Over the past few years, we have seen influencer marketing grow rapidly. While the landscape is continually evolving, it is an industry that won’t be going away any time soon. According to Ad Week, it estimates the industry to reach $10 billion in worth by 2020. Below are five factors to successfully execute an influencer campaign.
Define Your Campaign Goal And Objectives
Although essential, this step can be easily overlooked. Before executing any influencer campaign, you must first define the campaign goals and objectives. Concrete objectives will help guide the rest of your campaign and ensure you are able to measure campaign success accurately. Hub Spot recommends always making sure your objectives are SMART and thinking about factors such as reach, relevance and resonance. Once you have successfully defined your goals and objectives, be sure to align them with Key Performance Indicators for accurate campaign measurement.
Research Research Research
The influencer market is not the same as it was five years ago, and it is important that you complete in-depth research before selecting an influencer roster. This includes researching and understanding what industry your company/brand falls into the type of influencer you want to partner with. Smart® Insights shares that YouTube is an excellent platform for reviews and tutorials, so beauty brands might want to consider YouTube Influencers for their campaigns.
Always Have A Defined Budget
Before a company begins to source and contract influencers, a defined budget needs to be in place. This will depend on the type of influencers, such as macro or micro, a company has determined is right for the campaign. Having a set budget helps make sourcing and the contracting stage of an influencer project much more manageable.
Provide A Detailed Campaign Brief To Influencer
Regarding influencer campaigns, more information is always better. Having your influencer roster well-versed in information such as key messaging, brand background and campaign expectations will ensure content is aligned with your company and the objectives of the campaign.
Measure Campaign Results
Although not always the most exciting, it is very important to make sure you accurately track and measure campaign results. Measuring campaigns will ensure you can determine the success of an influencer campaign and how it tracks against your set objectives and KPIs. Main influencer metrics include Engagement, Reach, Impressions, Clicks and Conversions.
Digital & Social Media Specialist