Hello PR friends!
Welcome to this episode, where we tackle a hot topic: Should we pay influencers?
In the world of social media, collaborations with influencers are booming, especially since, according to recent studies, more than 70% of Generation Z, the so-called GenZ, are ready to buy what an influencer suggests to them.
But when it comes to paying influencers, opinions differ.
On one side, some believe it is essential to compensate them for their creative work and their targeted audience.
On the other, our clients believe that free products or offering visibility to the influencer is enough.
I propose to break down these two views and share what we do at the agency during influencer campaigns for our clients.
So, what is the best option for a brand?
Pay or not pay influencers?
Let’s discover it together!
Sometimes, it’s a happy mix of both types of collaboration: paid and organic.
For some clients, it is wise to choose a few influencers with an engaged community and develop a “paid” collaboration with them.
This allows a brand to make specific requests for videos (reels, TikTok), posts, and mentions of the brand, which the brand can then share on its own platforms.
These influencers sometimes become ambassadors or brand faces.
On the other hand, we collaborate with many influencers with smaller communities.
We send them products to try, hoping they will talk about them to their followers.
Many of these nano-influencers are doing “unboxing” on their Instagram and TikTok platforms.
They sometimes use the products to talk about their discoveries to their fans.
In fact, we are somewhat offering them an opportunity to create content they can then share as they wish, as we do not pay them and there is no obligation binding them to the brand.
Paying an influencer is entirely legitimate, especially if a brand wants to access the community the influencer has built and if they are asking the influencer to create specific content.
When you want to showcase your products, as with many of our clients in the food or beauty industries, many influencers are eager to receive these brands’ products to discover them.
Here, it is an exchange between brands and influencers, who receive products without any specific request or definite expectation from the influencers.
In this case, there is no payment.
So, to pay or not to pay influencers?
The answer is yes and no, depending on your needs and influencer requests.
But allow me to add that, depending on your product type, influence is not the new Holy Grail.
Public relations can offer you other avenues to complement your influencer campaigns, capture attention, and make you known to a wide audience.
Feel free to reach out to develop an influencer strategy.
And check out our links and be sure to sign up for our mailing lists to not miss anything.
Nata
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