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What do you do if your audience isn't connecting with your influencer content?

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Influencer marketing is a powerful way to reach your target audience, build trust, and generate conversions. But what if your audience isn't connecting with your influencer content? How do you know if your influencer campaign is working or not? And what can you do to improve your influencer marketing strategy? In this article, we'll share some tips and best practices to help you create engaging and effective influencer content that resonates with your audience.

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Nikita Abhanave

Head of Digital Marketing @Skoda India | Podcast Host | Ex GroupM, DDB, Dentsu
Chirag Jain

Co-Founder SocialTAG | Marketing Specialist | Helping Brands with Strategy led Influencer Marketing
Anderson Queiroz

?? Founder & CEO Doomel | Influencer Marketing | Artificial Intelligence

1 Identify your goals and metrics

Before you launch any influencer campaign, you need to have a clear idea of what you want to achieve and how you'll measure your success. Do you want to increase brand awareness, drive traffic, generate leads, or boost sales? What key performance indicators (KPIs) will you use to track your progress and evaluate your return on investment (ROI)? Some common metrics for influencer marketing are impressions, reach, engagement, clicks, conversions, and cost per action (CPA). By setting your goals and metrics upfront, you'll be able to align your influencer content with your desired outcomes and optimize your campaign accordingly.

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Anderson Queiroz

?? Founder & CEO Doomel | Influencer Marketing | Artificial Intelligence
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First check that the brief you gave to the influencer is not out of context with the content that the influencer usually publishes. Talk to the influencer, ask him to add a touch to your brief, leave it “his style”. Followers quickly detect robotic content, so ask the influencer to do the creative part in their own way, leaving them free to create based on your brief. You will definitely get much better results!

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Nathalie Novak
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please take a good look at the content the influencer is publishing on a daily basis. Do not only look at the followers. The content need to be a fit for your brand & your brand need to be a fit for the influencer. followers are not interested in forced advertising.

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Ozzy McIntosh Jr.

Making and breaking stuff.
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You'll first want to call out the main goal of the campaign. There are many ways to track important metrics and you'll want to know which ones matter to you most. This will help you in the next step of finding the RIGHT influencers for YOUR brand.

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2 Choose the right influencers and platforms

Not all influencers and platforms are created equal. Depending on your goals, audience, and budget, you need to find the best fit for your influencer marketing campaign. You want to work with influencers who have a relevant, loyal, and engaged following that matches your target market. You also want to choose platforms that suit your content format, style, and tone. For example, if you want to showcase your product features in a video, YouTube or Instagram might be better options than Twitter or LinkedIn. To find the right influencers and platforms, you need to do your research, check their profiles, reviews, and ratings, and communicate your expectations and guidelines clearly.

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Chirag Jain

Co-Founder SocialTAG | Marketing Specialist | Helping Brands with Strategy led Influencer Marketing
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Depending on what exactly you want, choose the influencers and platform accordingly. You want influencers whose audience matches your needs and a platform that aligns with the format. This is why be clear with your research and communicate the guidelines very clearly.

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3 Create authentic and valuable content

One of the main reasons why audiences connect with influencer content is because they trust their opinions and recommendations. That's why you need to create authentic and valuable content that showcases your brand personality, values, and benefits. You don't want to sound too salesy, pushy, or scripted. Instead, you want to tell a story, educate, entertain, or inspire your audience. You also want to provide value by offering tips, insights, solutions, or discounts that your audience can use. To create authentic and valuable content, you need to collaborate with your influencers, give them creative freedom and feedback, and align your messages with their voice and tone.

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Nikita Abhanave

Head of Digital Marketing @Skoda India | Podcast Host | Ex GroupM, DDB, Dentsu
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It is important to understand the audience here. A thorough segmentation of customer is first step. Basis that, the content and medium to publish will be decided. After that, choice of KOL, formats, language, CTA, promotions etc. can take place. Localization can create a huge impact here! It is more than just translation, bridging the gap between diverse languages and cultures. And a great tool especially for competitive categories like E-comm, CPG, or even B2B. A good mix of all this can help in bringing value and create authentic content which is relatable and working for all parties.

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Nathalie Novak
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Authenticity is the most important thing. If your brand doesn't fit the influencer, then even a large reach won't help you. Take the time to look at the influencer’s content and determine if it’s a match.

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4 Engage with your audience and influencers

Another way to connect with your audience through influencer content is to engage with them and your influencers. You don't want to just post and forget. You want to start and join conversations, answer questions, address feedback, and encourage interactions. By engaging with your audience and influencers, you'll be able to build relationships, trust, and loyalty. You'll also be able to gather insights, opinions, and suggestions that can help you improve your influencer marketing strategy. To engage with your audience and influencers, you need to monitor your influencer content, respond promptly and politely, and show appreciation and recognition.

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5 Test and optimize your influencer content

Finally, you need to test and optimize your influencer content to make sure it's connecting with your audience and achieving your goals. You don't want to rely on assumptions or guesses. You want to use data and analytics to evaluate your influencer content performance and identify what works and what doesn't. By testing and optimizing your influencer content, you'll be able to fine-tune your strategy, adjust your budget, and maximize your results. To test and optimize your influencer content, you need to track your metrics, compare your results, and implement changes and improvements.

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Ryan Smith

Podcast Advertising & Influencer Marketing - Brand Growth & Strategic Partnerships
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To improve engagement with influencer content, it's crucial to continuously monitor performance metrics, analyze audience feedback, and identify areas for enhancement. Use data-driven insights to optimize strategies, refine copy/messaging, and align content more closely with what the audience prefers. Experiment - test different content, copy/messaging, calls to action - that can reveal what resonates best. Implementing these changes based on concrete performance data will help ensure that your influencer campaigns are optimized for better connection and impact.

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6 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?

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Nathalie Novak
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In order to create targeted content and good influencer marketing these days, the connection with the face behind the content is the key to success. Followers see a large amount of content every day. They are only interested in content from people they can connect with. You should use this as a brand, enter into long-term collaboration and become part of the community.

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What do you do if your audience isn't connecting with your influencer content?

1

2

3

4

5

6

1 Identify your goals and metrics

2 Choose the right influencers and platforms

3 Create authentic and valuable content

4 Engage with your audience and influencers

5 Test and optimize your influencer content

6 Here’s what else to consider

Influencer Marketing

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感谢您的反馈

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What do you do if your audience isn't connecting with your influencer content?

1

2

3

4

5

6

1 Identify your goals and metrics

2 Choose the right influencers and platforms

3 Create authentic and valuable content

4 Engage with your audience and influencers

5 Test and optimize your influencer content

6 Here’s what else to consider

Influencer Marketing

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