The Engagement Rate

An industry bulletin for marketing pros.

This week’s W🏅

🍟Finger-licking great

After last year’s successful Cheez-It gas station pop-up in California, fans flocked to Kellanova's latest IRL activation: the Cheez-It diner in upstate New York. Over 3,000 people visited in the first three days, with some waiting up to three hours for an Extra Cheezburger and Delxue Cheeze-It Milkshake. 

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The biggest influencer campaigns right now

Take a look at this week’s breakdown on some of the best influencer campaigns circulating the ether that you can take inspiration from: 

🐶Ring’s Pet Portraits campaign

Ring is targeting pet owners and encouraging them to share pet photos or videos captured by Ring cameras for a chance to feature in a future commercial. For each submission, Ring will donate $10 to the ASPCA and local animal shelters. Drew Barrymore, a pet owner herself, announced the campaign, which is also promoted by popular "petfluencers" and pet-owning creators.

🍼“Motherhood is not controversial” 

After breastfeeding platform Swehl's billboard featuring cook and content creator Molly Baz was removed from Times Square for being "inappropriate," probiotic brand Seed arranged for the ad to be displayed on a different Times Square billboard through Lightyear Media. Seed's billboard, up through the first week of June, includes a cheeky message supporting Baz and her promotion of lactation cookies.

🔋“Batteries included”

Duracell teamed up again with "Vanderpump Rules" star Ariana Madix, playfully referencing her breakup with Tom Sandoval, featuring his former assistant Ann Maddox delivering a box of batteries and jokingly saying, "I always bought the batteries," mocking Sandoval's excuse for his infidelity.

@duracell

Ann buys her own batteries, too. And trust her, different is good. 🔋🧡🖤🖤 @ariana madix #annmaddox

Determining the best price for your influencer (part 1)

There are a number of factors that can impact how much an influencer charges for their services and it’s rare to find an influencer who charges a flat rate. While our list doesn’t cover everything that goes into determining how much an influencer might charge, these are some of the factors you can count on to have an impact (we’ll cover more in next week’s edition):

👉Social media platform

Some influencers might charge the same rate for the same type of posts no matter the channel it will be used on, but it’s much more likely that the rates will vary. After all, each social media platform has a different audience type and creator resources vary, too, from platform to platform.

👉Influencer reach

Reach is how many people the influencer has access to from their platform. This is largely based on how many followers or subscribers the influencer has and how many they have the potential to reach. More often than not, the more followers an influencer has, the higher their rates are going to be.

Influencers fall into certain categories based on their reach:

• Nano-influencers: 1,000–10,000 followers

• Micro-influencers: 10,000–50,000 followers

• Mid-tier influencers: 50,000–500,000 followers

• Macro-influencers: 500,000–1,000,000 followers

• Mega-influencers: 1,000,000+ followers

👉Follower engagement

You’ll find that influencer rates fluctuate based on how much engagement an influencer generates on their organic vs. sponsored content. You may think that influencers with more followers are going to get better engagement rates, but that’s not usually the case.

👉 Industry or specialization

Obviously, you’ll want to find an influencer who specializes in the industry you’re in. Would you trust a fitness influencer who suddenly started talking about financial services, especially if they’ve never so much as hinted that finance was an interest of theirs before? Popular niches (beauty and fitness, for example) are going to have more influencers available and the pricing will likely be lower than niches with fewer available influencers.