The Secret To An Effective Influencer Marketing Campaign
Influencer marketing has exploded in the past few years as marketers learn how to harness the power of social media. From agencies to programmatic buying tools, there is no shortage of options when it comes to running an influencer marketing campaign. But the gulf between advertising and effective advertising is deep and poorly mapped. So how can you make sure that your campaign is truly championing your brand? Years of experience as a leading influencer marketing agency have given us some useful insights. We’ll be running this out as a short series over the next few weeks.
Step 1. Select the right influencer and the right audience –
Those big fat profiles with millions of likes are always attractive. But they are not always effective. When selecting the influencer to spearhead your campaign, there are three key comparisons to analyse. Make sure you get this right – the rest of your campaign depends on it.
1. Brand identity and influencer personality: This goes beyond ‘don’t ask bros to rep make-up.’ Would the influencer rep your brand without being paid? Does your product naturally fit into the influencer’s format? Authenticity is the crux of any influencer campaign – if the product placement feels even slightly off audiences will tune out. Remember you can always make up the view numbers with a distribution strategy.
2. Target audience and follower demographics: Influencer followings are not necessarily intuitive. How many menswear brands would love to use GQ’s best dressed man in their campaign? Yet Jim Chapman, best dressed of 2016, has a 78% female audience. Don’t base your decision solely on who the influencer is, be sure to move beyond face value stats and check their audience, geography and watch time data. There are tools that plug directly into influencers’ channels and can neatly present those statistics for you, such as RED_fluence.
3. Campaign objectives and follower behaviour: Each influencer’s audience behaves in different ways. Some are highly engaged and personally devoted to the influencer, some channels are sources of information, some are dedicated to one ridiculous thing. The other major factor is which platform the content will be hosted on. According to our data, Facebook is best for video shares, YouTube for watch time and action, Instagram to build a loyal following, and Twitter, well… aside from celebrity influence, it’s looking down for the count these days.
Stay tuned for the next instalment. We’ll cover integrating your brand with the influencer’s channel.