Getting paid to post on social media is nothing to scoff at. But if you want to live the good life, you first have to ask, how much do influencers make?
Are you looking to monetize your social media presence? Or integrate influencer marketing into your strategy? Then one of the most important first steps is to find out how much it’s going to be.
This article sheds light on how much influencers make. And it shows you how to make money on platforms like TikTok, Instagram, and Twitter. At the end, we’ve included influencer-related resources for marketing managers or business owners.
Bonus: Get the influencer marketing strategy template to easily plan your next campaign and choose the best social media influencer to work with.
Bonus: Get the influencer marketing strategy template to easily plan your next campaign and choose the best social media influencer to work with.
How do Influencers make money?
Social media influencers make money with sponsored posts, affiliate marketing, brand partnerships, merchandising, and direct donation (tipping, subscriptions, etc.).
If you have ever daydreamed about lying on a sunny yacht, peacefully floating over the Mediterranean, and paying for it all with a single social media post, that is how it’s done.
Read on to solve the mystery of how much social media influencers make and how they do it!
Sponsored posts are one of the most popular ways for influencers to make money. A sponsored post is when an influencer gets paid to post about a product or service on their page. When an influencer vouches for a brand, their followers are more inclined to trust that brand.
You’ll see the ‘Paid Partnership’ tag below the influencer’s name for sponsored posts on Instagram.
Often, influencers with a larger reach can charge more for sponsored content. What you can make off of sponsored posts typically depends on:
- your following size
- the industry you’re in
- how well you market your services
Here are two general rules to measure your rates:
- Engagement rate per post + extras for type of post (x #of posts) + extra factors = total rate
- The unspoken industry standard is $100 per 10,000 followers + extras for type of post (x # of posts) + additional factors = total rate
At Hootsuite, we organize influencer types by the following sizes:
- 1,000–10,000 followers = Nano-influencer
- 10,000–50,000 followers = Micro-influencer
- 50,000–500,000 followers = Mid-tier influencer
- 500,000–1,000,000 followers = Macro-influencer
- 1,000,000+ followers = Mega-influencers
It’s generally true that influencers with larger followings make more money. But don’t stress if you’re in the nano- or micro-influencer categories.
In fact, many smaller brands are looking to partner with nano- and micro-influencers. On Instagram, there is a clear preference for micro-influencers.
Here’s how to make it as a new nano-influencer.
Brands looking for smaller or newer influencers might have a smaller budget. But they’re less likely to worry if you’re partnering with other brands too.
Remember, long-term relationships are often lucrative over time, much more than one-off posts.
If you’re smaller, work on building your niche or specialty. And fostering relationships with your clients.
A brand ambassador partnership is an agreement between an influencer and a company. The influencer typically agrees to promote the company’s products or services, often exclusively. Or generally, be affiliated with the brand.
In exchange for their endorsement, the company provides the influencer with compensation. This can take the form of cash, free products, or other perks.
As an influencer, you can make money off these partnerships. You can charge a per-post fee, receive a percentage of sales, or even have a salary. The amount of money an influencer can make varies depending on their following and engagement rates.
Affiliate marketing is a type of performance-based marketing. A business rewards affiliates for each customer brought by the affiliate’s marketing efforts. In this case, the affiliate is you, the influencer.
You can expect to generally make 5-30% commission in affiliate marketing contracts. Often, bigger influencers are at the 8-12% range.
Have you seen influencers who promote a discount on a product or service with a personalized code or URL? Those people are likely affiliate marketers.
They want to incentivize sales and track customers, so they can get paid a certain amount per sale.
You can make a significant amount of money through affiliate marketing. How much you make will depend on:
- the affiliate contract you’ve worked out
- the number of followers you have
- the number of brands you’re working with
Off-site website advertising
Off-site website advertising is another type of online marketing. It involves promoting a brand or product on a website or platform that is not the product’s home page.
For example, let’s say I sell buttons and reach out to you, an influencer, to write a blog post reviewing my product. I pay you a predetermined amount for every lead I get from your post.
Many of these tactics can share titles. The above review is an example of off-site advertising, affiliate marketing, and a sponsored post.
Off-site website advertising is also achieved through:
- banner ads
- sponsored posts
- links in the sidebar of a blog
Influencers can make money off of this type of advertising by charging for ads placed on their site. Or by earning a commission on sales generated from clicks on the ad.
Some influencers also offer consulting services. These can help brands maximize their reach and effectiveness with off-site website advertising.
Merchandising is a term used in marketing and retail. It refers to the range of activities that promote the sale of products to customers. When we talk about influencers merchandising, we’re talking about influencers producing merchandise for their brand.
This can be anything from Kylie Jenner’s lip kits to a photography influencer selling prints.
Merchandising can be a very lucrative revenue stream. Especially for influencers with a dedicated following.
Direct donation, tipping, subscriptions
Let’s face it; free stuff is the best stuff. Subscriptions, tips, and donations are just a few of the ways that you can make a passive income.
But what exactly are these things? And how can an influencer make money off of them?
Subscriptions are probably the most well-known of the three. By subscribing to someone, you’re essentially paying them a monthly fee in exchange for access to their content.
This can be anything. Think, exclusive videos and photos to behind-the-scenes looks at their life and work. Influencers can incentivize subscriptions by offering discounts or freebies to those who sign up. For example, they may offer a free month of content for every six months that you subscribe.
