nano influencers (1,000-10,000 followers): $20 - $200 per post
• Micro influencers (10,000-100,000 followers): $200 - $1,000 per post
• Macro influencers (100,000-1 million followers): $1,000 - $20,000 per post
• Mega influencers (1 million or more followers): $20,000+ per post

However, there are many other factors to consider when evaluating the fair price for an influencer post, including the social media platform, compensation structure, the deliverable and perhaps most important: the expected impressions. Impressions refers to the number of unique people who viewed the piece of content. Rather than starting with the general pricing framework above, a better starting point is using a CPM, or a cost per one thousand impressions. The CPM also varies by platform, but in our experience, the following rates can be expected:

• Instagram: $5-15 CPM, or $5-15 for every 1,000 impressions
• TikTok: $5-15 CPM, or $5-15 for every 1,000 impressions
• YouTube: $15-30 CPM, or $15-30 for every 1,000 impressions

How do I estimate expected impressions: The short answer is: look at the creator’s past videos/posts. If you are going to be measuring the impressions on the influencer’s video over a 30 day period as an example, look back at their content and estimate the average impressions on their content over a 30 day period. Then adjust for other factors like content type, subject, etc. 

Factors to Consider

Using the above CPMs as a starting point, you can adjust the pricing for each influencer according to the below factors:

Engagement rate: Can refer to two things: 

1. (Comments+Likes)/Impressions
2. Impressions/Followers

Both measure how loyal or engaged one's follower base is and should lead to adjustments to the standardized CPMs. 

Add Ons: In addition to paying for the post, there are other add-ons that might make sense for a brand, including:

1. Usage rights: This refers to the right to use the influencer’s post in advertising on your own social accounts, on your website, etc. Typical terms range from 30 days to 1 year, and could add $250 - $2,500 to the cost of the deliverable. 

1. Exclusivity: This refers to the clause preventing creators from advertising your competitor's products, and could add $100 - 500 to the cost of deliverable. 

1. Whitelisting: This refers to the right to boost the influencer’s piece of content on their social accounts. The brand can put its own money behind boosting the piece of content to a wider audience, all through the influencer’s social account(s). Typical terms range from 30 days to 1 year, and could add $250 - $2,500 to the cost of the deliverable. 

Influencer effort: This one is self explanatory, but the harder the deliverable is to execute for the influencer, the higher the rate they would require. Influencers value a balance between specific directions and talking points vs. creative freedom to deliver the best piece of content for their audience. Skewing too far in one direction could make it harder or less appealing for the influencer to execute, and thus warrant a higher price.

Type of content: The price of a deliverable varies greatly depending on the type of content. For example, an IG story post is a much cheaper deliverable than a dedicated YouTube video. Here is an unofficial order from least expensive to most (focusing on Instagram, TikTok and YouTube only):

1. IG Story
2. UGC*
3. IG Post
4. IG Reel or TikTok post or YouTube short
5. YouTube Integration
6. YouTube Dedicated Video

*UGC, or user generated content, refers to an influencer creating a piece of content (typically a 30 second - 5 minute video) and sending it directly to the brand without actually posting it on their social media accounts. Brands use UGC videos in their own advertising on their own social media accounts, so they typically involve usage rights.

Pricing Structures

So far we have talked about how to determine pricing in a flat rate agreement, i.e. the brand offers the influencer a set rate for the deliverable. However, there are many other pricing models to consider, with a few laid out below.

Performance-Based

In this model, the brand agrees to pay the influencer a certain rate per a certain metric. The most common is a CPM based pricing model, or a rate per one thousand impressions. For example, if the deliverable is an Instagram Reel, and the creator is in the top quartile of engagement rates, perhaps the brand would offer the influencer $15 for every one thousand views on the Reel over a 30 day period. As views on the Reel come in, the brand’s bill increases in proportion. If the Reel ends up generating 100,000 views over 30 days, the influencer will receive $1,500.

Affiliate-Based

In affiliate marketing, influencers are paid on a commission-based model, whereby they receive a set rate for every conversion (or another relevant metric) that their post generates. The influencer urges viewers to click on their unique link to buy the product, and the influencer receives a commission from the brand whenever a viewer purchases the brand’s product or service via that link for a specified period of time.

Free Product

Brands could also offer a free product in exchange for the deliverable. Influencers will typically look at the retail price of the product to extrapolate the rate. This can be an effective way for brands to engage with influencers, as the influencer is now a customer and user of the product.

What Percentage of my Marketing Budget Should Go Toward Influencers?

July 5, 2023, 11:53 p.m.

