New Data From HypeAuditor Reveals That 43% Of Influencers Never Or Rarely Receive A Personalized Message From Brands
In conjunction with the survey, HypeAuditor has also launched a new all-in-one influencer outreach tool to make it easier for brands to communicate with influencers and shared a list of tips to improve their communication methods
37% of influencers receive over 7 partnership proposals from brands each month. Most popular enquiries include free product testings (33%), sponsor posts (31%), and brand ambassador proposals (18%)
38% of influencers would refuse to work with a brand if they have no creative freedom
HypeAuditor, the AI analytics platform for brands seeking fair, transparent, and effective influencer marketing, has released the global results of its “Influencer Outreach Survey,” providing insights into what influencers want to see from brand partners and why they would refuse to work with brands.
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The survey, which polled social media influencers across the globe, showed that 43% of influencers reported to have never or rarely received a personalized message from a brand tailored to their platform. This means in a large proportion of cases, influencers are being approached by brands with generic, cut and paste style messages, without any personalization to them or their platform.
The survey also revealed why influencers would refuse to work with a brand, with the top reasons being that they do not like or value the brand (51%), that they were not happy with the budget (42%), and that they were told exactly what to write with no creative freedom (38%).
When asked what they’d like to see in messages from brands, to make it easier to select potential brand partners, the following top reasons were selected:
- 59% of influencers stated they’d like to see a clear idea of available budgets and expected deliverables
- 61% of influencers want a clear description of the product or service to be advertised
- More than half (51%) asked for information on the company they would be aligning with
Despite the rise of social media talent agencies in the last decade, only 15% of influencers have opted to work with agents. In addition, more than two thirds (67%) of the influencers surveyed that work with agents and talent agencies prefer to be contacted directly by brands. In fact, 40% of all influencers questioned stated that they prefer to be contacted directly on their social platform. Email communications remain the preferred methods by 51% of influencers surveyed.
On average, each month, most influencers (37%) receive one to three messages sent by brands; most enquiries are in relation to free product testings (for 33% influencers), collaboration on sponsor posts (31% influencers), and brand ambassador proposals (for 18% influencers). However, only one to two brands’ enquiries result in paid collaborations for almost 39% respondents.
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“We know that the best brand and influencer relationships are based on authenticity and meaning,” said Alex Frolov, CEO of HypeAuditor. “This research has reinforced that from an influencer perspective, it is so important for brands to strike the right tone in their communication to influencers, prioritizing personalization and clarity above anything else. With our new outreach tool, we’ve made it easier than ever for brands to discover, analyze, and reach out to potential influencers, all in one platform.”
Kami Gray an interior design influencer with a reach of 79.9k Instagram followers, shared her experience when it comes to the lack of personalized messages from brands: “Most of the messages I receive from brands are one size fits all and not at all personal. Brands need to understand that influencers are people, and they need to do a little homework in order to establish a mutually-beneficial relationship,” Gray said. “When brands approach me, I’d like to know that they respect me, my audience, and what I put out in the world. I can help brands reach my audience authentically and turn that engagement into new relationships, fans, followers, and customers — but it has to resonate with my audience, and I know them best.”
To coincide with the launch of the Influencer Brand Survey, HypeAuditor has launched its Influencer Outreach tool, allowing marketers to research and liaise with influencers from within the HypeAuditor platform. Helping to remove friction and increase efficiency for brand marketers, Alex Frolov has also developed these top tips for brands marketers to improve how they communicate with influencers:
- Know your audience and your influencers – use research and insights tools to identify influencers that are relevant to your target audience and also assess the quality of the influencer’s audience, to ensure any budget spent reaches potential customers and not bot accounts.
- Let’s get personal – The majority of influencers share a lot of information about them online, use this to your advantage. Get to know them and personalize your sales pitch according to their likes.
- Clarity is key – ensure you have the important facts in your messages to help influencers make a more informed decision. Details on the product services, timelines, budgets, and expected deliverables should all be listed in the initial outreach
HypeAuditor provides a comprehensive set of tools for brands to discover and analyze influencers on Instagram, TikTok, and YouTube, verify their authenticity, and track the results of influencer marketing campaigns.
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