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• Hispanic Heritage Month: How Hispanic Creators are Influencing the Social Media Space

  03 Oct 2022 · 1 min read

  Brands who wish to see greater ROI in their influencer marketing campaigns need to be including Hispanic influencers in the conversation.

  Mauricio Villa

  Hispanic Heritage Month: How Hispanic Creators are Influencing the Social Media Space

  

  It’s Hispanic heritage month in the United States, a time when the nation publicly recognizes the histories, achievements, and contributions of the Hispanic community. Social media has been one of the main platforms for people to share stories that celebrate and amplify Hispanic voices, and it’s easy to see the significant impact that Hispanic influencers have on American culture. According to [reports](https://www.globenewswire.com/en/news-release/2022/02/01/2376893/37163/en/IZEA-Releases-The-2022-State-of-Influencer-Equality.html), Hispanic creators are greatly increasing their share of voice in the social media landscape. More and more Hispanic influencers are joining the conversation online, sharing their personal experiences and cultivating thriving communities on social. Those communities are in turn purchasing more products from brands that partner with Hispanic influencers, especially when content is shared in the audience’s native language. With regard to partnering with Hispanic creators in the United States, it’s extremely important that marketers understand that Hispanic influencers are particularly loyal to the brands they partner with. As such, they’re very selective, only working with brands who align with their values, message, and even language (for example, posting content in both Spanish and English). Because of this emphasis on authenticity and genuine affinity, the ROI of these partnerships tends to be higher because the content resonates more deeply with Hispanic audiences, instilling a sense of loyalty and moving them to action. The influencer marketing industry is reflecting the high potential ROI that Hispanic creators can offer; from 2015 to 2021 sponsored post prices charged by Hispanic influencers [rose 1,365%](https://www.globenewswire.com/en/news-release/2022/02/01/2376893/37163/en/IZEA-Releases-The-2022-State-of-Influencer-Equality.html) from $146 to $2,139, on average. The bottom line? Brands who wish to see greater ROI in their influencer marketing campaigns need to be including Hispanic influencers in the conversation. It’s very clear that social media is an extremely accessible and effective platform for Hispanic people to share their stories in a way that creates authentic connection with others in their communities. It also shines a light on the Hispanic experience for any Americans who may not otherwise have been exposed to their vibrant culture and history. Only positive growth can come from people sharing their stories with the world; Hispanic Heritage month presents us with an opportunity to learn more about and invest in the Hispanic community.

• What brands wish creators knew when pitching partnerships

  19 Sep 2022 · 3 min read

  If you're a creator who's looking to pitch yourself to brands for partnerships, here are a few tips from a former agent to set yourself apart from the pack.

  Ana Thorsdottir

  What brands wish creators knew when pitching partnerships

  

