You’ve experienced a failed Influencer Marketing campaign. What could you have done differently?

When we do market research for influencers, we often start looking out for people with huge numbers of followers. But that might not be the right approach. An influencer with 10K followers can be more fruitful than one with 100K followers if his audience is the target group you want for your business. It's essential to go through their content in depth and find answers to these questions - Are they posting content that aligns with your brand strategy and goals? How is the engagement on their posts? Are people just liking their content or commenting and resharing it as well? Who are the people who are interacting with their content? Focusing on the quality of engagement is much more important than the quantity.

Ensure you have selected an influencer that gets your brand and your message and is genuinely passionate about it. If they are simply reciting your key messaging without any real excitement or understanding it will show and will jar. Make sure you are judging the campaign using the correct metrics - is it brand or more direct response and are you mixing the two up? Sometimes the best content just doesn't land and you just have to put it down to experience, be grateful for the learnings and move on and try not to repeat the same mistake.

Selecting influencers should be the most difficult part of your campaign is it’s easy you are doing it wrong. Except you already know what works for the brand and have tried it over time. For a marketer who has just encountered a bad campaign. Going back to the drawing board, revising your strategy and influencer selection process. Re evaluate your KPIs and metrics and how you are measuring. Always listen to chosen influencers they know what works

Generar una campa?a capaz de difundirse a través de las redes sociales parece ser una tarea fácil, pero no lo es. Esto se debe a diversos factores que debemos considerar a la hora de elegir a nuestros verdaderos voceros de campa?a, como lo es por ejemplo preguntarnos: ?El perfil al que apuntamos con el influenciador responde a nuestro público objetivo? ?El rango generacional influye? ?La cantidad de seguidores nos asegura el éxito? Son preguntas básicas que muchas veces obviamos ante la cantidad de comentarios y likes que puede tener cada rostro, pero lo que no vemos detrás es que cada uno de estos perfiles responde a un usuario interesado por la forma de entregar el contenido, pero que muchas veces puede verse poco influenciado.

Key takeaways for a better outcome: 1.Better Alignment: Ensure the influencer's audience and values closely match our brand ethos. Often Micro or Niche Influencers bring more quality engagement than large influencers who mostly serve the purpose of bringing reach. 2.Clearer Objectives: Define what success looks like from the outset—be it brand awareness, engagement, or conversions. 3.Engagement over Followers: Genuine interaction is more valuable than sheer numbers. 4. Authentic Content: Allow influencers creative freedom to produce content that resonates authentically with their audience, while still aligning with our brand message. 5. Implement real-time tracking of campaign performance to make adjustments as needed.

I've yet to come across a brand or organization with a marketing budget to burn on influencer marketing just for fun. Average reach on organic content hovers around 5% for most, and there's more social noise to cut through than ever. So while likes and views are nice, you'll want to make a real splash and have a greater impact when investing in a creator collab! That's why defining your OKRs is critical. You'll want your influencer marketing to do one or all of the following 1. find new or existing audiences 2. delight & connect with that new or existing audience and 3. turn that new or existing audience into supporters, donors, or customers. Track metrics like shares, saves, link clicks, follower growth, EMV, and traffic from social.

If you want a campaign to do well, you have to know what 'well' is simply paying for an influencer to promote your product and sitting with a confused face when you didn't make a million pounds never got anyone anywhere, Before you even start the campaign, set targets based on metrics you usually track such as CPM, engagements, total reach or even sales. Then come up with a sensible way to track this and find out what the influencer has previously done to attain the results you want to reach. Then once then campaign finishes reflect and look at why you didn't meet your targets.

There are many different kinds of influencer campaigns that could be deemed a success based on all different kinds of metrics. For example, there are influencers that we work with that may not have the highest engagement rate, but their content is exceptionally high-quality. We still may choose to partner with that influencer to receive high quality content to use in our other marketing channels—but we wouldn't expect the ROI to come from engagements or sales. Setting expectations and goals for the campaigns ahead of time will help measure the success. Not every campaign has to have a goal of driving traffic and sales.

Here are various possible goals for an influencer campaign: -sales -virality -impressions -clicks -email sign ups -content generation -engagement (comments, likes, shares, saves) This is not exhaustive. Once you know your goals, you absolutely must have an efficient way to track progress towards these goals.

Il existe plusieurs types d'objectifs mais les principaux sont la visibilité, la notoriété ou les ventes. Les indicateurs de performances (KPI) vont dépendre de ton objectif initial. Il existe les impressions, le nombre de vue, l'image de ta marque (notoriété), l'engagement, ...

Influencers can’t be authentic if you give them a brief that is too stringent. Be open and clear about the key messages but leave the creative to them - they are the experts and know what their audiences respond well to. Relinquish creative control and deliver better results in the long term.

In influencer marketing, striking a balance between brand guidelines and creative freedom is key to authenticity. Give influencers your brand values and guidelines, but encourage their unique storytelling style. This approach not only ensures content resonates with their audience but also upholds your brand's integrity. Authenticity shines when influencers genuinely connect with the message they're sharing, making the promotion feel less like an ad and more like a natural recommendation. Trust in their creativity within the framework of your brand guidelines for truly engaging and effective campaigns.