Patreon is a popular subscription-based platform. Influencers can offer tiered levels to subscribers. Each tier can have different, exclusive, and interesting content.
Tipping is similar to a subscription in that it’s a way of showing support for someone’s work. However, instead of paying a monthly fee, one simply makes a one-time donation.
Many influencers include their PayPal or Venmo tipping information when doing Live Streams. They might attach it to their bios or websites or even just ask in a post.
Tipping is often reserved for content creators who produce high-quality work. So it’s more like a bonus than a necessity, as you’ll be creating the work regardless. Nonetheless, your followers know it’s always appreciated!
Finally, we have donations. These are usually made to a charity or GoFundMe-type campaigns. But fans can also give them directly to an influencer.
Donations are completely voluntary, and there is no expectation of anything in return. Many influencers may offer perks like shoutouts or signed merchandise as a thank you.
In the past year alone, we have paid $110,526 in medical bills for Friday GoFundMe pups. Please consider getting @Trupanion so you never have to send us a GoFundMe. Click the link below to get a quote. It’s best to be puppared ❤️ #partner https://t.co/vUNBJ3hCxW pic.twitter.com/MZvFdM6NT2
— WeRateDogs® (@dog_rates) August 19, 2022
How much do influencers make per post?
To determine how much money influencers make per post, you’ve got to consider a few things:
- What kind of post or content is being created?
- What’s the industry average?
- What kind of reach or follower size does the influencer have?
- Do they have impressive engagement rates from a previous campaign they can leverage?
- What does your media kit look like?
To try to get a gauge on your own pricing. Look at what others in your industry and of your size are charging for particular pieces of content. If you have engagement rates and data from successful past campaigns, use them!
All of this can influence the amount you can charge per post. Because there are so many factors to consider, it can make getting averages difficult.
We will be referencing the influencer size tiers mentioned above in the next section. And we will be discussing general averages for potential earnings within these tiers. So take ’em with a grain of salt.
How much do Instagram influencers make?
Instagram marketing has the highest share of influencer marketing dollars, according to eMarketer. It’s currently beating out Facebook, TikTok, Twitter, and YouTube.
According to Statista, the global average minimum price per post for an Instagram macro-influencer was $165. The average maximum was $1,804.
That being said, there are exceptions to the rule. Celebrities like Cristiano Ronaldo allegedly make a million plus per post. Micro-influencer Obebe claimed $1,000 for one Instagram carousel post with two photos.
Keep in mind that averages are calculated with a wide range of data. This includes influencers from all walks of life and industries and with varying capabilities.
General averages, according to Statista:
- A nano-influencer can make $195 per post on Instagram
- A mid-tier influencer can make $1,221 per post on Instagram
- A macro-influencer can make $1,804 per post on Instagram
According to Influence.co, micro-influencers are looking at $208 per post. In contrast, mega-influencers can expect $1,628 per post on Instagram.
Instagram influencers are typically posting sponsored feed posts or Stories. They also go Live to discuss product endorsements.
With the rise of Instagram Shopping, you’ll also see influencers with affiliate links or tagged products in their feed.
Instagram’s Reels Bonus program is also a popular way to monetize your Instagram account. It compensates creators based on video views. Alex Ojeda, for example, reported earning $8,500 in a single month.
How much do TikTok influencers make?
TikTok influencers will overtake Facebook in 2022 and YouTube in 2024 in popularity. So, it might be a good idea to start building your following on TikTok now. The app’s only growing stronger! And that means the answer to ‘how much do TikTok influencers make?’ is only going to get larger with time.
- Nano-influencers can make $181 per TikTok video
- Macro-influencers can make $531 per TikTok video
- Mega-influencers can make between $1,631 and $4,370 per TikTok video
Influencers on TikTok will often create sponsored video content to promote a brand. Brands can host ‘Takeovers’, giving an influencer control of their account for a set amount of time. Or, they can monetize their own account with Gifts.
TikTok Sleepfluencer (yes, that’s a thing!) Jakey Boehm has gamified Livestream Gifts. He livestreams himself sleeping and has coded a script that reads the chat out loud.
The live chat sounds trigger different prompts. The sound of gifts will activate music, turn on machines, or light up his room as he sleeps.
Plus, the larger the gift you buy, the greater the interruption.
Fans pay big money to wake Jakey up, and they love it. He reported making $34,000 in one month from TikTok Live. At 819.9K Followers, Jakey’s a macro-influencer making above-average for his videos. So, when we answer ‘how much do influencers make on TikTok’ with averages, keep creators like Jakey in mind.
Join the live everyone is talking about! The ORIGINAL TikTok Interactive Sleep Stream. Control my room
How much do influencers make on Twitter?
Twitter appears to be the least lucrative platform for influencers. It could have something to do with other apps having eCommerce integration. Or it might have something to do with engagement levels.
But, many influencers will offer package deals. A sponsored Tweet can be used as a piece of content that sweetens the deal.
Here are Twitter influencers’ general earnings per post according to Statista:
- Nano-influencer can make $65
- Micro-influencers and above can make $125
Influencer content on Twitter will often be sponsored posts or use brand-specific hashtags. Twitter Takeovers are also a potential revenue stream.
