What do you do if your brand's influencer partnerships aren't meeting key performance indicators?

1 Reassess Goals

When your influencer partnerships are not meeting KPIs, the first step is to reassess your goals. Ensure that your objectives are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. If your goals were too ambitious or not aligned with your brand values, this misalignment could be the reason for underperformance. Revisit your goals and adjust them to be more realistic and tailored to what your influencer partnerships can feasibly achieve.

2 Analyze Data

Data analysis is critical when influencer partnerships aren't performing as expected. Dive into the metrics and look beyond surface-level indicators like likes and shares. Analyze engagement quality, audience growth, and conversion rates. Look for patterns or discrepancies that could indicate why the partnership isn't working. This deep dive can reveal insights into audience preferences and behavior, guiding you to make more informed strategic decisions.

3 Communicate Clearly

Clear communication with your influencers is essential when partnerships are underperforming. Discuss the KPIs and share your analysis with them. They might offer valuable insights from their perspective that you hadn't considered. Together, explore possible reasons for the shortfall and brainstorm solutions. Remember, influencers know their audience best, so their input can be incredibly beneficial in tweaking the campaign for better results.

4 Adjust Strategy

Based on the data and conversations with your influencers, it's time to adjust your strategy. This might involve changing the type of content, the posting schedule, or even the influencer you're partnering with if they're not the right fit for your brand. Consider experimenting with different approaches to see what resonates best with your target audience. Flexibility and willingness to pivot are key in the dynamic world of influencer marketing.

5 Educate Influencers

Sometimes, influencers may need guidance on how to better align with your brand's message and goals. Provide them with education and resources to understand your products or services deeply. A well-informed influencer can create content that's more authentic and compelling, which can drive better performance against your KPIs. Regular training and updates can help maintain this alignment over time.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?