Influencer Marketing has continued to grow over the past several years.  According to an eMarketer industry report, 2023 spend is projected to hit $6.2 Billion, a 23% increase from 2022!  While it is clear influencer marketing total spend is increasing, the question still remains for brands as to how much of their total marketing budget should be allocated toward influencers?

Determining the optimal allocation of your marketing budget towards influencers can vary depending on various factors such as your target audience, industry, goals, and available resources. While there is no fixed rule or percentage that applies universally, here are some considerations to help you make an informed decision:

What are some considerations to determine how much I spend on influencer marketing?

Some marketers allocate a specific percentage of their total marketing budget to influencer marketing. Common ranges vary from 15% to 30%, but this can vary depending on your industry and marketing objectives.  While there is no set rate to follow, there are some main factors you can use to help you make an informed decision around your influencer marketing budget.

Audience relevance: Evaluate whether influencers align with your target audience. Look for influencers whose followers match your ideal customer profile. Allocate a portion of your budget to influencers who can effectively reach and engage your target market.

Influence & Reach: Assess the influence and reach of potential influencers. Examine their follower count, engagement rates, and overall impact. Influencers with larger followings may command higher fees, but they can also reach a wider audience.

What types of companies are best suited for Influencer Marketing?

The answer here mainly depends on your campaign objectives and marketing goals. If your objective is brand awareness, influencer marketing can be effective. For product launches or sales promotions, you might allocate a larger portion of your budget to influencer collaborations.  Below are some common brands who have and continue to successfully allocate budget toward influencer marketing:

Fashion and Beauty: Influencer marketing is particularly prevalent in the fashion and beauty industries. Collaborating with fashion bloggers, makeup artists, and style influencers can help showcase products, provide styling tips, and create buzz around new collections.

Lifestyle and Travel: Influencers who focus on lifestyle, travel, and adventure can be excellent partners for brands in these industries. They can promote destinations, hotels, travel accessories, outdoor gear, and other related products.

Fitness and Health: Fitness influencers, personal trainers, and wellness advocates have substantial influence over their followers. Partnering with them can help promote fitness equipment, supplements, athleisure wear, and health-related products.

Food and Beverage:Food bloggers, chefs, and culinary influencers have a strong impact on consumer food choices. Collaborating with them can drive awareness and trial for new food products, promote restaurants, and create recipe content.

Technology and Electronics:Tech-savvy influencers can help generate excitement around the latest gadgets, electronics, and tech accessories. Their reviews, demonstrations, and tutorials can influence purchasing decisions among their tech-focused audiences.

Home Decor and Interior Design: Influencers specializing in home decor, interior design, and DIY projects can showcase furniture, home accessories, and decorative items. They can also provide design inspiration and tips to their followers.

Gaming and Entertainment: Gaming influencers and content creators have a dedicated and engaged audience. Partnering with them can help promote video games, gaming consoles, accessories, and entertainment content.

Personal Finance and Business: Influencers in the finance and business niche can offer advice, insights, and recommendations related to personal finance, investing, entrepreneurship, and career development. They can be valuable partners for financial institutions, investment platforms, and business services.

What are best practices for starting Influencer Marketing initiatives?

Diversification: Avoid putting all your marketing budget into one basket. Consider diversifying your marketing strategies and allocating portions of your budget to other channels such as social media ads, content marketing, search engine optimization, etc.

Testing and experimentation: Start with a smaller budget for influencer marketing and evaluate the results. Analyze the performance of different campaigns and influencers to determine the effectiveness and impact on your marketing goals. Adjust your budget allocation based on these insights.

Tracking and measurement: Implement tracking mechanisms to measure the impact of influencer marketing on your business. Monitor key performance indicators (KPIs) such as website traffic, conversions, sales, social media engagement, and brand sentiment to gauge the success of your influencer campaigns.

Welcome To Word on the Block

Dec. 19, 2022, 10:07 p.m.

Welcome to Word on the Block, the leading programmatic influencer marketing platform!

At Word on the Block, we are dedicated to helping brands and businesses connect with their target audience through the power of influencer marketing. Our platform uses advanced technology to match brands with the perfect influencers for their campaigns, ensuring maximum reach and engagement.

As the influencer marketing industry continues to grow and evolve, we are committed to staying at the forefront of innovation and providing the best possible service to our clients. Our platform offers a range of features and tools to make influencer marketing easy and efficient, including:

• A comprehensive database of influencers across various industries and niches
• Advanced targeting and segmentation options to reach the right audience
• Real-time analytics and reporting to track the success of your campaigns
• Seamless campaign management and payment processes

We are constantly adding new features for creators and advertisers, so feel free to reach out with any questions or feedback! We are excited to help you achieve your marketing goals and grow your brand through the power of influencer marketing.