What's the best way to match content with influencer platforms?

It's easy for brands to say they want to create buzz but then lack the tools to measure "buzz." Smart brands know that great content can create buzz on one platform (example: TikTok) and drive conversions on another (example: Instagram). Be prepared to measure your goals and assign an ROI to ensure a successful program can be repeated again.

Different outcomes take place from the same activity with same content framework within the same platform based on what values and products each brand brings to the audience. For instance, a beauty brand can bring direct sales and huge awareness by working with Instagram and TikTok influencers respectively, while a travel agency could only attract audience interest to power up other channels. Other than knowing your goal, knowing your brand is equally important.

Determine your marketing objectives. Are you aiming to increase brand awareness, drive sales, or boost engagement? Different platforms are better suited to different goals. For instance, Instagram and YouTube may be ideal for brand awareness, while Facebook and TikTok can drive engagement.

Identify the platforms your target audience frequents the most. Each platform attracts a unique demographic and user behavior.

Before working with an influencer, I often ask them to send me screenshots of their audience and content insights. This could greatly help in audience analysis, as well as price evaluation.

Contents work best if it’s being created with collaboration between brand and influencer themselves. Since influencers know their audience better than the brand, they can meticulously create contents that attract their audience attention.

Certainly, creating content and publishing it in collaboration with brands and influencers of each field is much more effective and more audiences will see that content.

Decide on the type of content you want to create or promote. This could include videos, blog posts, images, infographics, podcasts, or interactive content.

Cost per impression model gives a standardized estimate of all influencers on each platform. You can easily compare influencers of each platform by the price quote, impressions per content, and engagement rate.

One thing that is mostly left behind is how collaborative and available the influencer is. Being ghosted by the influencer could create many challenges for a marketing campaign.

Be Flexible Stay Current Test and Optimize Adapt Content for Each Platform Leverage Platform Features Analyze Influencer Expertise

Apart from the number game, in my experience, I think influencer marketers or equivalents must look out for clear alignment in terms of values - what the brand represents (ethos wise) vs. what values does the influencer embody. Secondly, there mustn’t be a clash of personas. Your brand’s persona, which is captured across various marketing communications must be similar to the persona of the influencer being considered. Third and the most important thing parameter to be considered whilst roping in an influencer is to check if they have done any organic posts for your brand or your peers. That way, one can get a sense of what kind of content can be expected out of the partnership.