We’re happy to say that the days of scouring social channels, pouring over social profiles, and sending cold emails to influencers are over. TapExchange, TapFusion’s searchable influencer marketplace, is filled with influencers who’ve opted in to the system. They want to influence and are expecting your invitations.
Searching the marketplace
1. To access the search engine, click influencers in the top menu.
2. Launch broad searches from the first page that appears. For instance, you might want to search for the keyword “Mom” to bring up all influencers who use the word “Mom” in their profiles.
3. If your search requires more granularity, click “more search options” underneath the search bar to bring up the advanced search page.
4. Search by location to find influencers for geo-targeting efforts.
5. Search curated lists of influencers, such as BoomBox (baby boomers), Viral Nation (expensive millennial bloggers with large followings on Vine and Instagram), and Blogalicious (a multicultural network). These agencies and influencer communities partnered with TapInfluence to expand our marketplace. Influencers within curated lists also appear in general searches.
6. When influencers join TapExchange, they have the opportunity to choose up to four categories best represented in their blogs and social networks. When you search, choose up to three categories to zero in on influencers with audiences in select verticals.
A. Yes. Bring influencers you’re already working with into TapFusion for calendar and analytics purposes by asking them to sign up in the platform or by letting your account manager know. We can create a special URL with your branding so you can invite influencers yourself.
A. If you prefer your influencers to remain private—unavailable to other brands and agencies—let your account manager know that as well. We will make sure they’re available only to your brand.
To show you how search works, we’ll look for influencers for the Bright Looks program. For Bright Looks, we want influencers in the beauty category between the ages of 19 and 39, with blog and YouTube reach of at least 10,000. Note that reach comes directly from Google Analytics.
7. For Bright Looks, we’re searching for women only. Sorry fellows. It doesn’t make sense for men to be blogging and vlogging about makeup—at least not for this particular assignment.
8. By default, the platform shows you influencers with the highest reach first. Influencers with the highest reach also tend to charge the highest rates. If you’re seeing too many high rates in your results, use the Rate ranges in the advanced search section to see only influencers with rates in your range. You can also negotiate and offer lower rates; we’ll show you how to do that later.
A. If everyone in your search results needs vlogging experience, check the YouTube box and always set a minimum reach so that everyone who comes up has the experience you require.
A. We recommend that new and seasoned vlogging brands ask influencers to provide at least an outline of the video they plan to create so you have an opportunity to review it. And to ensure that influencers do not post a vlog before you have a chance to put eyes on it, firmly say so in your requirements: “Do not post until you have received direct approval from us. Failure to do so could result in legal action.”
Our search for Bright Looks returns 48 influencers, sorted by total reach. While scrolling, we notice several interesting possibilities. Let’s look at three of them, starting with Rachel Martino.
9. Rachel influences in Beauty and three other categories: Fashion, DIY, and Lifestyle.
10. View her social sites by clicking on the hyperlinked icons.
11. Her rate may be high for us this time because we want to use many influencers, but her CPE, or cost-per-engagement, is excellent. We know from experience that Rachel is a shining star in the Lifestyle category, so we’ll keep her in mind for a Lifestyle-related campaign.
A. Cost-per-engagement is a real-time calculation that combines all the data you’ll see in the Engagement section of the Analytics area—clicks to brand URLs, comments, likes, repins, retweets, and more—into one clear, easy-to-use number. Influencers’ CPEs constantly change as they complete more assignments, so the number you see when you search is their CPE at that point in time.
A. If you’re looking for the most bang for your buck, and want to understand how to achieve the lowest cost-per-engagement and the highest value for your program, sort the influencers in your search results by CPE. On the other hand, if working with specific influencers is more important to you, rely more on our robust search and filtering tools to identify standouts from past programs or shining stars in their categories. You can always keep CPE in mind as additional data that adds to your understanding of influencer performance.
Next up is Zorana Jovanovic, a beauty and fashion influencer.
12. Zorana rocks in the blog category, with 71K subscribers.
13. Her YouTube reach is smaller than Rachel’s but still within parameters.
14. Zorana looks good, let’s shortlist her by checking this box. You can also use the checkboxes to remove selected influencers from a list or add them to an assignment. More on those actions later
Our final candidate for this exercise is Candace Moore
15. Candace has significant blog reach.
16. She’s also on Pinterest, a channel we want to explore.
17. Let’s add her to the shortlist, too.
If Bright Looks were a real campaign, we’d continue along in the same way, identifying influencers we want to consider further, checking their boxes and adding them to a list—in this case, a shortlist. Lists are useful for many different purposes; we’ll show you how to create them yourself very soon.
First though, you need a little more information about how the system separates the functions of managing influencers both before and after you invite them to an assignment. This knowledge will help you understand how and when to use lists.
Finding Influencers | Managing influencers before and after inviting them to an assignment | Saving time with lists | Vetting influencers | Scanning the media kit | Exploring an influencer's online presence | Adding influencers to assignments | Keeping total costs within your budget | Negotiating rates and offering non-cash compensation | Inviting influencers to assignments