In the example below, Chrissy Tiegen might just really like Old Dutch Dill Pickle chips. Or, she could be a Twitter chip influencer who is very good at natural brand endorsements.
extremely good chip alert! pic.twitter.com/vzscG6HYzR
— chrissy teigen (@chrissyteigen) August 24, 2022
How much do Facebook influencers make?
Facebook might be trending out of favor with a younger demographic. But Facebook is still a social media giant, the largest by many metrics. Facebook influencers are still pulling in money from things like:
- sponsored posts
- brand ambassador contracts
- affiliate marketing
- Live videos promoting products or services
Here are Facebook influencers’ general earnings per post according to Statista:
- Nano-influencer can make $170 per post
- Micro-influencer can make $266 on Facebook
If you’re a marketing manager or business owner, influencer marketing is a smart tactic. But, there are a lot of moving parts to deal with.
You need to find the right influencer that fits your brand and budget. Plus, you should understand how they set their rates.
Then, you need to work out how they fit into your marketing strategy. And, of course, measure your results following your campaign.
Hootsuite’s experts have come up with an Influencer marketing guide. And, great news, it’s designed specifically for folks like you.
It covers everything, from influencer etiquette to influencer marketing tools. And it includes a list of potential influencers you can reach out to.
Make influencer marketing easier with Hootsuite. Schedule posts, research and engage with influencers in your industry, and measure the success of your campaigns. Try it free today.
TikTok SEO in 5 Steps: How To Make Sure Your Videos Show Up in Search
What if I told you that TikTok SEO can help your content reach more people and even make your videos go viral?
If you’ve been sleeping on your social media SEO strategy, this blog is for you. We’ll walk you through all the juicy details about TikTok SEO specifically, how it works, and how you can optimize your video content to get the most out of it.
Stick with us, and you’ll be on the For You page in no time.
Bonus: Get a free TikTok Growth Checklist from famous TikTok creator Tiffy Chen that shows you how to gain 1.6 million followers with only 3 studio lights and iMovie.
What is TikTok SEO?
TikTok SEO is the practice of optimizing your videos on TikTok to rank higher in search. Just as you would use keywords and analytics to optimize the content on your website, you can also use these tactics to help your TikTok videos show up in more search results–this includes results on TikTok, as well as Google.
But wait. TikTok isn’t a search engine, right? Maybe not technically, but it still has its own search bar, making SEO an important part of the platform. In fact, Google’s own data found that 40% of young people primarily use TikTok and Instagram for search.
And, although social media posts on TikTok, Instagram, Facebook, and the like were not indexed by Google in the past, they now show up in the SERPs. Fancy that!
Your TikTok SEO strategy should include both SEO for Google and SEO for TikTok search. That way, you’re giving your content a fighting chance in all of the biggest online search arenas.
TikTok SEO ranking factors
User interactions can include anything from videos you’ve liked, videos you’ve hidden, videos you’ve added to your favorites, and videos you watch all the way to the end. TikTok takes note of all of this data and uses it to determine which videos to show you.
All of the information contained in a video can affect its ranking on TikTok. This includes captions, hashtags, sound effects, and music. TikTok looks for videos that contain relevant keywords in their titles and descriptions, as well as videos that cover trending topics.
Devices and account settings
These are settings TikTok uses to optimize performance. They include language preference, country setting (you may be more likely to see content from people in your own country), type of mobile device, and categories of interest you selected as a new user.
Note that while account settings do factor into your TikTok SEO ranking, they receive a lower weight than video info and user interactions.
What’s not included?
You’ll be happy to hear that TikTok does not factor follower count into its SEO ranking algorithm (though, if you do want to get more followers, we have you covered). This means that if you create great content that speaks directly to your target audience, you have as much chance of landing on their For You page as the biggest TikTok stars.
This is what sets TikTok apart from other platforms like Instagram. And honestly? We’re here for it.
Google SEO ranking factors
Anyone who knows anything about SEO knows that Google’s ranking factors aren’t exactly the most transparent topic. That aside, there are a couple of things we know for sure. And, *spoiler alert*, these ranking factors are also going to be a big part of your TikTok SEO tips.
Here’s what Google looks for when ranking search results.
These are the words and phrases that users type into a search engine when looking for answers. For example, someone looking for advice on keeping their hair healthy might search for “hair care.”
Google doesn’t just give anyone the top search spot. To earn it, you have to be an authority on the topic.
How do they know you’re an authority? This part is a bit tricky. But, in essence, Google looks at how many other pages link to your page (this acts as a reference and shows what you’re saying is true) and how popular those pages are. This basically means a link from Apple is going to be worth way more than a link from your brother’s local pizza parlor. Sorry, Antonio.
The good news for TikTok’ers is that social media platforms (Instagram, TikTok, Facebook) are some of the most “authoritative” sites in this world. So having a presence on these platforms, and having your content show up in Google search, can really help boost your discoverability.
A piece of content must be related to what users are searching for in order to get a good rank. No one wants to see a page on WWII history when they’re looking for makeup brush cleaning tips.
Google generally prefers new content to old, though there are some exceptions to this rule. For example, Google says, “The freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.”
How to do TikTok SEO in 5 steps
Now that we know what TikTok and Google’s search engines look for, here are our top TikTok SEO tips.
