Posted on September 23, 2020
Introducing our Working with Influencers Series, an in depth look at how to leverage influencer partnerships to reach your target market, increase brand exposure, and ultimately boost sales.
This week, we kick off the series with “Setting Appropriate Expectations & Determining Budget”, a topic we discuss almost weekly with brands of all sizes.
Now that Influencer Marketing has established itself as a viable marketing channel, more and more outdoor brands are embracing the opportunity to work with content creators to reach their audiences in a highly authentic and engaging manner.
As with any marketing channel, you need to have the right expectations and a budget is a must. While there is no doubt you have an amazing brand and products, going into influencer marketing with the mentality that product alone should be enough to get the attention of any micro influencer (following 10k-50K+) is a first class ticket to partnership failure.
That’s not to say you can’t find great influencers that will partner with you for product alone, however you will end up spending a significant amount of time in the discovery phase as most outreach emails will come back with something along the lines of “I really like your products, but I don’t partner with brands for product alone” or “I am only taking paid partnerships at this time”. These are fair responses. I am sure you don’t hire employees or consultants and pay them with product alone, and this is no different.
Now the question is not do you pay influencers, but how much should you pay them? As a general rule, and industry standard, you should expect to pay $10 per 1,000 followers. This, of course, is just a guideline as you can certainly find influencers who charge less and others who charge more, depending on engagement rates, experience, past partnerships, etc.
With a budget to pay outdoor influencers for their work, you will likely find that the discovery phase is much easier and that you can attract the interest of higher caliber influencers that are more likely to produce the results you are looking for.