In-House vs. Agency Influencer Marketing
Sarah Saffari
Founder at InfluencerNexus | Global Influencer Marketing Agency Pioneered By Influencers | Specialized in Instagram, TikTok, and Youtube
Whether you're a burgeoning startup or an established giant, the question of whether to build a DIY influencer marketing strategy or summon an influencer agency to do the job is still one of the most common debates/dilemmas.
So the question remains, what's the right call?
Let's find out.
The DIY Dilemma: The Lone Wolf Approach
Picture this: you, a courageous marketing manager, armed with a laptop and a cup of lukewarm coffee, decide to take on influencer marketing single-handedly. You're convinced that your brand's Instagram account and a handful of Google searches are all you need to conquer the influencer universe. Here's the thing though, the path of DIY influencer marketing is fraught with its own countless pitfalls.
But before getting all "hiring an agency is the way to go" on you, let's explore the benefits of DIY influencer marketing. To be fair, there are numerous strengths of in-house influencer marketing that absolutely should be considered.
Strengths of DIY Influencer Marketing:
And while DIY has its benefits, there are numerous pitfalls that should play a role in the decision-making process:
Pitfall 1: The Wild West of Influencers
In the DIY world, finding the right influencers can feel like searching for a needle in a haystack the size of Texas. You'll come across an array of influencers, from genuine articles to the pretender-grammers with bought followers. And, yes, those influencers who think that a random emoji-laden email is all it takes to secure a partnership.
Pitfall 2: The Budget Black Hole
Let's not forget the notorious budget abyss. You thought you had your costs under control, but suddenly, you're trading your brand's treasure chest for a single sponsored post. Without expert negotiation skills, your finances might end up looking like Swiss cheese. Ouch.
Pitfall 3: Building Ads, Not Stories
Even if Beyonce and Kim Kardashian are your brand's influencers, promoting your brand with creative concepts that are completely incongruent with your brand goals will garner a flopped campaign. And since ad-like campaigns are blocked by consumers at an all-time high right now, building deeply captivating storylines can be incredibly difficult for first-time internal staff.
Pitfall 4: The Compliance Conundrum
Ah, the legal and ethical tightrope of influencer marketing. If you DIY, you risk skipping over disclosure requirements, causing a compliance headache that could cause all sorts of unnecessary legal battles. Yuck.
Hiring an Influencer Agency
Now, let's turn our attention to the benefits of hiring an influencer marketing agency.
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Superpower 1: Influencer Universe Mapping
Agencies have this uncanny ability to pinpoint the perfect influencers who align seamlessly with your brand's ethos and values. Not because of any reason other than reps, massive already-audited influencer rosters, and the knowing of which metrics to scrutinize before even considering influencer partnerships.
Superpower 2: Budget & Negotiation
In the world of agencies, budget negotiations are as smooth as a glass of aged wine. In other words, we know when to splurge and when to save so that your brand is seeing a consistent surge in reach and revenue. Often times, influencers will quote exorbitant prices without any clear metrics to support their pricing model.
These are considered 'red-flag' influencers and good agencies can detect them right away.
Superpower 3: Building Storylines
Assuming that all other variables are perfect— a poor or nonexistent creative concept can make or break a campaign.
How will influencers' audiences remember your brand?
How can we illuminate the unique value proposition of your brand so that it resonates with your demographic?
How can we build this in a fun and entertaining way so that audiences stay interested?
What can we do to ensure that this content seamlessly integrates with ain influencers' already-made content to maintain authentic integrity?
At least with our agency at InfluencerNexus, we have dedicated experts whose sole job is to build exceptional storylines for our clients.
Creative concepts can be the differentiator between consistently expanding reach and revenue or shrinking it for your brand.
Superpower 4: Compliance Charm
Agencies have a knack for wading through the legal swamp. They ensure your influencer campaigns are fully compliant, shielding your brand from any potential legal thunderstorms. And in the ever-changing nature of compliance regulations, hiring an agency means that compliance is guaranteed, regardless of your geography.
Wrapping up
In the battle of DIY influencer marketing vs. hiring an influencer agency, it could be beneficial to run an in-house influencer program if you're willing to endure the learning curve and financial cost/time attached to this learning curve.
But here's the thing: a powerful influencer agency not only has 1000s of already qualified influencers on deck, but they have a team that handles the entirety of auditing, creative concepts, negotiating, contracting, ensuring compliance, and building your influencer team/culture based on your brand goals.
So, it might be time to put down that lukewarm coffee and embrace the power of a seasoned influencer agency that can drive reach and revenue for your brand at scale.
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