Influencer vs Creator: What brand strategy wins? — Alessandro Bogliari // The Influencer Marketing Factory

Quotes

• "Some platforms and social media out there started using content creator just because influencers started to be a bit negative on people and society, but not for the reason I think that is used correctly." - Alessandro Bogliari

• "An influencer is a content creator all the time. But a content creator is not always an influencer." - Alessandro Bogliari

• "Engagement rate is still something that we look at, but I don't think it is that important anymore for a couple of reasons. First, you can easily fake engagement with vine likes and comments." - Alessandro Bogliari

• "We recommend all the time is to spend enough time to do all your research before getting started and identify the good ones, instead of rushing it and then having to go back and find out that maybe you are paying people that are not converting." - Alessandro Bogliari

• "We also ask some influencers for historical data on previous campaigns; whatever it may be, they can share anything with you. If they use, for example, tracking links with UTM parameters or bid lists and so on. For example, you can ask them what the click rate in their campaigns is; that helps you understand if these people can influence." - Alessandro Bogliari

• "You should treat influencer marketing as any other marketing channel. So you, as a brand, already have to have specific ideas, but that doesn't mean you need to have all the answers. Agencies like ours help you understand what to do. But we need you to write your goals and KPIs." - Alessandro Bogliari

• "People look at influencers as this may be a silly thing, we know with people dancing, but behind that, again, there is a structure of many Google Sheets and platforms to use to manage everything." - Alessandro Bogliari

• "From day one, you should have everything structured properly where all the actors involved know what to create a match to spend. What are the different ranges they can look at? What message do you want to give the influencers to work on the campaign? And so on" - Alessandro Bogliari

• "Promo codes have worked well because they create a FOMO effect, and you don't want to miss out on a specific discount. And we recommend a little time to make it time sensitive." - Alessandro Bogliari

• "We cannot, unfortunately, as an agency and the influencer, take the risk only to get paid on performance when we have no control over the product. The best, in our like case, is to give a fix at the proper budget to the agency or the influencer. And then on top as an incentive. Also, add a promo code." - Alessandro Bogliari

• "You have to start thinking of influencer marketing as a channel that you shouldn't look at, put $1 in, and get $10 out the same day. No, it doesn't work like that psychology and behavior of people on social media is different than clicking on a banner." - Alessandro Bogliari

• "Look at influencer marketing as a way where you pay one thing, and you get so much more out of it. One, you get user-generated content, that if you pay for media rights, you can potentially also put your website, under testimonials, for example, or as main videos from our influencers, for example, then you get all the audience of these influencers, right, that that can like communicate to, and then also what I say all the time that the third and one of the most critical point, in my opinion, that many marketers are miss is that real-time feedback from people." - Alessandro Bogliari