  Take it from someone who worked at a social media marketing agency for years: **There's nothing that can derail a partnership negotiation faster than an influencer who isn't prepared.** After working in Influencer Marketing on the agency side as well as the business development side, I've seen firsthand what strategies work for influencers when they're presenting themselves to brands for partnerships. If you're a creator who's relatively new to pitching yourself to brands in order to secure lasting, valuable, mutually-beneficial partnerships, here are a few tips to get ahead of the competition, and present yourself in the most professional light possible. ### **Know your stats! Data is brand catnip** As the Influencer Marketing industry matures and becomes more accountable, a content creator’s follower number is no longer the only badge of honor. Sure, it’s pretty neat to have a six-figure following and a blue tick, but if your engagement is dropping and your followers aren't interacting with your brand collaborations, it’s of little value to a client. Depending on what the client wants, keep the below in mind and demonstrate your reliability and success when pitching yourself to an agency or brand: * Engagement rate (minimum 2% engagement rate is a good benchmark. If yours is lower, show the statistics below instead, rather than both) * Average reach and impressions for a branded post (take your last 3 collaborations into consideration) * Average story views * Average story actions – swipe ups/clicks * Any previous brand collaboration sales or click-through data (no need to disclose brand names, just verticals) * Example branded content – show off your hard work! It goes without saying the above should be presented in a nicely designed format (what we call a ‘Creator Card’) that’s easy to digest. ### **Audit and curate your content for "brand safety"** Although influencer marketing has progressed greatly as an industry, brands are still very cautious and can be strict when it comes to talent selection. Profanities, insensitivities to marginalized, minority, or LGBTQIA+ groups, excessive nudity, insults to others or any form of "inappropriate" content can be seen as risky content for many brands. Choosing to display this kind of content could narrow the brand deal pool. Make sure you frequently audit your content and be considerate of the brands you’d like to work in the future before posting. If you want to work with a children’s brand or a charity, you will have to be even more cautious with your content from both past and present. ### **‘SEO’ yourself** For brands to be able to discover you through a tech partner like Tagger, they need to be able to see some basic information. If you add keywords for what your content is about in your bio, it’s going to be much simpler and quicker to select you for a potential campaign. Adding a location, email, and anything else that may help brands connect with you is a bonus, too. There are a lot of talented people out there with very vague or completely blank bios which not only doesn't add anything to their artistic aesthetic but also makes it very difficult for brands to find or consider them when they're essentially ‘invisible’ to discovery tools online. ### **Show off with tangible case studies** If you're already running your own business as the talent, why not think like a talent agency? Agencies always provide creds and case studies showcasing their previous work, and so could you. If you show off your past brand collaborations, relationships and any innovative creative work and signing off a project with your name becomes much easier. Whoever you are pitching to, speak their ‘language’, behave like they do when pitching and you will be faced with less obstacles getting to the sign off stage. ### **Platforms can be your portal to brand deals** If you aren’t visible on a platform, you won’t be visible to thousands of brands using them for operational efficiencies. Most premium SaaS platforms do not need you to opt-in unless you are being invited to a campaign by a client. If your contract with the client clearly states how and when they will track content performance, there is no reason to be sceptical about opting into a platform. Do your research on the platforms before you sign up and read their and the client’s T&Cs before doing so. Are they a thought leader in the space? How do they plan to use your data if you have to opt-in and for how long? Ensure the terms protect you as a content creator. ### **Always think about how you can add a little extra value to the partnership** Giving added value to a client will earn you major kudos in the influencer marketing world. Talent negotiations can be notoriously tricky, and most clients still struggle parting with big budgets for content creation. If you can offer one extra post, story, event attendance or anything else as an added value delivery, you are instantly placed in the roster of talent they will want to work with again and again. That doesn’t mean selling yourself short, but rather seeing the value in an ongoing partnership rather than just a one-time monetary exchange, so you can be seen as a long term collaborator, too. ### **Remember: You have a unique POV that can help brands** If you're wanting to uplevel your social presence and make yourself more attractive to brands as a potential collaborator, follow these guidelines when pitching. Remember, you yourself are a brand, and business, as well. If you come to negotiations armed with data, professionalism, and awareness, you're much more likely to secure a high-value partnership.

• The Tagger Influencer Marketing Glossary: All the Terms You Need to Know

  15 Sep 2022 · 3 min read

  A comprehensive glossary that defines and explains all the terms you need to know in social media and influencer marketing.

  Jean Forton

  The Tagger Influencer Marketing Glossary: All the Terms You Need to Know

  

