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Social Media Influencer Economy: Influencer Marketing Contract

Social Media Economy Influencer Marketing Contract
The social media influencer economy has become one of the most popular ways to engage with consumers. If you are a company that intends to promote products and services through an influencer, then take a step back to review your participation in the social media influencer economy.

Due Diligence

Influencers are categorised as follows; nano-influencers (1,000 – 10,000 followers), micro-influencers (10,000 – 100,000 followers), macro-influencers (100,000 – 1 million followers) and mega-influencers (1 million and above).
With the explosion of influencers and growing usage of social network platforms, demand to invest in influencers is rising. Thus demand to purchase fake followers, essentially comprising fake bot accounts, exists. Malaysian Communications and Multimedia Commission (MCMC) stated that between 2018 and November 2020, there were 5,329 potential fake accounts identified and escalated to the platform providers for review, of which 80% of the fake accounts were deleted with the help of the platform providers.
Companies are leveraging the popularity and social media presence of these influencers. To protect a company’s influencer marketing investments, take due diligence steps as follows:

Put in place an Influencer Marketing Contract

Essential points to include in the Influencer Marketing Contract are:

Conclusion

The potential and power of an influencer’s reach and popularity are significant and may help a company expand its marketing and promotion mix. Do not assume an influencer with a huge follower base equates to a valuable influencer. Also, do not ignore influencers with a smaller follower base but consider them in your marketing and promotion mix. Adoption of influencer marketing may be suitable for some companies but remember to proceed with caution