Avoid Costly Mistakes in Influencer Marketing Due Diligence (8 Steps)

Are you a brand owner or manager looking to work with YouTube influencers? Influencer marketing can be a game-changer, but it’s crucial to do your due diligence. You don’t want to partner with the wrong influencer and damage your brand’s reputation! At Mavic Digital, we’ve put together this definitive guide to help you navigate the world of influencer marketing. We’ll walk you through the essential steps to ensure you choose the right influencers for your brand. Let’s dive in!

Step 1: Define Your Goals and Target Audience

Before you look for influencers, you need to know what you want to achieve. This will help you find the right people to work with. Think about your campaign goals. Do you want more people to know about your brand? Do you want to sell more products? Write down your main goals.

Next, think about your target audience. Who do you want to reach with your campaign? Consider things like:

• • Age: Are you targeting young people, adults, or seniors?

• • Gender: Do you want to reach men, women, or both?

• • Interests: What do your ideal customers like to do? What are their hobbies?

For example, let’s say you have a fitness brand. Your campaign goal might be to increase sales of your new yoga mats. Your target audience could be women aged 25-40 who are interested in yoga and healthy living. Once you have a clear idea of your goals and target audience, you can start looking for influencers who match those criteria. This will help ensure that you partner with people who can effectively promote your brand to the right people.

Step 2: Identify Potential Influencers

Now that you know your goals and target audience, it’s time to find influencers who can help you reach them. Here are some ways to do it:

1. Use Influencer Marketing Platforms 

These are websites that help you find influencers. Two popular ones are HypeAuditor and AspireIQ. On these platforms, you can search for influencers based on things like:

• • Number of followers

• • Location

• • Topics they post about

• • Audience demographics

For example, on HypeAuditor, you could search for fashion influencers with 50,000-100,000 followers who are popular with women aged 18-24.

2. Search for Relevant Hashtags on Social Media 

Hashtags are words or phrases that people use in their social media posts. They help others find content on a specific topic. To find influencers, search for hashtags related to your brand or industry. For example, if you sell eco-friendly clothing, you could search for #sustainablefashion on Instagram. Look at the top posts and see which influencers are creating content that matches your brand. Check if their followers match your target audience.

3. Look at Your Competitors’ Influencer Partnerships 

See which influencers your competitors are working with. They’ve likely already done some research to find good partners. You can usually tell if a post is part of an influencer partnership if it includes a hashtag like #ad or #sponsored. The influencer might also mention the brand in their caption. Make a list of influencers who are a good fit for your brand and have engaged followers.

4. Ask for Recommendations 

Talk to people in your industry and ask if they know any good influencers. They may have worked with someone who would be a great fit for your brand. You can also ask your customers which influencers they follow and trust. This can help you find people who already have a connection with your target audience. As you find potential influencers, make a list of ones who:

• • Have followers that match your target audience

• • Post about topics related to your brand

• • Have an authentic and engaging style

• • Seem to have good relationships with their followers

This list will be a great starting point for your influencer marketing campaign.

Step 3: Analyze Influencer Metrics

After you make a list of potential influencers, you need to look at their metrics. Metrics are numbers that show how well an influencer is doing.

Here are the main metrics to check:

1. Follower Count 

This is the number of people who follow the influencer on social media. It shows how many people the influencer can reach. For example, let’s say you’re considering two influencers for your campaign:

• • Influencer A has 100,000 followers

• • Influencer B has 50,000 followers

Influencer A can potentially reach more people because they have more followers.

2. Engagement Rate 

This metric shows how many people interact with the influencer’s posts. Interactions include likes, comments, and shares. To calculate an engagement rate, divide the total number of interactions by the number of followers. Then multiply by 100 to get a percentage. Let’s compare two influencers:

• • Influencer A gets an average of 1,000 likes and comments per post. They have 100,000 followers. Their engagement rate is (1,000 / 100,000) x 100 = 1%

• • Influencer B gets an average of 2,000 likes and comments per post. They have 50,000 followers. Their engagement rate is (2,000 / 50,000) x 100 = 4%

Even though Influencer B has fewer followers, its audience is more engaged. This suggests that their followers are more interested in their content and more likely to interact with it.

3. Audience Demographics 

Demographics are characteristics of the influencer’s followers, like their age, gender, and location. Make sure the influencer’s audience matches your target audience. If you’re trying to reach young women in the United States, an influencer with a large male following in Europe may not be the best fit.

4. Content Quality 

Look at the influencer’s posts and evaluate their quality. Do they put effort into creating original, engaging content? Are their photos and videos high-quality and professional-looking? High-quality content is more likely to capture people’s attention and make them interested in your brand.