What we found is the best way to yield balance between creator freedom and brand messaging is by answering these questions in the brief: -What is the campaign objective? -What product is being featured? -Who's the target audience? -What are they main talking points? -What are the do's and don't's? -What are the caption instructions? Other ways to invite creative freedom within brand / campaign objective guardrails is by asking provoking questions like - how do does this product help you express your individuality?

Les influenceurs ne peuvent pas être authentiques si vous leur donnez un brief trop strict. Les meilleures collaborations proviennent d'influenceurs libres. Soyez ouvert et clair sur les messages clés, mais laissez-leur faire la création : ce sont eux les experts et savent bien ce à quoi leur public réagit. Abandonnez le contr?le créatif et obtenez de meilleurs résultats à long terme.

We do specify deliverables that have to be turned in (i.e. # of assets, posts, etc). However, the number one thing that we tell our influencers that they know their audience best and we want them to create content that they know will resonate with their audience. Outside of incorrect information, we really give our influencers the creative freedom to use our products authentically. In addition, we are also flexible with deadlines to a certain extent. If you've partnered with the right influencers, they will do their best to make the partnership mutually beneficial and successful and will post your content when they feel it will best perform.

Closely monitor the campaign's performance metrics and engage with your audience and influencers to understand what went wrong. Analyze engagement rates, conversion data, and audience feedback to identify specific areas of improvement. Engage in open communication with the influencers to gain insights into their perspective and audience reception. Use these findings to adjust your strategy, focusing on more authentic engagement, better-aligned influencer partnerships, and content that resonates with your target audience. It's essential to view failure as a learning opportunity, applying these lessons to future campaigns to enhance their effectiveness and achieve your marketing objectives.

I remember doing a campaign with Nivea. My team and i basically launched the campaign and then forgot about it. It was a massive mistake! You need to monitor your performance, react to how things are going on the influencer post, and engage with the audience. Being responsive in real-time will give your campaign the best impact.

Il est essentiel pour tout influence manager de créer la campagne mais également de la gérer tout au long de la campagne. Tu vas pouvoir profiter des opportunités créées par la collaboration pour t'améliorer pour les prochaines campagnes. N'oublies pas que tu peux également adapté ta stratégie tout au long de la campagne pour pouvoir être dans les tendances de marché.

Approving content + captions before it goes live helps prevent fires, but they still happen. Something to keep in mind is red flags that pop up in the comments. Are viewers dragging the creator or your brand? Is there some other un-PC thing or cultural miss happening? This is not likely, but possible. More importantly, brands should be monitoring every post in order to engage with the comments. This helps build credibility, trust, and community. It's also critical to respond to purchase intent comments like "when are you back in stock?" "where do I buy this?" "is this [insert allergen free question here]" It can be challenging to monitor posts for a campaign manually, I recommend platforms like Crafted for tracking.

Every campaign should be followed by a deep analysis of wins ands losses, identifying patterns and key learnings that can be applied to the next one. We all learn from what doesn't work just as much as what does.

The only way your next campaign will be better is if you learn from the mistakes of the one that didn't do well, and the only way to do this is to have a test, testing is the most important part of any influencer campaign, whether you are testing the audience, the niche or the size of influencer, you need a fair test with a target result to measure it by and at the end you can learn which campaign performed better, take elements from it and replicate this on the next campaign.

Chaque campagne doit être suivie d’une analyse approfondie des points positifs et des points négatifs, en identifiant les opportunités et les enseignements clés qui peuvent être appliqués à la prochaine campagne.

It is hard to know what to learn from it if you don't know what went wrong. The better approach is to set your goals, so that if/when you miss them you have a more targeted outcome to test for next. For example, our goal was viewership and we missed it. What are different types of creators you can test next time? Different messaging? Different product? Different CTA?

To enhance future influencer marketing campaigns, consider aligning influencers more closely with your target audience, prioritizing authenticity, and clearly communicating campaign objectives. Diversify platforms based on audience demographics, monitor performance metrics closely, and conduct a thorough post-campaign analysis to learn from both successes and failures. Ensure legal compliance and maintain a feedback loop with influencers for constructive communication and improvement. Adjusting these factors can contribute to a more successful and impactful influencer marketing strategy.

Reflecting on a failed Influencer Marketing campaign, I'd reconsidered the influencer selection process. Instead of solely focusing on audience size, I'd prioritize relevance and authenticity, ensuring alignment with the brand and target audience. Additionally, clearer communication of campaign objectives and expectations could have mitigated misunderstandings. Regular monitoring and adjustment throughout the campaign would have allowed for early detection of issues, enabling timely course corrections. Finally, post-campaign analysis to identify key learnings and areas for improvement would be crucial for future endeavors.

Jumping off of what other people have mentioned in this section, it is important to really understand your brand, the consumers that you have already converted, and where you want to go. This will direct your influencer efforts to the right influencers for your campaigns. Sometimes that means smaller creators already existing within your niche that come with highly-engaged audiences, more followers does not EVER mean higher ROI. In addition, really consider using your influencer programs to gain high-quality content. Not all influencer partnerships have to result in direct sales if you can attribute value to what would've cost $$$$ with a photo/video shoot.

I also think it’s key to think about the following when engaging with influencers for a campaign: - storytelling. what is the message you want to tell via the influencer and why is it interesting to the consumer? Is there a call to action for the consumer to engage with to drive engagement - moment in time. Think carefully of if there’s a calendar event or moment the content can tie into to give it momentum