What do you do if your influencer marketing campaign is coming to an end?

There are so many learnings from every influencer marketing campaign. How did the content differ from expectations and why? Did we meet our timelines and where were their snags? And that's before we even get to performance: which platforms worked best? which influencers worked best? where did we get views / clicks / sales? what were the verbatims like from the audiences? And then paid: did the paid or organic content do better? Why? If we could do it over, what would we do different and what do we recommend for next time? Who our prospective ambassadors? And as discussed below, this is the moment to talk about repurposing content which is probably just getting started. Every campaign is a springboard to the next activation.

Evaluating impact in influencer marketing can help gauge if collaborations are successful or not. For any social media platform, there are metrics that can help brands and influencers measure this. For an instance, in Instagram, reach, impressions, likes, follows, and shares help gauge if the campaign is successful. These information are shared by the influencers to brands after a certain number of days to determine effectivity of campaigns.

This isn't about just blindly grabbing whatever numbers are available. Success doesn't stem from an engagement rate or an impression count. Be absolutely sure you are looking at the THING, and not the thing that gets you to the THING. What is the change in the market you were trying to achieve by way of the influencer? How many people have you likely achieved that change with based on the quality of the content produced, the reach attained, and the special relationship your influencer holds with their audience? THAT and only that is the impact you need to evaluate. What did your influencers change and by how much did they change it?

Review Performance: Evaluate the campaign's performance against predetermined goals and KPIs. Analyze metrics such as engagement rates, reach, conversions, and ROI. Collect Feedback: Gather feedback from both influencers and your team. Learn about their experiences, what worked well, and areas for improvement. Express Gratitude: Show appreciation to the influencers for their collaboration and contributions to the campaign's success. Consider sending personalized thank-you notes or tokens of appreciation. Compile Content: Collect and organize all content generated during the campaign. This includes social media posts, blog articles, videos, and any other promotional materials. Engage Audience:

In my professional experience, it is imperative to pay attention to negative feedback from the audience in influencer marketing. This feedback serves to illuminate potential shortcomings in our product positioning strategy. It is crucial to collect and analyze negative feedback systematically to develop effective solutions that address these identified issues.

O planejamento antecipado vai desde a sele??o do influenciador até o storytelling que deseja ser seguido. Pensar a médio e longo prazo é primordial para que o impacto do final da campanha n?o seja sentido pelo público de maneira negativa, causando um efeito reverso. A estratégia envolvendo microinfluenciadores pode ser uma alternativa para que a campanha seja mais longa, duradoura e traga o público mais para perto da marca.

An influencer's strongest impact is going to be against their own audience. The only thing that makes someone an influencer is the audience they have built and their relationship with that audience. It's important to consider when you amplify an influencer outside of their audience, they're just some person. At best the audience views it as a testimonial or expert opinion and not as a paid acting gig and they grant additional credence to the message. Both brands and influencers need to consider that at this stage the brand is lending some of its trustworthiness and reputation to build up the influencer almost as much as the influencer is lending their reputation to push out the brand message.