You’re planning an influencer marketing campaign. How can you ensure its success?

Simply put: I don't think you can ever ensure success 100%. But that's okay, because we all know it's the campaigns that don't go so well that are often more instructive and useful learning experiences for refining your approach over the longer term. Key thing from my perspective is to work with clients/colleagues who don't expect everything to go swimmingly all of the time, and who have that growth mindset that allows for a degree of creative/strategic risk-taking without recrimination.

I understand why everyone cares about numbers. They are definitely important, however when looking at these influencers, make sure it's someone that would use the product even if it wasn't a campaign. Someone that would ACTUALLY purchase the product. This makes briefing them a lot easier as they know exactly where this product fits in their life.

Never start anything if you do not have goals or objectives. Detail and align your desired outcomes for the campaign before you start. Communicate this to the influencers you are working with at an early stage and create metrics to track your progress.

De A a Z, s?o as múltiplas possibilidades do que elencar como objetivo para a sua campanha de influência. Esse tipo de trabalho, pode e deve, n?o se debru?ar a apenas KPIs quantitativos, visto que, o influenciador n?o é vendedor e sim, um meio de comunica??o. O óbvio (ou n?o) de métricas como alcance, clique, tráfego, engajamento, vouchers, sim, devem estar no seu planejamento, mas devem ser elencados em 2 níveis: 1 - Macro: que ser?o válidos para todo squad; 2 - Por influenciador escolhido: onde você pode ter parte do squad focado em convers?o, outra parte, em alcance e engajamento... fazendo uma campanha 360o. Mas o mais importante, construa junto com influenciador, ele conhece seu público e o que pode gerar, melhor do que ninguém.

You need to work with data to reflect your goal and set up a team that can help you identify a value add influencer with a rich content that is apt and direct with huge calls to action!

Back away from anyone who self-defines as an ‘influencer’. If you want someone to front a campaign, to humanise it, find someone who is largely unknown but is genuinely interested in your product or service. It’s a talent-scouting exercise. Most payments to influencers are vanity exercises - or exercises in political cover - and the effect, if any, will dwindle. Personally, I’d engage an ‘unfluencer’ and milk it for the comic and viral potential.

If an influencer identifies in your target audience demographic, surprisingly, their audience/followers may show up differently. For example, a black male actor with an audience of 75% white, middle-aged women. This is a perfect example of the phrase “don’t judge a book by its cover.” Welcome to the party, DATA ANALYTICS. Leveraging tools such as Tagger provides a strategic approach to identifying the right influencer and audience that will reach your targets on the platforms that matter.

A good place to start might be to look at influencers who already follow you or those who have reached out first. This usually indicates a natural interest in your brand, which can make any content they produce more organic and authentic. Regarding tools, I really enjoyed using the Companion tool. This tool provided access to all assets posted by the influencer and all their stats, regardless of whether the brand was tagged in them or not. It's also one of the few tools that offered a clear ROI calculation, taking media spend into account.

A lot of brands put very little effort into influencer marketing. It is like an afterthought. To get the right influencers a brand needs to look at their reach, niche, authenticity, and shared values. Not every influencer should be onboarded on a campaign. Niche focuses on the influencer's domain of expertise while reach is all about the audience base. Good collaborations happen when the influencer is authentic and shares the same values with your brand. Essentially the brand is asking for an endorsement or promotion and needs to work with influencers who align with their values, campaign goals and campaign requirements.

Atuar com comunica??o de causas traz desafios a mais para trabalhar em parcerias e cocria??es com influencers. Para nosso mercado a verdadeira rela??o com a causa importa mais do que os números/alcance. Buscar pessoas que, de fato, se importem com seus temas/causas, essência e valores, me parece ser de fato a chave de transforma??o para uma comunica??o ainda mais potente. Com essa proximidade de cran?as entre marca e influenciadores, penso que nós, que estamos dentro de organiza??es, temos que estar preparados também para o fato de que estes criadores precisar?o trazer sua assinatura, sua personalidade para "traduzir"nossas mensagens, programas ou produtos. E seguir com desapego e abertura para reconstru??es

Content is king (or queen): Don't just hand over the reins and hope for the best. Collaborate with influencers to create authentic, engaging content that aligns with their voice and your brand message. Let their creativity shine, but provide clear guidelines to keep things on track. Transparency is key: Be upfront about sponsored content. Building trust with your audience and influencers is crucial for long-term success.

Long term collaborations are highly recommended to ensure partnerships are genuine and influencers go over and above for your brand. It also improves the reliability of the content from the audience's point of view. Some of the ways to create genuine partnerships is by co-creating products and content, spending time with them for product and brand immersions, rewarding top partners via long term contracts and reconition.

Manage influencers with a long-term vision and a PR methodology, aiming not for tactical activation but for the generation of a sustained trust-based relationship over time. In addition to paid collaborations, look for milestones throughout the year to spark interactions. These milestones can be related to the influencer, such as achievements or significant dates, or milestones for the brand, such as launches, important news, or events. Even build an Influencer CRM to track this relationship. The result will be more credible and genuine collaborations, the generation of better organic content, and even the establishment of a relevant group of authentic brand advocates.

