Influencer Marketing

Long time gone when influencer marketing was limited to celebrities and a few dedicated bloggers. Today there are lots of different influencer types – from mega to nano, from fashion to food & drink you can collaborate as a business.

Free and paid influencer finding tools make it easier for brands to find the right influencers that are best fit to their values, products, and services.

Why Work with Influencers?

• According to Influencer Marketing Hub 2021 benchmark report, an overwhelming 90% of survey respondents found influencer marketing an effective form of marketing (Influencer Marketing Hub, 2021)
• 89% of marketers found influencer marketing effective, and 42% considered it as their top ROI generating marketing strategy (Social Publi, 2020)
• 60% of Mediakix’s surveyed marketers found influencer generated content performing better than brand content (Mediakix, 2019)
• Mediakix also found that 69% of marketers were planning to increase their influencer marketing budget in 2020
• 90% of surveyed marketers by Social Publi responded that their influencer marketing results have been good or better than pre-COVID (Social Publi, 2020)

Types of Influencers

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• Mega-influencers:

Superstars and celebrities known from the entertainment world of film, sports, music etc. and have millions of followers from all over the globe.

• Macro-influencers:

Their follower base is between 100k and 1 million.

• Micro-influencers:

Micro influencers are everyday people with large follower base between 10k and 50k. Micro-influencers have smaller follower base compared to mega or macro influencers, but their authenticity is high.

• Nano-influencers:

Influencers with 1k – 10k followers. These influencers are often expert of a particular field. As a result, they have stable and loyal follower base and high engagement rate.

(Influencer Marketing Hub, 2020)

Other Types of Influencers

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• Industry specialists/industry celebrities

Neil Patel is a specialist in digital marketing while Elizabeth Stewart is a stylist of A-List actresses such as Cate Blanchett, Julia Roberts and Viola Davis just to name a few.

Industry influencers have high topic relevance and are extremely influential in a specific category. (Topkin, D., 2021)

• Journalists or media personalities

These types of influencers can be reached via PR. It means your business needs to hire someone with relevant relationships to reach out journalists and media personalities. To reach them, you will need to deliver exclusive information that have real value to drive audience to their channels. – explains Dayne Topkin content professional at HubSpot Academy. (Topkin, D., 2021)

• Local influencers

Local influencers are regionally influential. These influencers can be local news figures, local spots, or even influential local businesses or brands. If you have a local business, you might want to work with these influencers to reach out local audience. (Topkin, D., 2021)

Influencers Based on Content Niche

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If your business needs an influencer with a specific niche, these influencers could be the best choice.

These influencers are specialised in a particular field, such as fashion, food & drink, or parenting and reach out specific niches or sub-niches.

There are tons of influencers specialised in a particular topic out there. Here are some of the most popular.

Gamers

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Gamers often live stream their games on social media platforms like Twitch or YouTube. Games can have millions of followers who want to learn more about gaming or a specific game or simply want to improve their gameplay.

Apart from games and game related products, gamers often work in partnership with food brands and beverages. (Influencer Marketing Hub, 2020)

Fashion Influencers

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Fashion influencers focus on clothes and accessories, such as jewellery and watches. They often share product reviews, unboxing videos, and fashion tips. (Influencer Marketing Hub, 2020)

Parenting Influencers

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Parenting influencers share useful tips, success and failures of parenting. They can cover a wide range of product from baby clothes to mom-to-be fashion. (Influencer Marketing Hub, 2020)

Sport and Fitness

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These types of influencers can cover a wide range of different niches, such as yoga, extreme sports, running, weight loss etc.

Typically, they promote healthy food and drink brands, and anything related to the wellness and health industry, for example workout programs or diet programs. (Influencer Marketing Hub, 2020)

Blogger and Vloggers

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They produce high quality contents and usually have large follower base. Apart from producing SEO friendly contents, they often run their own ads on social media that drives great traffic to their websites.

