E B O O K

In-House vs. Agency: Choosing the Right Solution for Your Influencer Program

Introduction 3

Types of Influencer Solutions 5

In-House vs. Agency 6

How Influencer Marketing Software Supports In-House Teams 7

Running an Influencer Marketing Program In-House 10

Pros and Cons 10

Tria Beauty Brings Influencer Program In-House 11

Outsourcing an Influencer Program to an Agency 12

Pros and Cons 12

Working with an Agency 13

How to Choose the Right Solution for Your Brand’s Influencer Program 14

Conclusion 16

Table Of Contents

There is no denying the fact that influencer marketing works. Top brands such as Adidas and fast-growing companies like HelloFresh are turning to influencers, in addition to their regular celebrity spokespeople, for highly engaging content that drives sales.

Influencers have large, dedicated followers because they have built a reputation for being tastemakers in their space. In fact, a recent survey shows that 82% of consumers claim they are “highly likely” to follow a recommendation made by a micro-influencer, and 76% of individuals said they trusted other consumer’s content more than branded content.

That being said, creating and managing an influencer program can be time-consuming, expensive and overwhelming. As is often the case with new marketing trends, brands have turned to agencies to manage influencer marketing because the expertise and knowledge does not always exist in-house. For example, 10 years ago, brands never handled search engine marketing in-house. Now, with new resources and training, it is a standard practice across the board.

Lack of resources and expertise is predominantly why some brands choose to outsource their influencer marketing programs. However, outsourcing influencer marketing completely limits both a brand’s control of their programs and their ability to develop organic relationships with influencers. With the rapid evolution of the influencer marketing space, there are many tools that in-house teams can utilize to alleviate

some of the pain points that come along with managing an influencer program.

In order to help brands choose the solution that fits their needs, this guide will answer the following questions:

When does bringing influencer marketing in-house make sense?

How can software solutions alleviate issues in-house programs face?

What are the pros and cons of both outsourcing and running in-house influencer programs?

82% of consumers claim they are “highly likely” to follow

a recommendation made by a micro-influencer

76% of individuals said they trusted other consumer’s content

more than branded content

Marketing AgenciesMany marketing agencies provide fully managed campaigns. Agencies handle every aspect of influencer campaigns from creating goals and strategizing to execution. This includes planning creative, sourcing influencers from their network, managing influencer relationships, and data reporting. This is the most hands-off approach a brand can take when it comes to their influencer program.

Influencer Marketplace/Database/NetworkInfluencer marketplaces, also referred to as databases or networks, are essentially software that scrape the web for anyone identified as “influential,” and are only useful as an influencer identification tool. Most of these marketplace/database/networks have the same list of influencers and are not considered to be a full-service solution. Brands are still required to manage all the other aspects of the

Types of Influencer Solutions

collaboration process manually using cumbersome tools such as email and spreadsheets.

Influencer Marketing PlatformInfluencer marketing platforms like AspireIQ are full-service solutions that allow brands (and agencies) to run influencer campaigns from A to Z. These platforms generally provide a database of influencers who have opted to work with brands, CRM and workflow tools that allow brands to connect with influencers and manage relationships, as well as analytics tools that allow brands to track ROI and campaign metrics. Brands who partner with influencer marketing platforms still have full transparency, control over creative direction, and direct relationships with influencers. These self-serve platforms simply give brands access to tools that enable brands to run a small to large scale influencer program—with much less manual effort.

Tip

Be aware of companies claiming to be influencer marketing platforms. Some influencer networks and databases claim to be full-service solutions but lack all of the tools necessary to manage all aspects of influencer relationships.

In-House vs. AgencyInternal knowledge of the brand Limited knowledge of the brand

Limited transparency

Limited access to real-time data and performance metrics

Agency controls the influencer relationship

Sometimes more experienced and knowledgeable of management processes

Limited influencer networks

Limited internal resources required

Agency fees and inflated influencer compensation are significantly more expensive

Slower turnaround. Middleman requires time to learn about the brand and get approval for each stage of the process

Difficult to find the right agency

Full transparency

Access to data, reporting, and learning for additional insight

Organic, direct relationships with influencers

Potential learning curve

Access to any influencer

May require costs and time associated with hiring and training

Control of budget allocation. No hidden fees

Seamless experience. Ability to quickly make adjustments and changes to the program

Difficult to scale without dedicated tools

Beware of fake followers and engagement:

Internal knowledge of the brand

Direct relationships with influencers

Access to data and campaign insight

Easy workflow creating, managing and tracking influencer collaborations

Access to database of influencers (up to 100,000+)

Full transparency

Ability to scale

Flat monthly fee

Requires internal employee to manage

Save 40+ hours per week

Support from experts when needed

The truth is, influencer marketing programs can be difficult to run. However, there are some huge advantages to keeping influencer programs in-house. Even if a brand has a close relationship with an agency, no outside party will have the insight and knowledge of a brand that a brand’s internal team does. Additionally, transparency throughout the campaign, the ability to create long-term relationships, and access to performance data are too critical to outsource.

