Take your influencer marketing from zero to hero!
Some brands have started experimenting with in-house teams or even giving the job to interns, and are then confused why they aren’t getting the results they expect... or think they should expect. Before declaring “it doesn’t work”, here are our top tips to take your strategy up a gear!
Influencer marketing has grown exponentially over the past few years. With consumers spending even more time on social media due to the pandemic, it has never been more imperative for brands to incorporate influencer marketing into the marketing mix if they are to survive.
Define your KPIs clearly (and realistically!)
This might seem like stating the obvious. However, we often find that brands aren’t getting the results they want because they’re not setting the right benchmarks for what they consider a successful campaign. When defining your KPIs, try to separate these from your overall business objectives and consider what you want this specific activation to achieve.
Deciding whether you want to increase brand awareness, drive purchase consideration, or grow your own channel audience will impact your strategy and KPIs — success should be measured against very different benchmarks depending on the goal. Read our blog on how to calculate success in campaigns for qualitative campaign metrics.
People matter as much as numbers.
Reach and impressions are important, but they shouldn’t be the only metric when selecting your creators. There are many other factors at play when choosing the right creators for your brand.
Start by looking at their content and what it says about them (they will be promoting your brand, so make sure they fit in). Does their audience interact with their content positively, and how engaged are they? Are there any potential conflicts of interest or brand value mismatches? Lastly, and perhaps most importantly, will they be able to deliver on your objective? They might be great for your brand aesthetic, but essentially it all comes down to what it is you’re trying to achieve.
Think long term.
After defining what you want to achieve, it’s time to determine the how. This is where you’ll outline how many influencers you need for the project, the content frequency, and their level of involvement with your brand. Developing a relationship early on and involving influencers throughout your planning will most certainly impact their content and its authenticity. They might even post more than the agreed terms simply because they are now emotionally invested in the project.
Authenticity has become a huge driver for the majority of both influencer and brand communication.
For brands, this means both evaluating influencers in advance regarding brand fit and considering long-term collaborations. Most creators would like to enter into fewer affiliations but instead trust in long-term partners. 94% of our influencers surveyed expressed an interest in launching products with a brand within the framework of a long-term cooperation, and felt the collaboration would be beneficial for both sides.
Creativity is everything.
Choosing the right creator and the right channel to impart the right message at the right time will result in e-purchases large and small. No matter which creator you work with, it’s essential to trust them. Creators have traction because they understand their audience and create content their audiences love. Give the influencer the brief, and let them produce the content their audience will love. Briefs are important, but your creator needs the space to... well ... create.
Look back, then plan forward.
Find and record all the ways that your campaign had an impact. Some of these are straightforward marketing metrics and can be easily measured. Others might not occur to you at first but should still be considered. Always relate your results back to your objectives and investment. Look for all the ways the campaign benefitted your brand. And if you find the campaign didn’t succeed this time, don’t be downhearted. Use the all-important data to see which stage things went off plan and assess: did the campaign underperform, or were the success metrics too optimistic? Or, place it all in the hands of industry professionals and achieve activation success you never dreamed possible!