The Keys To A Successful Influencer Campaign
Every influencer campaign success story requires preparation and planning. Here are some tips to ensure your campaign drives results.
Tip #1: Ensure Product-Influencer-Campaign Fit
When you’re selecting influencer partners, ask yourself: does the creator have the right…
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Audience for your brand?
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Aesthetic for your brand’s style?
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Content, tone, and style match to your brand’s values?
These questions will help you identify if an influencer is the right fit. However, it doesn’t mean you should automatically disqualify everyone else—keep an open mind for creators that might surprise you.
“Many brands think that they need to source & partner with influencers who fall within a very specific niche in order to reach their target audience,” said Sammy Martin, Manager of Professional Services at . “While this may be true in certain circumstances, we’ve actually seen more success from diversifying the group of influencers and working with creator personas that the brand may not have considered in the past.”
The data backs this up: The majority (62.4%) of brands have worked with more than 10 influencers, suggesting a good mix of influencers can help you reach your goals faster.
Tip #2: Pay Your Influencers Fairly
All campaigns involve reaching out, communicating with, and ultimately paying influencers.
“Brands are often surprised by the cost of running a successful influencer marketing campaign. Beyond paying for the influencer’s time and content creation, there are additional costs that influencers may charge for such as content usage, paid amplification, and exclusivity,” says Sammy.
“Brands should expect to invest in influencer marketing appropriately based on their goals & needs.”
This is where a tool like Influence can help; the platform allows you to negotiate fair influencer contracts, coordinate influencer payments, and get detailed campaign analytics that prove the value of your influencer marketing investment.
Tip #3: Let Creators Be True Collaborators
When you work with influencers, ask for their input on how your core messages can be presented engagingly for their audience and approach to content.
That doesn’t mean you can’t have rules or boundaries! Just make sure you are open to creative or novel ideas.
This is also your time to think about the size of an influencer’s audience; bigger is not always better.
“Many brands assume that partnering with influencers who have the largest followings will automatically yield the best results,” Sammy noted. “However, micro-influencers can often provide more authentic engagement and better ROI due to their closer relationship with their fewer, more engaged followers.”
Tip #4: Keep An Eye On Trends
If a new viral trend pops up mid-campaign that might be valuable, don’t be afraid to take advantage of it!
If a trend is the right fit for your brand, reach out to your existing influencer base or a new creator, mentioning you’d like a quick turnaround post within your larger campaign.
Remember to act quickly and trust your creator partners – you want to be a brand that jumps on trends when they’re relevant instead of stale.
