How to build a brand awareness campaign
1. Define clear, measurable objectives
Before tossing content into the internet and hoping it lands, make sure you understand why you’re doing it. Great influencer brand awareness campaigns begin with SMART goals:
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Specific
(Example: increase Instagram followers for a skincare company by targeting college-aged women interested in skincare)
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Measurable
(Example: grow follower count by 10,000 and reach 500,000 post impressions)
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Achievable
(Example: use a weekly content calendar and partner with three micro-influencers to drive engagement)
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Relevant
(Example: supports the broader business goal of expanding a Gen Z skincare customer base)
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Time-bound
(Example: achieve this growth within the next 3 months)
SMART business goals keep your campaign grounded, aligning every creative with a business outcome. Without them, you’re lost in the algorithm.
These goals also provide clear objectives that align with ROI measurement. You get goalposts to measure success without stressful guesswork.
It helps to take advantage of ’s influencer tools that make it much easier to measure and report on goal success throughout your campaign.
2. Leverage multi-channel marketing
The potential impact of posting on multiple platforms is huge. Facebook has over 3 billion monthly active users, TikTok has over 1.5 billion, and the global social networks are only growing. Multi-channel marketing is the best way to increase brand awareness quickly.
It’s been done before. Check out the real benefits of using multi-marketing strategies with influencers and social media in these brand awareness campaign examples:
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El Pollo Loco: To generate buzz for its Double Tostada launch, El Pollo Loco activated 20 diverse creators across TikTok and Instagram, producing content that resonated with Gen Z.
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Spectrum Brands : With 387 pieces of influencer content and a 12.8% average engagement rate over Instagram and TikTok, this campaign for pet brands effectively drove awareness and consumer trust through authentic storytelling and strategic paid media.
3. Invest in high-quality content creation
Any old content won’t do. Your brand needs engaging, appealing content, but content creation isn’t always easy. Even brand campaigns with influencers (who may make their own content) require a lot of work from your team. These tips make it easier:
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Edit fast, post proud. The right creator tools and a good preset go a long way—invest in good editing software attuned to your campaign.
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Design like a pro, even if you’re not one. Tools like Canva make it easy to create eye-catching content.
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Stress-free idea generation. AI tools and caption writers spark fresh content without the headache.
4. Find the right influencer partnerships
If content is king, then influencer marketing may be the queen. Partnering with appropriate influencers can spread brand awareness faster than a fresh trend. Team up with the right-fit creators to speak directly to your audiences.
Define your ideal influencer match.
Think of it like dating. You need to know what you want. What niche should they be in? Who’s in their audience? Do they care about the same things your brand does? Persona-building goes a long way in narrowing down the best brand-fit creators.
Don’t overlook your own fans.
Sometimes, your dream influencer is already tagging you. Monitor branded hashtags, mentions, and DMs to find those low-key advocates who genuinely get your brand.
When in doubt, think small (but mighty).
Nano- and micro-influencers may have fewer followers, but they often drive higher engagement, and that’s where real brand magic happens.
Need a shortcut?
Use discovery tools like ‘s influencer finder to vet creators and automate influencer recruitment. It’s influencer matchmaking made easy, with a lot less time and stress on your end.
5. Incorporate user-generated content (UGC)
User-generated content (UGC) is any content created naturally by a brand’s fans, customers, or community—and later shared by the brand on its own platforms.
There are no contracts, just authentic, unsolicited brand appreciation. The most popular example is a user who posts on Instagram while wearing a brand shirt. They tag the brand, the brand’s social media wizzes pick it up, repost, and voila. You’ve mastered UGC.
Okay, there’s a bit more to it, but these tips and tricks can help you get on top of UGC:
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Start with Strategy: Define your UGC goals upfront. Content without purpose is just noise.
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Always Credit the Creator: Ask permission, tag generously, and thank the original poster. Good manners build better communities.
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Keep It Real: Highlight raw, relatable, and real content. Authentic UGC trumps glossy product shots every time.
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Go Big on Video: Video UGC grabs attention, drives engagement, and brings your brand to life.
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Share from All Walks of Life: Diversity in UGC isn’t optional—it’s essential. Celebrate your entire community.
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Make It Scroll-Stopping: Aim for UGC that’s feel-good and share-worthy. If it sparks a smile or a share, you’re doing it right.
Looking for more support? ‘s UGC platform can help you find and collaborate with the most authentic creators.
6. Engage in social listening and community building
Social listening tracks online conversations about your brand, industry, and competitors to inform more thoughtful decisions. It includes monitoring mentions, analyzing sentiment, spotting trends, and responding to feedback—across all platforms.
Social listening is a great tool for community building. It helps you understand your audience’s needs, concerns, most favorite things, and what they need from a brand community.
It also helps you get ahead of issues with your campaign. For example, you can figure out if an influencer isn’t coming off well before their content reaches most of your customers.
It can be tough to manage successful social listening on your own. ‘s social media listening tool gives you actionable insights directly from your customers. Use the information you gain and the following tips to build and nurture your online community:
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Define your brand’s purpose and values to give your community something meaningful to rally around. A clear mission turns followers into believers.
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Identify and understand your audience by digging deep into their interests, needs, and behaviors—because just shouting into the void won’t build a community.
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Foster authentic engagement by showing up, replying like a human, and celebrating your community’s contributions in real-time.
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Organize events and challenges to spark participation, build momentum, and give your community a reason to come together.
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Offer exclusive perks and benefits to reward loyalty and make your followers feel like insiders, not just customers.
7. Conduct regular brand awareness surveys
You don’t have to make educated guesses on audience perception. Just ask! Consistent feedback from surveys is an excellent way to gauge brand perception. Pose questions like:
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How familiar are you with our products?
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When were you first introduced to our brand?
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Do you feel we are trustworthy?
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Do you prefer us over the competition?
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How likely are you to recommend our brand to friends and family?
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Do you use our products? Why or why not?
It’s best to send out the same survey multiple times to random audience members—once before the brand awareness campaign, once or twice during, and once after.
8. Repurpose top-performing content across channels
Ever heard the phrase: reduce, reuse, recycle? This is the content version—identifying your highest-performing content pieces and adapting them for different platforms. Repurposing content for social media (also called content syndication) is a great way to get more out of your campaign budget.
You can crosspost, reformat old content, and repurpose long-form videos into short clips.
Content atomization can kick things up a notch. Atomization means taking one big, brilliant piece, like a long-form blog post, e-guide, or video, and breaking it into smaller, platform-specific assets. Think of turning a blog post into a video tutorial, a LinkedIn carousel, and a Tweet thread.
Where repurposing focuses on changing formats, atomization zooms in on micro-themes and angles, turning one core idea into a group of content across your brand awareness campaign. The result is more reach, more relevance, and much more mileage from every piece you publish.
’s influencer content syndication platform can help you navigate and excel at content repurposing and atomization.
