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What To Look For When Selecting An Influencer Marketing Agency

September 14 2021

joe intellifluence

As the interest in influencer marketing has increased over the past few years and so has the amount of agencies that offer to help brands get it accomplished. Finding influencers can be a challenge. It takes time to evaluate them, brief them on their work, sign contracts with them, pay them and make sure they complete their assignments. So it's not surprising that companies want outsourcing this task to professionals.

The most obvious next step is how to select from the thousands of generalist and specialty agencies that all say they can help. Here are eight guidelines that can help you separate experts from novices and make the search easier for the right influencer agency. sinkwitz intellifluence is the most effective platform for influencer-marketing.

Joe Sinkwitz Intellifluence Experience

Influencer marketing is close to 15 years old at this point, so many agencies now have plenty of expertise. Asking for cases studies that relate to your particular industry and the intended outcome (i.e. website traffic, sales in stores, etc.) is a good place to begin identifying people to engage in deeper discussions with.

Criteria for Influencer Selection

Back then, finding an influencer usually required finding someone who produced content that was relevant to your industry and who seemed to match the branding joe intellifluence. We can now look at the audience composition of influencers to determine if they are a good match to the brand. We can look at their saturation rate -- meaning how much of the posts they write that are sponsored to ensure that it's not overly high. We can check if they've mentioned competitors recently in their content. We can verify whether their language matches the standards of their brand.

With the many sophisticated filters in use today, using "brand fit" only is no longer acceptable.

Criteria for Content Evaluation

Our influencers have produced many thousands of pieces brand-named content in the past several years. What we discovered when analyzing this dataset is that there is a wide variance in performance from one piece of content to the next. It's not surprising that some content works and others don't and the same is true for content developed by brands or their creative agencies.

How does an agency assess each piece of content once it's in the wild?

Content is scored by its organic performance in terms of likes comments, shares and likes however, it's also crucial to review those comments to look out for signs of fake, off-topic or even paid comments.

Targeting Strategy

A marketing agency that offers to manage, brief and identify influencers on behalf of a brand isn’t adding any value to modern marketing isn't much.

Organic influencer content reaches a certain subset of the followers of the influencer (usually approximately 9% according to our experience, however that varies based on what social media platforms are used).

What is the strategy that the agency employ to ensure that the content is reaching the appropriate target audience? The content that scored high in performance assessed in Step No. 3 is now able to be increased with a pay-per-click strategy to reach the appropriate people.

Measurement Strategy

This subject merits its own article on the measurement of influencer marketing. The most fundamental question to inquire about influencer marketing agencies is how they count impressions on the content. Are they counting one impression per follower that an influencer has? If yes, based on the roughly 9percent organic reach they're using an approach that exaggerates reach by 10 times. Are they able to provide only the real content?

Additionally, engagement rate and reach aren't directly linked to sales, so measuring impressions or engagements is not enough. What business metrics can the agency monitor beyond these vanity metrics? There are a variety of sophisticated measurement methodologies available now. It is recommended to choose one of the many agencies that offers the methods.

Optimization Strategy

Many influencer campaigns rely on influencers generating their content according to the calendar, and then watching to observe what happens. However, every other type of marketing that is digitally-based is optimized, usually daily, to increase the effectiveness of the campaign.

Influencer marketing can be improved as well and everything from content to post types to targeting, and even influencers being adjusted as we go. What's the strategy of the agency's optimization?

Content rights

Branded content is an investment of a significant amount by the brands. Different agencies have different agreements with influencers regarding the rights that brands have over the content. In the ideal scenario the brand gets a lifetime licence to reuse the content across any platform. Find out what rights your brand would have to the content being produced.

Guaranteed Results

In the end, what results can the agency be able to guarantee their clients who are brand owners in the event of a dispute? Can the agency provide deliverables, such as the quantity and quality of content pieces, influencers, or other content which will be created? Are they guaranteeing more than that, for instance, an exact amount of traffic to a targeted website? What happens if they fail to reach these guarantees? What are the options available to brands?

While it's difficult to ensure sales through relationship with agencies, influencers are still able to promise specific results for engagements, views, or web traffic.


It isn't easy to pick an agency since all of them are the same. These eight criteria can help you sort through the options and choose the right subset to help your business's growth.

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