  In the fast-paced world of social media and digital marketing, even the most advanced marketers can use a refresher on terminology. That’s why we’ve put together the ultimate glossary that defines and explains all the most common terms in social media and influencer marketing. ## **Glossary for Influencer Marketers** **Affiliate Marketing**- A method of marketing where a brand compensates third parties to generate traffic or leads for the company’s products or services. **Affinity -** Tagger’s proprietary metric that discovers look-a-like Brands or Individuals. Brand and Individual Affinities are a great way to provide insights into partnership potential. Watch our [video on audience affinity vs. brand affinity](https://www.youtube.com/watch?v=7faVZg9s3cY&ab_channel=Tagger) here. **Algorithm**- A set of rules that defines how data (posts) behaves (populate on IG). In social media, algorithms help maintain order and assist in ranking search results and advertisements **Brand Ambassador:** A person who represents and advertises a company. This person supports the company’s offers and acts as the embodiment of the company's corporate identity through words, actions, social media posts, etc,. **Brand Awareness:** The extent of consumer familiarity with a particular brand, good or service. **Cookies**- Pieces of code that are added to users' web browsers as they visit different websites. Cookies are used to collect data—like the websites the user visited—to help deliver the user the most relevant content to specific audiences. **Creator Economy:** A community of independent content creators (Influencers, writers, bloggers, YouTubers, etc.) and curators who follow their passion, build a following and monetize their skills. **Creator Listening:** Tracking, understanding, and visualizing key conversations in the creator marketplace. Click to learn more about Tagger's Creator Listening engine [Signals](http://www.taggermedia.com/signals). **CPM \[Cost Per Mille/ Cost Per Thousand Impressions\]-** The price of 1,000 advertisement impressions on one web page. **CTR \[Click Through Rate\]-** The percentage of people who click on an element that they have been exposed to (ex. affiliate link, advertisement on a webpage, etc.). **Demographics** * **Influencer Demographics:** Characteristics of influencers like age, gender and cultural backgrounds. * **Audience Demographics:** Characteristics of an audience like age, gender and cultural backgrounds. **Earned Media**- Any media that has been posted about the brand organically. Posts are considered ‘organic’ if the brand did not create or pay the creator for the content. **EMV \[Earned Media Value\]**- The values assigned to the various actions associated with different social media content types (think likes, comments, and shares). **Engagement Rate**- Engagement rates are metrics that track how actively involved with content an audience is. Engaged consumers interact with brands through “likes” comments and social sharing. The engagement rate is a metric often used in analyzing the efficacy of influencers in brand campaigns. **\[Hash\]Tag-** Traditionally called the ‘pound sign’, hashtags are a symbol used before certain words or phrases on social media to identify digital content on a specific topic, and make that topic searchable. **Impressions**- The total number of times a piece of content has been viewed on a screen. **Influencer** - A person with the ability to impact potential buyers of a product or service by promoting or recommending the item(s) on social media. **Influencer Marketing Campaign** - Strategized efforts with influencers to promote a specific company goal, such as raising awareness of a new product. **Influencer Tiers -** How many followers an influencer has determines which tier or category they fall into. An influencer’s tier affects the cost of working with that influencer. \[[Video](https://www.youtube.com/watch?v=x6DGrO4DdOM&ab_channel=Tagger)\] * Nano- <10K * Micro- 10-50K * Mid-Tier- 50-100K * Macro- 100K-1M * Mega/ “Celebrity”- 1M+ **KPIs \[Key Performance Indicators\]**- The measurable outcomes of an influencer campaign. KPI’s in influencer marketing can include engagement, reach and awareness or audience growth. **Mention:** Mentioning or tagging a profile in a piece of content by using the @ symbol * Organic mention: Any mention or tag on within media that was not paid for. * Sponsored mention: Any mention or tag within media that has been paid for by the company or brand. **Outreach:** Pitching your business content to certain influential people who have a strong relationship with your target audience **Paid Media:** External marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. **Post:** Text, photo or video content posted online. **Product Seeding**- A method of marketing where a brand gifts its product to relevant influencers in their industry or niche. The hope is that influencers will post the gifted product and drive their audience to the brand's website and for some, a sale. **Profile:** A page that contains information and posts made by a specific influencer. **Reach**- The total number of people that have seen a piece of content. **ROI \[Return on Investment\]**- A way to evaluate how well an investment has performed by attributing profit and revenue growth to the impact of the marketing initiatives. **ROAS \[Return on Ad Sales\]** - A marketing metric that measures the success of a digital advertising campaign. ROAS helps online businesses evaluate which methods are working and how they can improve future ad efforts. **UGC \[User Generated Content\]:** Original, brand-specific content that is created by customers then published on social media. UGC can include images, videos, reviews, or even a podcast.