Bloggers and vloggers are perfect for brands looking to build brand awareness, boost website traffic, and improve their sales. (Influencer Marketing Hub, 2020)

Top Influencer Marketing Channels and Content Types

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The most popular social channels for influencer marketing:

1. Instagram: 89%
2. YouTube: 70%
3. Facebook: 45%
4. Blogs: 44%
5. Twitter: 33%

(Mediakix, 2019)

Image Source – Mediakix

The same survey for Mediakix revealed the least important social media channels for influencer marketing. These are:

1. Snapchat (62%)
2. LinkedIn (55%)
3. Twitch (48%)

Image Source – Mediakix

The top 3 post types are:

1. Instagram post (78%)
2. Instagram Story (73%)
3. YouTube video (56%)

Image Source – Mediakix

Social Publi’s survey shows that 96% of marketers consider Instagram as a preferred platform for influencer marketing. (Social Publi, 2020)

What Makes a Quality Influencer?

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Finding the right influencer is a challenge. If you are not sure where to start finding influencers the best fit to your business, start from asking yourself what is your goal you want to reach? Are you looking to increase your followers base? Launch and promote new product/service? Boost sales?

A quality influencer is much more than someone with large follower base and great engagement rate.

To find the right influencers to your brand, answer these questions:

1. Do they have reasonable knowledge of your industry?

If the influencer has nothing to do with your industry or does not have enough knowledge, they will not be able to deliver the right message to their audience, and your collaboration may end up in failure.

Influencers specialised in a particular topic is an emerging trend. Those who have polished their expertise in a specific niche could reach and nurture a more specific audience your brand could benefit from. (Influencer Marketing Hub, 2020)

2. What engagement rate their posts have? Do they share quality posts?

Take some time and check the posts and stories they share. Do they deliver the quality you are looking for?

Read through some comments on their recent posts to make sure their engagement is what you like to see for your brand. (Influencer Marketing Hub, 2020)

3. Do their target audience match yours?

If your target audience do not match, the influencer will have hard times to get the desired response to your brand message. (Influencer Marketing Hub, 2020)

4. Does the influencer use the platform your brand uses?

If you are a B2B business, you might want to consider finding influencers on LinkedIn. If you are a B2C business and your audience loves stunning images, Instagram or Pinterest could be a great fit. If you have a younger audience, you might want to consider finding Tik Tok influencers. (Influencer Marketing Hub, 2020)

5. Do your goals match?

If you are looking to increase sales, nano or micro influencers could be the right choice as their engagement rate is very high. If your goal is to increase brand awareness, macro influencers with large follower base could be the most beneficial for your brand. (Influencer Marketing Hub, 2020)

6. What’s your budget?

Influencer fees are vary depending on what type of influencers you are looking to work with (mega, macro, micro, nano), what channels they are using, whether they are specialised in a particular field, what type of and how many contents you want them to create, and the list goes on. (Influencer Marketing Hub, 2021)

The Biggest Influencer Marketing Challenges

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1. Influencer Fraud

According to Social Publi, influencer fraud is the No. 1 challenge marketers face. (Social Publi, 2021) In 2020, 68% of surveyed marketers responded they had experienced influencer fraud. – says Influencer Marketing Hub in their recent article. (Influencer Marketing Hub, 2021)

To identify fake influencers, there are tons of influencer tools available online.

Infludata.com for example offers influencer quality analysis, while influence.co allows its users to find influencers who have worked with a brand before by simply entering the brand’s name. In addition, on influence.co every influencer has a profile showcasing which brand they have already worked with as well as a downloadable media kit about each influencer, plus a detailed report on their activities as an influencer (for example, how they are reaching with their posts, top cities etc.)

Socialbakers.com automatically detects anomalies in influencer metrics to identify fake influencers.

Find about influencer finding tools at the end of this article.

