January 15, 2021
Success With Influencer Marketing Campaigns
When it comes to influencer marketing, it can usually go in two directions – either the campaign will have a glowing success with excellent returns, or the campaign can fail. It can take the company several months or even years to recover from it. Both of these situations are relatively common in the digital marketing space.
With research reporting that brands and corporations plan to spend a considerable amount of their marketing budgets on Instagram influencers in the coming months, the mentioned outcomes can be a bit worrying.
Given how lucrative the influencer marketing campaigns have been in the past, it’s one of the few tools that’s relatively incomparable to other marketing channels. The problems can only arise when the campaigns are done in the wrong way.
The first phase in getting success with influencer marketing campaigns is outlining the campaign’s goals, which quickly become the guidelines when companies decide to invest in influencer marketing campaigns. These campaigns can have different goals such as brand awareness, content creation, gaining social media followers, gaining newsletter subscribers, or improving sales.
For example, if the company’s goal is brand awareness, one of the most important metrics for the influencer marketing campaign becomes Reach. However, the very definition of reach and how the brand defines relevant reach is different for all companies. It has to be clearly defined before the right influencers are selected for the campaign.
If the campaign’s goal is content creation, it’s a lot more beneficial for the brand to choose someone that already creates great content, which means they have great photography and/or design skills. This is a much better option than deciding to go with influencers that don’t have very attractive content yet have a bigger audience because the audience will judge the content by the things they’re regularly shown on the social channels of the brand’s choice.
Another important process in a successful influencer marketing campaign is choosing the right influencer. For example, the Pepsi ad in 2017 that featured Kendall Jenner was widely received in a negative light simply because choosing that particular influencer for a campaign that promotes diversity was the wrong choice to make.
There are several metrics that companies have to take into consideration when selecting the right influencer for a campaign, such as a reach, relevance, authenticity, engagement rate, quality, and frequency of content, their values, and reliability, as well as the quality of their audience.
After outlining the goals for the influencer marketing campaign and selecting the right influencer, it’s time for the brand to make an offer to the influencer and the target audience for the campaign. This is another important aspect because no brand wants to miscalculate the attention a campaign might get and end up overselling or underselling themselves. That’s why it’s important to be realistic when making these offers, as they can easily create negative situations for the brand and limit the company’s impact on all future campaigns.