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What Goes Into A Successful Influencer Marketing Campaign?

by Saloni Singh
Influencer Marketing

Influencer marketing is a hot topic that no one wants to miss. In the social media era, anyone can become a renowned personality or celebrity. Brands also leverage them to the fullest as brand ambassadors due to their cost-effectiveness and high reach. But the glamour of this job also brings fierce competition and if not careful, many influencers can accidentally burn the bridge and transform their popularity into deep-set aversion. In this article, we will shed light on the Do’s and Don’ts of influencer marketing campaigns.

DO’s of Influencer marketing campaigns:

  1. Setting up targeted Key Performance Indicators:  It’s all about the right strategy at the right time. With the set and standard KPIs in place, such as website traffic, membership signups, application downloads, social media engagement metrics, and subscription rates, the expectation can be set properly, and the performance can be vetted thoroughly.
  2. Finding the right set of influencers: Finding the right influencers especially in the case of micro and nano influencers, is like finding a needle in the haystack. The audience always likes to reach out to someone with whom they can relate, gain valuable knowledge, and get drawn in by their personas. With adequate time spent, brands can focus on their specific target audience with the appropriate influencers.
  3. Selecting the right social media channel: There are a plethora of social media channels right now – from Twitter to Twitch, but all the platforms are not for every audience. LinkedIn is highly popular among businesses and decision-makers, whereas Gen-Z is hooked for hours on YouTube. Brands need to find the social media channel(s) which is/are best suited for the targeted segment.
  4. Educating the influencer about the product: Knowledge is power, and the same rule applies in social media. The target audience though prefers to hear from influencers, they also research and study on their own. If the influencer is well-versed with the endorsing product and its features, then it certainly looks more genuine and authentic for the target audience who can gain knowledge about the product and get the right information.
  5. Co-create content with the Influencers: Brands might know the product best, but the influencers hold the key for the target audience to reach out. Rather than pushing their own agenda and content on to the influencer, it will be highly beneficial if the content can be co-created by taking suggestions and pointers from the influencers to maximize the reach out of the Influencer marketing campaign.

DON’Ts:

  1. Getting swayed by vanity metrics: Just because an influencer is quite popular, it doesn’t ensure success for brands. They need to look beyond the outside layer of popularity and subscriber counts and delve into more functional details such as:
  2. The engagement rate for the influencer
  3. Checking whether there is any paid promotion involved
  4. Whether the messaging is properly fit for the brand
  5. How the past campaigns have performed
  • Selecting influencers without thorough vetting and strategy in place: Influencers, no matter how popular, can’t do magic in the brand promotion if the tone of the content is not set properly. Setting up the expectations and accordingly choosing the influencer would be wise.

Micro-managing the Influencers: Influencers are there for a reason and brands need to respect that. They should be given the freedom and authority to create content and put forth ideas as they are the most valuable assets in the campaigns.

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