2. Rising Fees

The most popular celebrities, such as Kyle Jenner can easily charge $1 million for a single post on Instagram. (Z., Mejia, 2018)

You do not have to go that far, however, to reach your influencer marketing goals. Working with nano or micro influencers is a great way if you have a tight budget or just have started working with influencers.

Influencer Marketing Hub’s recent survey found that the most common type of influencer payment is free product samples. (Influencer Marketing Hub, 2021)

At the same time, nano influencers engagement rate is much higher than any other influencer groups: 7%, reported Social Media Today in one of their recent articles. (A., Hutchinson, 2021)

Other reasons you should work with nano and micro influencers:

• They have close relationships with their community. It means, they participate in conversations, answer questions and direct messages.
• Nano influencers feels more like friends to their followers which makes them trustworthy.
• Many of them are specialised and are an expert in a particular field. They work with brands they know and love, which means they might already have previous knowledge of your brand. As a result, they can knowledgeably talk about your products or services and represent it with love and care.

(A., Hutchinson, 2021)

3. Building Long-Term Relationship Rather Than One-Off Campaigns

In 2021 influencer marketing trends show that influencer marketing is no more a “one-off” strategy. Marketers have become aware that reaching their marketing goals takes time. One influencer post or a couple of Instagram story will not necessarily have instant impact.

Plus, working with an influencer in a long-term basis can increase their reach and brand loyalty. – explains Afluencer in one of their articles from 2020. (M., Sid, 2020)

4. Rewarding Your Influencers

There is no rules or guidelines on how to reward an influencer. It all depends on their follower base, engagement rate, their audience, the content type you want them to produce, and the number of contents, the influencer’s personal preferences and the list goes on.

The most common types of rewards:

1. Free products (typically nano and micro influencers)
2. Commission from the number of sales their contents generated
3. Flat fee (typically macro and mega influencers)

(K., Baker, 2020)

I will cover deeper how to negotiate with influencers and their rewards later in this article.

Top 5 Goals of Influencer Marketing  

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Before you start working with influencers, it is essential to clarify your goals. Here are the top 5 goals brands determine in their influencer marketing campaigns according to Bigcommerce (R., Bailis, 2019):

1. Brand Awareness

This is measured by impressions, likes, shares, comments etc.

2. Reach New Audience

Influencers can share their data (age, gender, geographics, interest etc.) to make sure your brand is reaching the right audience through influencer posts.

3. Generate Sales

This can be measured by using and tracking custom links, landing pages or discount codes.

4. Improve Brand Advocacy

Influencers can have word-of-month conversations of your brand, products, or services.

5. Lead Generation

Data such as names and email addresses can be collected through subscriptions, giveaway entries or account setups.

Changing Trends

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Long-Term Relationships Instead of One-Off Posts

2021 will see brands and influencers joining together for long-term relationships instead of ‘one-off’ projects. (Influencer Marketing Hub, 2021)

This is because brands have become aware that sales takes time even for influencers with the most engaged followers. A single post or a couple of Instagram stories are simply not enough to reach the desired impact on sales.

On the other hand, building a long-term relationship helps create a win-win relationship with the influencer and increases not only reach, but also brand loyalty. (M., Sid, 2020)

Performance-Based Influencer Marketing

As long-term partnerships will increase between influencers and brands, performance-based influencer marketing will more likely rise. It means, influencers will be rewarded based on a number of clicks, sales or subscriptions they generated with their posts instead of receiving a flat payment per post.

This change in influencer marketing will lead us to more detailed influencer contracts that better protect both the brand and the influencers. According to Afluencer, many influencer work without proper contract these days which is risky because they can easily find themselves being scammed. (M., Sid, 2020)

Employees as Influencers

Sociabble found that contents shared by employees rather than the brand receive 8x more engagement. (Sociabble, 2019)

Influencer marketing will see more authentic content in 2021. This is simply because consumers are more sensitive to artificially created brand messages. Consumers want authentic content without looking too sponsored. And who could be more reliable on showing what’s going on behind the scenes than employees?

