What do you do if your influencer marketing campaign lacks innovation?

I would first investigate why it is falling short. Then I would come up with new ideas to add originality and distinctiveness to our approach. This could include working with different influencers, experimenting with new content formats, or incorporating emerging trends.

Before diving headfirst into influencer marketing, take a step back and solidify your goals. Do you want a surge in sales, a larger social media following, or simply to get your brand name out there? Setting specific and measurable objectives is crucial. Vague goals like "increased engagement" won't tell you if your campaign is successful. Define clear targets, like "a 20% increase in sales within the next quarter." Having a concrete understanding of what you want to achieve will guide your influencer selection, campaign strategy, and ultimately, allow you to track progress and adapt your approach for maximum impact.

Forget chasing follower counts! The best influencers for your brand are those who share your values and resonate with your target audience. They should be a natural fit, not a forced collaboration. Look beyond follower numbers and focus on the quality of their content, engagement rates, and overall reputation. Tools can help you identify influencers with a genuine connection to your niche and a creative style that aligns with your brand voice.

Ditch the script! Empower your influencers to co-create content. Give them room to express their unique voice and personality. Authenticity resonates! Beyond posts, explore diverse formats: videos, stories, live streams, podcasts, blogs – all offer fresh ways to present your brand through their lens. This creative freedom keeps your campaign innovative and engaging for their audience.

Co-creating content is a great way to experiment with new content strategies, platforms, and messaging. Influencers across niches have diverse approaches to connecting with their audiences, and they can be great resources to tap into when needing more innovation in a campaign. My top tips for co-creating content: Provide flexible guidelines and communicate the campaign's non-negotiables, like key messaging, KPIs, or CTA. Create opportunities for brand review and approval early on. Before beginning content creation, ask the influencer(s) to share an overview or script for the content; this allows the influencer to bring forth original ideas while allowing the brand to catch any red flags or communicate expectations in advance.

Have a word with creators who are genuinely excited about the product/ services, they will always have interesting ideas for your brand and go ahead with their suggestion

Ditch the same old, same old! Spruce up your campaign by exploring fresh platforms. Is your brand a good fit for TikTok's trendy dances or Clubhouse's audio discussions? Research platforms like these alongside rising stars like Twitch to see if they align with your audience and goals. Even established platforms offer new features – leverage Instagram Reels, YouTube Shorts, or LinkedIn Stories for short, captivating content. Remember, platform choice matters – ensure it fits your niche, influencers, and overall objectives. This exploration keeps your campaign innovative and grabs attention in unexpected places.

Don't launch and forget! Track your influencer campaign's success. Metrics like impressions, reach, clicks, and sales tell you what's working (and what's not). Tools like Google Analytics, Facebook Pixel, or Bitly help analyze data. Use these insights to adapt and refine your campaign, maximizing both impact and innovation. This continuous measurement ensures your influencer marketing stays fresh, effective, and delivers the results you desire.

If your campaign lacks innovation, that most likely speaks to client restrictions around content or message. This is where you can partner with the influencer to have them create one post that aligns strictly with the campaign parameters and another that is curated in their vison, while still adhering the the campaign brief. By providing the client with multiple post options they see the potential of pushing boundaries. Fact, they nearly always select the "creators choice" post. This approach has been successful in helping clients elevate the content style and push innovation in what they admit are traditionally stale campaigns.