Hello, I'm Josh, a marketer at Spray, the marketing solution that enhances the efficiency of influencer seeding.
While it's always been an issue, there's a problem that's making life even more difficult for practitioners lately. It's the 'DM sending restrictions' that occur during the influencer casting process. Due to the nature of the work that requires consistently sending messages with low response rates, account blocking by Instagram/TikTok has become an unsolvable challenge for influencer seeding managers.
Previously, there was a perception that TikTok had particularly severe issues with this, so practitioners developed the know-how of 'casting on TikTok via email, Instagram via DM'.
However, now Instagram is also shifting toward email-based influencer casting.
In this post, we'll explore the recent influencer casting trends efficiently and learn how to contact and manage more influencers in a shorter time.
As mentioned above, contacting multiple influencers inevitably requires sending large volumes of DMs. However, in this process, sending many DMs in a short time or not receiving replies increases the probability of account restrictions.
From a practitioner's perspective, when an Instagram account gets restricted, they have to wait until it's lifted, and the same problem will inevitably repeat afterward, consuming a lot of time.
To reduce such inconveniences, the trend is now to actively use email over DM.
Email already has many bulk sending tools available, and options like template management and automation settings are well-established, which can alleviate the difficulties that practitioners previously faced when using DM.
Of course, Gmail also has issues where accounts can be blocked or sending can be restricted if cold emailing (unilaterally sending many emails) is repeated. However, compared to DM, it allows much higher sending volumes, and creating accounts for casting purposes is very simple.
In fact, a considerable number of overseas brands and domestic companies have already standardized cold email-centered influencer casting.
It seems that larger brands, who suffer more from sending restrictions, found solutions one step ahead.
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Advantages of conducting influencer casting via email
Generally allows higher sending volumes than DM
Can check data on how much people responded to casting messages through open rates, click rates, etc.
Can apply various bulk sending and management tools
However, changing the contact method to email doesn't solve all problems.
Influencer email addresses are usually posted in the 'Bio' section of Instagram/TikTok/X/YouTube, etc.
To find this information, practitioners must go through the tedious process of visiting each influencer's SNS individually, finding their email addresses, and organizing them in Excel.
Large companies solve this problem manually by assigning influencer listing to interns or part-time workers.
This process is prone to mistakes and errors, and the quality of lists varies greatly depending on who organizes the Excel files, creating other problems.
The resource burden problem, which was already an issue with influencer seeding, is becoming more serious.
When hiring interns or part-time workers to conduct influencer listing, assuming it takes about 3 to 5 minutes to find one influencer's email information, it might be difficult to collect 100 emails even if one person invests a full day.
If you need to find influencers for large-scale seeding of over 100 cases, this burden increases by about 20 times.
Time needed to handle 100 US product seeding cases:
Assuming 5% TikTok message response rate (about 2,000 people)
Minimum 3 minutes invested per suitable person (6,000 minutes)
About 100 hours of workforce needed just for listing for casting
So, is there a way to efficiently list influencers while saving time and workforce?
Using the AI-based seeding solution 'Spray', you can list multiple influencers in a short time!
After specifying the desired country and follower range and executing creator search, you can quickly find about 2,000 or more suitable influencers within 5 minutes.
Additionally, we automatically search for email information by exploring all SNS platforms like YouTube, Instagram, TikTok operated by the influencer, and when searching, creators without email are excluded in advance for your review.
Also, if you learn an influencer's email information separately, you can record it directly in Spray for future use.
Spray helps you create and manage a creator pool that's perfect for your brand through this method.
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Spray's recommended influencer casting sequence
First, send bulk emails focusing on creators with email addresses
Cast only creators without email through DM
If you obtain email information later, record it directly for future use
Besides email collection introduced today, to proceed with influencer casting smoothly, you need to systematically proceed from message composition to sending strategy.
Check the influencer seeding know-how organized by the Spray team in one document.
Spray will continue to solve the difficulties of influencer seeding together with various technologies and content.
Thank you!
Indent Corp.
