FAQs - Page 3 of 4

Q: How can the effectiveness of social media be managed?

Planning is key. Social media requires a balanced blend of thoughtfully planned content that conveys your brand’s narrative and positioning, along with room for spontaneous posts that tap into trending topics or relevant news. Engaging with the right community is essential, as is leveraging user-generated content from trusted influencers. Clear measurement is the foundation of it all—tracking not just awareness, culture, and community building, but also tangible sales results.

Q: Is TikTok a good platform for all businesses?

Make TikToks not Ads. The beauty of TikTok is the engagement brands can have with their audience. The most successful ad campaigns, in general, are: original, authentic and consistent with the brand persona. They involve user participation and are high energy. Dependent on your company’s individual business needs, content could sit on-feed, as a brand takeover or a TikTok hashtag challenge.

Q: What is the difference between gifted and sponsored?

When an influencer has been ‘gifted’ with a product, a hotel stay, or restaurant visit, it means that the PR company has set up the opportunity to trial this for free. It is then up to the influencer to decide if they want to cover the offering. When a post is ‘sponsored’, it means a company has paid the influencer to communicate messaging about their brand – and key messaging, image direction and content will be broadly pre-agreed between the two parties.

Q: Is influencer marketing expensive?

When Influencer Marketing is done correctly, it can be one of the most cost effective marketing tools available. If you have a compelling offering, we advise driving more ‘earned’ influencers than ‘paid’, which brings the cost down even further. As influencers work independently, there isn’t a standardised rate card for any sector – and so, if paid is your approach, choosing the right influencers that will be genuinely interested in your company is key, as well as doing a deep dive on their audience and media packs to estimate ROI.

Q: How can you help me find influencers that will work for my business?

At Palm, we believe that a successful campaign is all about building a meaningful relationship between a brand and influencer. The more authentic the content, the better the results. We find influencers by doing a deep dive in to the business’ target demographics, the brand purpose and values, and then aligning credible influencers that share these touchpoints. We believe that a ‘scattergun’ approach, gifting vast amounts of influencers and not doing due diligence on each one can actually de-value a brand, and so we only work with trusted and fully vetted partners.