Influencers Specialised in Particular Fields

Celebrities often tend to promote everything from shoes to drink to furniture.

Some influencers, however, have started to specialise themselves in one or more particular fields. Some of them have different social media accounts to reach different specific niches. (M., Sid, 2020)

Businesses who are in the frontline on influencer marketing have already started working with specialised influencers.

Specialised influencers are predicted to become more sought after by brands in the near future because they can reach a precisely targeted audience, thus will likely get better results in their influencer marketing efforts. (Influencer Marketing Hub, 2021)

Rise of Nano and Micro Influencers

Nano influencers are influencers between 1K-10K followers.

Micro influencers are influencers with 10K-50K followers.

Despite of their smaller follower base, nano and micro influencers can be highly valuable for businesses because these influencers have the highest engagement rate (7%) among all of the other influencer groups. (A., Hutchinson, 2021)

This is the reason why more and more businesses turn to nano and micro influencers in 2021. These influencers are perfect for small businesses with limited budget to reach local audience in an affordable price.

Nano and micro influencers often happy with receiving gift cards, product samples, complementary tickets to services instead of monetary compensation for their social posts. (Influencer Marketing Hub, 2021)

Here’s the average payment for nano and micro influencers on the mayor social media platforms in 2021 (Influencer Marketing Hub, 2021):

Instagram

Nano-influencers: $10–$100 per post

Micro-influencers: $100–$500 per post

YouTube

Nano-influencers: $20–$200 per video

Micro-influencers: $200–$1,000 per video

Tik Tok

Nano-influencers: $5–$25 per post

Micro-influencers: $25–$125 per post

Twitter

Nano-influencers: $2–$20 per post

Micro-influencers: $20–$100 per post

Facebook

Nano-influencers: $25–$250 per post

Micro-influencers: $250–$1,250 per post

Tik Tok Will Rule

Influencer Marketing Hub says in their 2021 benchmark report: “There has been a colossal increase in Tik Tok influencer marketing.” (Influencer Marketing Hub, 2021)

A streaming analytics provider, Conviva recently published their latest benchmark and strategy report on Tik Tok. (Conviva, 2021) In the report, they measured 900 Tik Tok accounts and found they gained 64K new followers in 2020.

In 2020 video contents saw a massive explosion thanks to pandemic. As a result, video sharing platforms like Tik Tok and new social media features like Instagram Reels saw stellar growth.

Big brands are already on Tik Tok, so are celebrities and influencers.

Afluencer collected 9 big Tik Tok influencers from travel to health & fitness to watch out in 2021. (N., Weber, 2021)

Influencer Collaborations

Influencer marketing trends in 2021 will see more collaborations between influencers. M., Sid, 2020) We will likely see ‘influencer marketing houses’ with influencers under one roof working in collaboration.

Authenticity Will Be More Important Than Ever

Consumers have become smarter. They can easily filter out too cinematic messages influencers create when working for a brand. That’s why authentic content will be more important than ever in 2021 and beyond.

What does it all mean?

It means that instead of the standard posts modelled after TV ads, influencers will come up with Q&As or videos about what they like and – this is very important too – what they dislike about the brand’s product or service.

Brands will seek communicators instead of just advertisers. Honest reviews build trust between influencer and their followers which will build trust towards the brand the influencer is working with. (Influencer Marketing Hub, 2021)

Mature Influencers

When it comes to influencers we associate to teens and young adults. Influencers, however, are no longer restricted to certain age groups.

Today many of the elderly own smartphone and laptop and are active users of social media. Influencer marketing is predicted to see more mature and senior influencers in the future. – says the Forbes (E., Tabor, 2021)

Mediakix collected the top 10 elderly influencers currently dominating Instagram. (Mediakix, 2020)

Live Shopping Events

With users spending hours and hours consuming video contents and follow live stream every day, live shopping events are becoming the next emerging social media trend in 2021 and beyond. – points out the Forbes in their recent article. (E., Tabor, 2021)

Live shopping events let influencers connect their audience in real time, build trust and help build confidence in choosing the right product. Live shopping events also perfect for new product launch to let your fans the first to know about your newest products as a brand.