1. Start with your audience
One of the most important aspects of TikTok SEO is understanding your audience. Knowing who they are and what they’re looking for can help you create content that resonates with them.
If you’re already active on TikTok, you may have a good idea of what your audience likes. If not, consider taking some time to get to know them better. Look at the videos they’re engaging with and the hashtags they’re using. As well, look at the comments and messages they’re sending you. This can help you get an idea of their interests so that you can create content tailored to them.
Why does this matter for SEO? Well, understanding your audience can help you craft better titles and descriptions for videos, making them easier to find in TikTok searches. Similarly, you want to create content that your audience wants to see. Or the content they are already searching for. This can give you a leg up when it comes to being discovered by new audiences, too.
2. Do keyword research
Keyword research is an essential part of traditional SEO, so it makes sense to use it on TikTok, too. Find out what words or phrases your target audience is using when searching for content like yours.
Keep in mind these tools are scraping data from Google itself–not TikTok. Because SEO in TikTok is so new, there aren’t currently any TikTok SEO tools that can tell you what people are searching for on TikTok.
But don’t get discouraged. The best way to figure out what people are searching for on TikTok is to use the TikTik platform directly. Simply go to TikTok, open the search bar, and enter any keywords you’ve pulled from your TikTok keyword research.
TikTok will automatically auto-populate the search bar with the most popular keywords related to your query. Look through what it shows you, and select any keywords that match up with your content.
If you want to see even more keyword ideas, try typing in your keyword followed by a single letter. TikTok will then show you all the related keywords that begin with your query and the letter you entered.
Hair care “A.”
Hair care “B.”
Hair care “C.”
You can keep repeating this process until you have a list of relevant hashtags and keywords to use in your TikTok SEO strategy.
3. Add keywords to your content
Once you have your TikTok keyword research completed, start adding them to your content in the titles, descriptions, and captions of your videos. This includes any on-screen text, such as lyrics or explanations.
Also, be sure to say the keywords out loud! That’s right, TikTok’s algorithms prioritize videos where the keywords are actually spoken.
You’ll also want to include your keywords in any hashtags you use, as this will help people find your posts more easily. Use both your main keyword and any variations of your keyword that make sense. But don’t overdo it. Make sure you know the optimal number of hashtags to use on each platform.
Finally, add your most relevant target keywords to your TikTok profile. This will ensure that your profile is more visible when people search for these keywords. It also gives potential followers an idea of what kind of content you post and whether they should follow you.
4. Add your TikTok to a microblog
This is the exciting part, where we get to mash everything we know about traditional SEO with everything we’re learning about TikTok SEO!
Blogging is a big part of ranking in Google search. Remember when we talked about Google prioritizing content that is relevant and fresh? Well, that’s pretty much why blogs exist. What better way to keep your content fresh than to publish consistently?
To leverage this technique for your TikTok SEO, create a microblog post that discusses a particular topic related to your TikTok video. Be sure to include your main keyword in the title and your secondary or long-tail keywords in the subheadings and content of the post. Also, don’t forget to embed your TikTok video in the blog, too!
5. Track your progress
Every savvy SEO marketing strategy requires continuous monitoring and tweaking. Sure, you put all the best practices in place, but how will you know if your efforts are successful?
Tracking your TikTok analytics is the best way to see if your SEO strategy is paying off. This will give you insights into which videos are performing well, what kind of engagement they’re getting, and more. It can also help you identify areas where you can improve, such as topics or keywords that don’t seem to be resonating with your audience.
Hootsuite Analytics can show you exactly how many views are coming from search, as opposed to the For You page or from existing followers.
Be sure to track this progress over time, as well as the progress of your competitors. This will give you a better understanding of what works best in terms of TikTok SEO and can help you refine your strategy accordingly.
Frequently asked questions about TikTok SEO
What is SEO on TikTok?
SEO on TikTok is the process of optimizing your TikTok content to make it more discoverable on the platform, increasing views, likes and followers. This is done by researching hashtags, targeting certain keywords, and leveraging popular trends on the platform.
TikTok videos also have the ability to rank in Google search, so optimizing your content for SEO can help you gain even more reach and visibility.
How do you increase SEO on TikTok?
Increasing SEO on TikTok starts with keyword research. This involves researching and identifying popular keywords related to your content, so you can include those keywords in your captions and in the audio of your video.
You should also be aware of popular trends on the platform and use relevant hashtags related to your content. This will make your video more visible in TikTok’s search results and maximize its chances of getting seen.
How do keywords work on TikTok?
Keywords on TikTok are the same as those for any other platform–-words and phrases commonly used to search for content. Popular keywords in your niche can help TikTok’s algorithm boost your video and make it visible to more potential viewers.
How is TikTok a search engine?
TikTok is not technically a search engine, but it does have its own algorithm that can be used to find content. The algorithm takes into account the number of views, likes, and comments a video gets, as well as what other users are searching for. This helps TikTok serve up relevant content to each user based on their interests and past interactions with the app.
Grow your TikTok presence alongside your other social channels using Hootsuite. Schedule and publish posts for the best times, engage your audience, and measure performance — all from one easy-to-use dashboard. Try it free today.
How To Create a Strong Social Media Advocacy Program
There’s nothing more convincing than a friend’s endorsement — especially on social media. That’s why a social media advocacy program is the best way to show the benefits of your products instead of telling your customers why they should care.
