8 Tips for Running a Successful Influencer Marketing Campaign

Danielle Nuzzo // Aug 3 // Insights

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8 Tips for Running a Successful Influencer Marketing Campaign

(Photo credit: @FeralCreature)

Influencer Marketing is a lot like a home renovation – it usually takes double the amount of time and budget than you originally anticipated. But don’t let that discourage you. The investment can yield incredibly inspiring results when done right.

Today, most brands are leveraging some form of influencer marketing as part of their communications strategy. eMarketer reports that $570 million was spent last year on influencer marketing on Instagram alone (source: Digiday).

With the increasing popularity of visual platforms like Instagram, Snapchat and YouTube, brands are struggling to create all of the content that is needed to populate these channels on a daily basis. All of this need for content created a ripe opportunity for the birth of Influencer Marketing as we know it.

How To Run an Influencer Marketing Campaign:

  1. It takes time. Don’t skimp on hours in the research and planning phases. Identify and vet influencers that are a natural fit for your brand, and whose visual aesthetic and subject matter resonate with your current following.
  2. Use a contract! This helps to protect both the brand and the influencer, as it will clearly outline expectations and deliverables up-front. This also provides the opportunity to determine ownership rights for content that is created. When money is being exchanged, use a lawyer to draft and review the contract. Trust me, it’s worth it.
  3. Cultivate a relationship. Influencer marketing shouldn’t be viewed as ‘one and done.’ You’ve invested time and money into an influencer, who hopefully is an organic fit for the brand, so why not open up the opportunity to work together again in the future. Influencers are often great resources for hosting brand events, designing capsule collections or acting as an interview subject on your company’s blog.
  4. Dedicate a budget to make it work. Influencers are creating content, writing copy and promoting your brand. They expect (and should) be compensated in return, just like any other form of advertising. With increased involvement from the FTC, influencer marketing is being treated as another form of online advertising and requires a budget to make it truly effective. There is a wide range of expected costs, but it varies greatly by influencer, industry and the amount of content that is being produced. Below is an outline of average prices of working with fashion influencers:
  5. Cross-promote content. Use the assets created by influencers for your own digital storytelling (social media, blog, email, etc.). Be sure that your contract covers usage rights so you ‘own’ the content for future marketing use.
  6. Set KPIs. What does success look like? Is it more visits to a website? Or is it an engaging series of 6-second product demo videos? Develop benchmarks for success in advance of launching an influencer marketing campaign. Suggested KPIs for Influencer Marketing:
    • Engagement Rate – how does engagement rate of influencer posts compare to your own social posts?
    • Content/Assets - number of images, videos, etc. you now have access to
    • Social Exposure - number of times a designated campaign hashtag has been used
    • Tracking Link Performance – when possible, use a trackable link to interpret traffic or sales data
  7. Influencers are everywhere. Influencers are no longer just bloggers or Instagram celebrities with millions of followers. Influencers can be the owner of the craft coffee shop that you love or a freelance creative director. They can be the founder of a start-up or a local chef. Look outside the bubble of typical influencers to find an ambassador that truly resonates with your brand.
  8. Trust the process. The biggest hurdle to influencer marketing is proving ROI. A whopping 78 percent of marketers said that determining the return on investment is their biggest challenge {source: Digiday}. Influencer marketing is a relationship-building exercise, and with the right fit and campaign, it can yield long-term results that a brand would never be capable of producing on their own.

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