You’ve been planning for weeks. You’ve done the research, you’ve found the perfect influencer, and it’s been three days since your campaign went live.
But instead of fanfare and trumpets, all you hear is… crickets.
This is what an unplanned influencer campaign looks like.
A successful influencer campaign is one that creates value for its recipients. This makes strategy arguably the most important part of the entire campaign. Planning an effective campaign strategy puts your ad in front of an audience who will benefit from it.
Without an informed plan, you could waste hundreds or even thousands of dollars on an influencer who might not even be a good fit for your brand or campaign. And wasted money isn’t even the worst of it.
While advertising to the wrong audience can result in an ineffective campaign, it can have even more negative effects, such as being blacklisted by annoyed consumers.
This is the beginning of collecting your campaign analytics. By defining your KPIs and other metrics, you can measure the success of your campaign
Different platforms allow you to promote ads for different purposes. Depending on the goal of your campaign, you can choose a campaign type, whether it’s for promoting brand awareness or driving traffic to a webpage.
Certain types of imagery and creative work better for different campaign types. Once you’ve settled on a type, you can begin crafting content that’s best suited for it.
Before you can find an influencer to work with, you need to understand the audience you want to market to. This will be your target customer—the person who derives the most value from your offering.
Once you’ve defined your target audience, you can begin to search for an influencer. When choosing an influencer, you have three options:
- Micro influencers: With 10,000 followers or less, micro influencers have small, but highly engaged audiences.
- Power middle influencers: These influencers have between 10,000-250,000 followers and offer a good cost-value balance.
- Macro influencers: The big dogs of social media, macro influencers have 250,000 or more fans and offer maximum visibility.
The right influencer has a following that matches your ideal customer while falling within the parameters of your campaign. These parameters can include factors like follower count, budget, and engagement rate.
One of the easiest ways to find the right influencer is through the use of an influencer platform like Social Media Famous.
Instead of spending hours compiling information on various influencers, you can use the platform to instantly search influencers that fit your criteria, including by:
- Follower count
- Engagement rate
- Post cost estimate
The terms of agreement are often composed of two main parts.
First, are the delivery requirements. This ensures that you and the influencer are on the same page about everything and outlines specifics such as the platform the campaign will be done on, the number of posts/their frequency, and the type of content that will be delivered.
Think of your delivery requirements as a conversation between you and your influencer. They need to be as detailed as possible so that you both are on the same page and no surprises come up further down the campaign.
The second part includes usage rights and exclusivity. Usage rights define who has the rights to campaign content both during and after the campaign has ended. If you don’t specifically spell out your rights to the content, you may run into trouble down the line if you want to repost something later.
Meanwhile, exclusivity restricts that influencer from promoting similar products or services for an agreed-upon amount of time. Otherwise, you could lose potential customers to a competitor.
Influencers are pretty great, but they aren’t mindreaders. Before beginning the campaign, make sure to share everything with them, from your campaign goals to a detailed account of your target audience. This will help them help you get the most out of your campaign.
Just because your campaign is live, doesn’t mean your work is over. Content should be checked on periodically and analyzed during the campaign. Using this data, you can then optimize your campaign using paid strategies.
Once your campaign is over, it’s time to roll up your sleeves, put on your mad scientist glasses, and get to work analyzing the results.
There are two ways to evaluate your campaign by. The first is through data.
Measuring results such as engagement rates, paid vs organic results, and competitive performance among different ads gives you insight into what worked and what didn’t.
You can take this information and compare it to your initial goals and KPIs. Were you too ambitious or did the campaign exceed your expectations? This can guide you in future campaigns.
The second evaluation criteria is your experience with the influencer themselves. Did they seem to genuinely enjoy working with you? Did your brand resonate with them? Were they difficult to work with?
Maintaining a holistic view of your experience can give you an idea of whether this is the beginning of a fruitful relationship or the end of a failed experiment. An influencer that loves your brand is more likely to put in a greater effort to see you succeed and get better results.
The foundation of a good influencer campaign is in the strategy. When creating your own campaign plan, remember:
- Most of the battle is fought before the campaign has even begun. Using an influencer platform to research your ideal audience and influencer is just as important as the content that’s being promoted.
- When it comes to collaborating, the more your influencer knows, the better. This ensures both of you are on the same page when it comes to expectations.
- Data is the name of the game. Collect it at every stage of your campaign and incorporate it into your future plans.
Ready to start collecting data for your next campaign? Sign up for a free account and get access to in-depth influencer info.