Brand advocates help you connect with potential customers and cut through the noise online. They can boost your visibility by:
- Showing off your products on social media
- Leaving positive reviews on your website
- Driving more traffic to your products
In short, an engaged community leads to better sales outcomes. Keep reading for our guide to building a strong social media advocacy program.
Bonus: Download a free employee advocacy toolkit that shows you how to plan, launch, and grow a successful employee advocacy program for your organization.
Social media advocacy is a way to leverage the social networks of the people who like you and/or are invested in your continued success: your customers, employees, business partners, influencers, and more.
According to Nielsen’s 2021 Trust in Advertising study, a whopping 89% of respondents trust recommendations from people they know. These recommendations are almost twice as likely to generate action, too.
A social media advocacy strategy turns your biggest fans into brand advocates. A brand advocate is someone who loves your brand so much that they choose to voluntarily promote your products or services on their own social media channels.
While influencers are paid to create sponsored content for your brand, brand advocates are motivated by their enthusiasm for your product or service. They opt into your advocacy program voluntarily. Savvy customers are great at spotting paid influencer content, but organic endorsements still carry serious weight.
By leveraging your company’s biggest cheerleaders, you gain access to their social networks. The trust-based customer relationships you’ll build are worth their weight in gold.
What can brand advocates do for you?
Social media is now a top channel for online brand research, second only to search engines. Customers rely on social at every stage of the purchasing journey. A brand advocate’s positive post can really help you stand out from the crowd.
Here are a few ways in which brand advocates can help you build your business:
They leave positive reviews
Reviews from real users provide useful information for potential customers. In fact, reviews are the third-most important factor when shoppers are contemplating an online purchase:
Source: Hootsuite Digital 2022 report
Encourage your brand advocates to leave positive reviews on your website — and make it easy for them to do so. You can even generate a link to leave a review on Google and include it in your post-purchase emails to all customers.
Customers find a mix of positive and negative reviews more trustworthy. Responding to reviews shows that your brand is open to feedback. Make sure to engage with or respond to all reviews, good or bad.
They create user-generated content
User-generated content (UGC) is original, brand-specific content created by customers and published on social media or other channels. UGC acts as a trust signal, taking your brand authenticity to the next level. It’s incredibly influential in the final stages of the buyer’s journey.
Brands like Starbucks leverage UGC to break up the flow of traditional marketing posts in their social media streams:
Only four of these 12 recent posts on the Starbucks Instagram feed are brand marketing posts. The other eight posts are user-generated content. In these examples, UGC creates a sense of FOMO that drives customers to stop in for the latest seasonal treat.
They bring in new users or customers
Seeing someone else’s success can help new customers visualize their own. That’s why success stories are invaluable when recruiting potential customers or users.
Airbnb, a giant in the short-term homestay space, builds brand advocacy with the Superhost Ambassador program.
Superhosts are experienced users who have completed at least 10 stays in the past year, maintain a 4.8+ rating, and have a 90% response rate within 24 hours. They enjoy perks and special recognition for earning Superhost status.
Superhost Ambassadors share positive experiences to help new users see the benefits of hosting. They provide mentorship and tools to help new hosts succeed, all while earning rewards for bringing new hosts to Airbnb.
With the “Ask a Superhost” function, Ambassadors become de facto customer service representatives. They answer questions from newbies and help them create successful Airbnb listings. In exchange for their support, Ambassadors earn cash rewards and enjoy exclusive features and tools.
The key to building a strong social media advocacy program lies in leveraging your existing communities. But before you reach out to potential advocates, make sure you’ve got a plan in place.
Here’s how to start building your own social media advocacy program.
1. Start with your goals
Consider what you’re trying to achieve with your social media advocacy program. What kinds of brand advocates are you looking to build your community with? What kind of ROI are you aiming for?
Use the S.M.A.R.T goal-setting program to develop a set of effective goals. That means setting specific, measurable, attainable, relevant, and timely goals.
Here’s an example of a S.M.A.R.T goal:
Create a brand advocacy program to grow my Instagram following by 15 percent over the next 90 days.
Now that you’ve got an actionable goal in mind, you can figure out the tactics you’ll need to follow to achieve it.
2. Identify potential brand advocates
After setting your goals, you need to find your brand advocates, recruit them to your cause, and grow excitement among them about your company, campaign, or initiative.
Be sure to develop your program around valuable opportunities and rewards for the participants. Show them how taking part in the program will benefit them. Three core things to focus on to drive the program, including your search for the perfect participants, are:
- Effective communication
- Clear program architecture
- Professional integration
To find the best brand advocates for your social media advocacy program, you need to understand who you want to target, and ask yourself some key questions:
- What are their pain points?
- What incentives would be valuable to them?
- What are their interests?
- Who do they engage with on social media?
Deciding to develop a brand advocacy program doesn’t have to mean starting from scratch. If your brand is active on social media, then there’s a good chance your customers and fans are as well. This community is likely already talking about (and to) your brand.
Look at your social media followers and newsletter subscriber lists. Who’s liking your posts and clicking your newsletter links? These engaged fans are prime candidates for your advocacy program.
3. Don’t forget about employee advocates
Employees can also be fantastic advocates for your brand and business. An employee advocacy program amplifies company messaging and broadens your social media reach.
