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The Ecwid E-commerce Show

Mar 11, 2022

In our new episode of the Ecwid Ecommerce Show, we talk to Taylor Lagace, co-CEO of Kynship, an influencer marketing agency. He explains why the “pay for post” method of influencer partnership is often ineffective. He offers a more beneficial approach to marketing with influencers, applicable to all industries and brands.

Identifying Influencers to Partner With

First, Taylor recommends taking 2% of your annual revenue, putting that aside, and being willing to send out your product equal to that amount to influencers for a review.

For identifying influencers, Taylor recommends two free platforms: Brand Collabs Manager by Facebook and the Creator Marketplace on TikTok. 

Reaching out to Influencers

Once you have a list of influencers, reach out to them over direct messages on the platform you're looking to activate them on.

Make sure you let them know that you have no expectation of them to post whatsoever. They act of their own free will under no contractual obligation. 

The Importance of Content Usage Rights

After influencers make posts about your products, you want to make sure you get usage rights on the content they posted.

Collecting Influencer-Created Content

Taylor shares a helpful social listening tool, MightyScout. You can just plug influencer profiles into the platform and all of their content mentioning your brand gets collected even if they don't hashtag or tag you.

Using Influencer Content for Paid Ads

Taylor’s biggest piece of advice is to launch all influencer-made content as paid ads, don't just choose your favorites. Facebook chooses which content gets advertised based on its real-time performance.

Affiliate Programs for Influencers

The next step of working with influencers is onboarding them to your affiliate program.

Then based on organically top-performing affiliates and paid ads, you can start paying people to post. That's the only place the “pay for post” model exists within a profitable influencer marketing program.

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