How to Get More Brand Deals Using Data & Analytics
Have you heard creators say that they used their analytics to land their dream brand deals?
It's definitely a strategy to consider knowing that there are a ton of other creators applying for the same brand deals you are.
HOW TO GET MORE BRAND DEALS USING DATA & ANALYTICS IN 2022
Today, we will talk about:
- How you can use data and analytics to win more brand deals as a creator or influencer.
- Why using data and analytics from your social platforms can set you apart from other creators.
- The key metrics marketers look for when they vet potential influencers.
- The specific stats you should include in your media kit or brand deal proposals to prove you'll be a good partner.
THE CREATOR ECONOMY
As the creator economy is on the rise, there is this push to try to standardize the industry.
I think that the creator economy has reached a point of critical mass where people realize you can make money as an influencer now!
AVOID INFLUENCER FRAUD
That wasn’t the case five to seven years ago. However, one thing that I think a lot of people talk about is influencer fraud which is when a creator will buy:
The truth is there’s a lot of pressure to deliver bigger and bigger numbers. With that being said, I don't necessarily fault any content creator for doing these things. However, you should still avoid influencer fraud at all costs!
So, let's not talk about influencer fraud as a “point the finger” at an individual trying to make a good living and income. Instead, let’s consider that influencer fraud DOES ultimately HARM the people who are genuinely getting interactions and not committing fraud.
Plus, there’s a lot of money on the line!
On an average month to month, about 20% of content creators use fraudulent means to gain traction.
HOW TO USE DATA AND ANALYTICS TO WIN MORE BRAND DEALS
When some companies get introduced to a content creator, it's a result of a brand saying, "okay, we're going to work together.” There's a value proposition in it for them.
Some brands will ask for data and tend to look at a creator’s numbers before agreeing to partner with them. The constant communication during a brand deal can take time away from a creator being able to create content with respect to deliverables.
So, share the proof in the pudding. Take time to review your analytics as a creator and make sure you understand what they mean. Then, you can share that data with the brand wanting to work with you.
HOW TO USE DATA & ANALYTICS TO SET YOU APART FROM OTHER CREATORS
Websites have been doing this for decades. That's real influence to me!
Using your data and analytics to set yourself apart from other creators can level you up so that people who really deserve a partnership can earn it.
By doing so, brands can:
- Differentiate between loop giveaways
- Engagement pods
- Tell the difference between someone buying from another country
- Spot inauthentic activity
In fact, brands have gotten more sophisticated than they were in the previous years. They can tell if you’ve been:
- Growing because your content is really that great or
- Growing because you're also incentivizing that audience
One option can work for the creator while the other can work against them when trying to land a new partnership.
3 KEY METRICS BRANDS LOOK FOR WHEN VETTING INFLUENCERS
Brands look for several key metrics when vetting influencers to potentially partner with. Some key metrics are:
- Variance between reach to follower
- Consistency from post to post, story to story or video to video
Brands want to know the people that saw your content and not necessarily your follower count. Did they engage? If so, what was that ratio? Can the creator actually get people to change their behavior?
Understanding those metrics and really focusing on making sure that your reach and engagement is going up is key to winning the brand over.
The holy grail of data that influencers can provide to brands is obviously sales metrics. How many conversions are you actually making?
Influencers who work on an affiliate basis more often have access to that type of information. Another option is to create a case study and present that to the brand. Showcasing an accurate case study of a partnership can be powerful for a potential collaboration. You can send them all that information in your media kit or your proposal.
WHAT TO INCLUDE IN YOUR MEDIA KIT OR BRAND DEAL PROPOSALS
Focus on the media. Brands are likely to buy impressions. So basically, they buy eyeballs. This means that the creator is showing how many people they really reach or who is engaging on their content.
Want to dive deeper into this topic? Watch this video where I talked more about how to get brand deals using data and analytics with Erick Schwab.
Do you want intel for new brand deal campaigns? Every week I send out sponsorship opportunities exclusively to creators on my email list.
So make sure to join HERE.