The Pros and Cons of Influencer Marketing Platforms
This is the last of a 4-part series, in which we break down the pros and cons of different ways to work with influencers, so you can make the most-informed decision on how to execute the next influencer campaign for your brand.
A note about this series: There’s a lot of ways to work with influencers these days, and different methods will make sense to different companies at different times. The best method for you will depend on the number of resources you have, your budget and the goals of your marketing efforts (check out this piece to see which campaign types advance different marketing goals).
You could work with MCNs, influencer marketing platforms, talent managers or influencers directly; all will offer slightly different avenues for accessing and creating content with influencers. Without further ado, let’s dive into the last part of this series (see part 1, part 2, part 3).
What are Influencer Marketing Platforms and How do They Work?
Influencer marketing platforms, like Reelio, serve to connect influencers to brands in a scalable way, that optimizes results for both influencers and brands. Different than MCNs, most influencer marketing platforms are network agnostic, which means you have a much bigger selection of influencers to choose from. Being network agnostic enables influencer marketing platforms to work with influencers no matter if they’re signed with an MCN or work with a talent manager. While some influencer marketing platforms have a subscriber minimum to join, creators are generally also not required to pay a fee.
Let’s examine the pros and cons of working with a talent manager below.
Pros to working with influencer marketing platforms
- Access to lots of talent – Influencer platforms, because they are usually not network agnostic, often have access to lots of influencers and influencers of different varieties (ex; top-tier, mid-tier and long tail).
- Scale – With access to lots of talent, and platform management tools, influencer marketing platforms often make it incredibly easy to scale.
- Easy Workflow – Management tools enable to easily manage your campaign and see exactly how you’re performing.
- Data and reports – It’s all there in an influencer marketing platform.
- Strategic Development – Not all platforms offer this, but Reelio’s managed service does. Strategic development enables you to hit your campaign goals effectively.
Learn the differences between FameBit and Reelio.
Cons to working with influencer marketing platforms
- Talent is not always available – talent is not always guaranteed with influencer marketing platforms.
- Self-service marketplaces can put more work on you – If you’re operating on a self-service platform, you’ll have to be the expert in executing your campaign.
- Not all platforms offer strategic development – See the benefit of strategic development above.
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