Pick me. Choose me. PAY ME.
Sure, that’s not exactly what Julia Roberts said in Notting Hill, but it is the rallying cry of our influencers when new campaigns hit. And believe me, we want to pick you – but we also have had to make some very serious changes to the way we vet the people we recommend to our clients for campaigns.
At Everywhere, we’ve built our business on the relationships we have with influencers and pairing their authentic content with brands. We’ve shared in the frustrations of our influencers when clients opt to use Instagrammers with astronomical reach but comparatively minuscule engagement. Then we, along with the world, watched the rise of fake followers, bots, comment pods, and giveaway loops dilute the value of our most precious commodity: authenticity.
Which means, it’s time for a change.
Thanks to some new tools, we think we have what we need to accomplish just that. And honestly, it’s not going to make all of our influencers very happy.
Our new system is going to help us choose influencers for campaigns based on a few criteria. Of course we’ll still narrow down the pool of applicants based on theme, audience, demographics, location, etc., but now we are also vetting for percentage of fake followers, authentic engagement, and authentic follower size by leveraging Instascreener. Since we also believe in the power of a human touch during the selection process, we consider factors like quality of content, dependability, and how easy the influencer is to work with. (Pro tip: all of our account managers talk to each other, so if you go full-Mariah Carey on one or ghost another, it could hurt your chances for getting picked for future campaigns.)
Once we’ve ranked an influencer according to the outlined criteria, we will give our brands influencer suggestions based on the overall score. This will also helps us determine what payment we can offer influencers based on there authentic following. We cannot rationalize paying for a following that is not real or engagement that is fake – therefore negotiations with our agency are about to get a bit tougher.
Stay true. Stay authentic.
At the end of the day, we want to work with influencers to produce the best sponsored content possible. We want it to resonate, we want it to be successful, and we want influencers to be paid fairly. We will continue to support influencers as we always have, but we have all got to be accountable for the indiscretions that have injured our industry.
If you are an influencer who has participated in some less-than-desirable practices in the past – now is the time to get clean. Our friends at Unilever are cracking down on fake followers and so are we. Maybe in a weak moment, you bought a fake follower or two. We understand. We’ve all fluffed a resume or lied about the weight on our driver’s license. There are tools that can help, and we encourage you to use them should you need a spring-cleaning on your account. You’re also welcome to reach out to us so we can advise you on how to get back on track.