Amazon, for example launched Amazon Live last year; a platform where influencers can bring their product picks to life by live promotions and live chat. The live stream appears on the influencer’s shopfront and the influencer earn commission after sales generated. (T., Jones, 2020)

Instagram’s Live Shopping feature allows users to tag up to 30 products before going live and pin one product at a time during live stream to highlight the product features, demonstrate how to use it or give review. You can tag products from your Instagram Shop, so you have to have an Instagram Shop set. (Instagram, n/a)

Paid Advertising

Brands can no longer rely on organic posts to reach audience on Facebook as algorithms now prioritise contents from friends and family to businesses.

To make the most of influencer marketing, some brands have started learning how to amplify influencer posts by paid adverts. (Influencer Marketing Hub, 2021)

Writing an Influencer Brief to Introduce Your Brand

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When you have found the right influencer to work with, make sure you introduce them your brand and its values.

Put together an influencer brief beforehand that you can send out to the influencers to make sure they understand your company values, tone of voice, branded hashtags to use and so on. In this way, the influencers will have a clear guide in hand that can help avoid misunderstanding.

Here are what an influencer brief should contain (C., Bellanger, 2019):

• Value Proposition

Why should the influencer work with your brand? What can you offer in return for their efforts?

• Some Background Info

If the influencer has never heard about your brand, tell them who you are, what is your mission, what are your brand values etc.

• Give Product Details

Provide some general information about your products or services you want the influencer to promote.

• Explain Your Campaign

Make sure you clearly explain what your campaign will be about and what are your goals with the campaign to avoid misunderstanding.

• Share Expectations

Make your expectations clear and easy to understand. This helps you build a healthy long-term relationship in which both party is happy and expectations meet.

• Lay Down Do’s and Don’ts

This can contain literally anything you feel important. From how your product should appear in an image, words and phrases you want the influencer to include in the post or hashtags you do not want to see in the post under any circumstances.

Be as clear as possible.

• Use Visuals as Example

It is easier for the influencer to understand what your brand is about if you include some images (even from previous campaigns) or a mood board in the influencer brief as an example. This helps the influencer visualise how the posts they will share should look like.

• Set Deadlines

Make sure you let the influencer know the timeline. When do you expect them to send you the drafts, share the posts etc.

• Payment and Regulations

This includes whether the influencer need to send you the contents to be approved, how to submit contents, what documents needs the influencer to provide, when and how they will be paid, and the list goes on.

How to Negotiate with Influencers

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This is a hot topic as there are no rules for this. The most important thing is to build a win-win relationship that makes both party happy and that nurture your long-term relationship.

It depends on the influencer’s own preferences but according to HubSpot’s recent article the most common types of rewards(K., Baker, 2020):

1. Free products (typically nano and micro influencers)
2. Commission from the number of sales their contents generated
3. Flat fee (typically macro and mega influencers)

In order to better understand influencer payment let’s see some of the most important components that determine influencers’ cost:

1. Follower Base and Engagement Rate

The more followers and the higher engagement rate the influencer has, the higher the price. An influencer with 1M followers could charge $25,000 or even more per post. – states WebFX in their recent survey. (WebFX, 2021)

2. Industry or Specialisation

Top industry influencers such as fashion, beauty or fitness receive lots of requests, thus can ask for a higher price.

3. Location

Influencers living in big cities like London or New York will likely work for higher price. (A., Nguyen, 2020)

4. Type of Content

Type of content will also have an impact on the price. For example, writing a blog post takes more time and energy compared to creating an Instagram Story that can be put together in minutes.