5. Brand Alignment 

Make sure the influencer’s values and style match your brand. You want an influencer who is a natural fit for your company. For example, if you’re a luxury fashion brand, an influencer who usually promotes budget clothing may not be the best choice. Their followers might not be interested in or able to afford your products. On the other hand, an influencer who regularly showcases high-end fashion and talks about the importance of quality and craftsmanship would be a great match. In summary, here are the key metrics to look at:

Metric	Why It Matters
Follower Count	Indicates the influencer’s reach
Engagement Rate	Shows how engaged their audience is
Audience Demographics	Ensures their audience matches your target
Content Quality	Reflects the influencer’s creativity and production value
Brand Alignment	Determines if the influencer’s values align with your brand

To analyze these metrics, you can use tools like:

• • Social Blade: Shows data on followers, engagement rates, and growth over time

• • Ninjalitics: Provides detailed analytics for Instagram influencers, including audience demographics and post-performance

Step 4: Check for Red Flags

Not all influencers are created equal. Some may have fake followers or engage in unethical practices. Here are some red flags to watch out for:

• • Sudden spikes in follower count

• • Low engagement rate compared to follower count

• • Spammy or irrelevant comments

• • Inconsistent posting frequency

• • Controversial or offensive content

If you notice any of these red flags, it’s best to steer clear of that influencer. Tip: If you need help navigating the world of influencer marketing, Mavic Digital is here to help! Our team of experts can manage your influencer campaigns from start to finish.

Step 5: Evaluate Brand Alignment

It’s important to partner with influencers who align with your brand’s values and aesthetic. Take a close look at the influencer’s content and ask yourself:

• • Does their content style match my brand’s tone and voice? If your brand is fun and playful, the influencer’s content should also be fun and playful.

• • Have they worked with similar brands in the past? If you sell sports gear, look for an influencer who has promoted other sports brands before.

• • Do they have any controversial opinions or behaviors that could reflect poorly on my brand? Avoid working with influencers who have a history of saying or doing controversial things.

Imagine your brand as a person. The influencer you choose should feel like a friend who fits well with your brand’s personality. Examples can help make this clearer:

• • If you have a makeup brand that focuses on natural beauty, partner with an influencer known for their fresh-faced, minimal makeup looks.

• • If you sell eco-friendly clothing, collaborate with an influencer passionate about sustainable fashion and living a green lifestyle.

You want to partner with influencers who are a natural fit for your brand.

Step 6: Reach Out and Negotiate

After you find influencers who fit your brand, it’s time to contact them and discuss a potential partnership. Here are some key things to do:

1. Personalize Your Message

• • Show that you’ve researched the influencer and appreciate their work

• • Mention specific posts or campaigns that caught your attention

Example: “I loved your recent video about eco-friendly fashion tips. Your content aligns perfectly with our sustainable clothing brand.”

2. Clearly Explain Your Campaign

• • Tell the influencer about your brand and what you’re looking to achieve

• • Be specific about what you want them to do (e.g., post a photo, create a video, attend an event)

Example: “We’re launching a new line of organic cotton t-shirts and we think your audience would love them. We’re looking for influencers to post photos wearing our shirts and share their honest thoughts.”

3. Ask for a Media Kit and Rates

Example: “Could you please send over your media kit and rates for sponsored posts? We’d love to learn more about your audience and see if we can work together within our budget.”

4. Negotiate Terms

• • Discuss the specifics of the partnership, such as deadlines, payment, and content approval process

• • Be open to the influencer’s ideas and feedback

Example: “We’re open to a long-term partnership with multiple posts over the next three months. Can you provide a package rate for this? We’d also love to hear your creative ideas for showcasing our products.”

5. Get It in Writing

• • Once you’ve agreed on the terms, put everything in a contract or agreement

• • This should include details like deliverables, timeline, payment, and any content guidelines

Example: “Attached is the contract outlining our partnership. Please review and let me know if you have any questions. Once signed, we’ll send over the products and look forward to seeing your content!”

Sample Outreach Format

Here’s a sample outreach message format: Subject: Collaboration opportunity with [Your Brand] Hi [Influencer Name], I hope this message finds you well! I’m [Your Name] from [Your Brand]. I recently came across your [social media platform] profile and I’m a big fan of your content. Your post about [specific topic] really resonated with me. At [Your Brand], we [brief description of your brand/products]. We think your audience would love our [specific product] because [reason]. We’re currently looking for influencers to collaborate with on our upcoming campaign. The campaign involves [brief description of campaign and deliverables]. If this sounds like something you’d be interested in, we’d love to see your media kit and rates. We’re also open to hearing your ideas for how we could work together to create engaging content for your audience. Please let me know if you have any questions or if you’d like to hop on a quick call to discuss further. Looking forward to the possibility of working together! Best, [Your Name] Remember, influencers are professionals and should be treated as such. Be respectful, clear, and open to their ideas. Building strong relationships with influencers can lead to successful partnerships that benefit both parties.

