Ten Tips for Creating an Effective Influence Marketing Campaign Part 2
3. Keep an eye on the engagement rates
The number of subscribers is not always the most important statistic in influence marketing. There are many examples of the same campaigns on different Instagram accounts with accounts under 30,000 subscribers outperforming accounts with over 5million subscribers by almost 300%.
Focus on the rate and type of engagement that posts get. For example, many people who follow famous international models with millions of followers are not interested in the products or services that they promote. They are more interested in the star than in what she recommends.
4. Consider micro-influencers
Micro-influencers are often the perfect fit for influencer marketing campaigns. They allow you to extend the reach of your campaign to multiple influencer accounts without blowing your budget. This is a smart way to manage risk. Additionally, micro-influencer subscribers are generally more engaged and more inclined to purchase products and services through the micro-influencer content.
5. It comes at a cost
The cost of an influencer varies. It generally depends on the status and influence of the influencer. Obviously, there is always a way to negotiate, but the cost must be seen as an investment and take into account the performance indicators that you have defined. Results from influencer marketing can be huge and surpass other forms of marketing, including many digital channels.
Popular and overwhelmed influencers aren’t necessarily open to negotiation. However, many influencers primarily want to deliver good products and services to their audience. If the influencer falls for your product, they will be happy to find a compromise that is acceptable to you and to them.
Either way, it’s worth investing in influencer marketing. In general, this requires a lower investment than for other forms of marketing and it brings a better return on investment.
6. Provide your influencers with the creative space they need
Influencers generally attract their followers through their personality. It is this personality that made them popular and allows them to build engagement with their followers. In order for your campaign to work, it’s important to allow your influencers to exercise creative control when promoting your product or service.
What usually works for you won’t necessarily resonate with your influencer audience. Influencers are in constant contact with their followers, which lets them know what will work with them and what won’t.
Brands that are brave enough to give their influencers some creative freedom get more organic posts and better results.
7. Posts are not infomercials
Consumers don’t like to be taken for cash cows. Posts must therefore have real value. Influencer posts should remain authentic while promoting your brand’s emotional attributes, rather than trying to list all the benefits of your product or service. However, it is essential that influencers are transparent whether the partnership with the brand is paid or sponsored, or if they are receiving freebies.
Let your influencer infuse a bit of their personality into your campaign. After all, your brand relies on the credibility of the influencer. Your posts should therefore reflect this organically.