Will you provide the sources for the content or will it be the influencer to do their own search? The more time and energy the content requires to make, the higher the price will be. (Influencer Marketing Hub, 2021)

5. Time of the Year

During busy times like Summer or holiday season like Christmas, influencers are busier. This can increase their price. (A., Nguyen, 2020)

6. Exclusivity

If you want to build a long-term relationship with an influencer, you might want to ask them not to work for your competitors for a certain period of time. If this is the situation, you should include this in the influencer contract. Influencers, however, work for money, so you have to offer compensation for this. (Influencer Marketing Hub, 2021)

Influencer Marketing Hub (2021) has a useful list of the average prices of different types of influencers based on different channels:

Instagram

Nano-influencers: $10–$100 per post

Micro-influencers: $100–$500 per post

Mid-tier influencers: $500–$5,000 per post

Macro-influencers: $5,000–$10,000 per post

Mega-influencers: $10,000+ per post

Celebrities: Varies, but $1+ million isn’t unheard of

YouTube

Nano-influencers: $20–$200 per video

Micro-influencers: $200–$1,000 per video

Mid-tier influencers: $1,000–$10,000 per video

Macro-influencers: $10,000–$20,000 per post

Mega-influencers: $20,000+ per post

TikTok

Nano-influencers: $5–$25 per post

Micro-influencers: $25–$125 per post

Mid-tier influencers: $125–$1,250 per post

Macro-influencers: $1,250–$2,500 per post

Mega-influencers: $2,500+ per post

Twitter

Nano-influencers: $2–$20 per post

Micro-influencers: $20–$100 per post

Mid-tier influencers: $100–$1,000 per post

Macro-influencers: $1,000–$2,000 per post

Mega-influencers: $2,000+ per post

Facebook

Nano-influencers: $25–$250 per post

Micro-influencers: $250–$1,250 per post

Mid-tier influencers: $1,250–$12,500 per post

Macro-influencers: $12,500–$25,000 per post

Mega-influencers: $25,000+ per post

Influencer Networks and Finding Tools

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The easiest way to find influencers and get to know more about them is using influencer finding tools. There are tons of online tools both free and paid. Here are some of them:

https://app.infludata.com

Social Media Channels

Instagram, TikTok, Twitter, YouTube, LinkedIn, Snapchat

Pricing

• Free plan
• Pros: Micro & macro influencers; unlimited search requests; search by country, city, followers, keywords and gender; specific keyword search; influencer quality analysis; shows similar influencer accounts
• Cons: 20 results shown; no emails shown; no brand search; no influencer & campaign tracking; no audience report; no collections; no favourites; no CSV exports; no audience analysis

• Advanced (perfect for start-ups and marketers) £149.00/month
• Pros: Micro & macro influencers; unlimited search requests; unlimited results shown; influencer tracking (max. 5); campaign tracking (only 1); favourites; emails available; private notes & ratings; audience analysis
• Cons: No brand search; max. 3 collections; max. 100 user per collection; no CSV exports

• Professional (perfect for agencies and brands) £249.00/month
• Pros: Full service; 24/7 support via email, phone & Whatsapp
• Cons: Influencer tracking: max. 20 influencer included

https://influence.co/

Social Media Channels

Instagram, Facebook, Twitter

Pricing

• Business Basics Free plan
• Pros: Basic & advanced search; unlimited search; find influencers with Amazon Shop Storefronts; find influencers who have worked with a brand by entering brand name; find influencers by username
• Cons: Only 3 influencer lists; 50 results per search; standard demographics

• Pro (If you have a team, do work for multiple clients, or need to run multiple campaigns at once) Need to contact them for price
• Pros: Unlimited influencer lists; unlimited results per search; advanced demographics; unlimited campaigns; campaign reports; team members can be added; leads sourcing; downloadable media kit about influencers; downloadable demographic report; post price per influencer
• Cons: Only shows influencers who are registered on influence.co; no CSV exports

