Frequently Asked Questions

A fair question, that I receive often. Influencing is a new type of "job" and a bit of weird one at that. Let me explain best as I can using a typical influencer type role:

Let's say someone's a fashion influencer. Every day this person would create content (most often posted to Instagram) that provides value to their audience. When I say value, it means it's stuff people want to see (basically ideas on how to style cute outfits, information on what's in style etc.). This fashion influencer would gain a following of people specifically interested in this type of information.  Because this influencer has access and influence over their audience (their audience would generally trust their expert opinion), brands that sell clothes are going to want that influencer to wear their clothes in posts so that the brands can reach their target audience (people who are interested in clothes).  

The brand would reach out to the influencer and pay them to wear & post the clothes (an ad). Depending on the size of the influencer's audience, this isn't a small amount of money.  (But for the brand, it's way cheaper for them to advertise with an influencer compared to a lot of other advertising alternatives that often cost more and aren't nearly as effective.) This way the influencer can afford to continue to make all that free valuable content, by doing an ad every 10th post or so (or however many).

I'm not a fashion influencer, I post Calgary events and restaurant stuff, but it's the same concept. Most of what I do I don't get paid for, but when I do that allows me to continue to produce all the free entertaining/informational content for my audience.

Some people don't like this system, (people love to hate influencers) but it works well for all involved. I'm essentially delivering a message to people who generally want to receive it (they are following specifically because they WANT information on events/restaurants). So while they are occasionally subjected to ads, theoretically, even the ads are good info and provide value similar to the rest of my content.

There are 3 ways to do this.

1) Hold a newsworthy event and invite the media.  For example, a restaurant opening.  Either a PR company, the restaurant themselves, or a social media company representing the restaurant sends out invites to a fairly large list of well-known people in the city.  Depending on the event, attendance could be mostly food bloggers or it could include traditional media people (i.e. newspaper, television, radio) and/or industry people as well (i.e. others in hospitality industry).

Everything at the event is comped and you would try to show the media attendees an amazing time so they leave with the best opinion of you.  The more food, drink and activities available, the more content there is to film and photograph which means the more exposure you receive. 

2) Hire the media source/influencer to visit your business.  This will mean you not only comp the product/service but also pay for specific deliverables..  Meaning, you are guaranteed a certain number of stories/posts/video because it was discussed and decided in advance and to be posted by a specific date.  Technically a contract should be involved, but for smaller dollar amounts/faster turnarounds an email exchange will often suffice.  The message will be positive and contain elements you spoke about in advance. 

3) Send a no-strings attached invite to the media source/influencer. If you don't have budget for a PR event or money to hire for specific advertising, a work-around is to invite the news source to enjoy your business and just hope that they post something as a thank-you in return. There is a risk because you may get a lot of exposure or you may get a little. Also, because media sources/influencers receive a LOT of these types of invites don't be surprised if you hear a no.  It's not that your business isn't wonderful and worth visiting, it's just that attending newsworthy events and paid-for commitments take priority over these invites. 

Often these events are organized by PR companies or Social Media Managers, but really anyone can throw one. Here's what you need to know.

• Send an email invite out to your list of influencers, media, and industry people (whoever you want to be there) with a request to RSVP so you can have a sense of numbers.
• Let them know everything is free. Or if it's not, be clear about what is or isn't included. What is the incentive for media to attend your event.
• Include on the invite if people are expected to arrive at a specific time or if it is drop in during a time range.  For example, if the event is from 5pm-8pm, do you want people there at 5pm or can they show up whenever. 
• Allow people to bring a guest. There are so many reasons this is important. For one we don't want to attend an event alone so this decreases our chance of attending, second, my guest is usually my boyfriend who's my photographer/videographer and I NEED him to create content. Third, to make something look realistic/fun there needs to be people in the shot. Me, alone at an event or sitting at your restaurant does not make for an exciting video. 
• If you have a hashtag or want your PR company/social media company tagged in posts let people know what it is or who we should tag. This isn't obvious and it's actually helpful if you provide this information.  Example verbiage: "We'd be so grateful if you share Calgary's newest Pancake Shop with your audience. Should you choose to do so, we'd love it if you used hashtag #yycpancakeshop and tagged @JacksonPrMedia."
• If at all possible separate media events from the general public. You'll get way better coverage with a small concentrated event of media only.  Media need space to work. Events that are overly crowded with little to no content available make the job very difficult and even if we want to share you, we may not have the content available.  I LOVE when there is dedicated time, space and content for me e.g. "At 6pm we'll be revealing our newest cocktail and the bartender will do a mini-presentation." Heck ya, This gives me the perfect opportunity to take content FOR YOU. Versus an event with the public where I have to fight in a crowded bar attempting to order the new cocktail, give up and go home with zero footage. It's happened.
• Don't request a certain amount of coverage in order to attend. If this makes you nervous, don't let it. I understand you're scared of being taken advantage of, as in, some media come for the free food and don't provide you any coverage, but that's rare. In the majority of cases, you're going to get a ton of coverage (assuming its a good event).  If you hinge your invite on this "exchange of services' it puts media in a difficult position and technically the CRA counts "exchanges" as payment that we are to pay taxes on.  Stick to a party invite format to avoid this awkwardness.