How Influencer Marketing Software Supports In-House Teams

In-house + influencer marketing platform

TransparencyPotentially the most important part of running an influencer campaign in-house is the ability to track and view campaigns’ metrics and performance data with full transparency. Running a campaign with an internal team allows brands to see the true ROI and have the ability to quickly make changes if an overall campaign is not on track to meet marketing goals.

CostAgencies charge a fee for their time and effort, and generally take a portion of influencer compensation fees. There could also be additional fees depending on the type of influencer, type and amount of content needed, and other factors that can add up at scale. Most influencer marketing platforms charge a flat monthly fee to utilize the software that is almost always lower than the fee agencies charge.

Tip

Some influencer marketing platforms do take a percentage of influencer payments. Look for a platform with no hidden fees.

I never got any insight into our agency’s network in terms of digital influencers and bloggers... Now that I am the direct point of contact with influencers I have more insight as far as how to manage our program.

We talked with agencies who were going to charge us upwards of $30,000 to connect us with big name influencers... AspireIQ was attractive to us because it automated a lot of the communication with influencers, finding them, paying them, knowing how much to pay them, and providing some structure to the relationship. And the monthly cost was in our price range.

– Kimberly Ocampo, Senior SocialMedia Manager at Tria Beauty

– Kimberly Ocampo, Senior SocialMedia Manager at Tria Beauty

““

EfficiencyKnowing which influencers to work with, how to set campaign goals, and which metrics to track can be overwhelming. A great influencer marketing software will also provide brands with an expert support team that will help them to work through any issues or questions that may arise.

Additionally, without the proper tools, brands can spend hours reaching out to hundreds of influencers only to receive

ScalabilityRunning a successful influencer campaign does require some training. Finding the right influencers, let alone engaging with them, can be difficult and time-consuming. Then take into account the time spent on negotiating pricing, creating contracts, reviewing content, monitoring their activity, and measuring results, and you are looking at dozens of hours per week. Influencer software give you the tools necessary to do all of this at scale, in a fraction of the time.

When you’re writing contracts and negotiating with agents, each influencer relationship can take hours to manage. Using AspireIQ gives you the efficiency to scale up the program and turn it into something that you can ramp up.

– Mike Majlak, MarketingManager at Lovesac

“

If you’re working with influencers on a large scale, you could never do it effectively without a tool like AspireIQ.

– Hoda Abdulla, Social MediaManager at Pierre Fabre

“

no response. Influencer platforms like AspireIQ have features such as group chat, auto-message and other time-saving tools that ensure every minute spent on influencer marketing is meaningful. In-house teams who have switched from manual influencer solutions to using software see two to four times ROI on the time spent. This time savings can allow employees to focus on other internal tasks.

Running an Influencer Marketing Program In-House

P R O S A N D C O N S

Organic, ongoing relationships with influencers

Brand knowledge

Full transparency

Full control: choose who to work with, which content to choose, etc.

Access to data and findings that will help you to run successful subsequent campaigns

Run campaigns on any budget: Ability to allocate budget directly to influencers.

May require a learning curve if there is no existing in-house expertise

Time-consuming to source and manage relationships without the right tools

Requires an employee to manage the program

Difficulty keeping up with new trends and multiple influencers without the right tools

C A S E S T U D Y :

Tria Beauty Brings Influencer Program In-House

AboutTria Beauty manufactures FDA-approved home laser treatment devices for beauty procedures such as anti-aging skincare and hair removal.

The ChallengeKimberly Ocampo, Senior Social Media and PR Manager at Tria Beauty previously relied on agency to manage the brand’s social media content creation and influencer marketing strategies. When the agency failed to produce an effective influencer program, Tria decided to bring the entire influencer program in-house. After struggling to efficiently scale the program, Tria Beauty turned to AspireIQ, the leading influencer marketing platform, to help streamline the process.

The SolutionKimberly was only interested in working with the most engaged and authentic influencers who fit the FDA-specific

usage criteria for their products, such as hair color, skin type, and age. Kimberly uses AspireIQ Connect to search only for influencers who are genuinely interested in Tria Beauty products by filtering through a database of over 100,000 influencers with keywords, tags, and search terms.

AspireIQ Manage streamlines the entire communication process between Kimberly and her influencers by giving her a visual representation of where each influencer is within the process. Being able to communicate directly with influencers helps Kimberly to ensure that each influencer has the information they need to post the best review possible, and to closely monitor and communicate with the influencers who receive the products.

The ResultsAs a result of using AspireIQ, Tria Beauty’s influencer marketing campaigns dramatically surpassed the agency results in a number of ways: Tria now has better, more authentic and informed influencers, connects with the influencers faster, and posts now go live in significantly less time.

Without AspireIQ’s tools, and the ability to easily communicate and manage all of their influencers, Kimberly knows that she would be unable to guarantee such high-quality posts—and such excellent results.