Step 7: Track and Measure Results

Congratulations, your influencer campaign is live! But your work isn’t done yet. It’s crucial to track and measure your campaign’s results. Here are some key metrics to monitor:

• • Engagement rate (likes, comments, shares)

• • Click-through rate (if using trackable links)

• • Sales or conversions (if applicable)

• • Brand sentiment (via social listening tools)

Use these metrics to evaluate the success of your campaign and inform future partnerships. Tip: Need help measuring your influencer campaign’s ROI? Mavic Digital offers comprehensive reporting and analytics to help you track your success.

Step 8: Nurture Influencer Relationships

Influencer marketing is all about building relationships. Don’t view your influencer partnerships as one-and-done deals. Instead, nurture those relationships over time. Here are some ways to do it:

• • Engage with the influencer’s content regularly

• • Send personalized thank-you notes after campaigns

• • Invite them to exclusive brand events

• • Offer long-term partnerships or ambassador programs

You’ll create a network of loyal brand advocates by building strong relationships with influencers.

Why Due Diligence Matters in Influencer Marketing?

Suppose, you’ve invested a significant portion of your marketing budget into an influencer campaign, only to discover that the influencer’s following largely comprises bots or fake accounts. This scenario underscores the importance of thorough due diligence. Without proper vetting, you risk partnering with influencers who may misrepresent their reach, engage in unethical practices, or simply fail to resonate with your target audience. The consequences can be severe, ranging from wasted resources to a tarnished brand reputation. On the flip side, a well-executed due diligence process (that we’ve outlined) can show you a world of opportunities, ensuring that your brand collaborates with genuine, influential voices that can effectively amplify your message and drive tangible results.

Real-Life Examples of When Due Diligence Paid Off (or Didn’t)

To truly appreciate the significance of due diligence, let’s examine some real-life examples that illustrate the consequences of thorough vetting – or lack thereof.

The FTX Debacle: A Cautionary Tale

The collapse of the cryptocurrency exchange FTX serves as a sobering reminder of the risks associated with influencer partnerships without proper due diligence. FTX had secured multi-million dollar endorsement deals with high-profile celebrities and influencers, including Tom Brady, Stephen Curry, and numerous content creators. However, when the company filed for bankruptcy and allegations of fraud surfaced, these influencers found themselves in a precarious position, facing backlash and scrutiny from their audiences. Many were forced to retract their endorsements and issue public apologies, highlighting the potential reputational damage that can arise from partnerships without appropriate vetting.

Alo Yoga and Dana Falsetti: A Lesson in Contract Clarity

In late 2017, a legal dispute erupted between yoga apparel brand Alo Yoga and influencer Dana Falsetti (@nolatrees). Falsetti had filmed yoga videos for the online platform Cody, which was later acquired by Alo Yoga. When Falsetti learned her content was now owned by Alo, a brand she felt didn’t align with her values of body positivity and inclusivity, she asked for her videos to be removed. Falsetti also posted about her grievances on Instagram. In response, Cody filed two lawsuits against Falsetti, alleging breach of contract and making false statements. The lawsuits were eventually settled out of court in 2018. The lawsuit between Alo Yoga and influencer Dana Falsetti (@nolatrees) underscores the importance of clear contracts and mutual understanding in influencer partnerships. This case highlighted the need for well-defined contracts that outline expectations, deliverables, and rights for both parties. It’s a cautionary tale about the potential legal pitfalls and misunderstandings that can arise without proper due diligence and clear contractual agreements.

The Role of Influencer Marketing Agencies

While navigating the due diligence process can be difficult for brands, influencer marketing agencies can prove invaluable partners in this endeavor. These agencies specialize in vetting influencers, negotiating contracts, and managing campaigns from start to finish. Mavic Digital, with its expertise in influencer marketing and content creation, is well-equipped to guide brands through the due diligence process, ensuring a seamless and successful campaign execution. Agencies like Mavic Digital can access advanced tools and resources for audience analysis, sentiment tracking, and influencer vetting. We also possess a deep understanding of industry best practices, legal considerations, and emerging trends, which helps to provide valuable insights and recommendations throughout the due diligence process.

Conclusion

Influencer marketing can be incredibly effective, but it requires due diligence. You can find the right influencers for your brand and create campaigns that drive real results by following these eight steps we outlined in this article. Remember, the key is to be strategic and authentic. Don’t just chase after the biggest names or the cheapest rates. Look for influencers who genuinely align with your brand and can create compelling content that resonates with your target audience. And if you need help along the way, Mavic Digital is here to be your partner in influencer marketing. Our team of experts can handle everything from influencer identification to campaign management to performance tracking. Let us help you take your influencer marketing to the next level!