Influence.co Chrome Extension

https://influence.co/go/engage

Social Media Channels

All

Pricing

• Free
• Pros: Search influencers by simply writing keywords and social media name in search bar
• Cons: Have to filter search results manually to find the most relevant ones

https://app.buzzsumo.com

Social Media Channels

Instagram, Twitter & authors on the web

Pricing

• Pro £99/month (20% OFF if paying yearly)
• Pros: Unlimited monthly search; 1 year of data; 5 users; trending feeds; content analysis report; domain reports; backlinks
• Cons: Only 5 projects; no YouTube analyser; no question analyser; no top author search

• Plus £179/month (20% OFF if paying yearly)
• Pros: Unlimited monthly search; 1 year of data; 10 users; trending feeds; content analysis report; domain reports; backlinks; question analyser
• Cons: Only 10 projects; no YouTube analyser; no top author search

• Large £299/month (20% OFF if paying yearly)
• Pros: Full service; 2 years of data
• Cons: A bit pricey

• Enterprise £499+/month, custom plan (20% OFF if paying yearly)
• Pros: Full service tailored to your business’ specific needs; 5 years of data
• Cons: Quite pricey

https://klear.com

Social Media Channels

Instagram, YouTube & TikTok

Pricing

• Custom (need to contact with them to get a custom price) Basic monthly price is about £249
• Pros: All-in-one: find, analyse, manage & measure your influencers; extremely detailed advanced search to make sure you’ll find the most relevant influencers; micro & macro influencers; detects fake influencers & engagement generated by auto-bots
• Used by brands such as Coca Cola, IBM, Unilever, Estee Lauder, Microsoft
• Cons: Pricey; it rounds numbers to the nearest hundred (for instance, will report “1.4K Story views” rather than the true number)

Other tools:

• Upfluence
• HubSpot
• Tapinfluence
• Viral Nation
• Socialyte
• Mavrck
• Hypetap
• Linqia

REFERENCES

A., Hutchinson (2021) Social Media Today “Nano Influencers: Who Are They and How to Work With Them [Infographic]” [Online] Available at: https://www.socialmediatoday.com/news/nano-influencers-who-are-they-and-how-to-work-with-them-infographic/595048/?fbclid=IwAR2fA7xYB0bmWw9X4gSCaZ0GLUi2RYlQCKJ-eHgnM9NKVd3Hd4reKGQSM7g [Accessed 18 March 2021]

A., Nguyen (2020) Upfluence “How to Successfully Negotiate with Influencers” [Online] Available at: https://www.upfluence.com/influencer-marketing/how-to-successfully-negotiate-with-influencers [Accessed 26 March 2021]

C., Bellanger (2019) Upfluence “How to Write a Killer Influencer Brief in 10 Steps” [Online] Available at: https://www.upfluence.com/influencer-marketing/how-to-write-a-killer-influencer-brief-in-10-steps [Accessed 25 March 2021]

Conviva (2021) “2021 TikTok® Benchmarks & Strategy Guide for Brands” [Online] Available at: https://pages.conviva.com/rs/138-XJA-134/images/RPT_Conviva_2021_TikTok_Strategy_Benchmark_Guide.pdf [Accessed 24 March 2021]

E., Tabor (2021) Forbes “Three Emerging Influencer Trends For 2021” [Online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2021/01/27/three-emerging-influencer-trends-for-2021/?sh=73bab76d1a78 [Accessed 25 March 2021]

Influencer Marketing Hub (2020) “12 Types of Influencers You Can Use to Improve Your Marketing” [Online] Available at: https://influencermarketinghub.com/types-of-influencers/ [Accessed 16 March 2021]

Influencer Marketing Hub (2020) “80 Influencer Marketing Statistics For 2020” [Online] Available at: https://influencermarketinghub.com/influencer-marketing-statistics/ [Accessed 15 March 2021]

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