Have you ever worked with an Influencer that creates genuine and creative content that achieves outstanding results? If your answer is yes, then give yourself a pat on the back and make sure to grab on to them. As marketers, we truly appreciate a good influencer, or as we like to call them “Content Creators”.
Brand s benefit greatly from content creators’ authenticity and creativity when utilised correctly. Therefore, it’s important to have a solid influencer marketing strategy in place to help drive your campaign’s performance whether it’s brand awareness, driving trial or even customer retention.
However, influencer marketing is not always a piece of cake and can get a bit tricky. It’s not a rule of thumb that more followers mean better results. It’s about finding the right fit for your campaign that would maximise your ROI. Thus, one should be very smart about setting their influencer marketing strategy correctly from the beginning. We’ve put together the top Do’s and Don’ts that will help you to nail your next Influencers’ campaign.
Do set and share your goals
The success of any influencer campaign depends on clear and concise goals defined from the very beginning. Make sure to align your messaging with what your brand needs. For example, if the goal is to drive trial, include a strong call to action (CTA) via influencer’s content. Accordingly, make sure to share the campaign’s goal with your content creators. This will give them a sense of direction when brainstorming for ideas of content to create for your brand.
Do repurpose content
When finalising the agreement with your content creators, make sure to be transparent about the opportunities to repurpose the content they produce and get permission to do so. Repurposing content could be done by re-sharing on your brand’s website, cross posting on different platforms or even tailoring the content to target specific audience segments. This will help amplify your campaign and reach a wider audience. Furthermore, it will help maximise your ROI on your original cost of your influencer marketing campaign. Who doesn’t love that!
Do build and strengthen relationships
It is important to nurture, maintain and build on relationships with content creators that have been successful within your campaigns. They feel valued when they know that it’s not a one time job. Using them in multiple campaigns increases authenticity and builds trust within their audience when talking about your brand. Furthermore, continue engaging with them on their social media platforms and be present even after a collaboration ends.
Don’t be a control freak
Creators excel in creativity so make sure to give them the opportunity to do what they know best without limiting them. In order for it to be a win-win situation, create a clear brand guide that has all the filming guidelines and main key messaging that needs to be included in the campaign. Get their idea approved beforehand then let them do their magic. At the end of the day, they know their audience best.
Don’t overlook micro-influencers
Have you heard the saying “the whole is greater than the sum of its parts?” For some campaigns, it is better to go with a group of micro-influencers rather than investing in one macro-influencer. They tend to have a stronger connection with their audience and are perceived as more authentic and genuine. Additionally, they can target more specific and niche groups resulting in higher engagements.
Don’t let mistakes hinder your progress
There is no one size fits all when it comes to influencer marketing. It’s all about trial and error until you create a strategy that resonates best with your audience as each brand has a different identity. Also, you need to have an open mind about mistakes that occur during campaigns and turn them into key learnings and growth opportunities. So don’t be afraid to take the risk and test out a new platform for your next campaign!
Don’t hesitate to get in touch with us if you are looking to reach your audience with the right influencers. D/A specialises in influence marketing powered by its very own AI-enabled consumer intelligence technology, Sila.
Nada Mourad, Influencer Campaign Manager. DA.