When recruiting employee brand advocates, make it clear that the program is optional. Internal advocates usually see the value in incentives, but they don’t want to be bribed or coerced into participating!
Here are a few tips to incentivize your employee brand advocates:
- Follow employees from your company accounts to boost their network
- Use the company accounts to share creative messaging created by employees
- Create a contest where everyone who shares a piece of marketing content is entered to win a prize
- Keep track of employees who share content consistently and share this information with their managers
- Acknowledge frequent sharers in company meetings or newsletters
Hootsuite Amplify helps you take the guesswork out of employee social media advocacy. Amplify allows your employees to access pre-approved content to share on their social feeds — all queued up and ready to go.
When done right, employee advocacy is one of the most effective ways to boost your public image and employee engagement.
4. Reward your advocates
Once you’ve got brand advocates, hang onto them! Make sure your social media advocacy program includes valuable opportunities and rewards for the participants. Show them how taking part in the program will benefit them.
Try the following tips to get the ball rolling:
- Follow users that follow you and engage with the content they share
- Highlight community members who contribute positively to your online discussions
- Reward the people who stand out in your community
- Send them swag or discount codes
Keep brand advocates engaged
For your advocacy program to be effective, you need to build a strong connection with your advocates. Best case scenario: you’ll have hundreds, or even thousands, of engaged brand advocates championing your brand. These advocates need to feel valued!
Your social media advocacy strategy needs to be scalable. Put someone in charge of answering advocate questions and keeping them on track. Consider appointing a program lead to take on the engagement task as the program grows.
Add value to the experience
You can keep members engaged by adding value to their experience:
- Create programming or education for your brand advocates
- Offer discounts on educational opportunities
- Add value with exclusive experiences, such as in-person meetups
- Incentivize or even gamify your program by running contests or fun challenges
A relationship with a good brand advocate is mutually beneficial, so keep up with your end of the bargain.
Review your advocacy program on a regular basis
Review your brand advocacy program every few months to see how your progress is tracking against the goals you established at the start. If something isn’t working, make adjustments to get things back on track. Social media is constantly evolving, and so should your advocacy program.
Tap into the power of employee advocacy with Hootsuite Amplify. Increase reach, keep employees engaged, and measure results—safely and securely. Learn how Amplify can help grow your organization today.
Hootsuite Amplify makes it easy for your employees to safely share your content with their followers—boosting your reach on social media. Book a personalized, no-pressure demo to see it in action.
Customer Experience Management Explained [11 Top Tips]
Have you ever been so excited to receive an online order, only to open up the delivery to find a broken product? If the customer care team goes above and beyond to resolve the issue, your frustrating experience can be morphed into a positive one. That’s why customer experience management is a quick way to win people’s hearts.
In this article, we’ll walk through what you need to know about customer experience management and how it can improve your business, including the top customer experience tools and tactics you can try yourself.
Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.
What is customer experience management?
Customer experience management (CEM or CXM) is the process of managing and improving the way customers interact with your business. CEM uses data gathered at every interaction to improve customers’ perception of your company.
At its core, customer experience management is all about understanding and improving how customers interact with your business. This means everything from how your customers discover you online to the interactions they have with your employees in-store.
Examining your customer journey from start to finish allows you to identify areas of friction and areas of opportunity.
Why is customer experience management important?
Customer experience management can help businesses to foster a positive image in their customers’ eyes. And it can help build stronger relationships with your customers. Companies that provide a great customer experience will always have a competitive edge.
You can create loyal brand advocates when your customer experience management is on point. A loyal customer’s lifetime value is much, much higher than a one-off purchaser. Bad customer experiences can cost you your reputation. But even just a meh customer experience is detrimental to your success.
What is the difference between CEM and CRM?
Customer experience management (CEM) and customer relationship management (CRM) are different perspectives on the same relationship. But while CRM focuses on the company’s view of a customer, CEM looks at the customer’s view of the company.
Think of it like this: CRM looks at your sales funnel. Where can you as a company meet your customer? CEM, on the other hand, considers your customer touchpoints. Where do your customers interact with your company?
CRM is about improving internal processes, while CEM looks at your company holistically.
What is client experience management?
Is customer experience the same thing as client experience? Well, not really. Though the terms are often used interchangeably, they’re not synonymous.
That’s because a customer may have a single transactional purchase with an organization. Clients, on the other hand, generally engage over longer periods of time centered around long-term services.
11 ways customer experience management can improve your business
By investing in your customer experience management, you can improve the health of your business. You’ll see real results, like increased revenue and profitability. Plus, you’ll build a strong base of loyal, happy customers, which means even more revenue down the road.
Here are 11 ways a strong customer experience management strategy can improve your business.
1. Helps you understand customer’s wants and needs
Creating a customer experience strategy means putting yourself in your customer’s shoes. It’s like psychology — you need to know their wants, needs, fears, and desires inside and out. Then, you can understand how to better deliver.
To do this, you can use customer experience tools to collect data on your audience. For example, Hootsuite’s social listening features can show you what (and how) your customers talk about you online.
Hootsuite Insights (powered by Brandwatch) makes it easy to track brand sentiment with intuitive word clouds and meters that gauge your sentiment and brand awareness against the competition.
You can also use customer experience tools like customer surveys to gain insight into their experience with your brand. These deep insights will help you to deliver on their wants proactively. And what’s better than someone giving you something you want before you even ask for it?
