Influencer Marketing Campaigns: A ‘How-To’ Guide

Nowadays, it is hard to move online without being constantly nudged or reminded of the ambiguous but powerful world of influencer marketing. 

It seems like a term that most are comfortable with by now. The vast majority of social networkers could identify an influencer, especially on Instagram. But the industry goes a lot deeper than your typical “enter the code SUMMER21 at checkout for 15% off!” clothing or cosmetics promoter. 

After our earlier piece, this follow-up article will take a more advanced look into such campaigns. We’ll detail how to establish them, the ‘dos and don’ts’ involved, and, most importantly, how you can track their success.

Setting up and choosing your influencer

As is the case with any new campaign, research is essential. Determine exactly what you hope to achieve from the campaign, any key objectives, goals or KPIs. These can be explained to the influencer and then used to keep the campaign on track. 

It is then important to identify the platforms you wish to use. Consider the platforms best suited to the influencer and the products they are endorsing (cosmetics and clothing are at home on Instagram, video games on Twitch, etc). 

Then, set on the type of influencer you want to contact. Are you going to target a particular mega or macro-influencer, or a number of smaller nano or micro-influencers? It’s just a matter of determining what will work best for your campaign. 

If you are looking to involve a large quantity of influencers, perhaps consider contacting a marketing agency.

Budgets and campaign objectives

Next up is cost. Influencer Marketing Hub broke down estimated price ranges for each category of influencer and the engagement rates that you can expect from each. 

The average price per post ranged from anywhere between $172 and $434 (depending on the topic). It is also worth pricing up the cost of an alternative strategy – just for comparison – to ensure that you’re getting the best value for money. 

Defining the message

An underappreciated element of this process is determining the tone that you would like the influencer to use when mentioning your product. 

You don’t want to completely restrict the current tone that an influencer is using. But the endorsement must take on the right tone of voice – it needs to feel natural. If it seems gimmicky and forced, it may have unintended effects on an audience and cause them to lose trust in the campaign. 

Contacting your influencer

Actually contacting an influencer can be as simple as a direct message for those with smaller accounts. For larger ones, using any contact methods that are outlined in their bio is the best course of action. 

Many influencers also promote other brands at the same time. Outlining dates and times for posts to be made at the outset will help to make sure that your product remains as prominent as any other.

Measuring influencer marketing campaigns

Once the campaign is up and running, tracking and measuring its success can be as simple as creating a hashtag. It will allow you to view all of the posts made by your selected influencers, as well as any surrounding noise created by the campaign. 

The nature of the campaign can also provide obvious metrics to track. Whether be it growth on a particular social media platform, sales, or website visits, they can provide faucets to gauge the project’s success.

If the campaign is right and is constructed correctly, influencer marketing can be hugely beneficial for your brand or business. It can be hugely cost-effective compared to more traditional forms of marketing and can establish a level of instant trust and respect from a very specific audience. 

Want to know more about how influencers can be used to the advantage of your brand or business? Don’t hesitate to email info@uni4mbrand.com or WhatsApp us on +447555892554.