These are the most commonly requested deliverables but let me know if you want something creative!

• In Feed Post – Seen by widest audience. Involves original content creation (I come up with an idea and photograph it).  I do have a professional photographer to help me out with higher budget promotions. 
• Stories –  Seen by my most engaged audience (views range from 750 to 2900). I can also add a link to the story to direct people to your website.  Stories are a fast and affordable option and are ideal for events or other news related items.
• Giveaway – Best for those interested in gaining followers.  Note that you provide the prize and the number of followers you receive will depend on interest in prize and the prize's value. 
• Video – TikToks and IG reels are hot right now, views can greatly exceed that of an in feed post.
• Website addition - I can add your event to my website event calendar. It's visited by Calgarians specifically looking for fun stuff to do in the city.

Not currently available 

• Podcast sponsor - I have a podcast that is awesome! (YYC Sociables) Unfortunately despite how well it was going (It was really taking off!) I've had to put it on hold because of how busy I am. I hope to get back to this soon. 
• Email newsletter ad - I have an email subscriber list of 2000, unfortunately again, due to how busy I am I've had to put my newsletter on hold despite how popular it is. Ugh. hoping to return to this sometime this year.

The biggest killer of small businesses is obscurity. Awareness is the first step in getting people to purchase from you. I help you lead people down the path to purchasing by showcasing your business positively to a new audience.  

It depends on the budget of the campaign, what the campaign is asking of me for a time commitment, and how well it matches my personal brand. (As you can imagine if you’re asking me to sell adult diapers I’m probably going to charge more! :D)  

I've been doing this for 3 years, I am experienced and have a large local audience I've worked to build a relationship with.

The first step of advertising is getting people to know your business exists, (I can help with that) then through repeated positive messaging, people will start to like you and then eventually trust you enough to purchase your product/service.  If your goal is sales, I’d recommend working with me over a longer period of time to deliver a consistent positive message to the same audience and warm them up to purchasing.  (Note, I cannot guarantee sales. I lead people to you, but you'll have to take it from there.)

It's all done in 3 easy steps.

1) Email me to let me know what you're thinking or interested in.

2) I'll create it and send it to you for approval (video, photo, and/or caption).

3) I'll post and you'll gain positive exposure directly to your target audience. 

Repeat for best results!

I find it's easiest for both parties if I take payment upfront. You'll receive an emailed invoice and you can choose to pay via credit card or etransfer.  (I prefer etransfer to avoid fees, but whatever works best for you!).  You'll receive a receipt after payment. 

I do accept gifts (provided there are no strings attached).  Please note, due to the time commitment involved with posting, unless it’s paid-for-content, I am unable to guarantee anything.  Note that "gifting" is different from an "exchange" (see next question).

I rarely accept an exchange as payment.  In my experience businesses don't often see eye-to-eye in terms of the exchange value of products and services and one person usually feels shafted.  Also note, if I agree to take product/service as payment I am required to claim it as income on my annual income taxes as the CRA considers it taxable income.  Because I pay taxes on what you give me, I have to be careful regarding my decisions surrounding taking products/services as payment.

Note that those experienced in the influencer industry rarely accept an exchange of services as payment, you may find someone who will agree to work with you but they will likely be new to the role.