2. Build emotional connections with customers
At their core, these strategies are about better serving your customers, which will help you build stronger emotional connections with them. To do that, you need to provide a personalized service and seamless journey.
Finding out what your customers want and giving it to them is a start. But you will also want to anticipate their needs to reach them on an emotional level. It’s not enough anymore to just make things easy. In the customer journey, look for opportunities where you can delight your customers.
Take dog food suppliers Chewy, for example. When a customer called to ask about returns, Chewy learned her pup had passed over the rainbow bridge. They sent the grieving family flowers with a card signed by their customer care team member.
I contacted @Chewy last week to see if I could return an unopened bag of my dog’s food after he died. They 1) gave me a full refund, 2) told me to donate the food to the shelter, and 3) had flowers delivered today with the gift note signed by the person I talked to?? 😭
— Anna Brose, MSc (@alcesanna) June 15, 2022
3. Capture negative feedback before it goes live
One of the great advantages of having customer support chat built into your strategy is that you can capture issues before they turn into bad reviews. But if you can’t offer 24-hour live chat support, a chatbot can be a lifesaver.
Tools like customer service chatbots offer a golden opportunity to fix problems before they get bigger.
Customers who have their problems fixed are usually pretty receptive to giving your company another shot. Mistakes happen; we’re only human. (Except for the chatbots, of course. They’re just beautiful pieces of customer experience management software.)
4. Decrease customer churn
Your churn rate, or the rate at which customers stop using your business, is an important measure of overall customer happiness. It’s pretty simple math: Happy customers equal less churn.
When people feel seen and cared for by your brand, they’re less likely to take their business elsewhere.
That’s why making sure your existing customers are happy can lead to significant savings for your business. It costs a lot less to keep an existing customer than it does to acquire a new one.
5. Boost customer loyalty
Loyal customers mean more than just reduced customer churn. When customers have a good experience with your business, they are more likely to recommend you to others. This boost in loyalty can act as word-of-mouth marketing and increase your Net Promoter Score (NPS).
NPS is used to measure your customer experience and satisfaction. It’s calculated on a 0-10 scale, bucketed into three cohorts: detractors (0-6), passives (7-8), and promoters (8-10). When your customer is a promoter, they’re essentially a brand advocate.
6. Lower support costs
Customers who have a good experience with your business are less likely to need support.
There are fewer complaints which means less stress on your customer service team. This results in lower support costs, fewer dissatisfied customers, and a happier customer service team.
7. Increase sales
If you’ve made it easy for customers to complete their purchase, they’re more likely to buy from you again in the future.
Plus, satisfied customers are also more likely to refer others to your business.
8. Enhance brand reputation
A positive customer experience improves how people perceive your brand. When you’re mapping out your customer experience strategy, keep your ideal brand perception in mind.
Do you, like Coca-Cola, want to be known for happiness? Then you could take a page out of their book and add joyful touchpoints to your customer’s day. How fun was it to find a Coke bottle with your name on it?
9. Improve employee satisfaction
If you work for a company that is beloved by customers, you’re going to like your job a little bit more. Interacting with happy people who have a great customer experience may raise internal employee morale.
When your employees are happy, there is less turnover. Turnover, estimated by LinkedIn, can cost a company 1.5-2 times the employee’s salary. This number may seem high, but it includes intangible losses like the employee’s company knowledge and strain placed on the remaining team.
10. Create a competitive advantage
Businesses that excel at customer experience management have a leg up on their competition. This competitive advantage can help you attract more customers and grow your business.
Trader Joe’s, for example, has an almost cult-like following. And yes, in part it’s due to their off-beat and delightful product offerings. But that on its own isn’t enough.
Trader Joe’s also invests heavily in customer service and understanding the friction points of traditional grocery shopping. You only have to browse the Trader Joe’s freezer aisle, where they’ve removed the cumbersome, annoying freezer doors, to see their strategy in action.
11. Generate social media buzz
If something happens and it’s not posted on social media, did it actually happen?
When people experience something notable, they post about it. Dedicate your customer experience strategy to creating a delightful experience for your customers. Some of them will likely share that story, possibly on their Story. (See what we did there?)
User-generated content (UGC) is great for your own social content. When people turn into online advocates for your brand or share a positive experience, they create social proof that your brand is legit. Then, that positive brand experience sits in front of all their followers. You, my friend, have just gained some free, effective advertising.
Top customer experience management tactics to try
There are a ton of tactics you can use today to get your customer experience management off the ground. We’ll walk you through a few easy wins to get you started.
Use a chatbot to engage with your customers
Chatbots are a very easy win for your customer experience management. Install one anywhere your customers may reach out to you. That includes your website, your social media accounts, and your apps.
Chatbots have a ton of advantages when it comes to engaging your customers. You can empower them with answers to your frequently asked questions. This allows customers to get instant feedback on their FAQs. People don’t like waiting around for answers, especially simple ones.
Just make sure you choose a chatbot that will deliver on your customers’ wants. You may need a multilingual chatbot if your consumer base is multinational. Or, maybe your customers always want to track their orders; an ecommerce chatbot could be a good choice.
Something else to consider is your chatbot’s personality. You’ll want to make sure you can program the chatbot to speak in your brand voice. If you can, giving your chatbot a likable avatar is an easy way to improve the customer experience. And choose a chatbot that has natural language processing skills to better relate to your customers.
