Influencer marketing is not just booming these days – it is completely changing our ideas about brand promotion, business growth, and business-consumer relations.
In fact, influencer marketing spending is growing at an unprecedented rate – in 2021, businesses spent $3.69 billion in the USA alone.
If you want to stay up to date with the changing marketing landscape and grow your business by leveraging social media exposure, it is time to launch an influencer marketing campaign.
To make sure your brand benefits from a collaboration with a social media influencer, consider these 7 essential steps to launch a killer campaign.
Before you dive into a marketing collaboration with a social media influencer, make sure to define your goals. Why are you launching this campaign? How do you see it develop? What are your expected outcomes? Answering these questions is essential to the process of working out the most effective strategies for your influencer marketing effort.
Besides, take into account the following aspects of your future campaign:
Choice of the social media platform where your collaboration will take place. For example, if your target audience consists primarily of Gen Z customers, TikTok is the place to be. If you’re aiming at reaching the tech crowd, YouTube is a better choice. Once you determine the platform, you’ll be able to significantly narrow down your search for the right influencer.
Your key KPIs and metrics. Decide on what you want to achieve or improve in the context of your business growth. It could be:
The more profound your initial goal analysis is the clearer your vision of a perfect influencer marketing campaign you will arrive at.
Influencers are a diverse crowd. Based on the number of followers, marketers usually roughly distinguish between:
Collaborating with influencers who have fewer followers is naturally cheaper, while mega-influencers are closer to celebrities – hard to chase and costly to work with.
If you’re a smaller brand, we recommend that you consider nano- and micro-followers for several reasons (apart from the cost):
Speaking of niches, pay attention to what type of content the influencer you’re considering creates. What is their area of expertise? What is their target audience? Do these align with your brand and its vision? Are you looking for fashion, lifestyle, sports, nutrition, or another type of influencer?
For example, you’re a growing streetwear brand in search of new customers among young, active people who love fashion and will appreciate your approach to creating unique clothes.
Then look for fashion influencers who are passionate about the same aesthetic and will be enthusiastic about representing your brand.
Valentin Bruneau is an excellent example of such an influencer – he works with aspiring and renowned brands and highlights the product’s aesthetic in the visual content he creates for his audiences.
Bottom line: having a well-defined influencer profile will simplify your search process and guarantee a perfect match for a successful collaboration effort.
It is not only bout the right influencer to spot.
The collaboration format you choose is also of paramount importance to the success of your influencer marketing campaign.
Major types of influencer campaigns include:
You can also consider long-term types of collaboration:
If you want to go a bit experimental, we have an idea for you too:
You already know what kind of influencer you need and the type of collaboration that will benefit your business the most. Now it’s time to do some fieldwork and look for the right influencer.
Essentially, you can go two different ways here: conduct your search manually or use special automated influencer marketing tools.
If the first option is your choice, you can simplify the manual search by:
If you don’t want to spend hours on manual search, you can use one of many available influencer search tools out there.
Influencer search software allows you to utilize a variety of filters to find the most relevant influencers from large databases. You get top results within seconds and can start reaching out to the best candidates right away. An added bonus of using automated influencer search tools is that you can see analytical data on the chosen influencer’s performance.
Pro-tip: While you can opt for influencer search software with huge databases across multiple social media platforms, solutions that focus on one or two social media usually give you more accurate and relevant results. For example, InBeat specializes in finding top TikTok and Instagram micro and nano-influencers for your influencer marketing campaign.
When it comes to influencer marketing campaigns, remember that you’re not the only party choosing here. Influencers also strive to be selective about the brands they collaborate with, and one of your tasks is to incentivize them.
To create an appealing pitch to the influencer of your choice, take into account the following:
Naturally, upon launching the influencer marketing campaign, you will want to oversee the process and track its progress to see if things are on the right track.
The best thing you can do to ensure that everything runs smoothly and the chosen influencer knows what to do is to provide clear guidelines and briefs for the posts, explainer videos, or other types of content you expect to see with your product.
Another crucial aspect of campaign coordination is staying in touch with the influencer. Communicating and bringing each other up to date is key – organize a convenient space for interaction and set up a chat/call schedule. Such apps as Slack, Flock, or Discord can become your digital workplace.
But remember: don’t overdo it with your urge to control how the campaign is running. Influencers are professionals in what they do – that is, creating content and engaging audiences, encouraging them to make buying decisions.
Don’t try to micromanage the influencer or be too rigid – leave some space for flexibility and creative decisions on the part of the influencer. You are the guiding force behind the campaign goals and brand vision, while the influencer is responsible for manifesting those in what they post to their social media.
Finally, it is important to have the opportunity to measure the progress and results of your influencer marketing campaign.
Tracking your success across essential KPIs is not only a way to make sure the influencer marketing strategy of your choice yields substantial results, but it is also a must if you want to implement necessary changes and improvements in a timely manner.
Additionally, you can see how well the influencer is doing on their end of things, including their engagement effort and audience reach.
Take note of these key influencer marketing KPIs in your campaign:
As you can see, launching a killer influencer marketing campaign is about having clear goals and finding the right influencer for the job.
Virtually every business can benefit from the power of influencer marketing these days – leverage it and don’t be afraid to get creative. Social media users are open-minded and curious customers who will respond to authentic, dynamic marketing content.
Write 10x faster, engage your audience, & never struggle with the blank page again.