Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Simon Šketa
Source: IAB Slovenia
The dilemma over how to assign proper value to Instagram posts is not something new. I support models that are not just based on the number of followers, because they can be bought and unengaged. In the long run, I think the price should be based on CPM and creative value for the client because they may have the right to reuse content in other channels along with the name of the influencer. Now we are dealing with questions of what is the value of an endorsement from a more or less famous person.
The other day I noticed another article about how the agencies decided to pay for clicks because of the bought reach of some influencers. The debate that stirred up in the comment section brought a range of technical approaches to the price list. And at least from my viewing angle, there is very little talk about value.
Value is, in fact, a combination of a number of factors and, ultimately, the only thing that determines the price. Ask people who are cuing to buy a LV purse or a new iPhone, do they think about whether it will bring them a satisfying number of clicks, or wallet protection? Value is a combination of technological and intangible factors, commonly referred to as a brand. And influencers are a good example of this.
When evaluating the value of influencers, I would consider the following parameters:
Reach (The real reach, of course, or, even more important, reach in a certain target group).
Reach of an individual post (How well does the content match my goals, and what was the response like)
Response to the content (Average and concrete response to the post)
Values and quality of content (Does the influencer reflect my goals and to which extent? Does the content match my expectations in terms of style and quality?)
Je ne sais quoi (What are the general emotions/responses to the creator and their content? Is the creator on the rise or the downhill part of their career <follower growth rate>? Is their communication consistent over time? Will our collaboration ruin it?)
Possible additional promotion (Can we create a story together with the creator that would double the effects of our collaboration?)
In short, emotions are what counts. My emotions, creator’s emotions, user’s emotions, emotions of the general public… As an example, I would highlight the following train of thought. Had, one of the more important creators in space in time, recently published a text in which he says he ISN’T an influencer, and that he has NO paid posts. Would this attract me to publish content with him?
To conclude. The value of the product is composed of quantitative and qualitative parameters. And they form the price. It can be significantly different from case to case. First, it is necessary to determine the true value and how much certain parameters affect it. If we buy oil on the stock market, I will only be interested in the price. If I buy “softer” services, much of my value will be hidden in the previously mentioned “Je ne sais quoi”. I think the influencers are on the scales now, and when assessing their value, one should take into account many parameters before we start to negotiate the price of a post.