Hootsuite’s number one chatbot is Heyday. Heyday is an AI-powered chatbot that turns conversations into customers. It can do all the above and more.
Build a customer journey map
A customer journey map allows you to visualize the steps a customer takes when interacting with your business. It can give you real insights into your customers’ needs, fears, desires, and goals. You’ll be left with a better understanding of their thoughts, feelings, and pain points.
Customer journey maps are particularly useful in highlighting areas for improvement and opportunities.
For example, you may notice your customers have to physically call your store or team when an issue arises. This can provide a point of friction; some people *cough cough, millennials* hate talking on the phone. Or, in the case of Deaf or hard-of-hearing folks, will find it inaccessible. A chatbot on your website can make it easier for people to get in touch.
By identifying each customer touchpoint and mapping out the steps involved, you will gain a better understanding of the overall customer experience. This, in turn, can help you to identify ways to improve the journey and make it more efficient and delightful for your customers.
Create a customer experience strategy
A customer experience strategy clearly defines the steps and tactics you’ll take to improve your customer experience. An effective strategy defines your goals and the actions you’ll take to achieve them. Then, it considers how to measure and optimize your efforts.
Your goal could be, for example, to reduce customer churn (low customer churn is a great indication of a solid customer experience) by 10% in a quarter. Part of your strategy is to determine what is causing customer churn, which can be achieved by customer journey mapping and customer surveys. Then, fix the issues you uncover.
Here’s a simple way to measure your customer churn. At the end of the quarter, subtract your number of current customers from the number of customers you had at the start of the quarter. Then, divide that total by the number of customers you started with.
Let’s say you had 500 customers at the start of Q1 and 450 at the end. You can calculate your churn rate like so: (500 – 450) / 500 = 10%
After creating a customer experience strategy, you will have a plan in hand for reaching your customer experience goals.
Use data to understand demographics
The right chatbot gathers information each time it interacts with one of your consumers. Chatbot analytics isn’t something you should be sleeping on. If you’ve implemented a chatbot, then take a deep dive into the data it’s gathered. This is an excellent tool for understanding your customer demographics.
The better you know a group of people, the better you can tailor the experience you offer to what they want.
Engage with customers through social listening
You’ll want to know what customers are saying about your brand: the good, the bad, and the ugly. Keep an ear to the ground with social listening.
Hootsuite Insights helps you make sense of millions of customer conversations happening in real time, so you can stay on top of trends and set strategies with confidence.
Customers also like to feel heard. When they post about your brand or a topic that relates to you, responding is a great way to build relationships and foster a connection.
You can keep your finger on the pulse by tracking brand mentions, customer feedback, and industry trends. And you’ll stay relevant within the communities you’re a part of.
Plus, if you’ve got a cheeky brand voice, responding to people with humor is the perfect way to surprise, delight, and foster a positive customer experience.
— Wendy’s 🇨🇦 (@WendysCanada) October 18, 2022
Ask them what they want
You won’t know if you don’t ask. After they’ve interacted with you, ask your customers what went well and where you can improve.
There are tons of different types of surveys you can send out that will help you understand and improve your customer experience.
One of those is the Customer Satisfaction (CSAT) survey, which uses specific questions like “How satisfied were you with your experience at the ABC Cafe?” to get granular, reliable data.
Top customer experience management software
These days, brands need a stacked toolbox to stay competitive. There’s a lot of customer experience management software out there, but it can be overwhelming to choose between them. So, to avoid being paralyzed by choice, we’ve put together a list of tried and tested tools.
Heyday for customer service
Heyday is our choice chatbot for customer service. There is a lot that chatbots can do for your business, including improving your customer response rates.
Heyday automates customer support requests like answers to FAQs and product recommendations. And it can offer in-store appointment bookings. Heyday uses conversational AI to converse naturally with your customers. The results are a smooth, organic conversation.
Hootsuite for social listening, engagement, and surveys
Hootsuite has a ton of helpful features to help improve your customer experience. Insights, the social listening tool we mentioned above, is one surefire win.
But if you don’t need a social listening tool that’s quite as robust, you can also use Hootsuite Streams to engage with your customers on whatever social media channel they prefer.
You can use Streams (custom feeds that show up in your Hootsuite dashboard) to track all the important conversations in your field. You can even set up filters to monitor conversations by keyword, hashtag, and location. It’s a great way to stay on top of your own business—and one step ahead of the competition.
Hootsuite also integrates with tools like Sparkcentral, so you can easily send out and collect surveys.
Shopify for ecommerce
Shopify is one of the most popular ecommerce platforms. It is extremely easy to get set up on and operate, making it a beloved piece of software by beginners and experts alike.
Salesforce for your CRM needs
Salesforce is a powerful tool for managing all your company’s relationships with customers. The goal of using CRM software like Sales Cloud is to streamline your processes and improve your profitability. You’ll be able to track:
- outstanding orders, and
- manage customer relationships across their entire lifecycle.
Salesforce is a useful customer experience management platform because of its ability to take care of all your CRM needs.
Engage with shoppers on social media and turn customer conversations into sales with Heyday, our dedicated conversational AI chatbot for social commerce retailers. Deliver 5-star customer experiences — at scale.
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