The phenomenon of influencers makes sense in a context in which digital marketing seeks to create quality connections with its audience, based on the affinity between brands and people. The result is more honest and close messages and proposals.
Influencer marketing is a resource used by many brands in recent years with the aim of getting closer to their audience. But this resource does not always take advantage of everything it should and, in the worst case, it can generate indifference or even rejection in the audience we want to reach. So that this does not happen to you, I have compiled the tips of Making Science that they expose in their presentation “How to launch the perfect influencers campaign?” and that you can find published in IAB Spain, including a real success story. You cannot miss them!
The Influencer Marketing result is that instead of repeating corporate messages, brands tell stories through people close to the audience (influencers), who can build these quality connections.
For influencer marketing to be effective, the challenge is to create resourceful and relevant content that stands out from the myriad of content that today’s digital users consume at full speed. It will also be necessary to focus on these three key aspects:
- Properly measure the ROI of marketing actions with influencers, in order to adequately justify the investment within the company’s marketing plan.
- Ensure the authenticity of followers and interactions. One of the most problematic practices within the influencer industry is the purchase of followers, likes and comments, in order to inflate the perceived influence of the user. Not surprisingly, these fake interactions add nothing to the brand and can even damage its reputation.
- Identify influencers according your brand. Taking into account that the objective is to generate affinity, it becomes essential to do a good research to find the influencers that really fit the audience sought by the brand.
In terms of sectors, influencer marketing sweeps the world of fashion, beauty, lifestyle, gastronomy and technology, and also has its weight in culture, sports and video games.
It should also be noted that according to a study that analyzed brand memory and future purchase intention, influencer marketing increases emotional intensity by 277% and fixation on memory by 87%. Figures that undoubtedly explain the continued popularity of this type of marketing.
7 reasons to include influencers in your marketing campaign
Any influencer marketing campaign must start from the preparation of an adequate briefing, in which at least these main points are collected:
- The objectives of the marketing campaign action.
- The target audience for the brand.
- LCommunication channels for the brand or company.
- The message to communicate to the audience.
- The creativity guidelines.
- Whether or not the product should be present in the influencer’s posts or stories.
- The requirements of the copy: if it is necessary to mention the brand, hashtags or specific messages to include.
Why I need an Influencer for my marketing Compagnie?
The objectives of launching an influencer marketing action can be very diverse: improve engagement, grow in social networks, improve the reputation of the brand, generate sales, reach new audiences, branding … but in any case it is very important that are reflected in writing. In the same way, it will be necessary to establish how we are going to measure the fulfillment of these objectives to see if we have achieved them or not.
When it comes to choosing channels or platforms, the queen is undoubtedly Instagram, where 66.7% of the actions are carried out with influencers. It is followed by Facebook with 12.5% and Twitter with 6.3%. In any case, the choice will be very determined by the characteristics of the public we want to reach.
Finally, it will be time to specify the creative idea in a proposal, which will include one or more of the following formats:
- Attendance at events of your brand or company.
- Participation in contests.
- Discounts or coupons.
- Photos and videos in your evente.
- Blog posts.
- Product exchanges.
- Influencer travel.
- Events with followers.
How to find the perfect influencer for my marketing campaign?
Finding the right influencer for your marketing campaign is a decision that should never be taken lightly.
You need to do a thorough investigation and consider factors such as:
- The affinity between the influencer and the brand. Is he an appropriate ambassador to represent your values?
- The community around the influencer. Does it correspond to the target audience we want to reach with the action?
- The interaction ratios. More than having a large number of followers, what we should look for are profiles that generate reactions in their audience and interact with them.
- The topics that it usually deals with in its publications. Does our action fit well with them?
- The physical location of the influencer and his followers (especially important if we intend to organize events).
It is also necessary to take into account the influencer profile we are looking for based on the size of your audience:
- Micro Influencer: 10,000 to 50,000 followers.
- Medium Influencer: 50,000 to 250,000 followers.
- Macro Influencer: 250,000 to 1 million followers
- Top Influencer: more than a million followers.
It can be very interesting to run campaigns with micro-influencers, in which we directly contact many content creators without doing a manual search. This allows us to be effective in terms of the time and returns of the influencers, and also avoids errors (the contents are published automatically once validated).
Talk with the Influencer about your new marketing campaign for your brand or company
- Scheduling: specify the timing of all actions.
- Production of content, either by the influencer himself or by a production team.
- Approval of the content by the agency and the client, according to the guidelines and what is agreed in the contract.
- Publication of the approved contents on the agreed date.
- Preparation of reports with metrics of the publications and daily control of the publications according to the calendar.
- Campaign closure: after finalizing the agreed publications, the agency will prepare a presentation with the main KPIs, conclusions and lessons learned from the campaign.
It is already known that in digital marketing, what cannot be measured does not exist! Therefore, the influencer marketing plan must always include the metrics that we will use to measure the success of an action. We can distinguish between two main types of metrics, those that we will apply before the campaign and those that we will use afterwards.
Before the campaign, the metrics used will have the objective of properly selecting the collaborating influencers. To do this, we can start by analyzing their profiles with these two metrics:
- Actual reach rate: reach divided by the number of followers and multiplied by 100.
- Engagement rate: number of interactions divided by reach and multiplied by 100.
Also, we can rely on different tools to help us in the selection process:
- Tools to find influencers: Binfluencer, Socialblade, Audiense, Hootsuite and Buzzsumo.
- Tools to measure the engagement of influencers: Phlanx and Statflux.
- Tool to analyze if an account has fake followers and see their interaction data: IG Audit.
After the campaign, we will select a series of metrics that allow us to monitor the results and establish what the ROI of the action has been. The exact metrics to use will depend on the objectives of the brand, but these are two of the most common:
- CPM: total cost between number of impressions multiplied by 100.
- Profitability: earned average value between campaign cost.