Zu einer Zusammenarbeit geh?rt auch der Austausch über die jeweiligen Vorstellungen, Briefings, aber der Influencer kennt seine Community und wei?, was gut ankommt - da sollte ein wertsch?tzender, konstruktiver Austausch statt finden und nicht die eigene Idee nur übergeholfen werden.

This is the most important base of any campaign. A deep understanding and respect for the collaborators and their work is going to lay the foundation for glory. People don’t quit jobs, they quit managers. Manage your creative contributors as a valued team and you will surely find success!

Say it with me: creator-led creative. Let them run the show - they know their audience best. Sure, you can and should guide them to your brand's key messaging and preferences, or even give them friendly guidance with data that you know works with your boosting strategies, but at the end of the day if you want them to create content that sings to their audience it needs to be true to them - and a good fit for the platform they're creating on. Not all platforms are the same, and they should be creating bespoke for each. At the end of the day, it should entertaining, educational or utilitarian on behalf of the brand - the rest is up to them.

One thing I’ve found helpful is that creating engaging content involves several key points: 1. Authenticity: Authenticity is crucial for building trust with the audience. 2. Collaboration: Work closely with influencers to understand their audience. 3. Content Formats: Choose formats that resonate best with your target audience. 4. User-Generated Content (UGC): UGC enhances credibility. 5. Storytelling: Tell stories that highlight the value your service. 6. Visual Appeal: Invest in high-quality visuals. 7. Interactive: Like polls, quizzes, or challenges. 8. Consistency: Maintain a consistent posting schedule. 9. Call-to-Action (CTA): Include compelling CTAs to drive user engagement. 10. Feedback: Monitor audience reactions and feedback.

Un point essentiel pour que cela fonctionne : laisser de la liberté à l'influenceur et non lui imposer un contenu clé-en-main. Ce que sa communauté recherche, c'est son style, pas votre marque. Cela implique d'accepter quelques approximations, une tonalité parfois différentes de vos autres supports de communication... D'où l'importance du choix de l'influenceur pour être cohérent et complètement alignés avec vos valeurs, votre image.

Let people showcase THEIR talents in the way that THEY know best! It's best for influencer marketers to take a step back and really allow the content creators to run the show.

No matter where you thrive the pass you professionally grow, you always need to aim to the clean, true message! A fake campaign only brings bad results.

Utilize métricas relevantes para avaliar o sucesso da campanha. Isso pode incluir métricas de engajamento, aumento nas vendas, crescimento de seguidores, entre outros.

Adapt, Adapt, Adapt. The strategy is not set in stone. Continuously analyze data and adjust strategies based on campaign performance. Optimize what's not performing for optimal performance.

Es crucial monitorear continuamente tus campa?as de marketing con influencers. Por ejemplo, puedes implementar un código promocional en colaboración con ellos y evaluar la efectividad de su rendimiento de manera periódica.

Continious analyses/ monitoring of the audiance responce along with the analyses of symilar content is very importaint to continiously improve and optimize ones champain.

Beim Messen des Erfolgs der Inhalte sollte man auch die Analystics der Influencer*in mit einbeziehen. Von daher lohnt es sich, ein kleines Reporting der geplanten Beitr?ge mit in den Vertrag mit aufzunehmen. Wichtig bei Social Media Kampagnen ist auch, die Daten zu einem bestimmten Zeitpunkt auszuwerten und somit eine hauseigene Benchmark zu setzen, um zukünftige Influencer - Kampagnen miteinander vergleichen zu k?nnen.

Set Clear Goals: Define specific, measurable, and achievable objectives for the campaign. Know Your Audience: Understand the target audience of the influencer and align it with your brand. Choose the Right Influencers: Select influencers whose values, content, and audience match your brand. Authenticity is Key: Encourage influencers to create genuine content that resonates with their followers. Build Relationships: Foster strong connections with influencers for long-term partnerships. Clear Communication: Provide detailed guidelines and expectations to ensure alignment with your brand message. Monitor Metrics: Track performance metrics like engagement, reach, and conversions to evaluate success.

The current campaign by CeraVe with Michael Cera and key influencers is a true example of all the above with one thing missing. Be willing to take a risk with what might not be a conventional approach.

Depending on the category you’re looking to engage with, you may find it beneficial to connect with agents/agencies who represent a roster of influencers. From there you can provide your criteria and the agent can provide options accordingly.

Nada asegura el éxito de una campa?a más que medirla. Para eso tendría en cuenta: - Tener los objetivos claros - Elegir a un influencer que tenga acceso al perfil del target de la empresa y que, en efecto, sí tenga el poder de influenciar en sus decisiones de compra (no que solo tenga muchos seguidores). - Verificar si los valores y la ética de este influencer están alineados con los de la empresa. - Crear reuniones para entender el contenido de esta persona y contarle sobre las necesidades de la empresa. - Dejar que el creador haga libremente las propuestas de contenido. - Establecer los KPI's - Crear una relación agradable con esta persona para recibir feedback en ambas vías.

Choose the right platform, having your target audience/market/demography in mind. If you are running a campaign for a demography that uses say Facebook for instance on twitter, doesn't matter what you do, your campaign will most likely fail or at best, perform way below expectations