I never got any insight into our agency’s network in terms of digital influencers and bloggers... Now that I am the direct point of contact with influencers I have more insight as far as how to manage our program.

– Kimberly Ocampo

“

224POSTS

12.1 MIMPRESSIONS

146.100VIDEO VIEWS

430INFLUENCER PROPOSALS TO WORK WITH TRIA

248.900LIKES

Outsourcing an Influencer Program to an Agency

P R O S A N D C O N S

Experts in the space

Existing network of influencers

Brands are able to reallocate internal resources for other initiatives

Significantly more expensive

No direct relationships with influencers

Lack of transparency

Difficulty finding the right agency

Longer campaign turnaround

If a brand does not have the internal resources to manage an influencer program in-house, outsourcing may be another option. In order to avoid common mistakes, there are a few things to keep in mind when searching for and managing an agency relationship:

Do your researchEnsure that the agency has the right tools, expertise, and knowledge of the industry to meet all of your influencer goals. Look for agencies that utilize influencer marketing software to run campaigns. This means they have access to a large database of influencers, are able to run campaigns at scale, and can provide data and performance metrics.

TrustAgencies are generally hired for their creative recommendations, proven expertise, and ability to execute campaigns based on a brand’s individual

Working with an Agency

KPIs. Therefore, trusting an agency is critical to the relationship. If a brand is having trouble finding an agency that they can trust, chances are that they are better off handling their creative work in-house.

CommunicationAny relationship is built through communication. Communicate goals, expectations, and as much information about the brand as possible before starting an influencer campaign to ensure that an agency can source the correct influencers and ensure they are creating content that meets brand guidelines on an ongoing basis.

CommitmentMany agencies required sign-off approval from the brand at each step of the process. While this approach does ensure that brands are able to provide important input, it can also cause the

entire process to lag. Therefore, it is best to have an internal team member who is committed to taking the time to manage agency relationships. For example, social media managers and agencies who work together closely when running influencer campaigns will have better outcomes than agencies who have no clear point of contact and are left to guess.

How to Choose the Right Solution for Your Brand’s Influencer Program

Consider your goals and KPIs

Before starting your influencer program, set some internal goals and define what is important to your brand. Is your goal to gain social media followers? Increase traffic to your website? Source high quality content? Increase conversions and sales? If you just want to test out influencer marketing for the first time, and do not see it as a long-term marketing channel or content engine, working with an agency on a campaign-by-campaign basis may be a better fit for your needs.

If a brand wants to create long-term partnerships with influencers, track valuable data such as sales and impressions, and generate large quantities of content for various marketing channels, running your program in-house is the best way to accomplish your goals.

Consider your bandwidth and internal resourcesInfluencer marketing requires time, testing, and investment to see tangible returns. If a brand is not able to dedicate at least 5-10 hours per week using appropriate software (or 15-20 hours per week without software) to run an influencer program, it is best to outsource the program to a team that is able to dedicate the necessary time and attention.

That being said, an in-house influencer marketing team does not need to be large. Many brands have one employee whose sole responsibility is to manage their entire program. With the right influencer marketing software platform, one person can manage as many relationships as necessary.

Consider your budget

Influencer marketing is an investment. Agencies often require a minimum budget that includes both influencer compensation as well as additional agency fees, which can add up at scale. Working in-house allows you to invest all of your influencer budget into influencers but requires you to allocate a team member to manage the campaigns. Most influencer marketing platforms cost a flat monthly fee that is substantially less than agency fees and allows you to hire one person instead of an entire team.

With 84% of companies saying they will execute an influencer marketing campaign in the next 12 months, and 59% of companies planning to increase their influencer budgets, it’s important for your brand to decide whether it is willing to invest in directly managing the fastest growing marketing strategy.

As is the case with other marketing technologies, the more important the channel of acquisition, the more important it is to own it in-house. If you see influencer marketing as an important part of your marketing efforts and would like to learn from first-hand experiments and data, keeping your program in-house is the only way to achieve this. Outsourcing your programs does not give brands access to the data and findings that can be used to improve an existing marketing channel over time.

Furthermore, brands who have seen the power of influencer marketing will be better off allocating a team member and purchasing appropriate software to manage their influencer marketing. Running an in-house influencer program can be time-consuming and overwhelming without the proper tools. True influencer marketing platforms, like AspireIQ, provide in-house teams with the tools they need to streamline the process and optimize the time and budget invested to achieve optimal results.

Conclusion

Who We AreAspireIQ is the leading influencer marketing platform for brands, agencies, and creators. Our highly filterable database of 100,000+ influencers, CRM workflow

tools, and analytics dashboard allow brands like Dyson, HelloFresh and Calvin Klein to build, run, and track influencer programs from start to finish, at scale.

To learn more about how AspireIQ helps it’s customers drive ROI, produce content and raise awareness, visit aspireiq.com or contact us at sales@aspireiq.com.